Salespeople often get lost in future outcomes, like closing the deal. A better approach is to focus intensely on the present moment—the current conversation or problem—much like a golfer focusing only on the next shot. This "back to basics" mindset reduces pressure and improves performance.
If a sales offer is unclear or lacks key components, it gives potential customers an easy reason to postpone their decision. A crystal-clear offer, detailing exactly what the prospect will get, creates urgency and makes it harder for them to say, "I'll give it some thought."
When managers constantly ask for the goal or desired outcome of a sales call, they inadvertently train reps to focus on the future instead of being present with the customer. This shifts the rep's attention from understanding the customer's problem to achieving a self-serving objective, which creates resistance.
Top performers, like golfer Rory McIlroy, focus on the process, not the prize. In sales, this means executing the right steps in the right order. When salespeople get distracted by the potential outcome (the "prize"), they deviate from the process, and their closing rates can plummet from over 60% to 20%.
It's natural to blame external factors when a deal is lost. However, high-performers practice radical accountability. The first explanation should always be, "I missed a step in my process," rather than, "They weren't ready." This internal focus is the only way to learn and improve future outcomes.
Most salespeople avoid potential objections. Elite performers do the opposite: they actively hunt for deal saboteurs. They ask prospects to identify potential roadblocks or internal dissent before the deal closes. This uncovers hidden risks, like a reluctant CFO, allowing them to be addressed upfront rather than becoming a future crisis.
A seller advised a half-billion-dollar prospect to pause the sales process until they implemented a CRM, a critical prerequisite for the seller's solution. By prioritizing the prospect's long-term success over a short-term sale, the seller established themselves as a trusted advisor, which is far more valuable than a single premature deal.