Shift the fundamental "through line" of your sales process from persuasion to collaboration. Instead of a lone salesperson trying to convince a buyer, think of it as a band practice: bringing in experts, client stakeholders, and internal teams to collectively work towards the best outcome.
To connect with high-value prospects, generic outreach is insufficient. Inspired by musician Charlie Puth adding a choir to a demo for saxophonist Kenny G, salespeople should invest in creating unique, high-effort "special" moments to capture attention and demonstrate value upfront.
Popular sales frameworks like Challenger or Sandler often have a selfish underlying goal: "What must I say or do to close this deal?" This mindset can lead to manipulative tactics and harms trust and long-term success more than a genuine, help-first approach.
Salespeople often focus on their commission or quota. Drawing inspiration from Charlie Puth's collaborations, which stem from genuine admiration, a "clean" intention focused on truly helping the client because you respect their mission allows for more authentic and effective persistence.
Contrary to the old advice to withhold value ("don't spill your candy in the lobby"), modern selling requires you to proactively paint a picture of the future. Just as Charlie Puth sent music clips to show his vision, salespeople should offer free work or tangible examples to help prospects experience the potential outcome.