“He that is good with a hammer thinks everything is a nail”


This is a reason you might want to consider sales coaching.

“He that is good with a hammer thinks everything is a nail”

What do I mean by this ?

Well we humans are interesting creatures. We learn by trial and error. That’s how we learn to do many things like walking and driving. Think about how this relates to sales and particularly to sales habits.

When you first start out in sales most people usually struggle. Their closing ratio is low, maybe even zero. But then, if they are lucky or get some good training or good advice they make a few sales. That’s when human nature kicks in.

Your mind notices what you did in the successful sales calls and decides that what you did in those sales calls is THE way to sell. That is to say, you make a sale using a certain tactic or approach and you assume you can make every sale by just employing these same tactics. It can be dangerous to over generalise.

I learned this lesson in my sales career.

I had just landed my biggest ever sale. $750,000 a year and the business was ongoing. I landed that business with a well known multinational company. About 4 months later another similar opportunity arose for a similar product.

I put forward a proposal very similar to the first one to another multinational company and the response I got was luck warm.

I spoke to my national Marketing Manager and he said, “How do you know that is how they want the deal set up ?”.

It hit me like a whack about the head. I had not really discovered this new prospect’s criteria for assessing a good deal. Once I did, I learned that they judged a good deal on an entirely different set of criteria to the previous company. After that I restructured the offer and got the business. But the lesson I learned was even more important.

The lesson I learned was that no one deal is always the best AND no sales approach is always the best. People are different. Their companies are different and likely are changing quite regularly. What is important this quarter may not be important next quarter.

A sales coach could point out that type of error before it costs you too many sales, making sales coaching a very cost effective investment.