Sales Leadership Series – Thinking Right (part 2)

Jeff Williams

This video is for Absolute Results trainers who last year lead Sales Leadership Workshops and who Facilitate World Class Events in over 2000 dealership in 19 countries. Trainers, you confirm more than 300,000 appointments and you personally interact with more than 160,000 customers and help to facilitate 95,000 car deals in showrooms each year.

So I need all of you to eat, breath, drink and sleep the principals and best practices of Sales Leadership. That’s the purpose of this 5 part mini-series.

Today we’re going to dive deep into Thinking Right as a Sales Leader and specifically the Mindsets of Sales Leadership

Thinking Right in the retail car business means that as a Sales Leaders, we have a Leader’s Mindset.

A Leader’s mindset is grounded in reality, its solution oriented, but it allows a leader to see further…and then lead the organization into the future.

Interestingly enough one of the concepts that a relative new field called “applied psychology” that’s been brought to education system, even in high schools, is the concept of people either having a “fixed mindset” or a “growth mindset”…educators today have realized that young people need to learn to develop a growth mindset because of all the changes they will face in their lifetime…most will change careers multiple times, and if they have a fixed mindset they won’t be able to adapt and succeed.

Now we are in the retail car business, a business in constant change, and we are entering a decade of rapid change, so we constantly need to adapt and grow.

Now in our Sales Leadership training, we train and go deep into 6 mindsets, and every single one of them is growth oriented.

They are:
Adding Value
Inspire Activity
Be the Guide
Start with Why
Play to Win
Make the UnFun Fun

Now I already asked you to do an exercise about Inspiring Activity, so today lets dive into the Sales Leadership Mindset of Playing to Win.

So whats the opposite of Playing to Win…its playing not to lose. You see this displayed in sports teams, usually when things aren’t going well, and they pull back on their offensive plays and they focus on minimizing losses, on defense strategies…they become less concerned about scoring goals and more concerned about the other team not scoring on them.

In so many ways, sports teams and sales teams are very similar…both have highly emotional dynamics, both need the wins of little victories to create positive momentum…whether those little victories are yards gained or appointment made.

We see this “Playing Not to Lose” mindset displayed in the actions of sales teams when the appointment setting effort is low, its like the team has already given up even trying, or when they default to selling based on price and don’t event try and build value with a customer, and we also see it displayed in the conversations and the way they talk when the sales team talks about all the problems they cant control that inhibit their sales.

So how to we as trainers and Sales Leaders help dealers shift their mindset from Playing not to lose, to Playing to Win…Im going to give you some thoughts and this is what I want you to work on for 20 minutes today after this video.

Firstly, we need to focus the conversation on what we can control, regardless of the market…so here are three things that a losing sales team will say to you…and I want you to write down an answer to each one of these 3 objections

#1 – our customers don’t like it when we call them

#2 – the incentive aren’t very good so I dont want to make calls

#3 – we don’t have the right product mix on the lot, so I dont want to bother customers today

So work on how you can shift the mindset reflected in those objections from playing not to lose, to playing to win

Secondly, when dealing with sales teams and helping them shift, we need to use the 3 F’s…just like you’d use with a customer…Feel Felt Found…so trainers I want you to write down three examples of sales teams that you have worked with, who despite challenging circumstances had a record event. So you can share those stories with the sales team… I know how you feel, I was with a team we felt the same way, but when we did this, and this is what we found.

Thirdly, you can also shift the mindset and gain moral authority with a sales team, when right in front of them you show them how…you pick up the phone in one hand, and our Cubes in the other and you make a call and book an appointment…

Trainers, I want you to do one more thing today…I want you to build a list of little wins that you will celebrate at your next World Class Event to build momentum with the sales team and help them shift from Playing Not to Lose, to Playing to Win.

Trainers, when you think this way, and you shift the mindsets of the team you are a Sales Leader.

My friends, there’s a leadership void to fill in the retail car business and it starts with Thinking Right…

Thinking Right, Working Hard, and Being a Good Person…that’s Sales Leadership…

Now let’s apply these principles and let’s lead well…

Listen Now
Jeff Williams


Jeff Williams is the CEO of Absolute Results and has dedicated the last 20+ years to helping dealerships, OEM’s, and sales people across the globe rethink how they sell cars. His three greatest passions are his family, his business, and his charity work.

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