As we mature in business we sometimes forget that basics and fundamentals are the most important ingredients for long-term success. As we become a so-called “expert” in our field, we tend to look towards the finer details that separate us from the multitude of others that we are measured against. In the field of professional sales there are thousands of books that are promoted as a new way to approach and sell to C-level executives. While it may be true that younger executives that were born and raised with the benefit of advanced technology might be influenced a bit differently, we must always remain focused on the fundamentals of good selling
At Universal Sales Truths, our passion and focus is on the fundamentals. Because at the end of the day, 80 percent of sales success is based on these principles that stand the test of time. In other words, if you focus on the 20 percent, which make up the details, and forget about the fundamentals, you will lose business. Unfortunately, sometimes as we mature, the fundamentals become somewhat mundane and “below” our level of experience and expertise. However, if we overlook them, the consequences can be unfortunate.
Just minutes before touching down in Portland International Airport, all four engines of a DC-8 mysteriously flame out. With the aircraft dropping 3,000 feet per minute, the pilots realize they have no option but to crash land in the middle of a major American city.
A few months ago I was watching a documentary called “Air Disasters” on the Smithsonian Channel with a good friend of mine who is an aviation enthusiast. The documentary described a pilot who was the captain of a Douglas DC-8. He was a very senior pilot who commanded the respect of his co-pilot and flight engineer. Just before landing, the captain was informed by his flight engineer that the landing gear was not deployed. The captain was not convinced of this fact and thought that possibly the electronics were at fault and, in fact, the landing gear was deployed. He circled the airport several times so the tower might be able to view the plane and confirm one way or the other if the landing gear was down. While these circling maneuvers were going on the flight engineer and the co-pilot were telling the captain that the fuel was extremely low. For whatever reason, the captain was so focused on the landing gear situation that he did not want to fully engage in the fuel issue. In fact, he made a comment that he didn’t believe the fuel gauge was accurate and the plane had plenty of fuel to complete another pass to the airport. Since the captain was one of the most senior and respected pilots at this airline, the co-pilot and flight engineer were hesitant to boldly tell the captain it would be a mistake not to immediately land the aircraft. So they deferred to the seniority of the captain and let him make the decision.
As it turned out, the fuel gauge was accurate and the DC-8 did not have enough fuel to make it back to the airport.
The captain was more focused on a problem that would have involved a potentially difficult landing than a catastrophic situation of running out of fuel. As a result of this lack of judgment and focus, tragically, many lives were lost.
Please understand, I am not attempting to compare the loss of lives to a lost sale, but I’m sure you can see my point. Even the most senior captain, with years of training and experience, can sometimes lose focus on the fundamentals.
We, as sales executives, must continue to focus on the basics and fundamental principles of professional selling. We do this by building solid trusting business relationships, listening and understanding the challenges and business issues our prospects and customers face. We learn this by doing more listening than talking and then presenting carefully crafted solutions that deliver real value (see previous post)
I guarantee if you do nothing but focus on the fundamentals on a consistent basis, you will be successful long-term. Sales is not rocket science!
Universal Sales Truth # 1
Surround yourself with successful people of integrity
Proverbs 28:26
If you think you know it all, you’re a fool for sure;
real survivors learn wisdom from others