The Shortest Route to Sales is Not the Direct Route

“The Single Biggest Mistake Made in Selling,” according to Founder and CEO of Trusted Advisor Associates, Charles H. Green is that business in general, but particularly sales, has fallen into the trip of “more is more.”  More detail is better.  Greater frequency is better.  More measurement is better.  But gradually, the system can produce the opposite of what was intended. Breaking down the process into innumerable smaller pieces doesn’t fool the customer– it allows the seller to believe he is effectively selling.

The whole problem arises from the beginning assumption that the goal of sales is to sell.   The really successful salespeople—whether in professional services or jet engines or new cars—realize the paradox at the heart of sales:

The true goal of sales is to help the customer.  The sale is a byproduct of helping the customer—not the goal itself.