Sales Blog for Sales and Sales Management

Tony Peckich from Lincoln Financial Distributors, this is a great question.  I have an answer - it is short, but not simple.

First, my previous post about personal goals should help with the process of getting sales people to change behaviors.  But a process alone won't do it.  You do have to dig deeper and explore.  What I mean by that is:  Do the sales people in question actually have the motivation to change?

Think about the last time you were unhappy with a result that you got.  Let's start with sales results.  In a word, how would you describe your results today?  If you didn't say extraordinary, then you need to change something that you are doing to change your sales results.  But, unless those results cause you stress, you won't change.  Other areas to consider:  could be a physical check up from your doctor or a round of golf; if you are studying to get an MBA, it could be a test result.  Bottom line is this:  If the results didn't bother you enough to change, you simply won't change. In other words, let's suppose that you were expecting an 'A' in the test and you ended up with an 'A-'.  Not too bad right.  If that grade didn't bother you, then you WON'T do anything differently to get the 'A' that was your goal. But suppose you got a 'C' and your company won't reimburse the course fees if you get below a 'B'; now your motivation to change increases if you don't want to pay for the course.

So to answer your question simply:  The number 1 process to change behavior is to get people in 'severe mental anguish' over the results they are getting today.

• This starts with goal setting
• Followed by identifying the specific activity that needs to be executed on
• Followed by appropriate behavior - actual execution of the activity
• Inspect what you expect of them
• Gain insight from what you expected 
• And finally coach to the results

 Your coaching will fall into one of two categories:  Coaching to effort or coaching to execution.  If we assume for a second that they are putting in the effort but the results aren't there, then you have to coach execution - how they do what they do (behavior).  To do this you have to:

• Ask them if they are happy with the results they are getting
• Ask them if they are unhappy enough to change
• Ask them if they are sure they are willing to change
• Tell them it is going to be hard and you'll help but only if they are committed to change
• Then outline a disciplined approach of one-on-one coaching or observational coaching to help them improve the behavior that is causing the lack of results.