In 2019, I spent several months in London. I worked in the field of sales consulting and training. In simple words, we helped companies to create and streamline their sales processes, and trained employees on how to sell in a more effective way.
From the first week of work, I noticed that very large part of business in London is abstract and virtual. There is no tangible product to touch and evaluate. I will illustrate this with an example from everyday business life.
In the specific situation, I helped a colleague conduct sales training for one of the clients. Many people still don’t like the word “sales” in society, so we called it “account development” training. The company in question was active in the professional services sector and, with a quick glance, it turned out that the monthly turnover was measured in seven figures. A solid and successful company. Everything is nicely written and displayed on the website. But the question remains – what are they actually doing? I didn’t understand it from the website.
In the meantime, I asked the colleague, “Listen, what are they really doing?” He replied “You know, I’ve been working with them for about 7 years, and I can’t explain it to you in simple words.”
Then, during one of the next breaks between sessions, I talked to several employees of this company. I asked, “How do you explain to your family what you do at work?” All of them nodded their heads and said: “We have given up on trying to explain what we do at work every day! We’ve tried, but it’s too abstract for them to understand. ” An interesting situation arises – the husband and children do not know and do not understand what the wife is doing at work. And vice versa.
Abstract, virtual and complex businesses are now the daily routine and reality of London’s business life. There are fewer and fewer of those companies who create a real and physically tangible product.
What does it mean?
This means that you have to be a better salesman to sell something like that.
Until recently, sales were relatively easy. All products and services were real and physically tangible or visible. Strawberries on the market. Car on the parking lot. Haircut at the salon.
Today, salespeople need to be able to show the customer the value of a product and service that is abstract and virtual. It cannot be seen, touched, smelled, tasted or otherwise physically evaluated.
Global business development trends from Western countries will sooner or later enter Eastern Europe as well. This means that in Latvia, too, we can expect that more and more businesses will be abstract and virtual.
What does all of this mean?
Go learn how to sell! Selling something intangible and virtual requires better sales skills.
A friend of mine in Latvia told me a few years ago that we all are just one skill away from doubling our income. I can’t pledge that selling will instantly double someone’s income, but I’m sure selling definitely helps raise income faster than any other skill.
I have also noticed that the most successful companies and startups are not those who have a better product, but those who know how to sell it better.
Therefore my advice is – “Kids and adults, learn sales!”