By Tibor Shanto
There is a lot written about what has changed in sales, no doubt a lot has, but when you look at results, not much evidence. Given all the noise about better ways to sell, one would expect better outcomes, but they are not. According to CSO Insights’ 2018 survey, things are flat or declining. The 47.3%-win rate is identical to the figure reported in the 2017 study. Losses increased modestly from 30.9% a year ago to 32.0% this year, and no decisions decreased from 21.8% to 20.7%. All this in the most robust economy anyone alive can remember. So, if those changes are not making a difference, what is? Have we lost the art of decision making?
One of the subtle elements of sales success is the ability to have others make a decision. Ideally, a decision that involves your product, but candidly, some days, any decision will do.
