C-Level Selling - Sales Management Must Enforce Change For More Sales

We all know change is difficult for ourselves and thoseconsequently not that good. Yet, in their minds they are
we manage. Even when we know it's best for us, wegood enough and will do nothing to change or stop
struggle and most likely don't change. Comfort with thedoing. Some people are good - 20% and these are the
devil we know is one reason. Fear of what will happenones that keep companies in business. Surprisingly,
is another.these are the people always looking for new ideas of
However, resistance to change is all about "doing".how to get better and will actually stop or alter their
That is, people want to continue to "do" what they aredoing and start doing something different. The other
"doing". If they change, they'll have to stop doing and if80% feel they are in the top 20% and continue doing
they stop doing, they feel they may fail or lose.what they've been doing.
This applies to changing any habit, but since I'm in sales,I was talking to my buddy Len the other day who is a
we'll focus on helping sales people and managersprofit center leader for an engineering company. I
improve by changing. The irony is that sales peopleasked him what he wanted most from his people as it
and managers want to improve, but they don't want torelates to sale (or business development as they call it
change - i.e. take a pill and it will be better.in engineering companies). He told me he wants his
Now change could help managers and sales peoplepeople to be able to find out and get to those who
more than any profession. Why, because they neverhave influence and power with his clients. He also
learned how to sell or manage. Think about it. Whatwants his people to be able to get the inside scoop on
other profession is so poorly educated in their field -what it will take to win the contract.
doctors, lawyers, carpenters, brick layers get all kinds"Lenny, my friend of 40 years," I said. "I wrote a book
of training. Even cleaning people are taught how toabout that called TAKE ME TO YOUR LEADER$ and
clean by parents or supervisors. The only educationI gave you a copy."
sales people are given are a marketing pep talk, a lotWe exchanged some dialogue, but in the end he just
of collateral material, and a shove out the door.wanted to keep doing what he's doing and hoping for
Learning to sell, however, is not the issue. Many peoplebetter results - classic insanity. It's like the Stephen
read, listen to CD's or even attend seminar. It's stoppingCovey analogy of the hiker who comes across a
the present and doing something different that's thewoodsman who can't take the time to sharpen his
challenge. Why, because it takes them out of theirsaw, which will cut wood faster, because he has too
comfort zone. Most are afraid what might happen butmuch wood to cut.
it could be worse than what they have. It also requiresSo if you want change, focus on the doing. Get
effort - mental effort. So unless there is a manageragreement (from yourself and those you want to
enforcing change, relieving the responsibility of potentialchange) that the old doing isn't good enough if you
failure, and insisting people take the mental plunge,want more sales. Relieve the fear of failure, but don't
change will not happen. However, most managers arefocus on the new doing. Or, put the fear that continuing
afraid of the same things and so they don't change into do the old will have more consequences for you
a way that gets their people to change.than not making quota. This will be tough, but it's the
This is why sales training fails with many companiesonly way to enforce change.
and why self help books don't produce much change.Think of it this way. Quota is a minimum. You want
There is no one holding the person back from the oldover achievers. Constantly changing to improve is the
doing and safely guiding and pushing them to the newonly way to stay ahead (or even) with competition and
doing.to keep your job.
Most sales people and managers are self taught andAnd now I invite you to learn more.