It also applies to the New Age of Selling when the smart, skill4r Sales Person allows the customer to design their own presentation, at their own pace, on their own terms.
Throw away those tired, old scripts that manipulate the conversation and escalate pressure, forcing a rapid-fire succession of canned "closes" upon an anxious, sometimes panicked prospect.
It's up to the Sales Professional to create a comfortable, respectful buying atmosphere by being friendly and non-threatening.
Until a Sales Professional asks enough insightful questions to find out if there is even a fit between his service or product and the prospect, an assumption that this is another sale to be made is foolish and insulting.
The Sales Professional who is thoroughly prepared confidently asks questions and simply reads and reacts accordingly to where the conversation should go next. Listen, empathize, build trust and establish the basis for a long-term business relationship.
No, Sales is not Rocket Science. But it is a science of psychology, civility and common sense. It's no more complicated or aggressive than that.
If Sales is football, it's far more touch than tackle.
(FOLLOW me on Twitter at @KenPicking).