While TRUE, it’s almost always WRONG.
“It’s the sales process. Period. Follow the process and you’ll have success!”
Throughout time, every sales leader has uttered these words to every sales rep.
Are these sales leaders starting at the wrong end? It’s natural to focus on the sales rep’s failure to execute and very easy to assume they aren’t adhering to the correct sales process.
Trust me, I am a process guy and I believe in the science of selling. I preach the 3 Rs, doing the Right things, the Right way, Repeatedly.
However, focusing first on the process is usually wrong. Because you’re looking at a surface symptom instead of the root problem. There’s much deeper stuff happening here.
Let’s dissect:
A sales rep’s execution of the sales process is the 4th element to review, develop and nurture. Yes, you read that correctly – I said 4th!
Let’s define them in reverse order:
4th – Execution:
This is adherence to a process. Are the reps executing the correct sales process and utilizing the available sales tools in order to bring a prospect to a decision?
3rd – Competency:
Have they developed the skills and proficiency needed to use the tools and process?
2nd – Desire:
Have you worked with the reps to align their personal goals with the organization’s professional mission so they are motivated to achieve success?
1st – Belief:
Do they BELIEVE in the core mission of the company and the real impact your company will have for its customers?
Why is this order so important?
Without BELIEF, their DESIRE to perform is diminished.
The fuel to drive them leaks quickly out of the tank.
Without DESIRE, they won’t develop the lasting COMPETENCIES needed to excel in their role.
Without COMPETENCY, they won’t attempt or be able to successfully navigate the EXECUTION process that you have so carefully trained them to do.
As you work with your reps, if you are only focused on their clinical execution, you may likely miss the deeper issues. Start at the beginning and work up from there. You’ll be much more effective and they will be grateful. You will quickly identify the REAL reasons their performance is lagging.
We recently had this experience with one of our clients. Great rep. Super heart. But this rep wasn’t performing to potential. It showed in their numbers and execution. Instead of starting with the execution, we dove into their belief system.
It was BROKEN!
This rep didn’t believe in the process and was questioning the value of the company for their prospects. There was no emotional story to get behind. The WHY wasn’t there. We backed up and addressed these issues. We rebuilt their beliefs.
Guess what….they are back on track and execution has improved. The CORRECT path was to address their beliefs. Once that was fixed, it was EASY to correct the execution.
Don’t get me wrong: Execution matters. But it’s pointless to focus there if you don’t have the first 3 in place as a foundation.
Having a great roof on a poorly built house is a real problem. Not building up the Beliefs, Desire and Competency first is a waste of your precious time and efforts.
Let’s do this differently. Let’s do this better. Let’s Focus On What Matters™ FIRST and then move upstream.
Your reps deserve it and your company needs it. If you need help mapping out these 4 core components of a successful sales process, contact us and we’ll get you headed in the right direction.