20. How you can increase your sales by making a small but crucial adjustment in your attitude.
"To succeed there has to be certain things in harmony. Your expectations and your goals must be equal. If your goals are too high or unrealistic you won’t expect to reach them and you will see to it that you get what you expect."
Do you go into each sales call with the HOPE of making a sale, but not necessarily expecting it so you won't be disappointed?
In a recent test researchers found out that if they put a blindfold over someone while they are eating, they eat less. Let's take this another step and ask ourselves this; what if all of a sudden you or I lost our memory and our sight at the same time? What if no one would tell us how old we were and we would have to guess?
What would you say?
Now let's take it another step and ask ourselves what if we were unable to remember any of our past failures and disappointments, but could only remember our successes. What if someone followed us around all week with a movie camera and edited out all the stupid stuff we did? At the end of the week they played everything we did right, every success regardless of how small it was and removed all the bloopers.
Now let's go one step further. Let's say that you are a researcher rather than a sales person. Your job is to do market research and find out why people buy or don't buy. Your success is not going to be determined by whether you make a sale on that particular call, but your success is going to be determined by doing the research.
You make the call expecting people to see you. You expect them to treat you with respect. You expect them to listen to you. You expect them to answer your questions. If the timing is right and what you are offering is the solution to their problem, you expect them to buy. If the timing is not right, or the solution is not a good fit, you would expect them not to buy.
At the end of the day when someone asked you how your day went, how would you answer? Would you say you were a success or a failure? No. You would say I talked to 15 people. Two of them were having problems and I was able to offer a solution. Ten of them were happy with what they were doing but agreed to have me come back at a specific time in the near future. Three of them had very closed minds and were not open to anything new regardless of how bad they needed it.
So instead of making the call as a typical sales person, make the call like a consultant would.
For example: "I am doing some research in the area to find out if our services would be beneficial. Do you mind if I ask you three questions and it will only take three minutes to answer?"
So, if we put a blindfold on you that filtered out the normal fear a person has when approaching a stranger while trying to sell them something, what's left? Confident expectations of doing the job. And the action will create hope, which comes from doing the details of the job exceptionally well. And when you do your job exceptionally well, it is impossible to be disappointed.
Knowing exactly what you want, expecting to get it and visualizing the outcome is effectively managing your attitude. When you spend time planning your strategies you are creating a situation you desire. You have control over the outcome.
If you are not advancing towards your goal with the expectation of success, it is not the goal that is out of reach. It is the daily activities that need attention. The common denominator of all successful professional people is the same. THEY ALL EXPECT TO SUCCEED.
The common denominator of all unsuccessful sales people is the same. Deep down inside – THEY ALL EXPECT TO FAIL.
Look at a successful surgeon. When they operate on someone they have the positive expectation of success.
A lawyer is another good example. When they are addressing the jury they have the 100% positive expectation of convincing the jury to see things from his or her point of view.
A politician must have the expectation of success. If you interview several candidates running for the same office the night before election, they would all believe they won. If they lost this expectation of winning at any point during the campaign they would immediately be out of the race.
However, there is a difference.
Most professional people must go through several years of higher education before actually starting in their profession. All during these years the attitude of high expectations is slowly building day by day. Once they have invested in four, six or eight years of education they feel they have earned the right to expect success. And they have.
Compare that to the profession of sales. If you have never sold a thing in your life, have very little formal education and are looking for a job – you can start a career in sales tomorrow! The profession will welcome you with open arms no matter what your background, experience or education may or may not be.
In sales you have not had the day-by-day, year-by-year preparation that most professions have. You may go through a short company training program that pumps up your expectations to a high level, however, once you enter the real world, alone and unprepared for what’s next, your expectations take a downward turn and things look different.
To succeed there has to be certain things in harmony. Your expectations and your goals must be equal. If your goals are too high or unrealistic you won’t expect to reach them and you will see to it that you get what you expect.
Your goals must be clearly defined, realistic, reachable and most importantly APPROACHED WITH THE POSITIVE EXPECTATION OF SUCCESS.
Without the advantage of having four years of sales training before making your first sales call, you have to take a different approach. You have to teach yourself this important principle of selling – to expect success.