Each and every business focuses on its sales numbers. Whether a company offers products or services, their ultimate success depends on how many people they can convince to invest in them. While many believe that the executives in their ivory towers determine the daily success of a company, the people truly steering the ship are the salespeople. These are the individuals who know best what customers want, what customers are concerned about, and what it takes to get prospects to become customers.
That's not to say, however, that each salesperson couldn't benefit from some help. A change in mindset can be all it takes to change the course of your ship — and your company's. Here are the six laws that each sale hinges on:
1. The Law of Vibration
Everything carries a frequency or vibration, and the highest form of vibration is thought. Things in the same frequency will resonate and attract, while elements in different frequencies will repel or oppose. This means that fixating on positive thoughts will attract more of the same, while ruminating on negative thoughts will prevent you from bringing positivity into your fold. Great entrepreneurs have command over choosing the thoughts they're aware of, and therefore, giving the most energy toward. Focusing on thoughts that empower you attracts more deals, better customers, and high-quality team members.
2. The Law of Cause and Effect
Ralph Waldo Emerson called this "the law of laws." The concept of cause and effect doesn't begin at the physical action/reaction level, despite what you learned in high school physics. Rather, it begins at the conscious thought level. The cause (the ideas or perspective you choose to focus on consciously) creates feelings (vibrations) that lead to an effect (the frequency you are in). Again, this attracts opportunities and challenges that are in line with the vibrations you're giving off. You and I bring about our thoughts the majority of the time. To change your results, you must first change your thoughts.
3. The Law of Engenderment
Everything in life has an incubation (engenderment) period. Babies, for example, incubate over an engenderment period of approximately 280 days. Deals and sales cycles are the same way. Some sales cycles and products move on impulse; others do not. A good rule of thumb for entrepreneurs and salespeople is to remember that you're always 90 days away from your income potential. This means that what you're doing today will not likely manifest into real income potential until 90 days from now. To jump-start this incubation period, be proactive. Start calling and visiting prospects — you never know which sale will mark the beginning of your big 90-day period.
4. The Law of Rhythm
There's an ebb and flow to the universe. Great entrepreneurs understand that this rhythm applies to their business and sales as well. They work to cash in on the high tide in their business or industry so they can create cash reserves for the low tide. There's one constant: change. Don't assume that the good times will last forever — or that the bad ones will, either. Accept that you will encounter both, and prepare accordingly.
5. The Law of Compensation
Compensation is a function of 1) the need for what you do, 2) your ability to fill that need in comparison to others, and 3) how difficult — or easy — it is to replace you. For salespeople, this encourages you to take ownership of your job. You certainly need to focus on your customers and their needs, but you also need to ensure that you have the skills and confidence to tackle their needs head-on. Focus on your abilities and your growth as a seller, and you will attract more success.
6. The Law of Minimums
A phenomenon that I have witnessed over my work with no fewer than 10,000 entrepreneurs and salespeople over the last decade is that of big goals. Most people who meet with great success set large goals, which is key to stretching their comfort zones. This, in turn, forces them to increase their awareness. However, the vast majority will stop when they achieve what I call their "acceptable minimum," rather than their actual goal. This is important to remember. When all five other laws are in play, we are operating on autopilot, and the target destination will invariably be some minimal acceptable standard we fall back on that's in the general direction of our most-desired dreams. With this in mind, the purpose of goal-setting outside of our current performance level is two-fold: 1) it requires us to increase our awareness and grow, and 2) it ensures that our acceptable minimums from yesterday do not remain our acceptable minimums of tomorrow. We have to continue to move ahead.
Great salespeople produce 90% of an organization's sales. They're operating from a higher level of minimums within their subconscious. They may or may not set goals, but all of them inherently have "acceptable minimums" that exceed the status quo. This causes them to default to a higher autopilot level, and therefore, receive more than the majority of their counterparts.
Why shouldn't you be one of them? Following these laws of selling will not only strengthen your thoughts and abilities as a salesperson, but your sales will also grow as a direct result of the changes you're making within. Gandhi said it best: "Be the change you wish to see." It will also be the change your company wishes to see — and you're the one who can make it happen.
Chris J. Snook has spent over 11 years as an author, entrepreneur, and venture catalyst and has spent the last 5 years in the investment community incubating media startups as the Managing Partner of TLEC Ventures. He co-authored three international best-selling books entitled Wealth Matters 2007 and 2011 (2nd Edition) and Burnout: How to Transform Frustration to Fortune in 2005.
