Author John Jantsch flips the usual sales approach on its head in his new book, Duct Tape Selling: Think Like a Marketer, Sell Like a Superstar.
Today's sales superstars must attract, teach, convert, serve, and measure while developing a personal brand that stands for trust and expertise.
According to Jantsch:
- Listening is the new prospecting.
- Educating is the new presenting.
- Insight is the new information sharing.
- Story building is the new nurturing.
- Value is the new closing.
This week, Jantsch shared with me these additional insights about his book and selling:
1. What will it take for a salesperson who has been selling the "old school" way for 15-plus years to master the new "Duct Tape Selling" style?
- Jantsch: Confidence that it's worth the work - Duct Tape Selling takes commitment and hard work to pay off, but that's what it takes to become a superstar salesperson.
2. What is the meaning of the book title, Duct Tape Selling?
- Jantsch: It borrows from the metaphor so often attached to all things Duct Tape - simple, effective and practical - that's what salespeople have to be today to deliver value.
3. What college courses should a student take to prepare for this new way of selling?
- Jantsch: Anything they can get their hands on in the vein of entrepreneurship - I'm afraid many marketing degrees are still jam packed with old school, consumer packaged brands thinking.
4. What are some of the best ways for salespeople to network with other successful salespeople in their city?
- Jantsch: Don't fall into the trap of attending events or joining groups with other salespeople - go where your customers hang out and find ways to be useful there.
Jantsch is also a big proponent of perceptive listening. "Perceptive listening is when you hear and interpret the words as they're said, but also consider what the person isn't saying, what she might really be thinking, and how she is acting as she speaks,:" explains Jantsch.