B2B sales has changed in fundamental ways over the years. Sales reps today have access to social media and all kinds of sales tools that didn’t exist decades ago. Back in the day, sales professionals may have been viewed as pushy or aggressive. That’s not the case today.

While many things have changed, Jack McKissen, a LinkedIn Top Voice, says there are some fundamental truths about sales that can help you crush your quota today.

McKissen discovered some business books from The Alexander Hamilton Institute dating back to the end of WWII and the 1960s. While perusing these books, he learned a few lessons that still apply today. We share his findings in this issue of PromoPro Daily.

  1. Sales is all about relationships. This is just as true today as it was decades ago. In his reading, McKissen learned a few ways sales reps used to build relationships. For example, sales professionals liked to give free advice, do a favor or take prospects to business events like tradeshows. Salespeople would also help prospects with something physical, like setting up a store window.

  2. Research is a key component. McKissen says that research has always been a game-changer. In today’s digital world, getting insights into prospects is easier than ever. In the ’50s and ’60s, sales reps would get a fuller picture of prospects by examining their company’s location, experience and financial success. They looked at individuals’ age, marital status, education and friends. He says that while the type of data salespeople examine may have changed, the broader purpose is the same – getting warm leads.

  3. Salespeople need proper tools. In decades past, salespeople may have turned to chambers of commerce, mutual acquaintances or company records to get information. Now, sales reps can access all kinds of sales software and tools to be more effective at their jobs.

  4. Sales reps must always be prepared. Any salesperson worth their salt has always known how to respond to a prospect’s objections. McKissen learned that salespeople from previous years often faced objections like, “I don’t need it,” “I don’t like the quality” and “I don’t have the money.” Sales reps today hear many of the same objections and must know how to respond appropriately.

  5. It’s always about the buyer. Everyone has interacted with a salesperson who failed to be buyer-centric, McKissen says. But these kinds of salespeople have always been the exception rather than the rule. Successful sellers have always put their buyer at the center of their pitch, right from the first conversation. That was true in 1960, and it’s still true today, he says.

Throughout the ages, the best salespeople have always been willing to build relationships and put the buyer first. Then and now, sales requires a thoughtful approach to building relationships and creating value.

Compiled by Audrey Sellers

Source: Jack McKissen is a thought leader, writer, editor and LinkedIn Top Voice.