John Grubbs - When Training Matters

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Engineer sales

The 3-part framework of the challenger sale model (2011) is to teach, tailor, and take control of the buying journey.  The idea of teaching during the buying experience is not new.  However, the days of buyers learning about your product or service directly from the sales representative are practically over.  In the 1970s, buyers would travel to local dealerships to learn the latest features about the car they were interested in purchasing.  The sales rep was the teacher.

With the invention of websites and our preoccupation with learning information on our own, seventy to eighty percent of the buying journey is online.  We research before buying or validating what the sales rep tells us by searching for reviews and other information about the pending purchase. This reality has increased the need for sales reps to become more knowledgeable.  They must provide information beyond what someone can research on the web. 

Buying has changed at a faster rate than the sales profession due to the advancement of technology.   Moore's Law is a computing term that originated around 1970; the simplified version of this Law states that processor speeds or overall processing power for computers will double every two years.  The pandemic accelerated the use of technology in sales by six years in a matter of months.  In other words, what would have taken place in years happened in less than a year.

Buyers do not want to get sold.  They want...

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