Your weekly disruption
Your weekly thought-provoking exploration into building disruptive capabilities.
The Conviction Cycle
If you are living in Victoria, you will awake today knowing you have a public holiday due to the upcoming Grand Final. One of the stories of this event is how resolute Collingwood’s coach Nathan Buckley has been in face of the many who called for his sacking only 12 months ago. Without his CONVICTION, we may not have had the ‘clash of the birds’ this weekend.
Last week we looked at how without CONVICTION the sales process is one where salespeople do not want to sell. Why is this so? They find the sales process itself too mechanical, too manipulative and too alienating for both themselves as salespeople and for their customers. They often feel that they are being too pushy, that they feel compelled to go out there and get the sales results not because they have true conviction in the value of their offerings or the integrity of their intent, but rather because they are compelled to do so because of financial pressures – their own financial pressures or those placed on them by the organization.
Someone who feels compelled to sell will always be outperformed by someone who is committed to sell. To be committed you have to have conviction in what you are doing, in yourself and in your product or service.
Over the next few weeks we plan to outline how salespeople move from being ‘pushy’ to being ‘pully’. How to move from desperation to attraction, from trying to be ‘convincing’ to selling from ‘conviction’.
Conviction begins with commitment. It is about being true to yourself. It’s like character. A person with character is defined by what they do when no one is watching. So too conviction is about the promises and stories you tell yourself. It’s about delivering on your promises.
This allows you to adapt your state in the sales process and equally to get it right before you even begin. Once you have your state management under control you are able to be present to the opportunities that appear throughout the sales process.
Conviction sellers then realize that every great selling opportunity is about serving the client in front of you. Act as if they are already your client and find ways to make a difference in their world. Equally, if they are not a match for what you do, then serve them by referring them on and saying no to the business. This state of service is the final expression of conviction. You are so aligned with what you know, who you serve and how to best help them that not doing business together would be a crying shame.
The secret to tipping from push to pull in the sales process is to increase people’s familiarity about your products and services while decreasing the exertion required to create a sale. It’s the dream combination right? Lots of people know what you do and you don’t have to do much to get them to buy from you. It’s what has been described by many sales experts, authors and trainers as the contrast between being an order taker versus a sales maker.
This shift from push to pull is, of course, not as easy as it sounds. It is easier to do today, however, than it’s ever been before. Three factors driving this”
1. The social issue
2. The technological issue
3. The scientific issue.
Now this is not about Maslow’s hierarchy of needs, it is about sales. However this social shift does mean that people are buying stuff that helps them grow, makes their life better or fixes a problem that they know and experience on a daily basis. This is a critical contributing factor in the shift from convincing people they need what you have to standing in conviction for what you have is extraordinary for the right type of client.
The longer your area of expertise has been around the more data we have about what works, and more frequently, what doesn’t. People are less and less likely to believe the claims salespeople make. It is now about proof.
Proof is required when we doubt what you claim. It is not a question of whether you get challenged in a sales conversation but rather that when you do, you will be able to answer the question in a way that demonstrates more than simple sales patter but rather deep product knowledge, an expertise? Can we trust you to know what you are talking about? Will you become a partner in us achieving our idea of success or are you simply flogging something?
Next week we will look at POSITIONING, the tipping point in the new world of selling.
If you are looking at turning your Salespeople into ‘C’ Based maestros with the power of Conviction either email Mark at email@example.com OR
dig for more information at http://www.superiorsales.com.au/storytelling/workshops/
At Superior Sales we build programmes leveraging all the core drivers of capability – organisation, people, process and culture, not just skills. Refer to our white paper at http://www.superiorsales.com.au/storytelling/whitepaper/
At Superior Sales our capability experts work extensively with companies to equip sales teams, and indeed the whole organisation, to deliver a better customer experience. Please get in touch at http://www.superiorsales.com.au/contact-us/
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