Most companies capture rates and average sales vary very little within their industry. Over 73% of consumers say they believe salespeople only care about making a sale. Salespeople share with s daily that they go to work with the intention to make a sale or sales and their companies reinforce this intention.

This intention makes salespeople look, act and sound so similar that their companies products or services become hard for consumers to differentiate and this makes price the only thing left to compare. It also makes price most salespeople’s number one excuse as to why they didn’t make ‘the sale’ when asked by sales management.

Since 93% of communication is non-verbal, mostly attitudes and micro expression that are felt, not heard, salespeople with the intention to make a sale who are trying to move people through a sales process, or cycle, don’t earn the trust of people to a level that they will engage the salesperson. The intention to make a sale becomes a sales repellant virus infecting most salespeople and companies sales organization.

Great salespeople have figured out what their intention should be when engaging people in a sales conversation. This is the major differentiation between great salespeople and all the rest. Businesses and trainers have modeled what happens when great salespeople, with the right intentions, connect and communicate with consumers or buyers. The model of what happens between a great salesperson and a consumer  is what’s used for teaching sales cycles, or critical path selling.

The biggest problem with the existing model is that the intentions with which a great salesperson engages, helps and serves people to generate their great results, weren’t modeled. In fact, most sales training and sales intentions management sabotages the proper intention that will create the desired results…increased sales. The sales repellant virus that infects most salespeople coming from the intention to make a sale is unintentional but deadly to business.

Sales cycles or the critical path are actually a map of where a salesperson stands in a conversation or relationship with a consumer. More importantly it will identify if the proper intentions are even in place.  When sales cycles or the critical path are understood as a map and not a process, the steps or cycles can be used to measure whether the salesperson’s intentions are correct, where the relationship between the salesperson and consumer stands and lead to sales success!

The intentions that make a sales engagement work can be taught and managed. In fact, they have to be, or businesses are left at the mercy of average to below

average salespeople working a sales process and sales suffer. As this is happening they are not truly engaging people, looking and sounding very similar and putting traditional retailers at great risk to internet retailing. Great salespeople make enough difference that they aren’t at risk to internet sales but are at risk

of not having the retail business survive so they can use their skills to help and serve people.

Retail and sales leaders need to acknowledge that the sales model being used by most of their salespeople chases away more business than it generates and rarely results in a customer, even when a sale is made.  The existing model is destroying traditional business and chasing people to online purchasing faster and in larger numbers than need be. However, online retailing is destroying traditional retailing because no significant changes are being made to the traditional engagement with consumers. If this continues, traditional retailing and selling are headed for extinction.

By Mike Moore

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