Why It Is Increasingly Difficult to Convince Clients

Economic growth is slowing. The offer is becoming increasingly important to deal with demand that has not increased as would have liked. Our clients have settled themselves into a comfortable position: they are able to choose between the various providers with whom they are familiar; or they have at their disposal one or more providers that offer a more convenient solution.

This scenario is all well and good when we are buying, but fierce competition between salesmen calls for greater efficiency of sales professionals (regardless of the type of industry: wholesale, state-of-the-art technology, capital resources, etc.) who are under pressure to win high-level competitive tenders on a daily basis. Why do we use the word ‘competitive'? Because nowadays it is highly unusual to find yourself in a position of being the only provider to have been consulted. We are systematically compared to our competitors and - just like professional athletes - we have to demonstrate our unique attributes to win. Yet the similarities between professional athletes and salesmen end there - with there being a fundamental difference: training. Whereas the professional athlete trains on a daily basis to beat his record on the day of the race, the salesman competes every hour of every day, yet hardly trains at all. When we see professional soccer players training we see them train in groups. But they also do in individual training session in which they are able to hone and cultivate their own specialized skills and overcome their personal hurdles. And that's not all - those specific exercises are designed according to the strengths and weaknesses of their next opponent.

The goal of this book is to allow you as the reader to adopt this strategy, helping you to work on key skills that are fundamental to winning over the large majority of your clients.