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A Scary Truth About Sales

I want to share a scary truth about sales. It’s a truth that we would prefer not to acknowledge or think about because we really want to believe we’re in control of our sales results.

So Here’s the Scary Truth About Sales

The sales people and your sales team have zero control over the result you hope they produce. Let me say that again another way. You go into an annual planning session, you set some goals for your salespeople, you assign those goals, you get them to buy into those goals, and they’re accountable for them. But at the end of the day, the truth is they have zero control of the result of that goal. Instead, the buyer has complete control of that result.

What Your Sales Team Can Control

Salespeople have control of everything that leads up to the decision for a buyer to decide to buy. Now, it might sound like, of course, that’s the truth. Unfortunately, we don’t always operate that way and as leaders, if we don’t understand that truth, we can start putting pressure on an area that someone has no control over.

What we should be doing is always focusing our energy on what our sales people do control. And what do they control? They control their attitude. Make sure your sales team has a good attitude and that they are able to manage their attitude.

Your sales team controls their activity. They control the type and volume of high-payoff activity they’re doing. This would include prospecting and referral generating. Their activity should include trust-building and proposals. Sales activity should also include meetings with all decision-makers and influencers.

They control their overall approach to the sales cycle.

Consider the interactions your team is having with buyers. How well are they interacting? You can ask yourself these questions: How well do they approach their sales conversations? Are they calm when they’re hit with unexpected information?

In conclusion, focus on the attitude of your sales team. Focus on their activity. Pay attention to their approach. Consider their strategy tactics.

Understanding the scary truth about sales will help us as sales leaders focus on what our sales people do control. At the end of the day, we will get the results that we hope for and the ones that we are holding them accountable to achieve for our company.

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