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Training Must Cause Behavior Change
The ability to sell isn't the result of knowledge,
rather it's a matter of internal beliefs that then drive
unconscious behaviors. When selling, people revert back
to old comfortable habits. Usually these are
product-focused or transaction-focused behaviors.
If
training isn't designed to help people develop
unconscious customer-focused behaviors, they won't reach
their true potential in sales production.
In Dr. Abraham Maslow's terms, we must move salespeople
through different levels of competence.
Notice the following model:
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Level 1: |
Unconscious Incompetence is not knowing what we
don't know. |
|
Level 2: |
Conscious Incompetence s knowing what we don't
know. |
|
Level 3: |
Conscious Competence is knowing what to do, but
having to think through it as we do it. |
|
Level 4: |
Unconscious Competence is being able to perform
professional skills without having to
consciously think about them. |
Salespeople who sell the most and who
have the highest customer loyalty, share the following
qualities:
|
1. |
They understand what customer needs-focused
selling is. |
|
2 |
They value it as the best way to succeed. |
|
3. |
They have practiced and polished their skills
until they perform customer-focused selling
skills as natural unconscious behaviors. |
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