“It’s not what you know, it’s who you know.”
Just a few short years ago, this old adage served as the mantra for many very successful salespeople. Relationships formed the cornerstone of the sales process, and with enough charm and personal energy, the best salespeople could ‘sell ice to an Inuits.’
Fast forward to today, when your average Eskimo can quickly check real-time ice prices on their phone, search the web for ice inventory data in their local area, and order their favorite brand of ice to be delivered right to their door in a matter of hours. In this modern environment, vim and vigor will only take a salesperson so far against the incoming tide of readily available competitive data.
According to research on the changing nature of the sales process by Matt Dixon and Brent Adamson of The Corporate Executive Board (The Challenger Sale,