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(This is the second in a series of 18 articles on the relationship between Golf and the Principles of Sales Success. Read Hole #1: Sound Fundamentals)
"Tiger Woods reinvents his swing continuously, breaking it down and tweaking it in order to separate him from the pack. Sales professionals are also students of the game seeking continuous improvement to give them that edge."
Mastery of any discipline is a function of achieving a level of competency whereby one can derive consistent results over a sustained period of time, across a variety of situations.
In the early stages, learning is a series of successes and failures, of trial and error, because when introduced to a new concept or technique our natural tendency is to previous learned behavior. Thus, initial change comes slowly and is more difficult. In the early stages, success is sporadic, but over time, becomes more predictable and consistent. The learning curve accelerates once you have an understanding of the fundamentals, can conduct a self analysis and can modify your process.
Over time you become more competent as you become more conscious of your own performance gaps. This ability to consciously adapt when we intellectually understand the process leads to a foundation upon which we institute change. Only when one becomes consciously competent, can the learning curve accelerate. Despite the intellectual knowledge, the new technique (a grip, a takeaway or a stance) will feel uncomfortable until it becomes second nature, until we reach a comfort zone when applying it.
Whether the sport is golf or sales, the same principle applies equally. Your ultimate goal is to achieve a repeatable disciplined swing in golf, or a repeatable and disciplined sales system. Until you “own” a golf swing, or sales process, it is virtually impossible to make strong lasting gains in performance.
In golf you must be able to analyze and improve some key fundamentals; your stance must be correct if you are to achieve your target and obtain the correct ball flight. Your backswing must be on the proper swing plane and you must maintain a good tempo and achieve a good finish.
Sales requires a similar discipline toward sound fundamentals. For instance, if you do not establish a bond with your client you will not move the sales forward, as it has been established that building a trusting relationship is the critical first step of any successful sale. If you do not establish and maintain a strong mutual agenda you will be unable to stay on the same page and the call will spin out of control like a drive resulting from an outside-in swing.
The most frequent problem my clients cite is that they are unable to close, when in fact the inability to close is merely a symptom of a bigger problem. They are unable to qualify. Qualification is a process where you establish the basis for doing business based on your ability to create the highest value, lowest risk solution to your client’s emotional need, within their financial means. The close should follow naturally and should be almost a non-event, providing one has decent self esteem and can be assertive when needed.
There are numerous sales approaches being taught today and frankly, as long as you own one which allows you to control the call, it matters very little which system you adopt. The key however is to OWN IT COLD!
Read Hole #1: Sound Fundamentals
Donald J. Hahn is President of Hahn & Associates, an award winning Sandler Sales Institute Training & Coaching Firm. He has enjoyed a successful 26 year sales and sales management career and has experience in sales and management training, as well as marketing, recruiting, customer service, business development, and mentoring solutions.
A Certified Franklin Covey Coach, past President of the Buffalo Niagara Sales & Marketing Executives, member of the American Society for Training & Development and the International Coaching Federation, Don provides the needed executive training and coaching to take clients to the next level - achieving increased profitability, improved customer satisfaction, maximum market penetration, and enhanced selling performance.
In addition, Don is the author and owner of a reliable interviewing tool entitled H.I.R.E, which improves sales candidate selection and is a guest speaker for the Keep It In the Fairway’s Northeast Region Seminars.
Email: dhahn@hahnsales.com
Company Profile: Hahn Sales Training
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