Over the past 18 months, we’ve had numerous conversations with sales leaders wanting to adopt an insight-led approach to selling. Through these conversations, it is very clear that there is confusion over how insights come to life in a sales situation. Some of the
people with whom we’ve spoke have the impression that an insight is communicated through a presentation. We believe that there may be situations where that is the case,
but the more likely case will be for an insight to be communicated in a sales conversation. This is important not only because a sales conversation requires a different skill set but also because it requires a different mindset.