Posted under Sales
from 172 days ago

Willie Sutton robbed banks. He is credited with stealing over $2,000,000. When they asked Willie why he robbed banks, he replied: “Because that’s where the money is.”

There are two groups of people who struggle to recognize the wisdom in Mr. Sutton’s strategy: struggling salespeople and many startups.

Those Who Wish to Make Selling Easy

Struggling salespeople want selling to be easier. They call on the companies that buy a lot of what they sell and benefit the most from doing so. When these companies resist their efforts to meet with them to entertain changing providers, these salespeople look for easier and more receptive targets. Eventually, they find their way down to companies that don’t buy what they sell.

In their minds, these struggling salespeople believe that companies that don’t buy what they sell are virgin territory. They don’t already have a partner ...


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