20/10 Vision

Twenty-ten…am I the only one still struggling with years starting in ‘twenty’? Yet the 1900’s really does sound like last century now, doesn’t it? Remember last century? That was when most of the sales and leadership models we still use were invented – for a different time…a different place…and a very different pace.

20/10 is also a measure of vision. It is based on the more familiar term 20-20 vision which describes ‘normal’ vision; that is, a person standing 20 feet from an eye-chart can see what the person with ‘normal’ vision can see at that distance. Someone with worse than ‘normal’ eyesight might have 20/40 vision (they can see at 20 feet what ‘normal’ eyesight can see at 40 feet). Consequently, someone with 20/10 eyesight can see at twenty feet what someone with ‘normal’ eyesight would need to be only 10 feet away to see. It could be said that they have eyesight that’s twice as good.

In 2010’s fast moving, ever-changing business environment you will need to have 20/10 vision – that is, twice the vision of your competitors to stay ahead of the pack. Fortunately, this is easier than it sounds once you recognise the fundamental limitations besetting businesses going into the second decade of this century – and what you can do to rid your business of them.

These negative factors can be listed under two headings:
1. Businesses are trying to engage and retain staff using techniques from last century designed for a different generation.
2. Businesses are trying to sell to their customers using models designed in a sales-driven market; whereas today’s (and the future’s) market is buyer-driven.

Last century, with a worker/boss relationship that had many parallels with the serf/lord relationship of Feudal times, extrinsic motivators were all that were required to achieve the desired outcome. It was all about carrots (commissions, bonuses) at one end, and sticks (target achievement, performance reviews) at the other. In July of this year, leading thinker on motivation, Daniel Pink (A Whole New Mind, Drive), very eloquently defined the three most important intrinsic motivators as autonomy, mastery and purpose. (See this presentation at http://www.ted.com/talks/lang/eng/dan_pink_on_motivation.html).

These align with what all the experts say are the motivational triggers for Generation Ys (and many others from different age groups). They want a sense of control over what they do or how they do it (autonomy). They are attracted to the concept of becoming exceptionally good at certain skills (mastery). And, they want to feel that what they are doing is furthering a purpose that is greater than themselves. Those with 20/10 vision will be engaging and motivating their staff using more intrinsic motivators.

The buyer/seller relationship is changed forever. This is because of the way that the buying and selling cycle are out of synchronisation – caused by the buyer’s increased access to information. Last century (or, at least, for most of it) they were aligned. One of the main reasons for this was that the buyer’s primary source of information was the salesperson.

Nowadays, the buyer is likely to know more about the features of the product than the salesperson. For example, before I bought my current vehicle I was able to access every feature, accessory and variation on my preferred car. I had read all the experts’ reviews and every comment made in owner’s forums. There was nothing the salesperson could tell me about the vehicle that I didn’t already know.

In today’s market, the buying cycle has often begun before the seller even realises that a cycle exists. For decades, I – like many of my fellow sales managers – espoused the theme: It’s not about selling; it’s about helping them to buy…then went on to impose the sales process on our clients. Well, now, we simply have to act that way – because buyers are so powerful. There is also an increasing trend (as identified by the Harvard Business Review last August) towards ‘mercurial consumption’, that is, an increased ability and tendency to switch suppliers – further challenging the old-style sales relationship.

Smart sales professionals and managers will be moving towards a buyer/service model: it’s not about selling your product; but assisting them to choose the right solution for them. For the typical business buyer today, life is much tougher than a generation ago with many more competing forces to satisfy. For salespeople to have any confidence in their ability to gain and hold on to clients, they need to be skilled in assisting the buyer to deal with the decision-making challenges facing them.

This skill – which goes way beyond traditional sales methodologies – is best described by Sharon Drew Morgen in her latest book Dirty Little Secrets. She is the creator of the Buying Facilitaton® Method – the high-level skills that manage the confounding array of decisions buyers must make off-line to get buy-in for their purchasing decision. (Read more at www.newsalesparadigm.com)

2010 and beyond will need 20/10 business vision – in the way we deal with both our staff and our customers. The methods, processes and skills that got us here will not be enough to take us to the top in the upcoming decade; yet the opportunity is there for those with the vision to take the lead. Leave behind – or, at least, modify – those skills and processes designed for a different time, employee and customer. Focus on the latest thinking in both employee and client engagement and reap the rewards.

Article Contributed by Kevin Ryan, an international speaker , workshop leader and author with Training Edge International. He is a business communication expert specialising in the areas of employee and client engagement, sales, humour intelligence and presentation skills.
Email : kevin.ryan@trainingedgeasia.com
Website : www.trainingedgeasia.com