It’s not what we do or how we do it. It’s the ‘why’, that makes the difference.
I frequently get asked “What’s the number one thing that will increase sales?”
Although strategy, tactics, process and people make a difference, there is one common factor between an ok team and a great one; on a great team the salespeople believe in what they sell. They believe what they sell has value, that people need it, that it will make a difference and that what they offer will have a significant impact on solving the problem.
Start there and yes, you need a great plan and sales process to make it easy for them to sell but without belief, the plan and process don’t matter.
This is why in a small business or a startup the owners often tell me that they out sell their sales team. Of course they do! They have incredible passion for what they sell. They believe.
How do you get your sales team to get moving and outsell you? Engage them fully in your mission. Help them understand why you started the business and why it matters. Your salespeople are out selling what the company does and how they do it, instead of why. Without the why it’s hard to be passionate. Being clear on the ‘why’ instills confidence.
As a business owner you need to teach them your ‘why’, show them your passion and belief. It’s you job to inspire your sales team. If your sales team believes, they will be more likely to love their jobs. If they believe fully in your company and its products, the revenue will follow. Of course they need training and coaching, but all the training and coaching in the world won’t help salespeople exceed quota, if they don’t believe.
To quote Simon Sinek, author of Start with Why: How Great Leaders Inspire Everyone to Take Action, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”. I highly recommend that every business owner and everyone who has to sell, read Simon Sinek’s book.
Here’s an example of how to use Simon Sinek’s Start With Why, aka “The Golden Circle”, in regards to my own business Alice Heiman, LLC.
Before I read his book I used to say this about my business:
At, Alice Heiman LLC we work with small businesses to help make sales simpler. We offer compelling training, coaching, consulting and real-world keynote speaking.
After I finished reading his book I now say this:
At, Alice Heiman LLC. we’re driven by the determination of great owner operated companies, who are carving out a unique space in their industry. Those entrepreneurs who are moving our economy forward, with healthy, dynamic, culture-rich businesses.
We do this by training, coaching, simplifying and hyper connecting our clients to out-earn, out-learn and out-perform. This allows them to build momentum and create an outstanding organization.
At Alice Heiman we offer sales and networking training courses, webinars, digital products that help you simplify your sales, one-on-one coaching and compelling, real-world keynote speeches.
Think of it this way – the selling doesn’t start until you suspect a need. How would you come to suspect a need? By getting to know the person, their company, their goals. By asking questions and listening. Once they say they are interested, you can start learning more and educating them, versus telling them the features and benefits of your product, pitching them or doing a demo. Your passion for helping them find a solution to their challenges will shine through.
It’s your job to help your prospects understand why your company does what it does and why you believe in your offerings. Get them to be excited and engaged with what you are selling. Inspire them.
To quote Simon Sinek once more, “There are only two ways to influence human behavior: you can manipulate it or you can INSPIRE it.”
Inspire your sales team so they can inspire their prospects. Give them what they need to believe. If you need some inspiration give me a shout at firstname.lastname@example.org or call me at 775-852-5020.
P.S. If you missed our last webinar here’s the link.
Alice is nationally known for her expertise in elevating sales to increase valuation for companies with a B2B complex sale that have exceptional growth potential. She’s originally, from the widely known Miller Heiman Group. Spending her time strategizing with CEOs and their leadership teams to build the strategies that find new business and grow existing accounts is her passion. Her clients love her spirit and the way she energizes their sales organization.