Jacques Werth discovered what he later called High Probability Selling (HPS) by observing and documenting what hundreds of highly successful salespeople were doing. He invented the name, and he invented a way of talking about it and teaching it, and he wrote the book, but he did not invent the method of selling. It was already out there. That’s where he found it.
I asked him why he used the phrase “Re-invents the Selling Process” on the cover of his book. He told me that, at the time, lots of successful authors were saying things like that on their books and it seemed like a good idea.
In those days, Jacques tended to use conventional methods in marketing. In later years, he moved toward marketing methods that were more compatible with his preferred selling method.
One of the things that distinguishes HPS from other selling methods is that it’s all about discovery—all the way through the entire process. Discovering a sale, not making one happen.
I see High Probability Selling itself as something to be discovered, not controlled. That is the way I prefer to work with it. Learning, talking, and teaching.
Comments and questions are very welcome and appreciated.
Author
“In later years, he moved toward marketing methods that were more compatible with his preferred selling method.”
I did want to learn more about what is recommended in the tone and content of marketing materials for someone practicing high probability sales process.
Is using a marketing sales letter that uses the sales copywriting tactics of direct response marketing compatible with the non-manipulative methods of high probability selling process?
It seems that a marketing message from the company, not as if crafted by the sales person (direct email) may be able to be a “safe way” to get the points across about why and how the product/service may benefit them – without putting pressure on them like a live sales call might. And that it is diffused coming from a business and not a person?
Assuming the information is true and factual, and non-gimmicky, that should not break trust with the salesperson?
It seems that educating through marketing and then contacting personally to find out if that is what they want should theoretically work? But does it?
I apologize for taking so long to get back to you.
I continue to experiment with “the tone and content of marketing materials” for High Probability Selling, so that the marketing is more consistent with the principles behind the way we sell. I plan on writing articles here about that.
I especially appreciate your question about “sales copywriting tactics”, and I may address that one first.
As for your last question, about whether “educating through marketing and then contacting personally [about want]”, all I can say is that it works for some people, and not for others. The same is true about the entire HPS system.
Thank you for your comment and questions.
Carl Ingalls