Many sales reps who have been in the business for a while have been experiencing a steady decline in their performance for the last decade or so. Unfortunately, most of them cling to the ways of selling they learned two or three decades ago, despite the fact that these techniques are no longer effective. These reps persist in the old sales strategies because they’re supposed to work, or so they think. But the old approaches, like “solution selling,” don’t work anymore because the “solution” they are usually selling is a solution to the sales rep’s problem instead of the customer’s. Let me explain.
Let’s say there is a sales rep named Barbara. Barbara has been trained by her company to sell using a presentation that was created by their marketing department to make sure every sales rep presents the same fool-proof analysis of their product’s features and benefits, and how they will solve the customer’s problems.