Sales EQ

7Dual Process

The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.

—F. Scott Fitzgerald

One of the great myths of the sales profession is that the sales process is about building relationships. If you read enough of my work, you'd likely be left with the impression that I've bought into this myth hook, line, and sinker.

It is true that I write extensively about how crucial it is to build, nurture, and leverage relationships in sales and account management. But I do not believe, like so many experts and trainers in my space, that the end game of sales is the relationship.

I believe sales is about making sales.

Don't get me wrong: relationships matter. If you want to close lots of deals and deliver ultra-high sales performance, you'll need to build relationships with stakeholders.

I just want to be crystal clear that the end game is not the relationship; it's the deal. Salespeople who forget this basic fact are doomed to mediocrity because they're good at making friends and bad at moving deals forward through the pipeline.

Reps who fall into this trap are often exceptional at perceiving and responding to the emotions of others. People like them. They just can't advance deals through the pipeline because the relationships keep getting in the way.

I'm wary of people who tell me that they want to be in sales because they are a “people-person.” I don't find that “people-people” do well in ...