4. Persuade instead of Prove
Decisions are made by the emotive center of our minds, and then our data driven executive decision center justifies the decision using tools of logic and language. Data will not drive a decision to buy; it’s the values the data represents—if the data represents a huge cost savings, it isn’t the huge cost savings the client is buying, it is the personal value of being a good steward of company assets, or the personal value of playing the ‘hero’ with this financial win (among other values the client may be buying).
If sales is based on a social ability (and it is—otherwise all it would take to close a sale is running a sales report and showing it), then the way we budget for sales the development of sales staff should reflect that. Instead of investing say, 80% in product knowledge and 20% in sales technique, a company involved in the capability of its staff emotional IQ might invest 33% in product knowledge, 33% in technique, and 33% in identifying personality, motivation factors, and other soft wiring that is not available in the product brochure (why do we spend so much time training on things that are for free on the box or on the company website?)