Why You Sell is More Important Than How You Sell

New Discoveries about What Impacts Sales Success

The Authentic Salesperson™ Course accesses deeper dimensions within people that drive higher performance.
For the first time in history we are able to address a whole new dimension that impacts 85 percent of sales success.
For a moment let’s think of the three elements of sales.

  1. The What: This includes product or service knowledge. Most
    organizations do a very good job of teaching this to their people.
  2. The How: This is how salespeople present their products or services. Most are taught to do a product features-focused demonstration.
  3. The Why: This largely overlooked dimension causes around 85 % of sales success. It includes attitudes, values, emotional factors, and unconscious self-beliefs. These and other internal drivers aren’t touched by traditional sales training, because they are developed experientially, not taught intellectually.

Where Does the Why Reside Within You?

The following model will help you understand where the Why resides within you.

The logical I Know dimension is the conscious, rational, wide-awake part that makes decisions, selects goals, and learns information.  Most, if not all, of sales training is directed to this knowledge part.

The emotional I Feel is the inner, illogical part.  For no reason at all, we feel up one day and down the next.  Make three sales and we feel on top of the world.  Get three rejections and we feel like we will never sell anything again.

In a contest between the two dimensions our emotional I Feel  will win around 85 percent of the time.  The great psychologist William James once remarked, “When the will and the emotions are in conflict, the emotions rule the day.”

Selling is an inner emotional game that can often overrule self-discipline and will-power.  But, the problem is that our emotions aren’t under the direct control of our logical I Know.  Then how can we control them?   Can we control them?  We’ll answer these questions.

Our I Am is the creative/unconscious part of us.  It houses our values, goal-seeking mechanism, self-beliefs, spiritual essence, life-force, emotional and spiritual thermostat, and our powerfully motivating deep inner sense-of-worthiness.

The beliefs, values, and programming in our I Am, indirectly influence around 85 % of our sales productivity.  Whether these self-beliefs are true or false, weak or strong, right or wrong; we live them out in our everyday activities.  Generally, our sales will not increase until the beliefs within this dynamic part of us expand.

How Our Behaviors Are Created

While we can’t directly control our emotional I Feel, which controls most of our external behavior, we can indirectly control them.  Notice the following model.

The choices we make with our I Know interact with the values, beliefs, and knowledge of right and wrong in our I Am,  and they trigger emotions in our I Feel, which then influence our behaviors.  Client-focused selling triggers positive emotions which yield positive activities and behaviors.  Product of self-focused selling causes weak or negative emotions which trigger contact avoidance or fear of rejection.

Most passive, information oriented sales training doesn’t get close to strengthening people’s inner belief boundaries.

The Authentic Salesperson™ Course does.

Your Area-of-the-Possible

Buried deeply within your I Am dimension resides your area-of-the-possible.  This is a central belief boundary that defines  what you have mentally and emotionally accepted to be your success possibilities.

This inner paradigm is so powerful that it controls all your actions, feelings, behavior and abilities.  We all silently engineer our actions to land us exactly at the point of our accepted area-of-the-possible.  For example, when our sales reach the outer edges of our inner beliefs about “what we should be selling”, we tend to unconsciously shut down.

This area-of-the-possible has been formed by your responses to your life experiences, and is not changed by having knowledge.  It’s only changed experientially.  This is why most sales training doesn’t increase sales—it doesn’t contain the proper dynamics to change or expand these inner belief boundaries.

The Authentic Salesperson™ Course helps expand peoples’ area-of-the-possible, helping them enjoy increased sales success.  They form new, expanded belief boundaries that will automatically cause them to develop new  habits and expectations.

CLIENT-Focused Sales System

Course participants begin in Session 1 with a clear client-focused purpose statement.  They define the value or end-result benefits they create for clients or customers, how they do it, and why they do it.

After designing and committing to a client-focused purpose statement, they learn and implement a six-step CLIENT-Focused Selling System—concentrating on and applying one step each week.

After this they enjoy personal growth sessions that expand their self-beliefs and views of their possibilities. This enables them to unconsciously practice the steps of the system.

Participants set weekly, monthly, and annually sales, income, and reward goals, reporting on their progress each week.  Their group members hold each other accountable for performance results.

They learn to replace ineffective tension-relieving or time wasting activities with strong result-producing ones.  Within a short period of time these become unconscious habits.  It’s not uncommon for people to double or triple their productive activities.

