Malcolm Duffield

Malcolm Duffield provides advanced high-level sales coaching, ‘basic sales training’ and sales training for pre-sales and post-sales engineering staff. In ways markedly different to the typical classroom lecture approach. Like the game of ‘Go’ – selling is strategically complex, nuanced and more dependent on intuition than process. Sales – process alone is no guarantee of success because customers are humans, are fiendishly complex, intuitive and need to be met on their terms. Humans need to interact rather than merely transact. They have many needs, wants and aspirations – not all clearly stated. Having a proposal that is a good fit to the stated need is a start. Having a price that’s in the ball park will also help – but what will invariably make the difference between success and failure will be our ability to understand, connect with and provide value to the customer as a person. Focused primarily on IT sales, where solution and value, but above all human connection through respect, integrity and empathy, have to be brought together to win high-value deals - it would appear that other 'capital acquisitions' benefit from a similar approach. I have 30 years experience in such sales, and know what works and what doesn't work.

How can you have win-win in competitive selling?

Last week I attended an excellent presentation by Michael Schiffner of Collective Intelligence – where he demonstrated a very interesting exercise that not only showed the directive power of verbal pre-conditioning, but which effectively rammed home the common error many in sales make – almost constantly. The fact that it got the audience to its …

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