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Everything’s changed. What should I sell?

Since this crisis began, we’ve spoken to hundreds of salespeople and we’ve been asked the same question again and again:

“Everything’s changed. I can’t sell what I normally sell. What should I be selling instead?”

In this post I want to explain why this is the wrong question to be asking right now and share an alternative, more impactful approach.

“What should I be selling?” is the wrong question because of a sales challenge that’s been around for a long time- a challenge that the current situation is accentuating. The challenge is that clients have never been particularly interested in what we sell. Not least because, for them, everything sounds the same. In fact, according to the CEB, 86% of buyers don’t see a big enough difference between your tech and what your closest competitor is selling to pay a premium or to advocate for it....