Episódios
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Can we get out of recessions through government spending ?
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Estão a faltar episódios?
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What is the SSIA approach ?
Why that approach and not some other ?
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To sell is to create knowledge about what actions influence your prospect's subjective valuation most optimally
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Empiricism in the philosophy of science emphasizes evidence, especially as discovered in experiments.
It is a fundamental part of the scientific method that all hypotheses and theories must be tested against observations of the natural world, rather than resting solely on a periori reasoning, intuition or revelation
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What is induction ?
The process of going from a set of observations to a generalisation
See multiple objects with a characteristic X, all such objects have characteristic X
The sun rose every morning already (every observed morning had the characteristic that the sun rose) … so the sun will rise every morning, so tomorrow the sun will rise again
“The future will behave like the past”
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Suppose you are a sales perons, and have a product that allows the customer to be 3% more efficient in his operations
Why is just tranferring that knowledge to the customer not enough to make him buy your product ?
You may be wrong
There may be conflicting ideas still in the mind of the customer
Knowledge needs to grow in the mind before it can be enacted upon
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What problem ?
“What can I do to influence the subjective valuation of my product by the prospect?”
Why that problem ?
You only sell something if the customer values your product more than its price (and more than alternatives)
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3 concrete tips:
Express ideas as explanations
Say how an action will transform a situation or capability, and why that action
NOT : subjective opinion about importance (loose actions / goals)
Avoid positive arguments
Arguments appeal to authority
Encourage alternative ideas
What other actions could lead to the same goal
What other better goals can be achieved via these actions ?
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“The fastest way to grow knowledge is to set up a "competition" between *multiple* ideas, all vying to solve the *same* problem”
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Sales is not easy, and all things not easy can be made fun. More on that later
What is not fun about sales now
Inherently disappointing : getting so many no’s for 1 yes’
We make it dull or frustrating in two ways
by the typical KPI management
Discussions about numbers
By throwing vague ideas around
Customer is key / our products have value
Can say that about everything at all times, it does not solve any problem
By justifying “the right way” all the time
“You should just sell like this and the business will grow”
If it doesn’t work, it is frustrating to having to repeat that all the time
It does not allow for alternative trials/ suggestions
What do we do to compensate, but what does not make it more fun
Coaching
Often analysis of who you are and what you should do to improve
At the level of your personhood, not ideas to can help you sell more
Also quite generic, simple tests, simple ideas (be more self conscious, we are all in this together)
What can actually make sales more fun ?
Approach it as a problem solving exercise
The problem of what to do or say so that the subjective valuation of your product by the customer goes up
You need a theory
About the valuation
About what to say or do
You need to improve your theory
Find better ways to convey
You can do that together with other sales people
Not as just sharing opinions
But really testing the theory “what is we did A instead of B, what would happen, and why ?”
Creativity ! new ideas / improved theories !
The role of data: to point to an issue / not something you derive conclusions about
All actions are a test of your theory. They provide useful information to change it or improve it. Don’t just celebrate succes, but more importantly learn from mistakes !
There is an objectively best theory about what to do to persuade a customer, it’s fun trying to seek it out, by throwing out ideas that don’t work and replacing them with ideas that might work
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Ideas/ knowledge can only change in 3 ways:
Preventing them from changing: you secure them from changing by justifying their truth, by adding arguments to them that say why they are true, e.g. appeal to authority arguments. Subjectively adding parts to them (without critically investigating) that you feel are missing / or throwing out parts that you feel are not needed Actually improving them: you find flaws in them and try to correct them -
"Hard" management methods: Focused on measurements (deviation between a target/ forecast and actuals), setting up authority (hierarchy, roles & responsibilities), predictions (visions, targets, goals, …), providing "clarity", ...
"Soft" management methods: Focused on putting “people” central, with the idea that performance follows when people feel good
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