Beliefs are the Core of Selling

I’ve been thinking about what I like and don’t like in the sales process. I love winning and strongly dislike losing- doesn’t everyone? But I especially don’t like losing when I know the solution and I am offering what is best one for the client.

In those cases, what can I do better to win?

It boils down to my ‘beliefs’ during the sales process. Our beliefs are core to where our heads are and the actions we take. They feed mindset, attitude, and strategies at each step in the process. When I recognize shifts in my attitude or buyer behaviors, asking myself belief questions helps me refocus to get back on track.

Let’s say that I am working with a Buyer. We have several good meetings that progress the sale forward. They cancel the next meeting, claiming something came up. We reschedule, they cancel again, and then they go dark.

What happened? I need to have an open conversation with them to uncover the real reasons. Until that can occur, I think through everything that led to this point. What did I miss?

Did I talk with everyone I needed to?

Did I fail to listen properly to understand the real needs of the Buyers?

Did I insert my opinion improperly?

Did I avoid the ‘money’ conversation? Or fail to clarify investment?

Did I fail to ask what their vision of solution was and whether it would be worth the investment?

Perhaps I missed that they were considering other solutions and why those solutions.

Was something happening in my work or home life that I let get in the way?

Likely, there are several points where I could have done a better job. Equally important is understanding where my head was when I made those errors. Why did think the course I was taking was correct? What was my belief at the time? I must answer this question to change course the next time around. Understanding how I incorrectly perceived the situation will help me recognize when future indicators suggest that my tactics aren’t working, and I should change course – before I lose another sale for similar reasons.

In this case, I was fortunate to speak with a key player who explained what happened. Two people knocked the project off course – two individuals I had never spoken with. Wow.

Thinking back, I assumed all the stakeholders were already involved. I thought I knew each by name, title, role, and responsibility. I had not asked if we were missing anyone who would be part of this decision. The simplicity of the question is one thing. Failure to ask it is another. Why didn’t I?

I had convinced myself that I had locked in the deal and that the people present were enough to persuade anyone else. I was wrong. In hindsight, I also realized I didn’t ask because I was afraid to introduce more people. In fact, those people were already part of the equation, and I missed out on an opportunity to sway them.

The next time I feel positive vibes and think I’m close to closing a deal, I must remind myself of this belief: My job is to build trust so that prospects feel comfortable letting me in on the good, the bad, and perhaps, the ugly. After all, the client always knows more than I do. Throughout the sales process as I nurture leads through my pipeline, I have found other beliefs to be beneficial. Here’s a list of them. Feel free to think of this list as a worksheet.

Are you ready to up your sales game? Remember, belief is the core of selling. Believing in yourself is the place to start!