Sales Is Easier Said Than Done

The Gap Between Aspiration and Reality

“Let’s face it, sales is usually easier said than done.”

Sean Higgins, CEO, BetterYou

The phrase "easier said than done" is a timeless adage that resonates deeply across various aspects of life. From fitness resolutions to learning a new language, the gap between our aspirations and reality is often wide and, at times, insurmountable. It's a universal truth that acknowledges human ambition but also humbly reminds us of our limitations. Like in these cases:

Assembling Furniture Without Reading the Instructions: Envision someone with a confident smirk saying, "Who needs instructions to assemble a simple shelf?" The next scene shows them surrounded by a puzzling array of parts and tools, with the shelf looking more like a modern art sculpture than a piece of furniture. The instructions sheet lies unopened, mocking their overconfidence.

Quietly Sneaking a Snack in a Silent Room: Someone whispers, "I'll just quietly open this bag of chips." As they carefully try to open the bag, it suddenly explodes with a noise that could rival a firecracker, turning every head in the room towards them, while they stand frozen, a chip halfway to their mouth.

Or how about these situations in sales:

The Rolodex: "I'm Looking for a Sales Leader with a Rolodex Who Can Hit the Ground Running"

Commission-only: "If a Salesperson is very experienced, smart, and confident about their work, they will definitely go with commission-only to earn a lot more, sometimes in the millions, than get stuck with a low base."

Growth Plan: “We have a handful of pilots and want to close 10-15 new clients in the next 6-8 months.”

This maxim “easier said than done” becomes particularly poignant in the world of sales and selling. Often perceived as a glamorous field lined with the promise of high commissions and accolades, with the perception of natural sales personalities and only common sense, the reality of sales is far more nuanced and challenging than it initially appears.

Sales is ambiguous and like a black hole to those on the outside. There are very few laws governing sales. And so, what appears to be an absence of structure, invites everyone to have an opinion. Everyone becomes an expert on how to structure and execute sales, how to pitch to a customer, to think that the value proposition is really a no-brainer, and to passionately engage in the discussion of "why we do not meet our sales targets."

Easier said than done.

Sales, at its core, is about persuasion, building relationships, and, most crucially, resilience. The misconceptions about sales begin with the oversimplification of its process. Many assume it's merely about presenting a product or service to a potential customer and convincing them to buy. In reality, it's a complex dance of understanding customer needs and buyer personalities, building trust, handling rejections, and continuously adapting to changing market dynamics. Above all, it is governed by structure and process.

One of the first hurdles in sales is the art of prospecting. Identifying potential clients who might benefit from your product is a skill that takes time and effort to develop. It's not just about finding leads but also about qualifying them - understanding whether they have the need, the authority, and the budget to buy what you're selling. This stage often involves cold calling or emailing, which can be daunting and disheartening, especially when faced with a string of rejections.

Once a potential customer is identified, the next challenge is to build a relationship. This involves active listening, empathy, and the ability to connect on a personal level. Salespeople must not only understand their product thoroughly but also the specific needs and pain points of the customer. This process can be time-consuming and requires patience and sincerity.

The negotiation phase is another critical juncture in the sales process. Here, the salesperson's understanding of the product, the market, and the customer's needs are put to the test. It's not just about closing a deal but doing so in a way that leaves the customer feeling satisfied and valued. This balance is delicate and often hard to achieve.

Moreover, the world of sales is continuously evolving. The advent of digital technology has transformed how sales are conducted, with an increased emphasis on online marketing, social media engagement, and virtual sales meetings. Keeping up with these technological changes and integrating them into the sales strategy is another challenge that sales professionals face.

Furthermore, sales is an emotionally taxing profession. Rejection is a constant companion, and resilience becomes a crucial trait for survival and success. The highs of successful sales are often balanced by the lows of missed opportunities and failed deals. Maintaining motivation and optimism in the face of these challenges requires not just skill but also a strong mental and emotional constitution.

So, sales, much like most other functions in an organization, require a blend of skills, emotional intelligence, structure, process, leadership, resilience, and adaptability.

Easier said than done.

Contact us to find out how we can make sales easier for you with a Fractional Sales Leader.

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Photo by Anne Gosewehr