Everyday people commit to doing things, only not to do them. There are many reasons for this, and I am sure a host of contributing factors, but none of that changes the results, or more accurately the lack of results. From my perch, being an observer and practitioner of sales and selling, the most common cause is laziness. People commit to doing things differently, to taking on new practices, decide to approach things differently, only to stay exactly where they started, and by virtue of that, and given the nature if sales these days, that is really a step back.
What many do not want to recognize or face is that selling is hard work, good selling, is really hard work, selling well in an evolving market is as hard as anything out there, requiring constant practice and upgrading of skills, then practicing them over and over endlessly. Take any endeavour where success is part core skill, part flare, few are born with their skills fully formed, be they athletes, musicians, actors, or authors. It is certainly no different for sales people. The difference is conviction and the effort that goes with it.
Go to any local music conservatory or ballet company, and watch the kids trying to get in to the program. Visit any of your local little leagues team, and observe. What you will see is endless practice, every day a regime of hours of practice, in some cases three to five hours of core training and practice. Sometimes the same, other times adding evolving elements. This is over and above the “on stage” or “on field” time, we are talking practice time.
I know some will point to “natural born” talent, geniuses in their field. But if you look at the most famous examples of these people, what you will find is less divine presence and more hard work. Look at someone like Charlie Parker, known as a jazz virtuoso, unparalleled improvisation. No doubt, but what many didn’t see was the hours of practice that allowed him to do what he did in the clubs at night. At times up to 15 hours a day; how much did you practice for your last sales meeting?
This is a level of commitment many in sales are not willing to make. I work with many sales people who come to me knowing and asking to make the changes they need to drive their success, and never follow up, as though having an invoice and certificate will make a difference.
Oh, but you’ve been in the business for 22 years you say. So what, does that give one the right to not improve? The market is changing, are you? Updating your LinkedIn profile is not the same as practicing and updating your skills, staying ahead of the competition, and ahead of the market.
But it is not just the sales people, many managers and organizations fail to create an environment that supports the level of commitment. Studies have shown that daily coaching with individual reps, as little as 10 minutes a day, can lead to a 17% increase in revenue. Not only do most companies not see this as viable, many pundits shy away from recommending this “daily practice”, for fear of losing gigs.
The question is straight forward, do you expect less of yourself than you would your favourite point guard?