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HATTIE: Why do people fail to sell?
 RON WILLINGHAM: The question
always comes up, `Why do people fail at selling?' It is the flip side of why
people are successful.
There are five questions that need good
answers:
- What is your view of selling? Is it a
process of convincing somebody, or a process of understanding?
- Do you have the skills to do what you
think selling is?
- What are your values? Are they in
conflict with your view of selling? They often are.
- What is your commitment to the
activity? What is your level of achievement or drive?
- How deep is your belief in the product?
Your answers, when put together, reveal
gaps; and when gaps occur, low levels of success always occur.
In other words, if there's a gap between
my view of selling and my view of my abilities, if I don't see me having the
skills to do what I think selling is, then it's going to negate my abilities.
It's going to take away from my abilities.
If there's a conflict between my view of
selling and my values, it's going to diminish my abilities, and we find today
that those two factors are the major things that keep people from selling.
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