The sales techniques and selling ideas have all been effective at some stage. Many are still widely used. Think about what you are selling, the market that you’re selling into, the people you meet in the selling process, and use what will help you sell better. If you are managing sales people, the best results generally come if you allow sales people to work to their strengths; in a way that is natural to them.
Successful selling also requires that the product or service is of suitable quality for its target market, and that the selling company takes good care of its customers. Therefore it’s helpful for the sales person (or anyone else in business for that matter) to work for a professional, good quality organization.
Product development, design and production, service delivery, and the integrity of the selling company’s organization are also necessary for successful selling, and typically are outside the formal control of the sales person, hence why internal selling is an increasingly important aspect of the modern sales role.
Effective sales people are interpreters and translators (and increasingly educators too) who can enable the complex systems of the buying organisation and the selling organisation to work together for the benefit of both.