In the Blockbuster movie Empire Strikes Back Yoda is trying to teach Luke the ways of the force. However, Luke has his own ideas about what the force can and can’t do and so he not able to effectively learn from Master Yoda. This is when Yoda utters the famous line, “You must unlearn you have learned”.
Is it possible that many MSP marketing reps should follow the same sage advice when working for an MSP business, but why?
What Should Sales People Unlearn?
One of the bad concepts most salespeople learn is that they can influence a prospect to make decision. This usually causes salespeople to start believing tons of false ideas about how to close a deal. This false concept could cause them to start using heavy handed techniques like selling based on fear, using deadlines or just getting pushy. While these tactics may work on a few weak-minded individuals they won’t work on savvy Executives that run successful businesses. The idea that you can make a prospect decide to buy from you is exactly what msp marketing salespeople should unlearn!
What Should They Learn?
Once you can get a MSP marketing rep to unlearn the idea that they can make a prospect buy then you can teach them that selling is teaching. You can only sell by teaching a prospect and then try to help them decide. However, you can never be under the illusion that you are making them choose. The truth is that once an open-minded salesperson can embrace this concept it can be extremely freeing experience. This means that you can’t ever close a prospect but rather you educate potential IT buyers so they can close themselves.
Stop Lifting Stones
When a salesperson operates under the impression that they can make a prospect buy using heavy handed techniques they will make some sales. This is equivalent to Luke using the force to lift a few rocks but not being able to lift the X-wing out of the swamp. However, once a MSP marketing rep can unlearn this false idea and adopt the role of a true teacher then and only then can they use the art of persuasion to achieve unimaginable sales and marketing goals that are as big as levitating a space ship!