Control in the Sales Process: The Key to Consistent Success In a fascinating conversation between Jonas Olofsson and Richard Kendrick in the podcast "We Love Sales People - Sales Conversations with Jonas Olofsson", an often misunderstood but crucial concept in sales is explored: control. Moving from practical sales techniques to deeper insights into modern selling, the conversation reveals how this fundamental aspect can transform sales performance and create long-term success. Control: More than a Buzzword Richard Kendrick explains that control in sales is about predictable change - the ability to start, change and stop sales processes in a deliberate way. This is very different from the negative connotation the word can sometimes have. "Surprises aren't always fun," Richard points out, "but when you're in control, you tend not to have to think so much about how to work and chase customers." The conversation reveals how this understanding can revolutionize the way we look at sales and customer relationships. Richard shares insightful examples from his long career that highlight how lack of control often leads to frustration and missed opportunities, while properly implemented control creates predictability and better results. Pipeline Management: The Hidden Key A particularly interesting part of the discussion revolves around the importance of effective pipeline management. While modern CRM systems have their place, Richard and Jonas share surprising insights on the value of traditional visualization methods. "I've never seen a screen that is as good in terms of what it delivers compared to the sales board," Richard notes, opening up a fascinating discussion on how modern tools can best be combined with tried and tested methods. The Modern Salesperson A recurring theme in the conversation is how today's sales place completely new demands on salespeople's skills. Richard shares personal experiences that highlight the remarkable evolution of the profession - from his days selling photocopiers to today's complex B2B sales. His perspective on how talent should be combined with systematics provides valuable insights for both new and experienced salespeople. Of particular interest is the discussion on how modern buyers have changed. "Today we meet highly skilled professional buyers," Richard observes. This leads to a fruitful discussion on how sellers need to adapt and evolve to remain relevant and value-creating in the customer encounter. Control in Practice One of the most valuable parts of the talk is how the theory of control can be translated into practical sales. Richard shares concrete examples of how salespeople can implement control in their daily routines, from the first customer meeting to closing. His experiences from both the salesperson and sales manager role provide a unique insight into how control can be implemented at both the individual and organizational level. These insights are just the beginning. In the full podcast episode, the conversation goes in-depth with several fascinating aspects of sales and leadership, including: ● A surprising view of relationship selling and its limitations ● Practical strategies for maintaining control in complex sales processes ● How modern sales teams can work more effectively together ● Richard's personal journey and key lessons learned from decades in the industry ● Concrete tips for developing your sales skills in a rapidly changing world Richard also shares a particularly memorable insight from his career that makes the listener think about his own approach to selling: "I was probably a bit more of a cowboy... relied fully on the relationship. But that's not enough in sales today." For anyone interested in deepening their understanding of modern sales, this conversation between Jonas and Richard offers invaluable insights. From practical tips to strategic perspectives on the future of sales, the episode provides a comprehensive view of how control can transform sales performance. Listen to the full episode to hear all the valuable tips and strategies that can take your sales performance to new heights, and to hear more about Richard's fascinating journey from 'cowboy salesman' to respected expert in modern sales!