The New Model of Selling

About the Authors

Jerry Acuff is a renowned sales expert with decades of experience in the field. He is the CEO of Delta Point, a consulting firm that helps companies improve their sales effectiveness. Jerry is also a sought-after speaker and author, known for his practical insights and innovative approaches to sales. His work focuses on understanding customer behavior and leveraging that understanding to build meaningful connections and drive sales success.

Jeremy Miner is a recognized authority in behavioral science and its application to sales. As the founder of 7th Level, a global sales training company, Jeremy has helped thousands of sales professionals transform their approach to selling. His methods emphasize the importance of understanding the psychological triggers that influence buying decisions. Jeremy's expertise lies in creating sales strategies that align with how people naturally make decisions, making the sales process more effective and less adversarial.

Main Idea

The central premise of The New Model of Selling: Selling to an Unsellable Generation by Jerry Acuff and Jeremy Miner is that traditional sales techniques are no longer effective in today's information-rich, highly skeptical market. The book advocates for a shift from aggressive sales tactics to a more consultative approach that prioritizes understanding the customer's needs and problems. This new model of selling is based on principles of behavioral science and psychology, aiming to create genuine connections with customers and helping them persuade themselves to make a purchase.

Table of Contents

1. The Biggest Problem in Sales
2. Sales Myths vs. Sales Realities
3. Unlocking the Gatekeeper
4. Getting Customer-Focused
5. Using the Power of Your Voice
6. Listen and Learn
7. Sequence of Questions
8. The Three Stages in A Sales Process
9. Taking the Business Relationship to the Next Level
10. Conclusion: The End is Really Just Your Beginning

The Biggest Problem in Sales

The biggest problem in sales, according to Acuff and Miner, is not a lack of leads or enthusiasm, but a lack of self-awareness. Salespeople often don't realize the true nature of the challenges they face. Identifying these problems is the first step towards solving them.

“The biggest problem in sales is the problem you don’t know you have.” - Jerry Acuff and Jeremy Miner

Seven major problems are highlighted:

• Inconsistent definition of sales.
• Outdated sales models.
• Pressuring prospects with aggressive tactics.
• Selling products instead of solutions.
• Failing to ask the right questions.
• Triggering resistance with old methods.
• Not earning the trust of prospects.

The authors argue that salespeople must unlearn traditional methods and adopt new strategies that focus on building trust and understanding the customer's perspective.

Sales Myths vs. Sales Realities

Acuff and Miner debunk several common sales myths:

• Myth: Selling is a numbers game.
• Reality: Selling is about the quality of conversations and emotional connections.
• Myth: Rejection is part of sales.
• Reality: Aggressive tactics cause rejections. New methods can reduce them.
• Myth: Enthusiasm sells.
• Reality: Overenthusiasm can overwhelm or alienate prospects.
• Myth: The sale is lost at the end.
• Reality: The sale is often lost at the beginning with poor initial engagement.
• Myth: Always be closing.
• Reality: Neutrality and focusing on the customer's needs build trust and encourage sales.

Understanding these myths and their realities helps salespeople adjust their strategies to be more effective in the modern sales landscape.

Unlocking the Gatekeeper

Gatekeepers, such as receptionists or assistants, can be obstacles or valuable allies in the sales process. Building a friendly relationship with them is crucial. The authors suggest a three-part introduction:

• Problem: Identify common problems the prospect may face.
• Solution: Explain how you can solve these problems.
• Question: Ask a question to engage the gatekeeper and gather more information.

This approach helps establish rapport and makes it easier to reach the decision-maker.

Getting Customer-Focused

Many people view salespeople negatively due to pushy or manipulative tactics. Acuff and Miner advocate for a customer-focused approach that prioritizes understanding and solving the customer's problems over making a sale. Salespeople should remove their biases and genuinely seek to understand if they can help the prospect.