Our personal development in the social environment where we grew up and evolved permanently leads us to accept certain models, examples, norms and rules that we consider permanent and difficult to modify called "paradigms".
This psychosocial and cultural phenomenon has different consequences since assuming them as such limits our evolution in the area in which they have been established.
Since the dawn of our history they have emerged, perhaps because we have needed to base certain aspects to provide us with the necessary security to take each step in the many aspects of our lives that require action.
As a reference of paradigms of history, we can share the following:
- Galileo Galilei had the audacity to spread his theory that the Earth revolved around the Sun, which was contrary to the old belief that it was the center of the universe and had to serve up several years in prison in the Middle Ages for trying to break the old paradigm If the watch you wear on your wrist has a quartz mechanism, we inform you that it was invented by a Swiss during the last century who could not overcome the paradigm of his time that indicated that watches with mechanical mechanisms were the most accurate, in addition to be "the tradition of the country of clocks." He had to sell his invention to Texas Instruments at a fair in Japan for the phenomenon that quartz represents in the global watch industry to explode.
The paradigms of the sale
In the management that seeks daily to achieve sales results and through the not so happy trajectory that it has had in its history to this day, due to the repeated and unfortunate experiences as consumers in the face of a generalized improvisation of many who exercise it on the adjoining cornice With the "malpractice" due to ignorance about their professional practice, it also has its paradigms.
Knowing them can be very illustrative to clarify any panorama in the future for the improvement in their daily exercise in all areas of application.
Among the most widespread and common paradigms in sales within our Ibero-American culture we can point out the following:
The sale is synonymous with "deception"
It is undeniable the real effect that a profession practiced in an improvised way, so widespread and for so many years until today, can have on your image.
However, those who support this paradigm may not really know what a professional sale is, on what ethical foundations it is based, what is required and how it is done to exercise it with dignity, with productivity, consistency and profitability, thus falling into blocking any possibility of improvement in your own income.
Like any profession, selling has its good and bad cultivators, and the responsibility for the quality of their exercise falls on each representative and especially on those who hire them and do not provide the training they require to exercise it in a dignified and efficient manner..
Despite this, every day the vital fruit that provides the necessary income for subsistence and development through its exercise will always be required.
Sell or buy from me?
When both concepts are confused to the point of opting for the most comfortable and least risky, this is originated and sustained by the ignorance of how to achieve that they buy from us with satisfaction as a product of an efficient quality sales action.
The Professional Sale, which is based on a consultative management when applying the Professional Sales Techniques, manages to obtain the results as a consequence of an inductive action with each potential buyer so that they make their best purchase decisions and with total satisfaction.
The important thing is to discover how this happens and it can be applied with total effectiveness when learning these techniques.
It is very easy to sell
It dazzles every observer when a specialist in each activity skillfully exercises his skills and achieves his mission in a seemingly easy way.
The Latin mistake consists in his ability to "improvise" believing that it is easy to try to reproduce his acts in order to do the same just by imitating him. Examples of this occur when we observe how easy it seems to be to score a soccer goal from the stands, pilot an airplane, extract a grinding wheel, repair an electrical connection, etc.
However, we know that in order to do it effectively and skillfully, it is necessary to learn how to do it, experiment, practice and correct the errors that arise in any evolutionary learning process.
When this paradigm is present in managers, businessmen, professionals and entrepreneurs who try unsuccessfully to achieve sales results periodically, just because they do not know the key fundamentals of a subject so vital to their business or activity, they make decisions with shortcomings that harm your activity more than you can imagine.
Among these decisions we can point out: the incorporation of inappropriate representatives, to put them into operation with essential deficiencies that will undermine the image of the company, its products and brands, in addition to not achieving the periodic goals in terms of results.
Search miracle recipes
Although it is not recognized, the truth of its existence can be appreciated when analyzing many of the decisions implemented when looking for a seminar or a course to solve all the existing and unclear deficiencies in the management itself.
Although training is essential in the initial and continuous training of every representative, it will only be effective when there is the appropriate representative profile in the company and that the content of the contribution responds to an effective management method, a philosophy and policy. management, previously implemented in the organization.
Seller is it made or is it born?
The mere existence of this paradigm reveals the lack of knowledge about the professional management of selling.
Like any profession, it is required to want to exercise it, possess qualities for the type of offer to be sold, but fundamentally learn to exercise it efficiently to eliminate all improvisation and deficiencies (malpractice) that damage the image of goods, services, brands and companies to be represented.
The incorporation of sellers, only with a lot of experience
Through this paradigm it is intended to solve pre-existing deficiencies in those who act in this way: ignorance about what it is, how it is done and what is required to sell professionally, and from this erroneously believe that it should not be "spent" (instead of investing) in salesperson training.
The most interesting thing is that this paradigm favors the incorporation of representatives with a lot of experience but also with vices that cannot be filtered due to the lack of a training process that detects them and replaces them with the respective corrections, generating damage to the image of the company, brands, products or services that are detected when it is too late to be reversed.
The sale concludes with the payment
This paradigm is manifested when customers perceive a company or supplier as a criterion devoid of any intention and consideration of the post-sale satisfaction that it must and deserves to obtain with each of its purchases.
After payment, a reliable means of acceptance by the new client or user, the responsibility of the company begins to guarantee that they will enjoy all the benefits argued in the sales interviews prior to their decision.
The only way for the continuity and evolution of every bidder in a market is to assume that if he does not achieve from his real belief manifested through corresponding actions to make perceive and ensure that satisfaction or solutions constitute essential foundations, any effort to subsist and growing will prove fruitless.
Non-existent claims are sufficient proof of the satisfaction generated
By simply analyzing this paradigm, it can be agreed that it would be very risky to accept that "not having news cannot be synonymous with good news." Damages from its application generally lead to a slow agony of activity, or a rapid exit from the market depending on the prevailing level of competition.
When you do not have an area that allows you to register complaints in a simple and reliable way, customers may not be satisfied with the wonderful offer they have acquired and it may be irreversible not to detect it in a timely manner.
Even so, companies that have and really apply quality criteria in the satisfaction they provide, not only have it, but also regularly implement other strategies such as satisfaction surveys to detect and make the appropriate and necessary adjustments to guarantee the quality they deserve. receive your customers.
Conclusions
Those who break a paradigm are called "paradigmatic pioneers", since backed by their firm beliefs contrary to the existing paradigms they create a new state of affairs, references or limits thus creating new paradigms.
Their willingness and determination to break them and the achievements obtained by their successful actions make them enjoy the benefits that correspond to the pioneer in their own right. Even knowing that these new paradigms will be imitated by others and to the point of being supplanted by new paradigms in the future.
The tenor of the sales paradigms described here (described) are rooted in two aspects that have been verified through satisfaction surveys published and analyzed in the articles: "How those who sell sell", "How those who drive think the sale ”and in“ The causes that prevent better sales ”, and which are summarized in ignorance and improvisation in addition to being aggravated by the lack of interest in learning to exercise it with quality, efficiency, consistency and profitability.
Therefore, in the case of sales, it is not about inventing new theories but rather about incorporating the key concepts and fundamentals to incorporate corrections and improvements to what is currently being done so that a result is achieved in the terms described above.
With this, it will be possible to achieve the coveted differentiation of the offer itself in the hypercompetitive market of today, the consistency in the periodic achievement of increasing sales results, reserved only for pioneers who wish to break these or other paradigms, thus making them successful. their businesses and activities
© Copyright 2004, by Martín E. Heller
