| "Selling worth doing is worth doing badly ... | | | | is never an option - they are going to walk |
| at first!" | | | | just like the rest of us. It's a certainty. |
| | | | Yet as adults we're not so resilient. We |
| ~ Gavin Ingham, 2002Have you ever wanted to | | | | don't tend to push, push, push our |
| learn something new but just found it too | | | | limitations. Infact there are many people |
| difficult? Or started something but gave up | | | | who, even with the weight of the medical |
| because you just couldn't get the hang of it? | | | | establishment behind them, fail to teach |
| Or maybe you just find the thought of ringing | | | | themselves to walk again properly after an |
| new clients far too scary? Perhaps you | | | | accident even though physically they could. |
| sometimes get great results but don't know | | | | Somehow life and growing up seems to |
| what you're doing differently? Could you be | | | | programme us to not try as hard.There might |
| stuck in your ways?If any of these could | | | | be many reasons for this however I think that |
| possibly be true then this article is for | | | | one of them is the perpetuation of the win / |
| you.Everyone would agree that the ability to | | | | lose culture in our society. There can only |
| learn, understand and utilise new | | | | be one winner and for every winner there must |
| information, strategies and behaviours is | | | | be a whole group of losers. You often cannot |
| important particularly with a topic such as | | | | win unless you've beaten someone else. Now |
| sales where you may well have tried before | | | | don't get me wrong I do not subscribe to the |
| with limited success. In order to help this | | | | no competition brigade - that's just sop - |
| process it is important to understand the | | | | what I do believe however is that we should |
| learning process itself and the stages | | | | create ways for us to win by being the best |
| through which we develop new skills, | | | | that we can be. In cold calling many |
| behaviours or attitudes.Whenever we learn | | | | salespeople set unrealistic targets that they |
| anything new we go through 5 steps.Sometimes | | | | are never going to hit because they have |
| we will do this so quickly that we may be | | | | benchmarked someone else. Had they |
| unaware of the process whereas other times we | | | | benchmarked themselves they would have found |
| may be made much more aware of the process by | | | | that they were winning all along.On the other |
| our emotions. Understanding this process, why | | | | side of the coin we need to realise that |
| we do it, the pitfalls and the strengths will | | | | everything in life is a learning experience. |
| allow you to maximise your learning | | | | Eddison's much hyped quote as he failed to |
| capabilities.Step 1) Unconscious | | | | invent the light bulb for the umpteenth time |
| Incompetence. You are unaware of what you | | | | was that he had eliminated another way to not |
| don't know. You don't know all that you don't | | | | make a light-bulb! In sales we have to accept |
| know!Step 2) Conscious Incompetence. You | | | | that we will continue to be put through the |
| become aware of what you don't know. You're | | | | learning experience for the whole of our |
| ignorant and you know you are!Step 3) | | | | career. As a director, author, business owner |
| Conscious Competence. You become aware of how | | | | and sometime sales guru (!) I believe my |
| to do things properly. You can do something | | | | sales ability to be a real asset to my |
| but you have to be concentrating on it.Step | | | | business however I am constantly put through |
| 4) Unconscious Competence. You are unaware of | | | | learning experiences. And I wouldn't want it |
| how you do things you know. You do things | | | | to be any other way. My feelings as yours are |
| without even thinking about it!I think one of | | | | telling me something. They are reminding me |
| the best ways to really understand this | | | | to be prepared to practise and to make sure |
| process is to consider a specific situation | | | | that I am at the top of my game.So how do we |
| such as learning to drive. Do you remember | | | | break through from conscious incompetence to |
| learning to drive? I think that most of us | | | | conscious competence?Persistence. |
| do! It was for most of us a fairly sizeable | | | | |
| landmark in our lives so it tends to stick in | | | | Determination. |
| our memories! I certainly remember learning | | | | |
| to drive! Like most teenage lads it meant a | | | | Self-belief. |
| lot to me - freedom, adulthood and sex | | | | |
| appeal!On my 17th birthday I dragged my | | | | Drive. |
| mother out to the car and hopped in to have a | | | | |
| go. I knew that I would be able to drive! I | | | | Tenacity. |
| had been watching others for months in | | | | |
| preparation - this was going to be easy! How | | | | Repetition. |
| unconsciously incompetent was I?! I was | | | | |
| totally ignorant of how difficult this was | | | | Add your own here!!!But if I was to say to |
| actually going to be! Ah well, ignorance is | | | | you, "Hey look! Just go out there and be |
| bliss. Easing into the seat I grasped the | | | | tenacious, persistent, determined and have |
| wheel, started the engine, depressed the | | | | drive!" you'd tell me to tell you something |
| clutch, punched the accelerator and ... | | | | that you didn't know! And quite rightly so! |
| stalled the car! Not deterred I had another | | | | Because we all know that this is what's |
| go ... same result. Another ... another ... | | | | required - it's maintaining it that's the |
| another.Suddenly I was overtaken by the | | | | challenge.I was reminded of this when I first |
| dawning recognition that this was going to be | | | | started sales coaching. I was working with a |
| really difficult and challenging. Welcome to | | | | client who had a small telesales team. Two of |
