This is a book review of the innovative sale by Mark Donnolo.

Sales and creativity expert Mark Donnolo introduces us to blending the left-brain and right-brain thinking in order to develop better answers for your customers or market that differentiate you from the competition. The reason for the blend is that most people tend to operate in one of two extremes – operating analytically or by the seats of their pants. He argues this is a proven sales innovation breakthrough.

Mark starts by challenging the notions around creativity. He reminds us of a few perception and realties. For example, there is a perception that you have to be born with creativity. The reality is that most creators and innovators have learned how to be creative. Another perception is that creative ideas come from eureka moments. The reality is that creative moments are usually the culmination of a creative problem solving progression. Similarly another perception is that you have to work in a heralded innovative organization in order to be creative while the reality is that any organization can adopt innovative practices, and any individual can use creative methods independently. One more perception is that innovation doesn’t apply to sales while the reality is that innovation wins deals. Yet another perception is that creativity is creativity and it’s all the same whereas the all creativity is not created equal.

Mark cautions against what he means by creativity. He says artistic creativity has limited application in sales which is governed more by goals, expectations and objectivity. Instead, sales organizations demand functional creativity where there is a right answer.

He says the first step is to recognize that there are constraints. Constraints enable creativity. For example, a sales strategy for your CRM product only comes into picture when your customer has a tight budget, a three month time frame and must get approval from the CFO.

Innovative ideas for such strategy require the best of both brains. Finding equilibrium is necessary.

There are six innovative sales principles – inspired by principles of art and each one has three imperatives.

The first principle is Pattern. In sales, pattern refers to our instinct to find related ideas in a given situation. To apply this principle, use the following imperatives:

1)      Get comfortable with feeling lost.

2)      Combine unrelated ideas

3)      Become a student of history

The second principle is Variety. Variety describes the dissimilarities between design and the same idea applies to innovative thinking. The three imperatives in this case are:

1)      Produce an abundance of ideas

2)      Think in divergent directions

3)      Know that less is more

The third principle is Unity. Unity refers to how all of the elements work together to make a whole. The three imperatives in this case are:

1)      Assemble the right team

2)      Collaborate as an individual

3)      Understand other perspectives

The fourth principle is contrast. Contrast invites the sales team to critically question and pushback against established practices. The three imperatives in this case are:

1)      Break rules

2)      Don’t accept the accepted

3)      Get comfortable with criticism

The fifth principle is movement.  Movement refers to the natural progression of ideas as we proceed through the problem-solving process. The three imperatives in this case are :

1)      Ask the right questions

2)      Grow with the flow

3)      Walk away from the problem

The sixth principle is harmony. Harmony is achieved when there are several different but related elements in a composition. The three imperatives in this case are:

1)      Keep perspective

2)      Check degrees of change

3)      And be persistent.