How Much Should Sales Approaches Vary by Industry?

In the field of sales, there is a lot of range. More of you are in B2B than B2C. Some of you sell into government vs. selling into the private sector. Some of you sell to purchasing agents, others to ultimate users.  Many of you don’t like to think of yourselves as being in sales, though you know you have an impact on clients’ buying decisions.  And we all tend to look for that slice of life, those lessons, those situations that speak uniquely to our own little corner of experience—often dismissing the experiences of those who look different.
Sometimes, though, we overstate the differences, and forget how much of great sales is fundamental, consistent, inviolable across nearly all sales situations.
Charles H. Green of  Trust Matters, was reminded of this the other day by one of Jeffrey Gitomer’s weekly columns.