There are a number of reasons that “Everybody is in Sales” philosophy has become mainstream thinking for CEOs and their Executive Team.
First: There has been a lot of research in this subject by Charles Swab, the Ziglar institute and Dan Pink. In Dan’s book, “To Sell is Human” he claims that 1 in 9 of us have sales in our title; VP Sales, Sales Manager, Sales Director, Sales Rep, etc. and the other 9 of us are in sales also. We are:
- Selling ourselves
- Selling our ideas
- Selling to our boss
- The boss is selling to us
- We are selling to the bank to get more capital
- The bank is selling to us to get our business
So we are all in sales.
Second: More and more sales are technology based. Buyers would much rather talk to a SME with deep technical expertise than to a salesperson who is trying to sell them something.
Third: Because of the wide participation in social media, more people in the company are interacting with customers and prospects.
Fourth: All conversations any of our associates have with customers and prospects either enhance or detract from their impression of our company. There are very few neutral conversations.
Fifth: Many of the fundamental sales skills taught to salespeople such as:
- How to build rapport
- How to read body language
- How to be a perfect listener
- And how to expertly describe the company’s offerings apply to any associate who interacts with a customer or prospect.
Sixth: In the last ten years, we have learned so much about emotional intelligence and how important it is for all human interactions.
Seventh: Because of all these reasons, CEOs are learning that embracing the “Everybody is in Sales” philosophy gives them a strong competitive advantage.