The “BBD” in Sales

I have read literally a ton of articles lately about the latest evolutions in selling. Changes in buyer behaviors. Changes in how we sell. Changes in technology that affect both the buyer and the seller. How to make selling easier while at the same time more effective and efficient. Everyone is looking for the “BBD”.

The Bigger Better Deal. Want some? Of course you do. Everybody wants some! The BBD has shiny bauble syndrome written all over it. It is the be all and the cure all for lagging performance. “If only I had … I would be a killer!” To be clear, I’m all for adapting, evolving, and improving in all areas of our chosen craft, however …

What I don’t see being talked about much is the fact that, if you don’t have a solid foundation in selling, none of this is going to do you much good. In fact, it might make things worse. You are treating the symptom vs. the cause. You can’t put a band aid on a broken leg and expect results.

I feel like I’m a broken record, always playing the same old song. Work on your fundamentals! Selling is a contact sport and that means being in front of the customer and building trust and relationships. I don’t see this changing … ever. The questions then become, how do we achieve both?

Ok … buyers will do whatever it takes to avoid salespeople. Why? It’s because …

They can – The internet has replaced the seller as the sole source of education. Now you also have AI like ChatGPT. I am a master Googler and I have also experimented with ChatGPT. Both are great for quick answers but both fall short on detailed responses that are specific to my needs. Both take time. A lot of time.

They don’t trust sellers – In the past, dealing with salespeople was a painful experience. Today … in many cases … it still is. Tired old techniques designed to outwit and outlast the buyer. How much more fun can it get? I prefer to avoid pain whenever possible.

Who has the time to deal with sellers? – I don’t and particularly if they waste my time.

I can do it on my own in my spare time – Well, if what you are buying is a simple commodity item like canned corn. I get that. If your investment is more complex, and you are not an expert in that field, not so much. I’m not inclined to secure a self-paced masters degree in an area that is not directly related to my responsibilities.

I don’t have the time to be beat on by salespeople. On the other hand, if they show that they value my time and that they bring value … this is a totally different scenario.

So, the fundamental answer is to be an educator, a resource. Applaud their efforts to self-educate while offering your services to provide clarifications and to answer any questions. You might even provide them with alternative resources for research as well as alerting them to things that they should be investigating. These qualities are fundamental characteristics of top salespeople. Focus on these before chasing the next “BBD”.

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!