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The Five Dimensions of Sales Success

Integrity Solutions CEO Mike Esterday discusses the often-ignored emotional issues so critical to sales success. You hire two salespeople. They have similar backgrounds, education, potential. You think they're both going to be outstanding superstars. And in the end one succeeds and the other one fails miserably. Why is that? Let's talk a little bit about some of the emotional issues of selling. Think about the Olympic rings. Picture five circles. We look at five dimensions that impact sales success. The first one is their view of selling. If we can get inside your heads, my head, our people's heads and find out what they REALLY think selling is, we'd find on the one hand some people say, "Wow, what a noble profession. I'm making a difference in people's lives. I'm excited about what I'm doing. I'm creating value." On the other side it might be "Selling...I didn't mean to get into that. I was supposed to be a doctor. I was supposed to be a lawyer or something else. But I've got a mortgage payment and have to take care of my kids. I have a house payment and I'm in sales." What our thought process is- what we believe selling is- greatly impacts our success level. Now, someone that has a poor view selling, it's hard to blame them because almost all media, TV, movies, everything is negative. If you stop a hundred people on the street and ask them "what do you think of when you think of sales people?" probably nine out of ten would say something negative. Now maybe that someone doesn't have a negative view of selling it's just an incorrect view of selling. They think they're more of an educator; their job is to talk about product features and benefits. They just hope someone says "yes, sign me up" instead of asking them for some type of a commitment. We believe that a positive view of selling is defined as 'identifying needs, filling needs and creating value for people.' The second ring is view of my abilities. Do I believe I have the ability to do what I think selling is, or to do what my company says selling is? It's really a belief level of how successful I think I can be. And perhaps I've been average at every job I've been in. I was averaging school and average in sports so I unconsciously feel I'm going to be average at this job too. Or perhaps I've been number one and everything so I'm going to think I'm going to figure out a way to be number one at this job too. That belief in my abilities is critical. The third one- values- is in the center because that's a foundational piece that's honesty doing the right thing, to do what you say you're gonna do. It's the rules by which we live our life. The fourth ring is commitment activities. It's really two parts: one is do I clearly understand the activities necessary for success in this job? But even more importantly is am I willing to do the tough stuff that I don't want to do? Am I willing to do all of the things necessary to be successful? The fifth and final one is belief in product. It's obviously important. We have to believe in what we're selling. But it's more than just belief in products and services. It's also believing in the company that I represent- that that company creates value for customers. And third is do I believe that the value I bring to that customer makes a difference? It's a passion, a sense of belief, that if they have a need I'm going to help them get it. So again, view of selling, my abilities, values, commitment to activities and belief in product. Now if you picture those rings in between we have some arrows and those arrows stand for gaps. And they may be far apart or may be close together. The goal through sales training and sales coaching should be to bring these into congruence (we call it) or alignment. It's as if you take those five circles, put them together, put a piece of tape around it you can roll that down the table and we've gotten rid of those gaps or problems in essence. We're saying, "my view of selling is it's identifying needs, creating value for people. I can do that, that's consistent with my values. I'm gonna do whatever is necessary to be successful because people need what I have." Now if you think of this way it's a way to look at my personal productivity- where I need to grow or where I'm strong. Secondly, it's a coaching model as a manager. Where do you think most managers spend their time? Activities. And we're not saying that's not important, but if you're not getting the quantity or quality of activities it's probably one of these other issues that's the root cause. So it can be a personal development model, a coaching model. And third it can be a recruiting model. We find that managers who recruit stronger people ask questions to uncover what that person's view of selling is, the view their abilities and their beliefs. And that tells them more about the person they're hiring. So that's the Sales Congruence Model.