Plasticity in sales involves the Four A’s of attitude, ability, adapting, and agility. How might you increase your plasticity in selling to be more successful and create win-win solutions for you and your customers? I believe it first begins with consistency of attitude to learn and grow in the ability to practice and refine your core selling skills and processes that you master to sell and exceed customer expectations.

Survey after survey indicate that customers do not trust salespeople. I believe one big reason salespeople are not trusted is because they are more interested in selling their solution rather than aligning with the customer feelings and emotions about the problems they face. Salespeople who don’t show compassion can come across as pushing product or seem more interested in meeting their target or commission plan even when their good intent is to show the customer how their product can solve problems.

Read the HBR article by Brett Adamson on the changing landscape of B2B selling. It is a very good treatise based on data that Gartner and McKinsey have collected on how Covid is accelerating B2B selling and marketing changes in response to B2B customer changes in how they buy.