Getting past fast-food sales transformations.

Getting past fast-food sales transformations.

I love this observation by Flint McGlaughlin of MECLabs, “There are no expert marketers, only experienced marketers and expert testers. Speculation must be replaced with experimentation.”

In a world of expertise, make sure you are buying the right expertise, and the right mindset to buy.  I deal in the world of sales improvement. Because people are social creatures, I emphasize that behavioral and social science are the foundation of all effective sales transformations because behaviors have to change. There are consistent, repeatable principles that help humans habituate a behavior. Understanding those principles helps accelerate the change and therefore the desired outcomes.

The idea is, of course, quite unfashionable. Companies too often look for the “Trusted Advisor” that is going to 10X their revenue. It sounds sexier and easier than learning and practicing.

Business leaders take note, change is hard. Sales improvement is hard. As a leader you must constantly evaluate the behaviors; what triggers the right behaviors; and the consequences of performing the behaviors. In other words, good coaching. Getting that right requires some experimentation. The more you do it, the more expert you become….and the faster you’ll grow your business…10X or otherwise.
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