I’ve been reading the book “ProActive Selling” by William “Skip” Miller.

I’ve been surprised by how good this book is.

The basic premise is that good salespeople are those that 1) control the sales cycle 2) think like a buyer 3) have an established process.

The author compares the ProActive Seller to other types of sellers to draw a valuable distinction. To reiterate his point, I’ve outlined the 3 types of sellers below:

Proposal Sellers: Think that by skipping the Educate and Validate steps, they are closer to the close or a sale. These are the most confused salespeople since they gear up for selling a proposal. They start with Initiate and get the prospect initially interested. Then they think, since they have an “interested” prospect they should just sell a proposal. The proposal has all the relevant information in it, and once the prospect “see” the value solution in the proposal, they should sign right away. Prospects won’t. The proposed solution has no value to the prospect, since there has been no education and transfer of ownership of the value as there has been for your solution. Using this process, you will have to discount to match the prospect’s “budget” or competitive offers.

Demo Sellers: are busy selling demos. They believe their job is to get the prospect in front of the solution as soon as possible. Once they see this “thing” perform, they will “see” the value and have to buy. Demo sellers go past the education phase so fast, prospects have no opportunity to understand fully what the salesperson is offering. They get it, but do not really get it. They get what your solution is, but do not get WIFM. The Law of Creating Value says if all things are equal, prospects will buy on price. Selling demos allow he prospect to sell all solutions as equal, since hey have no had the opportunity to understand your solution fully, and therefore your price difference. With demo selling you again will have to push to make the sale.

ProActive Process Sellers: are the salespeople who know they have to take the selling process one step at a team, since that is how buyers buy. Skipping steps will allow he prospect to gain control, which is not a good thing. The Buy/Sell process will take as long as it must. It is guaranteed that if you do follow the Buy/Sell process, you can control the deal since you have the tools to be in control. The bottom line is that you will close more deals using a process,., They will close faster, you will be in control, and you will avoid Maybeland.

I’ve been all of these sellers, at different times, and I can say with confidence the last one is the most valuable, fun and effective.