November 23, 2024 | Read online
Sell, Don't Tell: The Secret to Transforming Your Sales Team
by Kevin Dorsey
Before I get into the goods, I wanted to share a webinar I'm doing in December with Superhuman (one of my partners). Y'all know I only partner with tools that I use (even got my squad at finally using Superhuman now.... they love it). Check out the webinar
Y'all don't want to miss this one. Me, Kyle Norton and Andrew Johnston are talking about something we rarely go into - funnel efficiency. I know I know, it's not the sexiest sounding topic - but y'all gotta know how important this is. Speeding up your sales cycle is massive way to improve your numbers. Sign up here
Could you win more deals if you spent more of your time optimizing middle funnel efforts--instead of just adding to your pipeline?Join me, Kyle Norton, and Andrew Johnston and we discuss 'Why Funnel Efficiency is the Key to New Revenue Growth."We'll tackle:
- Mid-funnel strategies that add revenue without adding headcount
- How to build and coach high-performing teams focused on opportunity optimization
- Tools and frameworks that accelerate deal velocity without sacrificing buyer experience
Dec 12 at 10:30 PT / 1:30 ET - you won't want to miss this!
REGISTER HERE
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Now, back to the goods... enjoy y'all
Y’all, just telling your sales reps what to do is like trying to steer a boat with a broken rudder—sure, you might get some short-term compliance, but good luck navigating the rough waters of long-term performance.
Now, here’s the kicker: nearly 70% of organizational transformations flop because of this exact top-down, do-what-I-say approach. So, what if I told you there’s a better way to get your team not just to follow but to thrive? It’s all about selling the plan, not just dictating it, and understanding what truly motivates each individual on your team.
Buckle up, because we’re diving into the BIPSY framework that turns traditional sales coaching on its head and drives real, lasting change.
As an experienced sales leader and coach, I’ve spent years developing the “BIPSY” framework for coaching sales reps. This methodology focuses on behaviors, individual traits, processes, skills, and the manager’s own role. Through this, I’ve learned that the old-school, command-and-control approach to sales management is not just outdated—it’s ineffective. To drive real performance improvement, sales leaders need to “sell” reps on change using personal motivators.
The Limits of Directives
Let’s get one thing straight: simply telling your reps what to do is unlikely to create lasting behavioral change. Sure, they might comply in the short term, but without genuine buy-in, you’re setting yourself up for inevitable backsliding. Think about it—how many times have you seen a temporary boost in performance only to watch it fizzle out? Nearly 70% of organizational transformations fail due to the difficulty of changing behaviors through directives alone (McKinsey, 2015). This isn’t just a statistic; it’s a reality check.
When you rely solely on directives, you’re missing the mark. Your reps might nod along and follow orders for a while, but without understanding the “why” behind the change, their commitment will wane. It’s like putting a band-aid on a broken bone—temporary and ineffective.
Understanding Rep Motivations
Now, let’s talk about what really drives change: understanding your reps’ motivations. Each rep is an individual with their own goals, values, and motivators. Remember, to really sell someone, you’ve got to know what they want and why they want it. That’s why goals are so darn important. If I know you want to get promoted, and I know the pay change will let you put a down payment on a home, then I can really speak to what’s in it for you.
Intrinsically motivated reps have higher long-term performance than those motivated solely by external rewards like bonuses (University of Michigan study, cited in Fundz, 2023). This means that tapping into personal drivers is key for getting reps invested. Whether it’s money, recognition, or mastery, understanding what makes each rep tick allows you to tailor your approach and truly engage them.
Positioning Change as a Solution
So, how do you “sell” improvement plans? It’s all about framing them as the path to a rep’s desires. You’ve got to sell them on the plan, not just tell them. You can’t just say “we need to get better” or “this is the plan.” You’ve got to sell them on it. Why are we focusing on this? How do they benefit? What process did you go through to identify it?
Now, why are we focusing on your discovery? Well, right now your close rates are lower than they need to be. If we could just get that close rate up to 28%, you’d be back on track with your goals. See, it’s all about understanding the “why” behind what we’re working on.
Involving reps in the process and adjusting based on their feedback is crucial. A collaborative culture builds ownership through shared decision-making, clear communication, recognition, and a unified vision (Mural, 2023; Monitask, 2023). When reps feel like they’re part of the solution, they’re more likely to commit to the change and see it through.
Conclusion
To drive real change, leaders must sell, not tell. By understanding personal motivators and involving reps in the planning process, you can create a more engaged and higher-performing team. Remember, it’s not about dictating orders; it’s about selling the vision and making each rep feel like they’re an integral part of the journey. Apply this mindset, and watch your team not just follow, but thrive. Let’s go!
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