Velocity Selling Podcast – Episode 4 – What do we mean by Non-Traditional Sales System

In this episode Bob and I talk about what we mean when we say that Velocity Selling is a Non-Traditional Sales System.

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Matthew: Hi, Matthew Wyhatt here from the beautiful Gold Coast, Australia. I’m the CEO of Velocity Selling, and we’ve got Bob Urichuck up there in Ottawa, Canada. Bob, Welcome. How are you going today?

Bob: Excellent, Matthew, how about yourself?

Matthew: Good, fantastic. Hey look, Bob, um, let’s just jump straight into it, uh, the last couple of episodes I’ve introduced Velocity Selling as a non-traditional sales process for sales training, sales management and things like that. But look. Let’s get, let’s go back a step: What do we actually mean by non-traditional sales process?

Bob: Well, as, uh, it could mean, you could take a different, uh, we could take a few different looks at this. Um, we could compare it to schooling—traditional schooling and education is one way. Because today the education system is different. For example, adult learning and uh, uh, child learning are two different things, and uh it’s non-traditional. Uh, take a look at selling. In the past, it’s always been about sales. It’s been more a product focus, featured focus, benefits, brand, uh yourself, your commission. Well, the opposite of that of course is be—putting a focus on the buyer. So rather than selling, we have to learn how to engage, empower buyers to buy. So, taking the focus off of our needs, our desires as a sales person, and putting the focus on the buyer, their needs and helping them discover for themselves what they need and the solution so that they buy is what the difference is. It’s like facilitating the buying process.

Matthew: Yeah, great. Look, yeah I was actually watching the training again, uh, the other day, and and you were talking about in the training how it’s, uh, by asking questions it uh it gives the buyer the opportunity as self discovery; and how deep do their needs go and how much do they actually need of any particular product, so we identify uh the challenges and then go a bit deeper. Not just about making more sales. It’s actually about developing a, you know, a— the various levels behind that, which I found quite interesting. I just wanted to get that out there and let people know who are watching these episodes that we’re just—we’re not just um, teaching you a better closing technique. We’re actually going to go a little bit deeper and, and really get into the customer’s mindset, because they might come to you asking for a, uh, an A, B, and C, but by a discovery process they’ll just realize that they actually need D, E, and F as well. Which of course—

Bob: Exactly.

Matthew: —raises the amount of uh revenue and actually helps the customer. Because what you said in your training was really great—it’s actually about helping the customer understand what they’re real needs are and then delivering on that.

Bob: Yeah. And, and, and we use different forms of, uh, personal emotions to get people involved. Because, you see, uh, selling is uh, people use the word “convincing.”

Matthew: Yes.

Bob: I, I refuse to use that word. You can’t convince anybody to do anything. So that’s traditional: trying to convince when you sell. Present right off the bat, that’s another traditional approach. Well let’s do the opposite of it. Stop presenting and start, you know, uh, listening to the client or engaging the client in the conversation and build that trust. Because it’s not about your presentation, your company, your brand, your features and benefits. It’s back to the buyer. So engaging them is what makes that difference. That’s the opposite. It’s the same thing with our training. I could train you traditionally as a school teacher did and, you know, teach you how to, uh, do things. But that’s not my objective. I take you on a journey. It’s a self discovery journey. Because if I tell you the answer, who owns the answer?

Matthew: You do.

Bob: Exactly! But if I help you discover the answer, who owns the answer?

Matthew: Well it’s my answer then, isn’t it? —

Bob: -Agreeing-

Matthew: —or the call’s the buyer’s answer.

Bob: Exactly! So Matthew, who’s the most important person in the world? I’ve asked you this question before.

Matthew: Yeah. Well, In a, in a buying situation it’s the buyer, but, uh, most of the time it’s uh, it’s me.

Bob: Exactly! And that’s what you have to understand. Yes, to make a sale you need a buyer. When you have a buyer in front of you, who’s the most important person in the world?

Matthew: The buyer.

Bob: Yes, it’s the buyer. It’s not you.

Matthew: Yeah.

Bob: Exactly, because if you take care of the buyer, the buyer is going to take care of you.

Matthew: Yes.

Bob: Now, Matthew, all of this comes from, uh, a shift—a mindset.

Matthew: Uh-huh.

Bob: And you see, this is why Velocity Selling, we refer to it as this: it is as simple as A, B, C, D. Now what I’d like to do with you over the next episodes is take a look at each of these components and how they break down and how our listeners can benefit.


Bob Urichuck is an internationally sought after speaker, trainer—founder of the “Buyer Focused” Velocity Selling System—and best-selling author in six languages. His latest books, Velocity Selling: How to Attract, Engage and Empower Buyers to Buy, and Motivate Your Team in 30 Days are new in 2014.

Sales Velocity. Your Bottom Line. Our Passion

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