Art Versus Science
I like to shoot with a camera, something that I have been doing since I was a kid. Not too long ago I succumbed to the digital conversion and I have been pretty happy with the switch. Yes, there are some things that I prefer about film, but all-in-all I like my digital cameras. What I find that I like most is the introduction of more science, more control over the output. There is still much art, especially when it comes to capturing the image. Composition, timing, getting the right angle, and capturing a story – these are the art aspects that cannot be made very scientific.
On the other hand, when it comes to producing the image, the tools for digital production are all about science: getting the brightness right, setting the contrast, improving color quality, removing or covering undesirable elements of the photo, and synthesizing layers of images together. These new abilities enabled through computer software are really powerful. But, in the end, I still find that digital photography remains more art than science. The instant gratification and elimination of film costs makes it all more enjoyable as well.
Certainly there are photographers who would argue that it still remains all art, and I am happy to leave them to their opinion. There is, however, one art versus science debate raging that I will choose to enter into. This debate is with regard to the question whether the process of selling is an art or a science. Much like the separation between the taking of the photo versus the production of the photo, I think it can be useful to also separate the notion of sales force effectiveness from that of sales professional effectiveness. One looks at the total process of selling while the other looks at the individual within that process.
I truly believe that sales force effectiveness is a science. We now know the factors that separate successful sales functions from less successful sales functions. When you introduce those factors, largely a set of sales process disciplines, teams on the whole produce better results. These elements, such as segmentation, account planning, pipeline management, and reporting of metrics are the science of selling.
On the other hand, I believe that sales people can follow the steps of this science, but their innate skills are huge difference makers. The ability to build rapport, the possession of the right patience and temperament to continue in the face of rejection, a sense of timing, and the confidence to ask for the sale are personal characteristics that are truly artful. I believe sales folks come from a different gene pool than the rest of us mortals. These things are hard to teach to an individual without the sales gene. However, sales force effectiveness components are highly teachable, can be practiced, and, when the correct compliance to the process is followed, becomes the science of sales put on top of the art.
Photography is 80% art and 20% science perhaps. It is truly difficult to take a quality, artistic photo with just the mechanics – the basic art needs to be there. You have suffered through being forced to view horrid pictures from your friends and family. You know what I am talking about. Selling, in reverse, is 20% art and 80% science. The science can compensate pretty well for the individual without that strong innate ability, but a little bit of art goes a long way.
And when you mix the two together, the science of selling becomes true performance art.
