122: Selling is leadership

One of the biggest mistake people make in sales is that they try to force people through a sales process. 

They try to build the perfect sales process that is flawless every time...

But the perfect sales call is not possible.
Because every prospect is different.

So what can we do instead? 

We can lead prospects from Point A to Point B.

We can show them an end destination, and then provide guide posts along the way. 

But we can't make every sales call flawlessly perfect.
We can't make every marketing material perfect.

All we can do is lead and guide. 
We show a Point B, to the prospect.
But how they get there may be a bit different for every person. 

The key is that you must lead them through this path.