As sales professionals, we receive a constant stream of the latest and greatest "innovations" for our trade. How to close more deals, How to prospect more effectively, How to compete on value rather than price. It seems every week there is a new "method" or "hack" that guarantees our success. But if you take a closer look at all of these supposed innovations you will realize something unexpected: In the world of sales, nothing has really changed.

Sure, there is the occasional update in style or cadence that a modern sales person should adapt in order to remain, well, modern. But aside from these variants, the core elements of sales remain the same. Have a plan, execute it, identify areas of improvement, and execute again.

A comparison can be made to the world of men's fitness. Every month the news stands display the latest fitness magazines advertising the latest breakthrough in muscle building technology. But at the end of the day, it is the same concept, restated. If you want to gain muscle: lift heavy weights and eat calories.

The intention of this post is not to be cynical. Instead, the message is this: Stop wasting your time trying to find a shortcut, or a paradigm shift, or a secret potion that will guarantee your success with little to no effort. All of the time you spend consuming sales content is time you could be spending on the phones, sending emails, or researching your next big client.

In sales, nothing has (really) changed. If it does, we'll let you know. So get out there and start closing some deals!