Before the blackstage!

"Behind every successful deal lies countless hours of effort and a salesperson who never gave up. Here's my take on this essential aspect of salesmanship".

I was in my graduation, studying marketing and sales, and I vividly recall watching Steve Jobs’s monologue of 2007 when he unveiled the iPhone to the world for the first time. I was awestruck, not just by the groundbreaking product, but by Steve Jobs himself. His ability to communicate with his audience was extraordinary and nearly divine.

To this day, I consider him the world's greatest salesman, transforming the world each time he stepped onto that iconic 'all black' stage. This entire episode stayed with me, prompting me to reflect on the importance of communication, preparation, product knowledge, and other factors. I found myself pondering numerous questions:

• How do I add value to a discussion? What conversations go beyond the transactional to build trust and relationships?
• Which meetings truly bring me joy? Is it a deal closure or a meeting that fosters connection?
• When should I engage with the client?
• Is sales an art, skill, or science? And does my personality suit a sales role?

I'm sure many of these questions have crossed your mind at some point, whether you're currently in a sales role or aspire to be one day. Is there a single correct answer? A best answer? An answer that applies universally?

To quote the famous Sanjay Dutt meme: "NHI" (No).

?Professors Ben Shapiro and John J. Sviokla, in their Harvard Business Review book, ‘Seeking Customers’ (1993), wrote, “Despite the tremendous contributions of information and communications technology, selling is still largely a function of interpersonal relations, which are guided by the artful ability to recognize motivations, needs, and perceptions.”

?I personally believe sales is neither strictly a science nor solely an art; it's a combination of both. Let me elaborate: For instance, you could meticulously prepare for a meeting, ticking all the usual boxes, yet sometimes the meeting may not yield the expected results. Perhaps the rapport wasn't quite right, or the client's needs shifted unexpectedly.

?If you evaluate sales efforts or team performance solely through this lens, you're bound to encounter results that fall short of expectations.

• Confused? Consider the Steve Jobs example. What do you think drove him as he prepared for the 2007 Launch Event?
• "I am going to sell a billion iPhones!"
• "We will dominate the market share!"
• "This product will make Apple a trillion-dollar company!"
• "How will the market respond?"

I believe it was none of the above. His driving force was likely the desire to introduce an exceptional product to the world — one that would redefine the mobility landscape, embodying quality and experience. And if this goal were achieved, outstanding sales and brand recognition would naturally follow.

Reflecting on my own post-meeting experiences, I've observed that whenever I approached a discussion with the sole intention of closing a deal, the outcome often left me disappointed. Conversely, meetings where I focused on understanding pain points and aligning solutions to the problem statement yielded encouraging results.

So, as you walk into your next meeting, carry with you the belief that you, or a team you assemble, can solve the customer's problems. Approach the conversation with hunger — not just for success, but also for knowledge. As the great Baba Ranchor Das once said, "Kaamyaab hone ke liye nahin, Kaabil hone ke liye padho!" (Strive not just for success, but to become worthy of success!)

Warm regards,