One of the questions that I ask sales teams when working with them for the first time is this: ‘tell me what you sell’. Now, there is any number of directions in which this conversation can go… 

Usually…. sales reps’ responses refer to products or services. Sometimes, they go a little deeper and regale me with the advantages and benefits which these same products and services confer on the customer.

That’s the right answer in a sense… but I think that's missing the big picture. I think what your sales team are really selling is not a product or a service….but a promise. 

In a philosophical sense, every product and service is simply a promise of an outcome for a customer.

A customer percieves value relative to your business’s ability to deliver a promise. Think about it. 

When salespeople break a promise - even unintentionally - that has implications for your business.

This is why it so important that sales people learn the importance of keeping promises…and realise the implications for your business when they don’t.

Check out the episode this Thursday on the Inside Sales Coach Podcast

Mark

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