Two thought-provoking posts from fellow sales experts caught my attention last month.

The first was from inside sales expert, Lauren Bailey, who attended the ZoomInfo (sales and marketing) Summit in Boston earlier in the year and posted her Top Ten Takeaways. Takeaway # 3 caught my eye: “Even though (at sales conferences like this) “hot trend” sessions like AI and ABM are packed, when you talk with people one on one there are more people just trying to figure out consistent execution at the 101 level.

The second article, titled “Selling is the New Sales”, by Anthony Iannorino, states that: “Technology has displaced conversation about sales” and that as a result, “Organizations are finding that not only have they lost the ability to create opportunities, they’ve also lost a good deal of their ability to win them.”

The article concludes that, as we head into 2018, sales leaders are bringing the conversation back to developing greater strength in the selling fundamentals.

Coincidentally I also received a revelation in the form of an email sent to me by a sales leader in the technology industry. This astute millennial had recently read my book and took time to summarize his greatest “takeaways.” He included a candid commentary on how he sees his teams failing to execute, along with the impact of this “gap” on overall sales results and on support teams spinning their wheels on marginal opportunities.

Three distinct sources sharing a consistent and critical message for 2018: Sales teams need to place more focus and energy on strengthening their ability to consistently execute the fundamental selling skills.

Face it: Where is the value in generating a volume of leads through your social selling campaign if the team is not equipped to qualify and convert the right leads into opportunity? What is the point in telling your sellers to ask more questions when buyers demand fewer questions …and respond only to those that serve their interests? Why provide timesaving templates to sales pros if they aren’t “thinking” when, and how, to adapt the format to position your company to win?

[ctt title=”Where is the value in generating a volume of leads through your social selling campaign if the team is not equipped to qualify and convert the right leads into opportunity? ” tweet=”The #1 Threat to Your Sales Success in 2018 @JillsalesSHIFT #salesSHIFT https://ctt.ec/gD916+” coverup=”gD916″]

Why are so many sales organizations knowingly or unknowingly flunking on the selling fundamentals; the foundational behaviours that distinguish tire kickers from winnable opportunities, open productive conversations sooner and skyrocket closing ratios.

Here are three reasons to get you thinking:

1. The knowing – doing gap. Many sales people assume they execute the fundamentals well.  Mastery of anything takes commitment and practice. And it requires feedback from others.  Here’s a candid question for sales managers: How regularly do you “catch your reps in the act?”  For example, how often do you observe your salespeople in action? And when did you last collaboratively analyze the relevance of their sales messages to prospects and clients?
2. Dash and stack training. Is this you?  Your company puts you through a basic sales training.  It may be a three-day program or a three-week boot camp. Once you’re certified you get to put a check in the Sales 101 check box. You are now ready to move onto the next rung of the development ladder. But are you? Have you mastered the fundamentals of good selling that will enable you to apply that next level of learning?
3. Shiny Object Syndrome. We all (myself included) are seduced into chasing the latest, best and sexiest trend, especially when it comes to technology. Fundamentals are not sexy. But as Lauren observed at the sales conference, sales leaders are now realizing that they have to find the path to consistent execution of sales skills 101 if they want to outsell their competitors.

[ctt title=”Sales leaders are now realizing that they have to find the path to consistent execution of sales skills 101 if they want to outsell their competitors.” tweet=”Find the path to consistent execution of sales skills 101, to outsell competitors. Read more via @JillsalesSHIFT #salesSHIFT https://ctt.ec/b2A1b+” coverup=”b2A1b”]

Of course we need to keep an eye on the latest technology platforms and on the trends and threats over the horizon. And yes, the sales fundamentals are constantly evolving.

Unfortunately today’s fast pace coupled with a focus on activity for activity’s sake is creating sales teams of “doers,” not thinkers. Smart sales organizations are doing what the rest of the industry does even though it makes little sense and is contributing to their commoditization. If you want to outsell your competitors you need to think deeply about what you do, why you are doing it and, in some instances, why you should stop doing it.

[ctt title=”If you want to outsell your competitors you need to think deeply about what you do, why you are doing it and, in some instances, why you should stop doing it.” tweet=”If you want to outsell your competitors this is what you need to do, or not do. Read more: via @JillsalesSHIFT #salesSHIFT https://ctt.ec/8iJKp+” coverup=”8iJKp”]

The final paragraph of the young sales leader’s email says it best, “Jill, you mention (in the book) the dangers of creating a sales community of shallow thinkers. I think this is an important message for the entire sales profession when you consider all the new technologies that will soon replace shallow thinking reps. The only way to avoid being irrelevant in the world of new sales technology is to practice a lot of the principles you discuss in your book.”

I really want to hear your thinking on this subject. Please do take time to leave a comment below.

And good selling!