Further development as a seller: goals and wrong beliefs

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You always reach the sales you need? Every year a reliable increase of three or four percent? Good for you. That means you are on safe footing, solid midfield. But not anymore. Selling Better03

Here writes for you:


Dirk Kreuter's Profile dirk-kreuterDirk Kreuter is one of the most influential thinkers on sales, sales and acquisition.


From the author:






The internal thermostat regulates the turnover

I always find it amazing how many Company How many sellers manage to make exactly the sales they need to survive.

No less, but no more. They create it under the most difficult market conditions - and even if the market offers huge opportunities. Sales growth remains the same. As uniform as the room temperature.

What is the thermostat effect?

That's what I call the thermostat effect. If you set the thermostat to 21 ° C in winter, this is the room temperature. Yes, clearly: not constantly. They vent and the temperature drops to 18 ° C.

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Then the heating is running at full speed until 21 ° C is reached again. When the sun hits the window, the temperature sometimes rises to 24 ° C. Then the thermostat lowers the power of the heater until the temperature settles at 21 ° C again.

Why we always have the same result

The interesting thing is: Such a thermostat is also in our heads! He ensures that our results always stay at the same level. Incidentally, this applies not only in sales, but in all areas of life.

If a man who has had 30 kg overweight for many years is dietary and 30 kg decreases, then he weighs in 99 percent of the cases one or two years later just as much as at the beginning. At all events, if he does not fundamentally change his nutritional and exercise habits. And that's the least they do.

It is as if an internal thermostat is set to “30 kg overweight”. Thousands of diet guides and slimming products survive on the market because this effect guarantees them a never-ending target group.

Why Lotto millionaires are again broke

The thermostat effect is also the reason why most of the lottery millionaires do not have their profit after two years. Or even get stuck in debt. They have landed a single coup, but they have never learned to deal with money.

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Your inner thermostat is not set to “millionaire”, but to “broke”. So they squander the profit. They put him in dubious ventures and end up with a huge mountain of debt.

We can not get out of our skin

The thermostat effect also works the other way round. A colleague has told me about an interesting lecture, where she was recently.

The lecturer used to be a successful entrepreneur, then he got out and became a beggar monk. He is now organizing a group of beggar monks and giving lectures on them. So much for begging. His head thermostat is clearly still set to “entrepreneurs”.

Always below the limit

And now you're going to transfer it! Also, as a seller, you unconsciously do just as much to achieve what you have always achieved. You go to your limit - and then stay there.

I find this highly interesting: If the market situation is critical and all have to struggle, then the sellers are strictly like the Ironman. If the market situation becomes favorable again, they relax. As a result, they always stay on the same level, regardless of what is happening around them. And are not aware of this.

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Precipitation and The Fear of Failure

You set your goals as realistic as possible, maybe even a bit higher, because you want to develop further. But in no case so high that you have to seriously fear to fail at the goal.

And what happens? You reach your goal. Great. But you do not reach any more. How then? You set your pace so that you have a point landing at the end of the year. And if you arrive at your destination sooner? Then celebrate. Give yourself a break. In other words, they stop.

Our experiences are not carved in stone

And next year it will go on like this: Which sales do you consider feasible, derive from which sales you have made in recent years. It's a normal thinking mechanism: people learn from the past for the present and future.

This is also useful. Just thanks to this effect you can plan rationally at all. And yes, it is reasonable to assume that you will achieve similar results under similar conditions and with the same methods as before. But who says you can not change your methods? Or that the framework conditions are chiselled in granite?

Where did the faiths come from?

But where do these beliefs come from? How does the idea of ​​what works and what doesn't work come to mind? The answer is simple: from experience. As a rule, the beliefs come from your superiors or your more experienced colleagues. You typically hear sentences like:

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  • “You don't even have to call the doctors with your own practice in the morning, they are busy with their consultation hours and cannot be reached.”
  • “Cold acquisition doesn't work in our industry.”
  • “The purchasing manager in this company always talks for half an hour and hardly buys anything. The best way to contact him is by mail. ”
  • “But they gave you a weak area to start with. Make sure that you get another state as soon as possible. Otherwise I don’t know what will happen to your numbers. ”

Well-intentioned tips that limit thinking

And so on. Behavior of customers, the chances of success of sales techniques, the potential of the territories, the potential sales - for all there are already experiences that pass the old hands to you. And that you accept thankfully. - With the best intentions.

But these well-meaning tips can quickly limit your thinking. Namely, if you do not see them as experiences, but as truths. They are beliefs that unconsciously take over young salespeople. And they provide for a perceptual filter:

From the perception filter to the self-fulfilling prophecy

Whoever thinks that Kaltakquise does not bring anything, only the unsuccessful calls registered. And after the first unsuccessful attempt, he gave up again. In this way the prejudice becomes a self-fulfilling prophecy:

Whoever believes that he can not create something does not even try it seriously. Anyone who thinks that a customer is a C customer devotes less attention to it and thus also has the chance to reach higher degrees with this customer.

Get rid of prejudices

But if you believe that something works, you can achieve tremendous success. And can expose supposed “experience values” as myths. So: Get rid of the thermostat in your head. You can only get started once you have done this.

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This idea may be frightening at the beginning. The thermostat not only prevents you from lifting, but also protects you from the crash. He who does not dare not win - but he does not lose either.

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