This YouTube interview (David Jenyns and another speaker) diagnoses a common flaw in traditional selling: salespeople lose control because prospects control the buying process. The speaker describes a typical four-step buying pattern (salesperson "info dumps," prospect gathers data, resists/"thinks it over," salesperson pursues) and offers a core rule: whoever has the stronger plan (selling or buying) will win. The content frames rebuilding a selling system by first mapping how customers buy so sellers can design a plan that keeps them in control.
Chapters
Problem with the traditional sales process is you have no control of the selling process. The prospect does. And a lot of people who are selling go in, they do all their info dump and then they hope it's actually going to turn into business. And that's not a good strategy nor is it a good process. So what we teach people is a very simple rule. And anyone who's out there is an entrepreneurial. I'm sure you have this as part of your DNA. If you don't, it should be. But here's the rule. There's always a plan in play and whoever has the stronger plan will always win. And if you don't have a plan by default, you become part of someone else's. So if you do not have a very strong selling process, trust me, the person you're selling to has a much stronger buying process. So whoever has the stronger plan will always win. So you have to ask yourself, are you working your plan when you're outselling or you're actually working their plan? And in the way that you know that's true, if you're doing all the talking, you're not working your plan because person asking the questions is always in control of the interview. So the first step is, Dave, is to really look at that buying system, the buying process. And again, it's a mini lie. You get yourself in, you give them everything. We call it info dumping, right? You show up and you throw up. They gather all that data, then you try to close, they give you the think it over and then you pursue them. That's the first step in terms of the four step process that the people listening and should be observing of, be aware of so we can figure out how to help them fix it. But that's how people buy.
I think what's interesting about this is, and I wasn't even thinking about it when I said, okay, well let's go through your system for selling. And we started off by actually thinking about, well, what is the system for someone's buying? So we're kind of thinking on the other side of the equation here and it makes perfect sense to, to understand the way that people are normally buying in the process they go through, because then you construct your selling system. So I love it.
