The earliest civilizations on earth developed between 4000 and 3000 BC when the rise of agriculture and trade allowed people to have surplus food and economic stability. Many people no longer had to practice farming which allowed for a diverse array of professions and interests to flourish in a relatively confined geographic area. The use of fire, the advent of the wheel, learning to domesticate animals, and come up with this cool thing to record progress called writing, all of these became milestones as we climbed the “civilization tree.
Later, in the colonial rush in the mid 16th century, the Western Europeans brought even newer technologies, ideas, plants, and animals that were new to the Americas and would transform peoples' lives – some not necessarily for the better: Things such as guns, iron tools, and weapons; But also Christianity and Roman law; sugarcane and wheat; horses and cattle all became hallmarks of a “civilized” society.
But what about our sales profession? Can you say that Sales has tracked at the same arc as the rest of civilizations trademarks? After all, one can argue that our craft of sales hasn’t changed much in the past few thousand years. As our Market Dominance Sales historian, Chris Beall is fond of reminding us, Sales used to be an interaction among strangers at the crossroads between two people who likely would never see each other again. One may get miles away from the city after interacting with a salesperson only to release that the thing that they purchased doesn’t do what the salesperson said it would.
But there were no Amazon or Yelp reviews to post after a discouraging interaction. Only more fear and suspicion from that sales experience that, in turn, the next salesperson needed to overcome to secure a sale.
But today, in the Market Dominance Guys laboratory, we believe that Sales does indeed have a shot at civilizing the world. How? By forcing trust and sincerity to the forefront of how humans interact and conduct commerce. And they've never been there, says Chris. Sure, we had to have all sorts of societal mechanisms things like duels – we spoke in an earlier episode about the Colt 45 Peacemaker as an indispensable tool to keep and hold politeness and honor in check. Because, simply, if you weren't polite to another man, then you'd be challenged to a duel. And if you were in enough duels, the math would eventually play out that you're eventually going to be dead.
But in the current world, we have the anti-duel - we have the internet where no one can be impolite in business for long.
But it’s the B2B buyer who will actually challenge you to the duel in today’s world. The B2B buyer, because of their strong need to not get fired due to the information gap between buyers and sellers is motivated to get information real and true information. Nobody can (or should) ever be as educated as any salesperson simply because of the nature of specialization. But if you insult that sales prospect or you're insincere or untrustworthy or exaggerate - and you give them any reason not to trust you, they are going to “kill” you. And they have the easiest way in the world of killing you and it's got a great name: It's called ghosting. And Chris reminds us that they are not the one who becomes the ghost; YOU become the damn ghost because you're already dead to them!
So in this week’s episode of the Market Dominance Guys, we learn why we're at the cusp of true importance for the role of sales in society today and need to understand that the “game” has to move on from being a mere primitive game and instead becomes be a sincere set of human intentioned actions based on universal principles. And the most universal of these is that somebody has to actually be part of the conversation at the point of fear. And if you can generate trust out of this fear, then you win as long as you don't blow it. So grab your Rosetta stone, your flint, and welcome to this week’s episode of Market Dominance Guys, The Rise and Fall of the Sales Empire.
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