The science behind selling has evolved in an expedited fashion in the past few years as companies grappled with how to best sell their solutions in the Covid era. Motions, playbooks and AI tools have dominated the conversation but has the art that accompanies the science been lost?
Sales leaders are commenting that we are placing too much emphasis on process, metrics, and AI in sales and maybe forgetting to include the art of selling, the creative side to closing deals.
In today’s environment, it’s easy to see why process and technology dominate. Data-driven metrics provide accountability. Sales enablement tools create efficiency. AI promises scale and predictive insights. These are powerful levers, and no modern sales organisation can ignore them.
But is there a risk if we are focusing almost exclusively on science and systems, are we forgetting the art?
- Are we coaching our teams on the craft of selling, curiosity, storytelling, empathy, and improvisation?
- Or are our coaching sessions now dominated by dashboards, funnels, and tech stacks?
- Do we still leave space for creativity, or do we believe process and AI can replace it?
The truth is, both matter. A clear process and solid metrics provide the structure. But it’s the art, the spark of creativity, the personal connection, the ability to read a room and adapt that often tips the balance between winning and losing.
Great selling needs science, maths, and art. The art transforms good into great. Let’s make sure we don’t lose it.