I recently had a discussion with one of our Independent Sales Representatives about the many styles of sales approaches used by the most successful career minded sales professionals. It became very apparent that we all seem to forget “why” we are doing things and get too caught up in the “how”. Can you imagine if we approached all things in the same manner?
For instance, what if we constantly examined “how” TV spokespersons do their job and instead of relying on the “why”. ”Why” allows us to listen and understand their intent and message. The “How” would bog us down with unimportant useless facts about what type of camera, microphone, etc. they were using to broadcast their message.
The same holds true in the everyday lives of professional sales people. The urge and habit seems to be to get caught up in the “how” instead of focusing on the “why”. For ReadyLaunch, the habit would be to talk to customers about how PPC, Social Marketing, Blogging and more actually works. We get caught in the never ending loop of trying to over-educate the customer on how things work.
Obviously the lesson here is to remind ourselves that our real goal is to not spend hours on end trying to teach and therefore convince the customer that our products and services really work. Doing so can come across as a lack of confidence in our own products and campaigns we have to offer. Concentrating on the “why” we do what we do and “why” the customer should make the decision to employ us for their advertising and marketing will reap them and us far greater rewards.
The “why” allows us to share and convey the benefits of working with ReadyLaunch. The “why” is what we concentrate on when we raise our children, get gas in our car, mow the lawn, or even drink coffee. The “how” in life may be more suited for biologist, scientists, and geologists.
Finally, using the “why” allows us to accept failure, get past no’s, and react positively to negative influence. So if we all keep track of the “why” more often we will stay extremely positive, well balanced, and reap the benefits of successful accomplishment of our everyday goals.
