The Return of Dr. Moore (Ph.D.)

In the latest issue of Marketing, we finally receive the second instalment of "Anatomy of the sales call" by Karl Moore Ph.D. (reviewed here in November). This one is titled "The heart of a great sales call" which, if you are a masochist, you may read by clicking here.

Apparently my career choice has moved from dumb to dull. His first instalment was an embarrassment to reps everywhere. This one is far less offensive. Well dull actually. Yes, he makes the art of selling sound duller than Monty Python describing chartered accountancy in the Vocational Guidance Counsellor Sketch which I quote:

"It's dull. Dull. Dull. My God it's dull, it's so desperately dull and tedious and stuffy and boring and des-per-ate-ly DULL."

For non-masochists, I've removed the filler and distilled his article to:

1. Every marketer needs to know how to sell.
2. Good sales reps spend most of the time listening and questioning.
3. They then align the product's benefits to the expressed needs of the prospect. And if they don't fit so well, "c'est la vie".
   

Insert long yawn here...... I should consider changing fields. Perhaps banking:

"… yes, yes, banking that's a man's life, isn't it? Banking, travel, excitement, adventure, thrills, decisions affecting people's lives".

Actually, there was one entertaining line where Moore reassures us that we are "harnessing the most powerful tool we have in the marketing tool kit - the power of a thinking human being". Hmmm, who was it that said - I think, therefore I sell?

Next he will teaching us about the "all-important close". Can't wait, I've been having trouble sleeping lately.