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Sales has Big Problems
And The Seller's Lie is to blame.
The last decade has seen the sales profession take a massive lurch towards technology and automation. SaaS productization of the sales effort has redefined what selling is. Sales now treats the Buyer as an accessory to the sale. As a target to be hyper-spammed into giving consideration, and demo'd into handing over their money.
Simultaneously, the Buyer has assumed total actual control of the sale. Limiting access. Demanding proof. Making it harder than ever to sell and creating big problems for sales.
But the really bad news is that these problems are being compounded and made much worse by how sales has responded to them.
The Not-Enough Problem
"Not-Enough" sucks.
Not-Enough sales are being made, because Not-Enough Buyers have learned why your solution is the best solution to their problem, because Not-Enough Buyers will let you tell them, because Not-Enough Buyers like the experience they get from your sales effort.
The STOP
Sales doesn't get it.
Salespeople Transmit Opposing Priorities (STOP) when they are pushing an objective the Buyer doesn't have (close the deal) in a way the Buyer doesn't like (Default Sales Approach) causing the Buyer to limit, slow down or stop consideration altogether.
The Sales-centric Lie
Sales isn't even trying to get it.
The Sales-centric Lie is the delusion that sales-centric strategy and technique, technology, and automation, will compensate for delivering a Buying Experience the Buyer hates. This approach pushes salespeople into hyper-spamming Buyers, which triggers Buyers to disengage or quit.
When sales teams repeatedly push their agendas, prioritizing their needs over the Buyer’s, they transmit opposing priorities which alienates the Buyer and worsens results. Over time, these poor outcomes lead to Sales Burnout.
Sales Burnout occurs when salespeople lose the motivation or capacity to continue activities that they know are ineffective and unappreciated by Buyers.
This is particularly common among Sales Development Representatives (SDRs)—the front-line workers forced to execute toxic, sales-centric tactics—which is why SDRs have the highest attrition rate.
The Buyer is ready to QUIT
Buyers vanish.
The Buyer is always ready to QUIT. To Question Usefulness, Interest, or Truth (QUIT). Identifying an Apparently Inferior Option is easy, and happens once the Buyer follows a conscious doubt concerning the practicality, significance, or validity of the expertise, and/or the experience which delivers it; and limits, slows down or stops consideration altogether.
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