I want to call Mike Weinberg’s new book #SalesTruth for Whale Hunters because it so perfectly aligns with my belief system! I don’t mean to be snide, like he’s just writing what I already knew or taking my stuff or anything. Just that his candid, direct sales advice perfectly underscores the Whale Hunters business development model.
My key takeaway from #SalesTruth is that the best salespeople create their own opportunities! They don’t wait for leads; they find companies that ought to want what they are selling and then they call on the right people in those companies
Once he gets this point across, Mike explains in detail how to make that work, in five keys:
- The Right Attitude
- Intentional Calendar Management
- Strategic Targeting
- Compelling Messaging
- Commitment to Prospecting
Mike argues that social selling and social marketing advice has subsumed much of this sort of “old school” sales advice, lulling salespeople into dependence on their company’s lead generation mechanics and unable to generate business for themselves—a recipe for failure. No wonder CSO’s 2018 research revealed only 53% of salespeople achieving quota!
In the Whale Hunting model, focused on a company’s large account practice, the first step is to identify a list of companies that would be ideal candidates for its products and services—not to send messages into the market to see who bites. Then it’s all about scouting those companies, finding the right contacts, and coming up with the right message.
The Whale Hunting literature, however, is more focused on company leadership and management than on the work of the individual salesperson. That’s why I am so excited about #SalesTruth,
It’s a great book for Whale Hunters (and all salespeople) and I recommend it highly. If you are a salesperson, buy it now; and if you are an owner, leader, or sales manager, get one for everyone who sells for you!