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All the main room presentations for the morning of the Conference in the
Jaguar exhibition Hall of the Ricoh Arena included views on aspects of change and how Sales
has adapted and will continually adapt to the changing world economic
Three keys to success - John Paul Getty
First off was Don Hutson http://www.uslearning.com/
from the United States. Included in his session on Sales Negotiations – Selling Value
not Price, was a section on the Evolution of Selling. Don’s Tennessee accent was a
good wake up call for the conference at the start of the day.
Don Hutson at Successful Selling 2011
Don talked us through the history of selling from the
Product Pitch of the Snake Oil Salesperson through to the hard sell of the 1940s
with its highly pressurised approach and what Don graphically describes as “commission
These were given as historical examples but not one
selling today should employ. But the next three stages of the history Don outlined still have relevance.
Throughout the 1970s Relationship selling became adopted
as the norm which in concert with Needs
Analysis Selling and Symbiotic Selling are now the ways we strive to perfect our
Don’s combination of energy and wisdom particularly on
his take on motivation was interesting. He quoted Henry David Thoreau on
“Motivation is the pull of anticipation
( our goals/visions)
and the push of
discipline ( work and practice.)"
Motivation of course does not
lastbut neither , as Don quipped, does a bath yet we need
to do it regularly.
Don’s take on goal setting described that gap between
Present Self-Image and the Projected Self-Image that we strive for in 5-10
We choose our attitude, Don stressed on a daily basis.
This point rseonated in the room
of sales people who know that our demeanour and spirit is chosen by us to adopt
and display in reaction to any given stimulus. 'A smiling face' as Confucius is supposed to have said 'sells!'
Perhaps more sales people should catch Don’s infectious
reverse paranoia ( as his wife describes it) and look on life as full of people (buyers) there to help us !
With the advent of the entry of the Trusted Advisor of today Don suggested
need to display to our customer both integrity and character.