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The Most Human Wins: Lessons from Sun Tzu Part 5

By / / Business Growth, Emotional Intelligence, Ethics & Values, Sales Psychology, Value Based Selling

In 30 seconds

In an AI-driven world, businesses that prioritise trust, emotional intelligence, and genuine relationships will thrive. Sun Tzu teaches that “The greatest victory is that which requires no battle.” The most effective sales strategies win through credibility, not force.

Buyers seek insight and connection, not just efficiency. A motivated sales team that values relationships over transactions will always outperform automation alone. AI should enhance, not replace human interactions. Success lies in balancing technology with meaningful engagement.

The businesses that will flourish are those that embrace human connection as their greatest competitive advantage. If you’re ready to build a trust-driven, strategic sales …

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Selling in the Age of AI: Adapting to the Transformation of Procurement & B2B Sales

By / / AI & Data, Procurement, Value Based Selling

In 45 seconds

AI is transforming B2B sales by taking over routine, transactional decisions, acting as a data-driven gatekeeper for purchasing. For simple purchases, AI analyses options, predicts outcomes, and streamlines processes, reducing human involvement. However, in complex sales—like implementing supply chain solutions or sustainability initiatives—human expertise remains essential. Sellers must adapt by optimising product data for AI evaluation while leveraging uniquely human skills, such as trust-building, stakeholder alignment, and creative problem-solving. And most of all align AI provided analysis with these human factors and convey a conclusive/unamibiguous/compelling message (I’m thinking here about the fusion of AI skills and human skills, …

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Trend 11 – Off the shelf AND Customised

By / / Blog, Buying, Customer-centric, Sales Skills, Sales Tips, Sales Trends, Selling Better, Value Based Selling

This is Trend 11 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

In B2B sales, we are seeing a trend where buyers seek quotes from salespeople without specifying a situation, needs, or priorities. Salespeople must strategically offer adaptable solutions, conduct thorough research, present flexible options, emphasise universal benefits, and share customised case studies. Transparent pricing and language implying customisation build trust. Highlighting modular features reinforces adaptability. This approach navigates the challenge of providing value-based quotes with limited buyer information. It positions sales professionals to later …

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Striking Balance – Barrett’s 12 Sales & Business Trends for 2024

By / / Blog, Business Growth, Collaboration, Communication, Customer experience, Customer Service, Customer-centric, Digital credentials, Education in Sales, Emotional Intelligence, Ethics & Values, Human-centred, Hybrid Selling, Leadership, Learning and Development, Opportunity, Sales Consulting, Sales Culture, Sales Driven Organisations, Sales Growth, Sales Leadership, Sales Management, Sales Methodology, Sales Operations, Sales Results, Sales Skills, Sales Strategy, Sales Tips, Sales Training, Sales Trends, Selling Better, Soft skills, Solution Selling, Strategy, Success, Value Based Selling

In December 2023 we published Barrett’s 12 Sales & Business Trends for 2024. This is a summary of that report, in case you missed it.

For decades, the business world has been dominated by what looked like opposites to choose from. You could be a hunter or a gatherer, a manager or a leader.

These concepts have been pitched to the business community as opposing and mutually exclusive choices, forcing a binary mindset. These polarisations don’t apply to modern businesses and sales operations – and they haven’t served us well for some time now.

In 2023 we’ve worked with businesses across industries and …

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Beyond the Transaction

By / / Complex Selling & Transactional Selling, Customer Service, Sales Consulting, Sales Relationships, Sales Skills, Sales Tips, Solution Selling, Uncategorized, Value Based Selling

In 30 seconds

Selling is much more than completing transactions, particularly in B2B and complex B2C environments. Delivering value is crucial for building long-term relationships with customers. To shift to value-based selling, you can start with this 4-step approach:

  • Focus on customer needs
  • Shift to consultative selling
  • Demonstrate ROI
  • Collaborate with customers

    • By moving beyond transactions and adopting a value-based selling approach, businesses can better meet these expectations and build stronger, better customer relationships.

