This is such a great question that I decided to pose it to two professionals I know who work with leading sales departments daily. Bill Caskey of Caskey Sales Training is a nationally recognized sales expert and coach, and Isaac Pellerin, a sales proposal platform manager that’s exploded in growth. Both are clients!
From Isaac: The Art of Sales
I went to a concert this week to see Mumford and Sons perform an energetic show. These guys perform the same songs night after night, have the same banter with the crowd, and use the same jokes, but somehow they manage to perform in a way that makes the audience feel like this truly is their favorite stop on the tour. There are aspects of a concert that are simple science and when the elements come together with intention, it’s an art.
I believe this correlates with selling. It has to feel like art while remaining rooted in science, something I call “Calculated Spontaneity”. You have to understand your audience and know where your going while being responsive to their needs as you receive feedback throughout the buying process.
What separates art from science is intent. There are some scientific laws that govern the sales process. Like the number of prospects you need to call to get leads who will convert to opportunities, or how quickly you should follow up with inbound leads before they go cold. Just like the earth spinning on it’s axis creates a pattern of sunrise and sunset, these things have to happen with unending consistency to keep the revenue engine running.
A good sales rep understands the science behind these behaviors. A great sales rep knows how to deliver the message to the prospect in a way that feels tailored an unique. They know how to leverage the intel collected in the scientific process to craft a personalized buying experience. So great sales can be elevated to an art form (specifically a performance art) when the scientific laws that govern your sales universe are well understood so that nuance can be introduced into each performance that will surprise and delight your prospect..
Isaac Pellerin
From Bill: The Science of Sales
Great sales people are like Olympic runners: They run the practice miles prior to the race. They never merely go out and compete. By the day of competition, they are ready, mentally and physically. Usually, sales people refuse to do the things upfront necessary to be successful. That’s why turnover in that profession is so high. The science of selling is getting ready to compete. The art is in the understanding of human nature once you’re in the game.
Bill Caskey
Here are some arguments for sales becoming more science-driven from art based on the provided information:
Consistent Process Deployment: Science-driven approaches to sales emphasize deploying a consistent process. This can lead to an increase in the pool of high-performing salespeople as they follow a structured approach that’s been proven effective.
Metrics-Based Coaching: By analyzing metrics and data, sales managers can provide more precise coaching to their teams. This data-driven approach can lead to more targeted and effective improvements in sales performance.
Prescriptive Selling: Science-driven methods allow for the implementation of prescriptive selling strategies. These strategies are based on data insights, helping salespeople understand the most effective ways to approach different types of prospects and situations.
Best-Practice Processes: Science-driven sales approaches encourage the deployment of best-practice processes. Data analysis has identified these processes as the most efficient and successful ways to navigate the sales cycle.
Intelligent Sales Automation: Technology-driven automation can handle repetitive tasks, allowing salespeople to focus on higher-value activities, such as building relationships and closing deals.
Sales Technology Training: As sales technology becomes more integrated into the sales process, effective training in using these tools becomes crucial. Science-driven sales teams prioritize staying up-to-date with the latest technologies.
Sales Enablement Tools: Science-driven sales embrace tools that facilitate sales enablement, making it easier for salespeople to access relevant content, information, and resources to engage prospects effectively.
Data-Driven Incentives: Science-driven sales leverage data to incentivize, motivate, and reward sales teams. Performance metrics and insights help tailor incentives that align with specific goals.
Guided Selling: Science-driven sales can implement guided selling strategies, where data directs salespeople through the most effective steps in the sales process.
Skills Training: Science-driven sales recognize the importance of ongoing skills training to keep salespeople up-to-date with the latest techniques and strategies.
Emotional Intelligence Training: Although science-driven, these approaches acknowledge the significance of emotional intelligence training to enhance interpersonal skills and relationship-building.
Understanding the Buying Cycle: While science-driven, successful salespeople understand the individuality of each client and adapt their approach to suit their specific needs and buying cycle.
Personalized Approach: Science-driven sales teams recognize that a personalized and tailored approach can outperform scripted solutions. This acknowledges the uniqueness of each client’s requirements.
Intuition and Adaptation: Science-driven approaches still value intuition. Salespeople are encouraged to collaborate, adapt, and persuade based on their understanding of the prospect’s needs.
Real People vs. Robots: Science-driven sales understand that despite the technology-driven focus, clients prefer interacting with real people rather than automated responses.
Remember, while science-driven approaches offer significant benefits, a balanced approach that incorporates both science and art can often yield the best results in sales and marketing.
