The New Sales Playbook
Find a Consultant Become a Consultant

The New Sales Playbook

The New Sales Playbook

By John Jantsch

Recently, I was asked to present my ideas on how salespeople can best compete in today’s sales environment.

Sales Playbook

License: (license)

A great deal about selling has changed over the last few years, but mostly what’s changed is the way people buy and that’s what you have to understand in order to thrive in the world of selling today. (Oh, and by the way, pretty much everyone sells something.)

Buyers don’t need salespeople to provide information, they need salespeople who can provide insight, shed light on problems they don’t yet understand, and in general be so useful as to be seen as a consultant rather than the worst version of that person they got caller ID for.

In order to compete today, you must understand that your first job is to completely change the context of how you and your product, solution and organization are seen by a prospective customer.

In order to accomplish that adopt the following three attributes as core components of your sales playbook.

Build Authority

First and foremost you automatically change the sales context when a prospect finds you as opposed the other way around – I like to think of it as reverse prospecting. In order to do this, you must start publishing, curating, and sharing useful information. You must find ways to get invited to speak in front of audiences filled with prospective clients and you must be “optimized” as an expert when people go searching for answers.

Your consistent participation on sites like Quora, in appropriate LinkedIn Groups and Google+ Communities can greatly aid your expert brand.

Deconstruct Prospects

One of the ways you can thrive in the world of sales today is to make competitive intelligence a core competency.

In order to be seen as an invited guest, you must be able to demonstrate your ability to provide insight and help prospects look at problems they don’t even know exist. When you can do research using a tool like RivalIQ or BuzzSumo and expertly point out glaring gaps in a prospect’s business you can gain invitation to help them better understand a specific issue before you ever try to sell them your global solution.

The diagram below is a tool that describes some of the many ways to look at a business and its community. When you deconstruct a prospect’s world based on the elements below you have the opportunity to potentially understand more about a prospects’s challenges than they themselves understand.

Add the competitive landscape and you are prepared to offer invaluable insight.

Deconstruct Community

 By evaluating, researching and understanding the internal and external element of a prospect you can gain tremendous insight into their needs and gaps.

Be Useful

The final element of the new sales playbook is to look for ways to be useful. This shouldn’t be as counterintuitive as it is to many sales people, but being useful quite often has little to do with your product or service.

Being useful may be unearthing research data that helps a client better understand their market. Being useful may mean introducing or connecting your client with someone in your social network that can help them address a personal issue. Being useful might be using a tool like BuzzSumo to help them build a list of prospective industry influencers – even though none of these things are directly related to the widget your company makes.

Being useful is one of the best ways to make a business case for changing the context of how you are seen by prospects and that’s how you dominate a market today.

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND


5 Must-Have Elements of Every Small Business Landing Page
Landing pages are a must for your website. Whether you create an online product ad, have an event coming up, want to tell people about your latest book, or otherwise have a special offer to promote, landing pages need to be part of your marketing. Rather than directing your audience to your homepage and asking […]
How to Generate Leads for $100 a Month Using Facebook Ads
Facebook ads are an incredible way to generate exciting new leads for your business. There are nearly 2.5 billion monthly active Facebook users worldwide, meaning that you have the opportunity to reach a huge audience if you play your advertising cards right. The other benefit to the platform is the relatively low cost of advertising. […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.