When most sales pros think about success training, they focus on the mechanics and techniques of the sales process, like identifying needs and handling objections. Hey, that’s great stuff, but it’s all pretty useless unless you’re psychologically prepared to sell.
According to Ron Willingham, author Integrity Selling for the 21st Century, the foundation of being psychological prepared to sell is congruence among the following core beliefs:
- What are my basic values about people and life?
- What do I think selling is all about?
- Do I believe that I can take the necessary steps?
- How committed am I to taking these actions?
- Do I believe in the product or service that I’m selling?
According to Willingham, when these core beliefs are incongruent you’re always fighting against yourself. You’re constantly waging an internal battle because your conflicted about whether or not you’re doing the right thing.
The sad truth is that many organizations have sales cultures that create incongruity between core beliefs. And that’s too bad, because sales pros who deeply feel the difference between their own personal values and the values of the organizational culture are probably going to get sick. It’s been shown repeatedly that such internal conflicts lead to stress-related illnesses, including alcoholism, drug usage, and depression.
Ever wonder why sales organizations that encourage high pressure tactics have high turnover rates? Wonder no more.
If you’re going to sell at the highest level, look at the questions above very carefully. Think about your answers for each of them. Then ask yourself: does selling for this company really fit with my best conception of what I should be doing with my life?
This is a really important exercise, and I’m talking from personal experience here.
About 15 years ago, I was working at a company that had values about work that were deeply different than my own. I was talking to a friend, complaining about the company I was working for. His response was: “Look, Geoff, you’re going to spend roughly a third of your adult waking life at work. Why spend it somewhere that makes you miserable? You should be at a place where you can do your best work.”
That remark forced me to confront the fact that I was wasting a big chuck of my life — and I left the company within six months. I started my own business and have never looked back. Best decision I ever made.
How about you?
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