I often hear from salespeople that they want to listen and replicate what the top performer is doing so they don’t have to reinvent the wheel. Makes good sense on the surface, but it’s not that simple or I could hire a bunch of robots.
Yes, sales is a science and the process that is working should be followed, but every buyer is different so the art to the science is to adapt to the individual. Running every prospect through a rigid sales process is not the answer. The great performers adjust the basic process to fit each buyer. That’s the talent that makes the difference.
I come back to the concept of basic communication skills and the ability to really connect. Once you do that, you will know how to tweak and navigate the defined sales process and your success rate will improve dramatically.
Hence, the art of the science.