From Pitch to Profit

CHAPTER 3BASICS OF MODERN-DAY SELLING

In the next chapter, I introduce you to the underlying principles and core aspects of The Infinite Sales System. In the chapters in part II, we then dive head first into the detail of the system, running through the process step by step.

Before we get to this detail, I first need to outline some sales fundamentals. I see these foundational elements as being integral to any sales approach, regardless of the industry your business is in. Understanding them will help you be more successful as you learn — and start implementing — my sales process and The Infinite Sales System.

If you wing it, you won't win it

Some of the most popular business books follow a common methodology, in that they present case study after case study to capture the common traits found in the most successful companies across the globe.

One such example is Michael Gerber's The e-Myth Revisited, where he argues that the smartest companies in the world operate their businesses in a highly systemised, or process-oriented, manner. Rather than simply making it up as they go, Gerber suggests that in these companies, ‘The system runs the business, and the people run the system’. In other words, the process or the system is what should be developed and followed, and then humans should be hired to implement those steps.

After all, hiring people and then telling them to make it up as they go, or ‘just do what you think is the best way’, is a terrible strategy.

Imagine a company ...