System Versus Strategy

Do you know the difference between a system and a strategy? A "system" is a prescribed, often rigid, step-by-step formulae, for completing a task. A "strategy," on the other hand, is an artfully structured approach, customized to move one towards achieving a goal. 

General George S. Patton once said, "Never tell people how to do things. Tell them what to do and they will surprise you with their ingenuity." What the General was talking about, is allowing people to create for themselves the path which will lead to their eventual success. This individual success translates into success for the whole. 

If you're entrenched in a sales "system" that stifles more than it liberates, perhaps its time to create your own path to success. Here are few idea starters for building your own sales structure: 

• As every good sales professional knows, the customer buys you before they buy your product. Set aside your product and work to make a genuine connection with the prospect on the human level. By doing so, you are not only creating a rapport, but you're also finding common ground to begin your negotiation. 
• Be a sincere helper interested in raising other people up. When you help other people realize their goals and aspirations, you became more than a sales rep--you become a trusted friend. Be interested in their success and they will be interested in yours. 
• Engage them by SHOWING THEM THE VALUE of what you are selling. Psychologically, people have a greater fear of losing something than they have a desire of gaining something new. Clearly demonstrate your product's value and you will make it easier for them to make a positive decision.
• Think legacy. You're not trying to win this prospect only for the immediate, you're trying to create a longterm customer, referral and ally who will be compelled to buy every time you ring.
• Have fun doing what you do. When you're at ease and visibly enjoying what you are doing, your prospect will pick up on this and feel more comfortable climbing on board with you. If you can't find the enjoyment in your job, perhaps you are in the wrong profession. 

Clearly, there are many sales and marketing books and websites vying for your attention. Whatever you might read along the way, ask yourself if they are promoting a "system" or "strategy" for success. 

Todd Hollst, Art Coodinator