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Salespeople Must Stop Snorkeling and Start Scuba Diving


Dave Kurlan is a top-rated keynote speaker, best-selling author, sales thought leader and expert on all things sales and selling.

We talk a lot about the importance of using a consultative approach instead of a transactional approach to better differentiate and sell value instead of price.  When we explain consultative selling, we usually emphasize the importance of listening and questioning.  When we further explain effective listening and questioning, it becomes much more difficult to describe in a paragraph or in the absence of a demonstration or role-play.

Until today.

Snorkeling, or moving along the surface of the ocean, is akin to poor questioning, moving from fish to fish or question to question, never finding anything of significance and only seeing that which is near the surface.

Scuba diving, or doing a deep dive, is akin to good, tough, timely questions that lead to the buried treasure of selling - a prospect's compelling reason to buy from you.  When you scuba dive, you explore a single site, but when you snorkel you go sight-seeing and continue traveling without really stopping to explore.

Dive in, continue your dive, and don't stop the dive until you find the treasure.

I'll be giving the keynote at an Executive Luncheon in Boston on Wednesday May 21 at the Westin Copley Hotel.  My topic is Changing Trends in Sales and How They Will Impact Your Revenue.  If you live in New England or will be visting next week and would like to attend, send me an email and I'll send you a discount code so that you can attend as my guest.

© Copyright  Dave Kurlan All Rights Reserved

Posted by Dave Kurlan on Wed, May 15, 2013 @ 08:48 AM


Excellent metaphor Dave. I would like to say that you will usually have to do both (snorkeling and scuba diving) in order to have a meaningful conversation. Identifying the right spot to dive (where and when) is also critical for success.

posted on Wednesday, May 15, 2013 at 2:10 PM by Orlando Pugliese

Thanks Orlando. 
If we use snorkeling to find a dive site our prospect will quickly become tired of answering the disconnected questions.

posted on Wednesday, May 15, 2013 at 2:12 PM by Dave Kurlan

Reading again the post and the definition of snorkeling, I completely agree with you. Thanks.

posted on Wednesday, May 15, 2013 at 5:39 PM by Orlando Pugliese

Definitely, when sales people just know the "surface" from their customers they are not aware of the options. They must dive in every single case and get details from deep insde.

posted on Thursday, May 30, 2013 at 1:02 PM by Roberto Barrera

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