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The Sales Evangelist

douglas-vigliotti, Donald Kelly, The Salesperson Paradox The Salesperson Paradox requires sales professionals to shift their focus from selling something to the customer to helping the customer solve a problem.

Today on The Sales Evangelist, Douglas Vigliotti helps us understand how sales fundamentals can help us grow our business.

As a strategic selling partner for small business owners, Vigliotti understands that businesses without processes don’t progress or grow.

Salesperson Paradox

The most important question a salesperson can ask himself is this: Am I selling products and services or am I helping to solve a problem?

Sales professionals have been conditioned to sell by their bosses, their investors, and a host of other people. What drives the process, though, is helping someone solve a problem. When the customer gets what he wants, the sales professional gets what she wants.

People innately think of themselves first.

Imagine you’re at a party with a group of friends and someone takes a picture. When you look at the picture, who do you look to first? We look at ourselves first, of course. If we don’t like how we look, we may stipulate that the picture can’t be posted.

Rock-solid strategy

Tactics are interchangeable.

One day the focus might be Facebook, and another day it’s Google.

Your sales focus must be on strategy rather than tactics because without a rock-solid strategy, you’ll never reproduce your success.

The key to business relationships lies in positioning the deal so that both parties win. Reducing the social, emotional and financial risk makes it easier for the customer to say yes.

When you make it easy for the customer to come on board, you increase the likelihood that they’ll choose you repeatedly.


Never confuse simplicity and ease.

Simplicity is the key to reproducibility. If you strive for clarity about your process, you’ll be able to reproduce it.

The number one skillset for entrepreneurs is problem-solving, and Vigliotti offers a framework for creating solutions. He calls them CRINGE solutions: they’re so good that customers would cringe at the idea of saying no.

Customer first: Does my customer feel like he has won?

Real problem:  Am I solving the customer’s true problem or a problem I perceive he has?

Immense value: Can I provide value, either real or intangible, that increases the value of my customer?

Non-negotiable: Am I communicating my belief that you’re better off with me than you would be without me?

Good timing: We can do everything right, but if the timing is off you won’t win the deal. Optimize timing by improving the speed of delivery.

Easy to say yes: The most powerful acquisition strategy is making it easier for the customer to say yes.

Episode resources:

In order to solve problems for our customers, we must know how to solve problems and provide value. If you aren’t sure how to do that, help is available.

The Sales Evangelist Hustler’s League is an online group training program that will help you learn processes that you can apply immediately in order to see results.

It’s a weekly live training session that will help you become more influential and be more successful. We’ll help you find more leads, build more value, close more deals and do big things.

If you enjoy our podcast, leave us a review wherever you consume this content. Share it with someone else who can benefit from it.

Check out Douglas Vigliotti’s book The Salesperson Paradox, or find him on LinkedIn.

Sound in this episode provided by Free SFX.

About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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