Impossible to Inevitable How can salespeople turn the impossible to inevitable?  Aaron Ross is the author of the book Predictable Revenue and a proud father to nine children. The book Predictable Revenue is called the sales bible of Silicon Valley. It changed how the fastest-growing sales teams are designed. The book talked about outbound prospecting which can be a very predictable way to drive appointments and if you have predictable appointments, you can create predictable revenue. It also talks about sales specialization instead of letting the sales reps do the prospecting. Managers must break the sales team into specialized groups to assess where they excel.  Impossible to inevitable  His new book called From the Impossible to Inevitable is the growth bible. It’s more for C-levels:the managers, executives, and the leaders who understand the few key reasons why a company gets stuck and won’t grow. The book answers three questions: Why aren’t you growing as fast as you can? How can you grow faster? How do you keep it up? This book touches on sales models and expands to lead generation. From Impossible to Inevitable will teach you the ways of the fastest-growing companies in the world such as SalesForce and Twilio. The first section of the book is called Nail a Niche as it addresses the hard truth that most companies are not ready to grow and that’s the reason why they don’t grow as much as they want.  You can’t paddle downstream if you’re not even in the stream.  Nailing the niche When beginning a business, there’s the tendency of selling everything to everyone. But that doesn’t work. What it does to you is that you either have no customer or you have a bunch of customers who are a little bit of this and a little bit of that. An entrepreneur may sit back and ask which of the customers are easiest to close, or who is the audience that really needs me? It is important to define who needs you.  Aaron was part of Salesforce, where he built an internal sales program. He left the team in 2006 and did what he wanted to do. He went into adventures and went to do other things. He worked in a venture firm, then on a thing called Unique Genius, then on CEO Flow. He was exploring and then he got married. He realized that he had to start making money.  He needed to focus on a niche and figure out where his expertise lies so that he could  deliver the most value for his customers. He then thought of outbound prospecting. I wasn’t the general sales consulting. For us salespeople, this can take a lot of testing, talking, and experimentation with companies to get the right package and the right pricing programs before you nail your niche and start to grow faster. Sometimes it can take a long time because we have all these unrealistic expectations on how fast it should happen.  Do it like Twilio does it Twilio is a platform company that provides a bunch of technologies. Twilio is used by many companies that build software or iPhone apps to power their message alerts and phone calls. For example, Uber uses Twilio to make an Uber phone call and text because it’s difficult and time-consuming to build it themselves.  Simply put, Twilio is a platform that companies can use to do many things. The challenge when you are marketing something like Twilio is that it’s difficult to pinpoint the exact help it can offer to a company or a client.  A salesperson must paint a specific picture for people to get it. Twilio researched to get into the minds of their customers, to understand and build empathy with their customers.  The common corporate value which is to walk in the shoes of your customer is something that Twilio really lives by. The company put much effort into walking in their customers’ shoes to know what they want and what they are looking for.  Salespeople need to remember this value at all times, whether you’re writing an email or making a call. You need to know what they need to get your message across. Another secret of Twilio’s success