The same way you’d start an exercise regimen

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But be careful, reading isn’t just about consuming copious amounts of random blog posts filled with subjective “top 3 lists” (and no, the irony of saying that in this post isn’t lost on me). Part of the magic of reading is making it an ongoing habit as part of your sales education. In fact, it often takes hearing about a topic from several different viewpoints before figuring out how to incorporate it into your own unique approach.

So how should you start, especially if you’re not that into reading?

Read some blog posts, book summaries, or listen to audiobooks. Once you find a topic you’re keen to dive into, ask your friends or colleagues for some recommendations, or check out some of my favorites.

Leadership T To encourage and make it easy for my team to read, one of the things I used to do was buy copies of my favorite books and leave them at my desk for people to take and keep!

By making the process of recommending, curating, and bolivia telegram data buying books easy, you can reduce almost all of the friction needed to engage people in this high-value activity.



But regardless of how you go about doing it…DO IT! Find the time even if it’s while riding the subway or at the airport. You’ll be amazed by the impact it will have.



2. Sell Feelings, Not Solutions
Modern neuroscience has proven that humans are emotional creatures first and foremost. What this means in the sales realm is that, from interest to negotiation, our brains trick us into making seemingly logical decisions, that are actually fuelled by emotion and impulse. It’s no surprise then that brand affinity experts talk about how truly great salespeople work on cultivating emotional connections with customers. Great brands avoid selling products. They sell feelings.

Want proof? One of the questions I ask participants in my sales training is, “When a customer makes a decision to purchase a product or service, what percent of the time do they actually buy the BEST solution for their needs?”. The most common answer is typically in the 30-50% range, even when the customer chooses their solution! The reality is, customers buy products and services that meet their functional/technical needs but those needed are overshadowed by their strategic and emotional needs. Retail therapy anyone?