The Secret Sauce to Selling in Uncharted Waters: A Blend of Science and Artistry

By Andrew Stelzer , Head of Business Development, Unlearn

Ever pondered the “eternal” question: Is sales a science or an art? Well, the answer might just depend on the landscape you're navigating, especially when it comes to business to business transactions. Let's dive into the riveting world of sales, a realm where the blend of systematic processes and intuitive artistry paves the way for groundbreaking achievements, especially in pioneering markets.

The Predictable Path: Sales as a Science

In the well-trodden territories of existing markets, for example drug discovery and clinical research services, selling can often feel like following a well-marked map. The journey typically unfolds in five familiar steps: spotting a prospect, transforming them into a lead, nurturing that lead into a sales opportunity, and then steering that opportunity through a well-oiled sales process until the deal is sealed.? There are myriad sales processes that have been written about and taught, for example MEDDIC, SPIN selling, Conceptual selling, The Sandler System, etc.?

This path is illuminated by the bright lights of existing customer personas and buying behaviors. The playbook is clear – identify the key players (economic buyer, champion, coach, technical buyer), leverage a request for proposal, and push forward with a sales process tailored to highlight the strengths of your product, whether you're the established market leader or the audacious newcomer challenging the status quo.

This precision-engineered approach transforms sales into a science, where success is measured by key performance indicators and the process is so teachable, you could almost program a robot to do it . . . in fact, it’s not far-fetched to think AI-enabled technology will soon take the place of salespeople in such established markets.?

Charting the Unknown: Sales as an Art

But what happens when you're not just in the game but also defining the rules? Selling to create a new market is like exploring uncharted waters. Here, the map ends, and the compass spins wildly. You're not just identifying customers; you're convincing them they need your novel product – a product for which there's no existing buying cycle.

In these waters, sales transforms. It becomes not just a science but an art – or more accurately, a blend of both. The science lies in applying tried-and-tested sales processes to gather data and set KPIs. The art, however, lies in the murky, uncharted waters of intuition, where the seller must navigate the subtleties of human desire and unspoken needs. This is where the salesperson must become a mind reader, answering questions the customer hasn't even thought to ask. It's almost like living in the customer's mind, shaping their desires until they can't imagine a world without your product.

Unlearn: Where Science Meets Art

At Unlearn, we're not just selling; we're pioneering a new market with our AI-generated digital twins that enable pharmaceutical and biotechnology companies to run quick and confident clinical trials. Here, the ability to blend the scientific rigor of a sales process with the intuitive art of understanding unvoiced customer needs is not just valuable; it's indispensable.

Building a team capable of such feats is no small task. It requires identifying those rare individuals who possess what might be called "guru qualities" – an innate talent for the art of sales that's as rare and valuable as a Rembrandt painting. We're on the lookout for these exceptional talents, those who can navigate the nuanced dance of sales in uncharted territories using their background in scientific sales processes in the pharmaceutical and clinical research industries and artistry of having built new markets in their “previous lives.”

Join the Voyage

So, if you're intrigued by the challenge of blending scientific precision with artistic intuition, if you're driven by the thrill of charting unknown territories and shaping the future, Unlearn might just be the place for you. We're not just selling a product; we're inviting you on an adventure to redefine what's possible, to pioneer new markets, and to leave your mark on the world.

Do you have the scientific acumen and the artistic soul to navigate these uncharted waters? If so, we're looking for you. Join us, and let's embark on this exciting journey together.