Collective Experiencing

In the dynamic, interactive, group sessions, because of the close bonding and sharing, participants learn from the experiences of other course members.  They all grow together, and take on each other’s strengths.

We call this unique dynamic Collective Experiencing.  Because of the synergistic environment that develops, a new combined energy emerges that’s greater than the sum of the individual parts.  To the degree that each participant contributes to this energy, they automatically draw from the increased emotional power that has been developed.

An accelerated growth environment develops from this positive, interactive, supportive atmosphere that consists of:

  • Learning sales and personal growth Action Steps
  • Practicing  them in daily sales activities
  • Reporting on their practice in group sessions
  • Receiving positive reinforcement from the facilitator and group members in a highly supportive environment.
  • Giving and receiving performance rewards, and
  • Learning from the shared experiences of others

Causes Actual Behavior Change

After having courses in many languages, we know that 80 percent of the course participants will experience significant behavior change in the course.  Notice the following behavior change curve.

Notice that it takes around 21 to 28 days before a behavior change begins to take place.  This is very important to understand, and is why most other sales training fails to change behavior.

New Powers are Released with a Client-Focused Purpose

We’ve all observed salespeople in the same organizations, selling the same products or services, with basically the same systems and training . . . but whose sales are all over the board.

Is there this much difference in their IQ’s, education, or other factors?  No.  Then what causes this vast difference?

There are deeper powers within us that drive most of our outer behaviors.  The content and facilitation process of this course address them in highly effective ways.

Adding support to our belief in the power of client-focused selling, here’s what David Hawkins, M.D., PhD. said:  “The intent to serve others strongly activates the right brain chemistry and physiology.  This alters perception and releases anabolic neurotransmitters and endorphins into the brain.”

Believing in and practicing our unique CLIENT-Focused Sales System causes increased energy, self-confidence, activity levels, and a host of other healthy emotional factors that directly influence your ability to sell.

The weekly interactive sessions cause personal growth in people, builds confidence, goal clarity, and provides a powerful support system.

Develop an Inner Emotional Congruence

Selling is mostly an emotional game, notice the following sales congruence model and the factors that must come into congruence to remove internal blockages and release new energies.

Where gaps occur between these dimensions internal conflicts happen that inhibit performance—emotionally and spiritually crippling sales performance.  For instance, when we don’t see ourselves doing what we’ve been told selling is, we’ll experience a cognitive dissonance—an inner conflict.

This internal conflict will show up in many ways—in prospecting, activity management, and actual sales.  It causes depleted energy levels, decreased enthusiasm, weak self-beliefs, and lowered expectations—all negatively influencing production.

Our unique course facilitation process causes these dimensions to come into congruence as the sessions progress.  Again, this is an experiential process, not an intellectual one.

Sales Congruence Model Self-Assessment

Please take a moment and read each description below.  Then ask yourself, “How descriptive is this statement of our salespeople’s, or my actual sales behaviors?”

Circle a:

“5” if it’s always true, without exception.
“4” if it’s true most of the time.
“3” if it’s true about half the time.
“2” if it’s true only occasionally.
“1” if it’s never true.

View of Selling—I view selling as a win-win process of first creating the most value for people, and then accepting compensation consistent with the value I create.
1              2              3                4                 5
View of Abilities—I believe that I have excellent abilities to sell in a true client or customer-focused manner.
1             2              3                 4                5
Purpose—I always have a written client or customer-focused purpose statement that defines the benefits I help people enjoy, and I read and follow it each day.
1              2             3                  4                 5
Sense of Worthiness—I have a strong inner sense of worthiness that allows me to feel good about who I am, sell on high levels, and open myself up to be compensated accordingly.
1              2             3                 4                  5
Belief in Solution Efficacy–I strongly believe that my products or services  create more value for our customers than they pay me for them.
1               2             3                4                  5

Total   _______

Possible Conflict   __________________________________________

An emotional or spiritual conflict can occur when we only see selling as filling our own needs, rather than filling both our customers’ needs and our personal ones.  Energy, confidence, enthusiasm, and self-esteem are high when the following one, two priority is accepted and practiced.

  1. Our primary purpose is to create the most value for the most people.
  2. Our secondary purpose is to be compensated consistent with the value we create.

When these are in a healthy priority balance, we experience:

  • Internal emotional harmony
  •  High sense of worthiness
  • Increased energy and confidence
  • High activity levels
  • Fewer internal conflicts.

As these powerful success factors come into your life, you’ll enjoy a new sense of purpose and flow.


“People are more apt to learn from what they experience than what they learn intellectually”