    In 2 minutes

    In the past, sales were often focused solely on completing transactions. However, in today’s market and particularly in B2B and complex B2C environments, customers expect more from the sales and service …

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    We’re All in Sales – An Internal Team’s Journey

    By / / Attitudes & Behaviours, Blog, Education in Sales, Everybody Lives By Selling Something, Human-centred, Sales Skills, Value Based Selling

    In 30 seconds

    Lately, I have been working with internal teams of an ASX-listed business. These teams include Audit & Risk, Business Consulting, People & Culture, and Diversity & Inclusion.

    Initially unsure about their needing to know how to sell, these teams have embraced the concept of incorporating human-centred solutions and value-based selling strategies into their interactions with internal stakeholders. Whether providing consulting support, ensuring compliance, reporting accurately, or promoting diversity, these teams need to engage, listen to, and persuade their clients to adopt new ideas and practices aligned with corporate goals and governance obligations.

    As the Audit & Risk Team said, ‘We’ve …

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    Solution Selling & Value-based Selling

    By / / Blog, Sales Skills, Sales Training, Selling Better, Solution Selling, Value Based Selling

    Are they the same?

    The terms ‘Solution Selling’ and ‘Value-based Selling’ are sometimes used interchangeably. But are they the same?

    The short answer is NO.

    So, what are Solution Selling and Value-based Selling?

    Let’s start with Solution Selling

    Solution Selling is about how customers view solutions, not how salespeople define solutions. All the methods that support real Solution Selling encourage salespeople to work with their customers to gain an understanding of what the customer believes is an ideal solution for them.

    Solution Selling is a sales method that has been, and continues to be, led by customer demands. In fact, it evolved from other methodologies around …

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    Selling Better Faster – Sales Training Case Studies

    By / / Blog, Case study, Sales Essentials, Sales performance, Sales Results, Sales Skills, Sales Training, Selling Better, Uncategorized, Value Based Selling

    When you roll out effective, ethical, human-centred sales training programs to your sales and client facing teams spread out over time really good things happen to your people and your clients, and of course your sales results.

    At Barrett, we have any number of Selling Better transformation programs on the go across a range of industries and business types including big corporates with 1,000s of people through to teams of 5-10 made up of seasoned sales veterans and leaders to people brand new to sales. And what we get on a weekly basis are Selling Better stories from the field about …

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    World Gratitude Day: The Moral Case for Gratitude, especially in uncertain times

    By / / Blog, Common Ground, covid-19, Ethics & Values, Gratitude, Life Skills, Remote selling, Resilience, Sales Psychology, Self Development, Value Based Selling

    Tuesday 21 September 2021, is World Gratitude Day

    In March 2019, I published my first paperback book: 142 Days of Gratitude that changed my life forever 

    It is part memoir, part self-help, part business book all underpinned by science and philosophy.

    In it I wrote a chapter about the moral case for gratitude. Given we are living in uncertain times I thought we could reflect for at least a few minutes, the time it takes you to read this article, on the power of gratitude to change our lives for the better.

    So here’s my contribution to World Gratitude Day.  

    The Moral Case …

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    How Retail Discount Advertising negatively impacts B2B Sales – Part I of II

    By / / Attitudes & Behaviours, Sales Tips, Value Based Selling

    Fact – every business executive is a consumer.

    Fact – every consumer, certainly here in Australia, is exposed to a barrage of discounting and sales offers from the retail sector.

    In fact, on any given day, whether on TV, radio, billboard or online, we are bound to be exposed –in our experience- to at least 5-10 “discounting sales” or “discounted special offers” that are being promoted by companies selling everything from food to solar power, new homes to motors cars, from beer and wine to computers.

    You have to wonder whether these retailers (and their advertising agencies) realise the damage they are doing …

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