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Mindset Over Materials: The Secret Weapon of Sustainable Sales Success
Long-term sales success has less to do with skills or knowledge
than you might think. Nor are stunning brochures or excellent
products guaranteed to make one iota of impact over time. Unless
certain critical elements already exist in the salesperson,
providing training and tools in hopes of improving performance
does nothing more than giving a PGA golfer's best driver to an
amateur. The club itself can't make someone a pro.
Yet a pro can take a cheap driver and make a better shot than an
amateur with the best and biggest Big Bertha has to offer.
Likewise, you probably know one or two standouts who have
excelled without classic sales training, without flashy support
materials for their products, and even without a superior
product to represent.
Then what makes the difference? If it's not remarkable closing
ability, appealing brochures, outstanding product knowledge, or
relentless objection handling... if it's not talent or
brainpower or tools that create sustained success, what is it?
In more than twenty years studying the top performers in many
fields, I've discovered the mysterious X-factor is mindset: a
group of attitudes, understandings, beliefs, and resulting
behaviors. Whether you're talking about golf or sales or any
other pursuit, the same principle applies. Ultimately, the
mindset creates top performance, excellent production numbers,
and prosperity for both the salesperson and the company he or
she represents.
Creating a mindset of sustained success requires you to focus on
three key areas:
You have to see yourself as successful in the inner game in order to be successful in the outer game. When you give that "command" to the unconscious mind -- when you imagine how you'll feel, look and sound when you are producing at the level you desire -- the mind thinks it's already occurred and calls for an encore performance in the real world.
The first step to changing your own "mental programming" is to recognize it. Think about it. Think about why you don't do what you know intellectually you should. Then start thinking about what's behind it. What do you have to believe about yourself, your world, your product, your industry, to cause this behavior to occur?
Some common underlying beliefs that regulate salespeople's performance are
- "I need more training and skills before I can succeed."
- "I'm not worthy of earning more than..."
- "I am not good at cold calling."
- "I'm not able to talk to (or get to) the decision makers at the top."
Start by answering a simple question: What will I have to see, hear, and feel to cement this belief? Then begin vividly visualizing these results at least twice a day. (Note: the mind is most open to suggestion first thing in the morning just after waking and the last thing at night before sleep.) Many people think that results build belief, and in some cases this is true, but it's more often the inverse. Remember the chain: thought/word-image-emotion-action-result. You must be able to see yourself already in possession of the outcome of the new belief.
Champions in any field create an unbending belief in themselves, program themselves to continually find evidence to support its truth, then consistently and vividly see themselves in possession of the desired goal. William James, the father of modern psychology, said, "Your belief creates the fact."
Now Forget Sales, and Focus on Your Customers
Once you've visualized yourself achieving your goals and removed any psychological obstacles, it's time to put those goals aside and focus on the customer. Again, this all happens in your mind, but it has a profound impact on the way you affect your outer world.
Today's customers and clients require a new attitude, one that offers something rather than asks for something. In a high-tech society, high touch is highly valuable. The new-school salesperson focuses on giving instead of getting, on service instead of sales. Always a man ahead of his time, Henry Ford captured this mindset eloquently: "Wealth will never be achieved when sought after directly; it only comes as a by-product of providing useful service."
This level of service takes some guts. Sometimes you have to tell people what they don't want to hear. Sometimes, you even have to say, "Maybe I'm not the best for you... I'd like to send you to someone who will be." Service means that you're no longer willing to do whatever it takes for the sale. Now you'll do whatever it takes for the customer -- because it's the customer who makes or breaks your business, not an isolated transaction.
Old Hat, New Head: Take Ownership of Your Success
Have you heard these ideas before? Are you utilizing them as you should? If not, why not? Likewise, are there other, obvious principles of business success you've overlooked?
Sales success grows out of a fundamental mindset, based on some ideas that may be "old hat" but require a "new head" to fit you. I operate from the premise that you know what you need to do, and you have what you need to create a six- or seven-figure income. Most salespeople have heard all the "magic bullet" ideas and pitches. But until you begin to think in new ways, you will never apply these time-tested principles. The distinction between short-term flashes in the pan and sustained success is simply doing what may seem obvious to you right now. We might say, "If the hat fits, wear it."
James Arthur Ray of James Ray International is an expert in
teaching individuals how to achieve Harmonic Wealth™ in
all areas of their life by focusing on what they want, opposed
to what they don't want. He has been speaking to individuals as
well as Fortune 500 companies for over 20 years and is the
author of four books and an inventor of numerous learning
systems. His studies of highly successful people prove that they
continually achieve results by taking control of their thoughts
and actions to create and shape their own reality.
The Power to Win seminar (http://www.ThePowerToWin.com)
will explain in detail how success is state of mind and how the
principles of quantum physics (as seen in the movie What the
Bleep) can be applied to proven success-building techniques.
James will also cover why people who are successful in one
area of their life tend to be successful in all areas. For more information,
visit http://www.ThePowerToWin.com.
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