World Class Selling_ Selling is Selling is Selling
===
[00:00:00] Will: We all know the Golden Rule, right? Treat others the way you want to be treated. It's one of the simplest, most universal principles across cultures, religions, and philosophies. And why does it resonate so deeply? Because it works! Whether you're building relationships, resolving conflicts, or leading a team, treating people with fairness and respect always holds true.
[00:00:27] Will: Hi, I'm your podcast host Will. What if I told you that selling works the same way? No matter what you're selling, coffee or corporate IT systems, insurance or industrial machinery, the fundamental process remains the same. That's the idea behind Selling is Selling is Selling, just like the Golden Rule applies to any moral situation.
[00:00:49] Will: The Track Selling System applies to any selling situation. It's a proven, structured approach that helps move people from potential customers to actual buyers, whether it takes seconds or years.
[00:01:01] Will: Today, we're diving into this idea. Why selling is universal, how a structured approach works across industries, and what makes a great salesperson no matter what they're selling.
[00:01:13] Will: Let's get into it.
[00:01:18] Jason: We all wanna get a grip on things fast, right? Like have those aha moments where it all just clicks, but without getting bogged down with too much info.
[00:01:26] Marissa: Definitely.
[00:01:27] Jason: So today, let's dive into something really fundamental when it comes to any exchange or interaction, I guess.
[00:01:34] Marissa: Okay.
[00:01:35] Jason: We're taking a look at this idea from Roy Chitwood's book World-Class Selling,
[00:01:38] Marissa: Right!
[00:01:39] Jason: And the idea is this, Selling is Selling is Selling!
[00:01:42] Marissa: Right.
[00:01:44] Jason: And at first, you know, when you hear that it sounds almost deceptively simple.
[00:01:49] Marissa: It does, yeah.
[00:01:50] Jason: Like you might think, okay, well obviously selling a cup of coffee is gonna be way different from negotiating some huge, multi-year service contract.
[00:01:58] Marissa: Correct. Exactly. There are gonna be a lot of people that will think that when they first hear it, but um, but Chitwood argues that if you look past all those surface level differences, the actual process that's happening underneath it all is incredibly consistent.
[00:02:13] Jason: So, unpack that for me. Because like I said, my first thought is, surely there are totally different steps involved in convincing someone to buy a cup of coffee versus, I don't know, convincing a company to buy a whole new IT system. Yeah. Yeah. So where's the common thread?
[00:02:27] Marissa: The common thread is not in the specifics of what you're actually selling, it's not even really in the price point. Okay? It's in that underlying structure of how you move someone from just a potential customer into a real customer. I see. His core idea is that there's a sort of universal journey involved in any sale.
[00:02:46] Jason: Okay.
[00:02:47] Marissa: Whether it's something small or something large.
[00:02:49] Jason: Alright? So the thing that obviously does change,
[00:02:52] Marissa: Mmm.
[00:02:52] Jason: You know, we all experience, this is what Chitwood calls the sales cycle.
[00:02:56] Marissa: Right.
[00:02:56] Jason: So break that down for me. What does that actually mean?
[00:02:59] Marissa: The sales cycle is just that length of time.
[00:03:02] Jason: Yeah.
[00:03:03] Marissa: Between your very first interaction with someone who could potentially be a customer. Right. And the moment they actually buy whatever it is you're selling. Gotcha. And that's where you see the biggest variation. Okay. I mean, you could have a sales cycle that's just seconds ground. You know? Mm-hmm. Like buying that candy bar at the checkout. Right? Or you could have one that lasts months or even years for really complex, expensive things.
[00:03:26] Jason: That makes sense. So the time it takes can be super different. But what Chitwood's saying is what you're actually doing during that time follows a pretty similar pattern.
[00:03:34] Marissa: Exactly.
[00:03:35] Jason: And has this interesting analogy he uses to explain it. Something about a thermos.
[00:03:39] Marissa: He does. He says, think about a thermos.
[00:03:42] Jason: Okay.
[00:03:42] Marissa: You know, one day you might fill it with hot soup and it'll keep it hot for hours, but then the next day you could put ice water in it, and it does the same thing. Keeps it cold, right? So the thermos itself, the actual tool, the process that stays the same even though what you put in it and the result you want are completely different, right?
[00:04:00] Marissa: And Chitwood says, selling is kind of like that thermos. That underlying process is always there and it can be applied to tons of different products and services with the goal being to make a sale.
[00:04:12] Jason: Okay. That's a really clear image. So just to be clear, this isn't about making every salesperson exactly the same, right?
[00:04:18] Marissa: Yeah. Yeah.
[00:04:19] Jason: Because that's a common worry when people talk about sales processes.