| conscious incompetence! Gavin you're useless | | | | his staff were organising a campaign focused |
| and you know you are! But I was determined to | | | | on a specific niche market. They were |
| learn to drive so I persevered and practised. | | | | targeted to make 100+ outbound calls per day, |
| After a lot of heartache and effort I | | | | to speak to 25 decision-makers and to |
| eventually reached the point where, if I | | | | organise at least 2 interviews. For the |
| could maintain my concentration, I was | | | | market they were working in this was about |
| actually quite a proficient driver. Now I | | | | average. One of them was very positive and |
| don't know if you remember your driving test? | | | | was consistently surpassing his target. He |
| I do. There was so much to concentrate on | | | | was a joy in the office and great to have on |
| wasn't there! Keeping your hands at 10 to | | | | the team. The other however was really |
| two, mirror, signal, manoeuvre, the examiner, | | | | struggling, not good around the office and |
| the speed limit, the road signs and that's | | | | mostly fairly negative. I wasn't specifically |
| without mentioning the other road users! | | | | working with these chaps and therefore hadn't |
| Remember taking your test and that's probably | | | | really spoken with them much but we had been |
| a fair gauge of conscious competence!"Now you | | | | introduced. One afternoon as I was sitting |
| really go out and learn to drive!" That's | | | | there I found myself alone with the chap who |
| what everybody said to me when I passed my | | | | wasn't doing so well. I asked him what he was |
| test and they weren't wrong. Your whole | | | | doing and how it was going. He turned to me, |
| concept of driving changes. You don't have to | | | | scowled and said, "I'm cold calling, what's |
| focus on every little detail all of the time | | | | it look like! It's awful!" Needless to say I |
| infact you might not have to think about it | | | | left him alone.About half an hour later the |
| all. Have you ever driven somewhere got out | | | | other chap went to make a coffee so on a whim |
| the car and thought ... how did I get here? I | | | | I followed him determined to ask him the same |
| don't even remember driving here. Welcome to | | | | question. As I asked him he turned to me and |
| unconscious competence! Fabulous the way that | | | | smiled, "I'm developing an new and essential |
| the brain works isn't it!Being able to | | | | part of the business. This project is going |
| operate at unconscious competence clearly has | | | | to get me into major account sales and get me |
| many advantages. We're able to multitask, we | | | | noticed within the company. I should be |
| generally operate fluidly and easily, it's | | | | promoted within 6 months. It's hard work but |
| within our comfort zone, it's stress free, | | | | I know that it will be worth it!" |
| it's the way we do things and for most people | | | | Interesting! Same job, same opportunity, same |
| we spend the vast amount of out lives here. | | | | potential clients, same products - totally |
| Just think about it for a moment. How many | | | | different meaning.The meaning we attach to |
| things do you now do that you once had to | | | | things determines the impact that they have |
| think about consciously. Walking, talking, | | | | on us. When you attach a strong personal |
| picking things up, bodily awareness, writing, | | | | meaning you don't have to remind yourself to |
| driving are all great examples but we also | | | | be motivated or persistent, you just are. The |
| become unconsciously competent at responding | | | | successful sales professional in the above |
| to certain stimulus in certain ways. If I | | | | example doesn't constantly have to harry |
| were to walk into your office and say, | | | | himself to be motivated because he knows why |
| "Right! Time to make 100 cold-calls" you'd | | | | he is doing the cold-calling and he knows |
| probably be unconsciously competent at | | | | what it means for him. He'll still have days |
| producing a feeling and a response. Maybe not | | | | when he feels less motivated, outside his |
| a very nice one! When a client snarls, | | | | comfort zone, challenged and uncomfortable |
| "That's too expensive, you must be having a | | | | but he will view them differently because he |
| laugh!" chances are that you will also be | | | | will accept them as part of the essential |
| unconsciously competent at producing an | | | | development process on his journey to |
| emotional reaction.So unconscious competence | | | | success.Exercise: Take a moment to review |
| does have disadvantages too. We are | | | | your goals. When you've done this make note |
| unconscious or unaware of our responses or | | | | of why setting up client meetings plays a |
| our behaviours therefore we may gradually | | | | vital part in helping you to proactively |
| change what we are doing and be unaware of | | | | achieve these goals. If one of your goals is |
| it. We may find it very difficult to teach | | | | materialistic, try getting a picture of it |
| others our skills because we are not aware of | | | | and sticking it by your phone. Every time you |
| how we put them together. Maybe we continue | | | | make a call think to yourself - "one step |
| to do things in a way that used to be | | | | closer!".Top Tips for the 5 Steps to Sales |
| unconsciously competent but external changes | | | | Success1. Look around at what you habitually |
| now mean that what we are doing is now wrong. | | | | do and how you habitually react once in a |
| And here's the challenge and the danger of | | | | while.2. Most things worth learning will feel |
| unconscious competence. When does unconscious | | | | uncomfortable or challenging at some point.3. |
| competence become unconscious incompetence? | | | | Practise, practise, practise!4. It takes |
