Malcolm Duffield understands selling. He’s read the books. He’s listened to the tapes. He’s completed the online interactive stuff.
He’s been trained and mentored by the best. More importantly, he’s sold for them too – and refined all of that knowledge, through experience, into wisdom. He’s sold for British Telecom, Case/Dowty/Cray/Anite Networks (yes, they’re one and the same company), Motorola, Intergraph, Wang, CSC and SAP. He’s sold everything from bicycles and ‘air-time’ through to massive outsourcing deals and whole-of-government ERP software. His sales career spans over thirty years and across much of the globe – mostly in complex, high value IT. And it is still going strong.
Graduating in Applied Physics, he made a quantum leap into Advertising – logically enough – where he learned that his innate passion for selling, or rather ‘spreading of enthusiasm’, which he’d had from childhood, could be enhanced by study, practice and experiment. Learning how to communicate ideas and emotions through taking-part in London’s ‘Creative Circle’ further strengthened his ‘urge to serve’ – the desire that drives all sales people in their quest to make customers happy and propel the economic cycle.
Known both for his creative/strategic planned approach to selling and for his dynamic and engaging presentation style, Malcolm’s focus is nevertheless always on the human element – after all, it is people who make the purchase decision. Upon this, he based the sales coaching modules that he’s delivered to a number of renowned sales teams – to great acclaim.
He’s also of the view that when it comes to consumer sales ‘Network Marketing is – or soon will be – ‘the only way to go’ – in as much as traditional retail (retail stores and ‘clicks and bricks’) will be disrupted by the inevitable rise of consumer-to-consumer selling. You see, robots don’t do empathy, and algorithms don’t tell of their ‘personal experiences’, whilst Network Marketers excel at both. As old-school retail scrambles to provide a ‘shopping experience’ many consumers are already using ‘online’ for cheap commodity buying – and see the mall-based stores as ‘all selling the same stuff’. Such consumers are however, always open to an invitation from a fellow human – and when that ‘potential friend’ gives them a ‘product experience’ it is, or feels like it is, tailored to their personal needs!