Pilots do not necessarily need to be design specialists or aeronautical engineers, to be able to fly planes, but it is mandatory that they know the principles involved.
Likewise, salespeople don’t need to be neuroscientists or psychologists to be able to sell, but they should know the principles of what makes them and their clients’ tick; so that they can adjust their communications and negotiations with the clients to be able to land much more sales.
Competent at adjusting their speed, climb rate, trim and descent rate, pilots are always alert for the unexpected, so that they can take immediate action. Why? Because it is mandatory, that’s why!
Salespeople too, should be adjusting their voice level, keeping the clients involved, listening more than talking, observing body language, being ready with answers to objections, selling advantages and benefits of their product or service, being alert to the fact that the customers are always kept in their comfort zones, and so on.
However, most salespeople do not do this, and why not? Because it’s not mandatory, that’s why not!
Yet, to ignore such principles in an important sales presentation or negotiation is like a pilot taking off knowing a bomb is aboard. Moreover, whilst if it’s his or her fault a pilot is prepared to take the blame, whereas most salespeople have no recognition that it’s really their fault if they lose a deal; and so, with the bomb of incompetence aboard, many a sale is downed before it has a chance to fly.