What Happens When Sales People Are Conditioned to Fail?

Sales Coach Teaches How Conditioning Will Impact Sales Performance

Recently I was doing a sales process analysis by riding along with a sales person to confirm some of my findings for a company that had issues with price and attrition. I saw something that most people never address in sales training and coaching.

I wanted to share this observation with you because it is happening to a large portion of sales people every day… especially dealing with price in today’s world.

In this situation the company had two of the most common issues I see on a regular basis. Dealing with price and quality problems and how you become “conditioned.” Depending on what is going on in the market, your product offering and how the prospect is responding all contribute to the phenomena.

How it impacts your sales performance.

Just as a child is learning their environment they are teaching themselves how to react to certain incidents. If they touch something hot they get burnt. The same is true all through life based on emotional experiences.

Here’s how conditioning begins

When you are in front of customers constantly dealing with price or your company’s quality is going down you are getting conditioned. In both situations, you will behave accordingly to the situation by altering your behavior.

If the market tells you every day your price is too high or your quality is lacking, you begin to believe your price is too high and your quality is bad.  A sales person must believe in their product or service.

So what happens to you and how do you act or respond accordingly?

First step is to develop awareness for this behavior. This is not one that you will hear about or discuss because it is subtle. It builds over time. One example is that most new sales people haven’t experienced a negative situation created by poor service. Some perform well in the beginning but as time goes on their belief system changes and so does their performance.

The second step is to look at what you say and how you react. In this situation, the sales person was saying things that planted negative belief for the prospect/customer. For example, I wish my company would add another service Rep to deal with your issues.  The other behavior was “Tefloning” her emotions—not letting it stick. So it appeared to the customer she was not listening.

How do you know how you are acting?

The easiest way is to watch how your customers and/or prospects are reacting — body language. In this situation I was watching the customer getting annoyed because the sales person wasn’t showing any compassion towards the customer. Ignoring the quality issues isn’t a good strategy.

Don’t let conditioning take root in your sales organization because it will manifest itself into a bad culture… I don’t care. .. I can’t change things.

For more, visit www.sellonomics.com and find out how Rod Eicchorn can coach you and your sales staff to higher sales and improved margins.