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Relationship selling: shaking off the Willy Loman legacy. (part 3)(techniques in selling)
All of us in sales carry with us a little bit of Willy Loman's legacy. All Willy wanted to do was move product; it didn't matter how or to whom -- just move it!
Even in his day Willy wasn't very successful. Today, he would never make it out of the starting gate, but there is still a trace of his stigma attached to the sales profession.
Customers of coatings products are far more sophisticated, more aware, more skeptical than they were a few years ago. Paint sales people have to be more technically oriented, more knowledgeable, with wider experience than before. The methods and patterns have changed; we no longer sell paint -- we also have to sell people.
On the face of it this doesn't seem profound, but in fact …
