My newest book just came out—”The Psychology of Sales – the path to effectiveness and financial independence”. In it I explain how the ability to sell plays a role in every aspect of human life—from our professional careers to our personal and family lives. I make the case that sales is an essential life skill because we’re always trying to change other people’s minds; offering them something we have in exchange for something they have. I wanted to transform this awareness into a set of specific skills so I’ve also presented the MasterSales Model in my book. This model is based on dozens of years of my experience along with the psychology of sales. What is this model all about?
I created the MasterSales Model with the following four factors in mind: repetition, duplicability, scalability and universality. Repetition means that every technique used in this model can be repeated many times while producing the same effect each time. Duplicability means that if I’m able to use a given technique and it works then others are also able to learn and use this technique in order to get results. If this condition isn’t met then, for example, a sales team you’re managing will never achieve better results than you’re able to achieve because they’re not able to learn from your experience. This, in turn, means you’ll probably be working within the parameters of a single person company because you won’t be able to delegate tasks you’ve mastered to your employees. The third element—scalability—means that you can improve every sales technique based on your own experience. This allows the model to adapt and change based on the input of new users. The fourth element is universality, or the ability to apply each technique not only locally but also on the global market as well as in many different life contexts. While working with sales people and clients from Brazil, the USA, Poland, Israel and others, I’ve been checking what works everywhere regardless of cultural, environmental, or mental conditions. Additionally, sales skills are useful at home as well as at work.
This model also uses Pareto’s law which, in this particular case, means that 80% of sales techniques work independently of a given industry and can therefore be used to sell any product or service. Only 20% of techniques—and often far less—depend on a given industry and require knowledge of the product.
This model avoids the concept of individual talent. It’s based on the exact opposite idea, a repetitive, duplicable, scalable, and universal strategy. I understand that behind every successful sale is a successful sales strategy—the ability to use a technique, the application of the right model—and not individual talent. If you use the correct strategy the human element becomes less important. This was the overarching goal which lit up my path while I was building the model. A goal which says: “Don’t look for problems with the people (sales people) but with the strategies which they use.” If you give them the right strategy then you’ll reduce the human element down to a minimum.
At the same time, many Polish sales teams continue to face a situation where the sales manager has excellent sales people and bases all of his success on them while ignoring the weaker links in the team and failing to invest in them. In such a situation all it takes is for one or two of the best sales reps to leave the company in order to ruin its financial results. If such a company had an adequate sales model focused on duplicability, then the experience of the best employee would help the rest of the team grow. Basing a company’s budget on the talent of one or several skilled sales people is like a ticking time bomb. Sooner or later there’ll be an explosion and the company will no longer be able to make money. It’s much better, and definitely much safer, to draw profits not from individual talent but from a consistently applied sales strategy and model.
Three Ingredients of the Sales Process
The MasterSales Model is based on three ingredients of the sales process: Inner Game, Relations Game and Sales Game. Inner game is responsible for everything that’s associated with first impressions. Relations Game, as the name suggests, is all about building a relationship between the sales rep and the client. Sales Game is about the techniques involved in closing a sale.
Sales is a key ability of the future which you can find everywhere—in all areas of life. It’s an ability which you can’t learn at any university or school, so you have to learn it by yourself or at workshops. I want “The Psychology of Sales – the path to effectiveness and financial independence” to be a tool for learning and mastering this ability.