The road less travelled: Why selling better will bolster your business

sales meeting

On January 9, 1995, I took the road less travelled. I chose to start my business dedicated to selling better rather than follow the traditional path of selling more, and that has made all the difference.

As a business owner, entrepreneur and pattern systems thinker among other things, it has been a fascinating and interesting journey of discovery on many levels: personally, professionally, intellectually, culturally, ethically, philosophically and systems-wise.

While I am originally a science graduate who specialised in medical and biological subjects, I have adapted and evolved into an architect, engineer, behavioural scientist and philosopher who focuses on everything to do with sales.

The last 24 years haven’t been easy, up against the prevailing business paradigms of short-termism, ‘win-at-all-costs’, quick fixes and race-to-the-bottom tactics, and the sales gurus with their silver bullets promising sales success. And, let’s not forget the all-time favourite: cost-cutting as the panacea for business profitability. Some businesses still believe they can cost-cut their way to growth.

However, the road less travelled coupled with persistence is paying off.

Things are changing — and changing for the better.

There is a shift in the wind, and people — business leaders, sales leaders, sales professionals and others — are now realising taking a selling more approach is not good for business now or in the long-term. It shortchanges people — buyers and sellers alike. The banking royal commission has shown us a ‘win-at-all-costs’ sales approach has dire consequences for all.

More people are seeking out better ways of doing business and selling that are more sustainable, respectful, honourable and profitable. Not everyone, mind you, but many more than you may think, and they are the smart ones now.

There are windows of opportunity opening up in a number of industries and market sectors for those who want to sell better, as those who focused on only selling more are being exposed for their deceitful and criminal ways.

However, those people and businesses who want to sell better must and need to act now.

As there is an appetite for change from buyers who want better, more reliable, trusted supplier and partner relationships that give them the confidence they can keep moving forward.

Selling better is about setting up effective sales operating systems that account for all the variables. It’s about planning for now and the long-term, a win-win and respect. It’s about delivering value, leading from the front and prosperity.

This road less travelled has had its up and downs and will continue to do so, but I wouldn’t change it for the world. Because I know when we adopt a selling better philosophy, sales operating system and the sales knowhow we can do great things and prosper in ways that are sustainable, healthy and productive for all.

Come and join me.

I invite you to join me on the road less travelled because it will make all the difference to selling better.

In honour of Robert Frost.


The Road Not Taken

Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;

Then took the other, as just as fair,
And having perhaps the better claim
Because it was grassy and wanted wear,
Though as for that the passing there
Had worn them really about the same,

And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way
I doubted if I should ever come back.

I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I,
I took the one less traveled by,
And that has made all the difference.


Remember everybody lives by selling something.

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