| It's very difficult to say for sure because | | | | several week's worth of telesales to beat |
| the one commonality between the two is that | | | | your fear.5. Challenge yourself one step at a |
| we are unconscious!Reacting in a certain way | | | | time."But Gavin - you said there were 5 |
| to a certain stimulus may be right for one | | | | steps."Correct. And in my opinion there are.I |
| situation but it may be wrong for another. | | | | have been teaching the 4 steps to success now |
| Take the example above of the snarling | | | | for several years and in several different |
| client. Many salespeople would feel | | | | forms and I have used it successfully in |
| frustrated and angry without having to think | | | | individual coaching sessions with both myself |
| about it. When we unconsciously learned this | | | | and others. Powerful as I know that it is I |
| response there may well have been good | | | | believe that the fundamental construct has |
| reasons for it however I'd suggest that if | | | | inherent challenges...If many times we find |
| you want to be a sales superstar then this | | | | ourselves back at unconscious incompetence |
| kind of reaction is unconscious incompetence. | | | | despite our best efforts or we have to keep |
| One of my first clients used to frequently | | | | dropping back to conscious competence to |
| tell his salespeople that they should sell | | | | check ourselves then we are performing below |
| products that were a 50% match and that if | | | | our potential. There must be a better |
| they couldn't they were bad salespeople. | | | | way...Step 5) Mastery. Mastery is something |
| Maybe in his day the clients were happy with | | | | more than unconscious competence - it has an |
| this kind of product but in today's | | | | extra, somewhat mystical quality. It's the |
| competitive markets they certainly would not | | | | sort of state that most of us only experience |
| be! Maybe this boss was once unconsciously | | | | once or twice in a lifetime - you probably |
| competent but changing market conditions, | | | | never quite know how to describe it. Top |
| changing client attitudes and his lack of | | | | athletes would call it being in the zone. I |
| flexibility had left him unconsciously | | | | remember the first time I saw it in action. I |
| incompetent. Most dangerous of all was the | | | | was nearly 13 and the athlete in question was |
| fact that everyone in the business knew it | | | | Sebastian Coe. He smashed the world record |
| but him!So it's clear that if we are doing | | | | for 800m running 1 minute 41.72 seconds, a |
| things unconsciously we need to periodically | | | | time nearly two seconds faster than the next |
| step back and have a look around to see if | | | | fastest person ever. But it wasn't the time - |
| what we are doing makes sense and is getting | | | | it was the way that he ran it. Majestic, |
| us the results that we want. If it is great, | | | | graceful, relaxed. He made it look easy! Of |
| if it's not - change it for something that | | | | that race Seb himself said,"Other sportsmen |
| does work.But if unconscious is where most of | | | | say there are moments when they are outside |
| us are most of the time conscious | | | | themselves, watching from the stand, as it |
| incompetence is what most of us try to avoid | | | | were, and I've only experienced that in the |
| at all costs. When you are learning a new | | | | 800 metres."I believe that we all have the |
| skill or behaviour and you reach conscious | | | | potential to enter this state if only |
| competence how does it feel? Take a bit of | | | | momentarily and I believe that this is the |
| time to think about it. Typical associations | | | | state that top salespeople reach when they |
| with unconscious competence are feelings of | | | | are playing their best possible game. When I |
| stress, frustration, challenge, obstacles, | | | | present, this is what I strive for and, |
| pain, outside your comfort zone, lack of | | | | having achieved it a few times, I can say no |
| control, uncomfortable, fear and uncertainty. | | | | more than that once you taste it you know |
| When we think about ringing new clients on | | | | that you have the tools to recreate it and |
| the phone this will often occur the moment | | | | become the best that you can possible |
| that you step outside of your comfort zone | | | | be.Exercise: Describe what cold calling will |
| and have a go. Indeed this barrier is so | | | | be like when you achieve a state of mastery? |
| great for many people that they would rather | | | | What will you be doing? Feeling? Thinking? |
| give up than actually break through. But the | | | | What is the one most important thing that you |
| human mind is a clever animal and it won't | | | | need to learn to help you to move towards |
| punish you for this - nope! It will give you | | | | mastery right now?For the last 10 years, |
| reasons, other things to do. It will | | | | Gavin Ingham has been helping sales people to |
| rationalise, explain and help you to feel OK. | | | | explode their sales performance by turning |
| As you slip back to unconscious incompetence | | | | self-doubt, fear and lack of motivation into |
| you will feel perfectly great because | | | | self-belief, confidence and action. With his |
| ignorance is bliss!To achieve anything | | | | inspirational approach to sales performance |
| worthwhile you must break through this | | | | and motivation Gavin combines commercial |
| barrier. And you can! As children we achieved | | | | experience, personal excellence and |
| some absolutely amazing feats. One of the | | | | communications technologies in delivering |
| most impressive was learning to walk. How | | | | personal and business sales success.Visit |
| many times do toddlers fall over? Thousands | | | | now to join my free monthly newsletter packed |
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