There are so many changes going on in B2B sales all the time. Our old selling habits and routines are continually being disrupted by technological innovations.
At the Sales Enablement Society conference in Dallas last month, I sat down to interview Ori Brafman. Ori has written a great book, The Chaos Imperative: How Chance and Disruption Increase Innovation, Effectiveness, and Success. In it, he shows how even the best and most efficient organizations can benefit from allowing a little unstructured space and disruption into their planning and decision making.
For example, think about your typical sales meeting with reps. You probably have this meeting every week, and it lasts about an hour. How many times during that meeting do you pause and allow everyone time for reflection? According to Ori, this simple practice can lead to major cognitive breakthroughs. As he explains, when your brain is allowed to rest, it activates what scientists call the “default mode network,” which gives us more creativity and more insight. As Ori said:
We are almost prisoners [of] control. We think that the more we control, the more effective we’re going to be. But, in reality, we pay a cost for control – and we’re missing out on all the upsides that can occur when we introduce a little bit of white space, a little bit of organized serendipity…
For the past several years, B2B sales has become more about science than art. While we have more tools than ever before to help us sell effectively, we’re also drowning in complexity. Ori believes we can respond to this in one of two ways:
On one level you can say this is becoming a really scary world – [and] how do I navigate this world? On the other, I think the reason that the mood [at the Sales Enablement Society conference] is so high is that people realize there’s a lot of change happening in the world. By bouncing into each other – by having these unexpected connections – we can actually figure out the changes together.
The more technology we have in the selling profession, the more alignment we need to drive organizational effectiveness. Watch the video to learn more from Ori, including his thoughts on the future of the B2B sales profession.