Selling Science

Chemistry, Biology, Pharmacology, Physics, Astronomy, Oceanography...Sales?   If you are a scientist, you appreciate the deep structure and processes in your chosen field.  The table of elements is not random, it reflects a certain order to the universe, and knowing that order empowers you and your business to do great things.

Selling is no less a science than Chemistry or Biology or Astronomy.  There are rules, methods, and structures within the field of sales that the most ardent scientist would appreciate.  

Sales is, after all, closely related to Psychology and other brain sciences -- it is a reflection of the way humans process information.  By introducing ourselves and our products to buyers in the ways that they can best understand them, we use the Science of Selling to build new customer relationships and ultimately, to build our business.

Many science-based companies (think research organizations, solar energy companies or engineering firms) are lead by engineers and scientists who apply their own brand of science to the process of sales.  Unfortunately, this results in confusing messages to the market.  Imagine a marine biologist using the rules of the ocean to describe the physics of space travel... it just does not work!

Fortunately, Sales is not a difficult or complex science.  At is core, sales is simply, "What you say, when, to whom."  There are simple rules and easy metrics to follow.  Here are my top 3 rules for "What to say"...

(1) Pick a Position:   No scientist knows everything about everything.  Likewise, if your company is sending a "expert at everything" message, buyers will pass you over.  People like to deal with specialists... and science buyers in particular are looking for deep expertise in specific areas.  So pick a specific area in which you can excel, and stick to it.  When someone asks what you do, answer with a specific rather than a generalization.

(2) Coordinate your Messages:  No science can get done if the researchers are not working toward a common goal.  So too with the Science of Sales.  Make sure that your web page, your sales collateral, and you people say the same thing.  Communicate the Position you picked (above) through ALL your media channels.

(3) Re-Frame the Argument:  In most sciences, a thousand details go into making a single result...  But in the Science of Selling, its the other way around. Good Sales people focus first on the result, and let the customer ask about the detail. Further, the Selling Scientist always speaks about the customer.  (TIP:  Talk about yourself and no one will listen!) Tell your prospects what they can expect -- what BENEFIT they will receive -- when working with you.  If they want to know how you do it, let them ask.  

Like all science, there is always more to learn about the Science of Sales, but I believe that examining WHAT you say is the most important first step.  I hope you'll think about these three golden rules as you look over your own website, sales collateral material, and your "sales pitch".

Good selling!

David