I’m asking you these questions so you can have a clearer picture as to why sales are made or lost.
“Jeffrey, you don’t understand,” you whine. “Our customers are price buyers!” No Jackson, YOU don’t understand. You BELIEVE they’re price buyers, and until you change your belief, they will continue to be that way.
SIMPLE RULE: Change your beliefs and you can change your outcomes.
SIMPLER RULE: Your beliefs control your sales performance.
SIMPLEST RULE: You can strengthen your beliefs with clear thoughts and deep commitment.
As you’re preparing for a sale, your belief system is so powerful it will dominate your desire to get ready to win. Those beliefs have been present either consciously or subconsciously for as long as you have been employed by your present company – and they deepen with every sales call you make, every sale you achieve, and every sale you lose.
You may look at belief as “faith.” A common belief is, “I’ve lost faith in my company’s ability to deliver as promised.” Others are loss of faith in product, boss, ethics of company, or even the economy.
But your belief and your belief system are the root of your sales success, or the bane of your failure.
There are five elements to belief, and in order to be a great salesperson you must be the master believer of all five. There’s also a .5 that enables you to change or strengthen your beliefs.
1. You have to believe you work for the greatest company in the world.
2. You have to believe your products and services are the greatest in the world.
3. You have to believe in yourself.
(NOTE: STOP here – if the above three beliefs – company, products and services, and self – are not present and deep. The next two will be impossible to comprehend, let alone master.)
4. You have to believe in your ability to differentiate from your competition in a way that the customer PERCEIVES as BOTH different AND valuable. If the customer fails to perceive a difference between you and your competition, if they fail to perceive your value, then all that’s left is price.
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