So if Sales Process allows you to use your Sales Skills, what are Sales Skills?
To answer, we need to look back at the Kick Ass Sales Philosophy: Effort + Curiosity + Ability to Make Connections = Kick Ass Sales. As mentioned in Part 2, Effort is involved in Process, so Curiosity and Ability to Make Connections are Sales Skills-related.
Many people advise sales professionals to ask better questions. We have all heard that. There are even many posts about how to formulate better questions. I am in favor of coming into a sales call with a list of questions to ask. As a matter of fact, I would consider it irresponsible and unprepared not to have such a list. That list should be good questions, formulated using all the questioning techniques you can find.
Date Night Gone Wrong
However, we all know a sales call is not an interview; it is a conversation. Can you imagine what would happen if you took your spouse on a date tonight and took out a stack of index cards and asked them one question at a time? No matter how good the questions, epic fail.
I know what you are thinking -- Duh!...I wouldn't do that in a sales call either. I've been in many sales calls coaching people, and you would be surprised at how far from the truth that is. Most people don't know how to have a conversation, especially one in which they have to lead the conversation without being the one that talks the most.
Next post will give you a great metaphor for mastering the art of how to lead from the bench (aka - lead the conversation by letting the other person talk).