Tweak Your Biz » Sales » Time for lateral thinking about B2B selling

Time for lateral thinking about B2B selling



You have no doubt heard the saying ‘discovery is not about seeking out new lands, but looking at existing lands with new eyes’.  Well, that pretty much sums up the rationale behind lateral, or creative thinking.

When something is very familiar, it can be a challenge to look at it a-fresh.  But it is only by so doing that new opportunity and ways of doing things can be explored.  So, to apply some creative thinking to B2B sales, consider sales as the engine of your business.

The analogy of sales as the engine of the business is working well for organisations selling B2B, because not only does it connotate the role of selling, but also the engine-like characteristics of the effective sales organisation (effective, consistent, repeatable, process driven, structured and automated).

The analogy also enables managers to look at their sales organisation in a more objective manner, free from the issues of personalities and politics that can often cloud the issue of sales performance.

Thinking laterally about selling and the concept of the sales engine allows you ask thought provoking questions such as; ‘is the sales engine firing on all cylinders’, ‘what mile per gallon (MPG)  is my sales or marketing delivering’, ‘is the sales organisation in need of a tuning, does it align to how your buyers buy?

Thinking sales engine may just be the lateral thinking you need to identify opportunities to make improvements across your sales team.

Food for thought.



The Author:

John O’ Gorman is a Business to Business sales coach who works with sales teams and sales managers across Europe to pinpoint sales performance opportunities and barriers to growth. John has recently co-authored “The B2B Sales Revolution - http://b2bsalesrevolution.com/” and “Quick Win B2B Selling”. The B2B Sales Revolution is the first ever book written on selling in conjunction with buyers from Fortune 1000 organizations. http://b2bsalesrevolution.com/

Add Your Comment

  • Ray

    Interesting question – what MPG is your sales and marketing delivering?

  • http://www.btbtraining.com/blog Niall Devitt

    Welcome back John! we missed you :) What a coincidence but I was actually having a really similar conversation with someone today, I agree completely that the “concept enables managers to look at their sales organisation in a more objective manner, free from the issues of personalities and politics that can often cloud the issue of sales performance” I think this is the big win, it that it allows for strategic sales planning. Provocative post! Congrats

  • http://www.ryanhanley.com/about Ryan Hanley

    John, I really like the idea of thinking lateral and being creative within the market you know not trying to re-invent the wheel… But the metaphor of a Sales Engine is pretty Old-School, right? I’m not discounting its worth as a metaphor because I believe you that looking at Sales as the Engine of motor vehicle is valuable…

    Look forward to more of your work…

    Ryan H., http://www.ryanhanley.com