Sales development expert Richard Denny reckons that selling can be intellectually bankrupt – BUT only when the techniques used are out of date. Fortunately, he says, these old fashioned techniques are disappearing as a new breed of sales professional comes to the fore.

There are several examples of old fashioned techniques that are intellectually bankrupt. They include ‘closing’ techniques, high pressure methods, sales spiel and a reliance purely on product knowledge. So what is important and intellectually relevant in modern selling? Emotional intelligence is the selling technique of 2007. Empathy, human relationship skills and body lanuage are the areas of intellectual importance in modern day selling. It is all about empathy, understanding, enthusiasm and a sensitivity to the other person’s feelings. The whole area around personality and inter-personal responses is the new intellectualism in selling.

It is an undeniable fact that there are only four ways for a company to grow its business. There are other ways to increase profits, but not to grow a business. They are:

1. Through acquisition
2. Increasing the number of customers
3. Increasing the value of the average transaction
4. Increasing the frequency of purchase/re-purchase

All of these four entail salesmanship, so sales skills in the furture are of paramount importance. The silver dollar for the modern sales professional is getting the balance right between emotional intelligence and knowledge of the product. We all enjoy buying, both as cusumers and in business. We enjoy buying and we enjoy buying from people. The modern sales professional must not be a time waster and must work with the customer to make sure the purchasing experience, whatever the product or sevice, achieves the right results. You need an intelligent sales person to help you make the right purchase. The days of getting people to buy things they do not want and do not by pressurising them into the sale are out of date, they are intellectually bankrupt.

Author's Bio: 

Over the past 20 years Richard has become a legend on the international speaking circuit. The Richard Denny Group is recognised at the forefront of business training, selling, leadership and management, customer care and business growth.