[00:04:21] Marissa: Right? Chitwood really emphasizes that this is not about putting everybody into the same mold or anything,
[00:04:26] Jason: Right?
[00:04:27] Marissa: It's about giving people a proven framework that actually works. Then you can adapt it to your personality, your style, and the situation you're in with that specific customer and whatever you're selling. Okay. It's like having a strong foundation to work from. Not a bunch of rules that make everyone sound the same.
[00:04:43] Jason: So it's more about having a foundation.
[00:04:44] Marissa: Exactly.
[00:04:45] Jason: Okay. So in this first part of the book, Chitwood gives us his main point. Mmm. And it's a seven step sales procedure. Can you walk us through those steps quickly?
[00:04:53] Marissa: Sure. He lays them out like this. Approach, Qualification, Agreement on Need, Sell the Company, Fill the Need, Act of Commitment, and Cement the Sale. Right. And his point is that you can use these seven steps in almost any selling situation, no matter what the details are.
[00:05:11] Jason: I'm already trying to think of exceptions in my head though.
[00:05:13] Marissa: Sure.
[00:05:13] Jason: Like what about someone who's selling something super niche? Mm. With like a tiny customer base.
[00:05:18] Marissa: Okay.
[00:05:19] Jason: Surely that's gotta change things upright.
[00:05:21] Marissa: You would think that, right, like if you have a small territory or really specialized product, you'd need a completely different way of selling. But Chitwood is saying the reason this procedure works is because of the procedure itself, not the specific market or anything. Okay? The basic actions of selling are the same. Making contact, figuring out what they need, presenting your solutions, that all stays the same. It doesn't matter if you're selling specialized submarine filters or something everyone buys, you're still doing those basic things.
[00:05:53] Jason: It makes you think differently about how you interact with people, even when you're not in a sales role. Like if you're trying to get your friend to watch a certain movie.
[00:06:02] Marissa: Yeah.
[00:06:02] Jason: Or even just trying to get your family to agree on what's for dinner. Right. You're approaching them figuring out what they like.
[00:06:09] Marissa: Yeah.
[00:06:09] Jason: Presenting your solution.
[00:06:10] Marissa: Exactly.
[00:06:11] Jason: It's pretty adaptable when you think about it.
[00:06:13] Marissa: It is. And Chitwood points out two things that really affect that sales cycle we were talking about. The price of what you're selling. Yeah. And how complex it is. Hmm. So if something is cheap and easy to understand, like, basic air filters or a simple service like house cleaning, right? That's gonna have a much faster sales cycle. People make up their minds quicker and there are fewer things to get past.
[00:06:35] Jason: Whereas something super expensive and complicated like a nationwide ad campaign for a huge company or a really technical system like airline reservations. Right. That's gonna take a lot longer, more people involved, mm, more things to consider, more scrutiny.
[00:06:49] Marissa: For sure. But remember, those seven steps are still at work. It's just spread out over more time and might happen over and over. More meetings, more approvals, that kind of thing. Right. And we actually have a good example of that. There's this guy, James Ornes. He sold millions of dollars worth of these really complex computer systems. Wow. And he says that a big part of his success came from understanding these selling basics. Hmm. Especially understanding the sales cycle and figuring out what customers were going to need.
[00:07:16] Jason: That's a great example. It really drives the point home. So I wanna leave everyone with a question to think about. If the core of selling is the same across so many different products and services, what subtle ways could you use these seven steps in your own work?
[00:07:33] Marissa: Yeah.
[00:07:33] Jason: Maybe even in your daily life, you know, like when you're trying to get someone to do something or agree with you, it's something to consider.
[00:07:44] Will: If there's one big takeaway from today, it's this. Just like the Golden Rule is a universal guide for how we treat people, Track Selling is a universal guide for how we sell to them. The Golden Rule works because it focuses on empathy, trust, and respect. The same principles that make great salespeople successful no matter what you're selling or who you're selling to, the fundamental process stays the same.
[00:08:11] Will: Think about it. The Track Selling System is built around understanding people, approaching them with respect, uncovering what they truly need, and guiding them to the right solution. That's not just a sales technique, it's how relationships are built, trust is earned, and great businesses grow.
[00:08:28] Will: So as you go about your work, whether you're selling a product or an idea, or even just trying to get buy-in from someone in your life, remember this! Selling, at its core, is about people.
[00:08:40] Will: And when you apply the Golden Rule to the Track Selling approach, you're not just closing deals, you're creating lasting relationships.
[00:08:49] Will: Thanks for listening to Selling Is Selling Is Selling. In our next episode, we'll dig into the Art of Asking Questions. Asking great questions may be the most essential characteristic of a successful salesperson. You won't want to miss it.
[00:09:05] Will: Good luck and good selling.
