White Paper: Here Comes The Bandwagon
The Internet’s Real Impact on Salespeople
Lately a lot of people in the sales-training industry have been making some pretty remarkable claims. As a jumping-off point, they usually start with this premise: Because customers now have so much access to information on the internet, the role of the salesperson has changed.
Hard to argue with that one, isn’t it? Things quickly get bizarre, however, because after pointing out so helpfully that the internet exists, these deep thinkers proceed to use the fact of the net’s existence to justify practically any claim that suits their purposes.
In the sales-training industry, like everywhere else, catchy headlines grab attention. The more provocative, the better. Never mind if the provocative idea is wrongheaded or even absurd; if one sales-training company starts to see success with a new claim, others will hop on the bandwagon.
Here are a few examples of hot headlines found in recent issues of the Harvard Business Review:
- The End of Solution Sales
- Selling is NOT About Relationships
- The Dismantling of the Sales Machine
- The Trouble with Salespeople
These stories urge that salespeople be taught, as a first principle, to tell their customers something that the customers don’t already know. This is being touted as the salesperson’s optimum response to the “highly educated buyer” that we all face today because massive amounts of information exist on the internet. Training companies on this bandwagon have coined terms like Challenger, Insight Selling, Selling with Insight, and others to refer to this “new” approach.