E65a: Sales Mindset Week: Comparison Is A Dangerous Game

December 29, 2023


How do you personally deal with comparing yourself to others, especially in the age of social media, when it comes to achieving your goals?

One of the most common things that happen on the sales floor (and in our lives) is comparison.


We compare our results to what other people are producing.


For some, this can work really well as a way to motivate. Every sales floor needs a ‘rabbit’ for the rest of the team to chase. Without a top rep setting and raising the bar it can be tough to move the whole team in the right direction.


But for some, seeing another salesperson crush it can be demotivating. “I could never close deals like they do.” “I wish I was that good.”


How do you use comparison?


Should you compare your results to what others are doing?


I just had to cover this topic regarding mindset, so I made a bonus episode.

  • Show Transcript

    Hi and welcome to a special episode of The Sales Experience Podcast. This is kind of a bonus episode. I know that we just did 61 through 65 which was on sales mindset 2.0 how to focus on the right mindset to help you achieve your sales goals. And of course, it can also apply to any other area in your life. Going through everything you heard me say it over and over again, I’m going to keep saying it over and over again.


    It’s not that anything is right or wrong or good or bad, or you’ve got to not have a negative one in order to have a positive one. You can’t win without having a positive mindset. Generally that’s true. But sometimes a negative mindset can actually drive some people where they just focus on kind of some negative things or fear or something else that motivates them that will actually drive better results.


    Other people find more success when they’re in a positive mind frame. I personally think a more positive mindset, especially when dealing with consumers, um, clients, businesses, whoever your prospect is in order to move them forward, you want to have a positive outlook trying to help them, trying to do the best thing for them.


    However, you know, the whole point of this show is for you to identify like this week it was about identifying in yourself the mindset that you currently have, what’s working, what’s not working in terms of how to get your goals.


    Now in this special episode, why I wanted to throw this in as an additional item is I was thinking about it after recording the last one and all of the different things that can go into a positive, a negative, a mediocre mindset and comparison. That’s what I realize is that there’s a lot of times where I see people either win or lose in the sales team because of comparison.


    This obviously happens in life as well. Social media is just magnifying and expanding this as a thing that happens for a lot of people where you’re scrolling through some kind of social media feed, whether it’s Facebook, LinkedIn, Twitter, Instagram, whatever it is, and you’re seeing other people who have what you think you want to have or they’re displaying things.


    As Sam Crowley says, so he’s got the Every Day Is Saturday Podcast. Make sure you check that out. If there’s anything that you want to create in your life or you just want to hear some motivating, exciting podcasts. That guy’s been doing it forever and I love listening to his episodes. Because it’s just so fun and so short and it’s kind of the basis of what I’ve done with this and trying to make it a daily thing. But as Sam Crowley says all the time, it’s not that other people have better lives than you.


    It’s just they take better pictures and so that it’s better pictures, better filters, better angles. Um, you know, nowadays online there’s a lot of people like influencers, especially fitness people on Instagram coming out and showing here is the picture with the angles. And the lighting that I take. And then here’s the real world picture and you can see how everyone is more normal.


    Nobody is really perfect and how everyone is. But that comparison eats people alive. It can be difficult. I know for myself, I struggle with that where scrolling through Facebook, literally it looks like everybody’s on vacation. Everyone has a giant home, everyone has lots of money, everyone has shiny cars. Everyone’s family is perfect, everyone’s lives are perfect. And what I know is that what people show on the outside is what they want others to see. And that is generally different than what’s happening on the inside.


    Everybody, I will tell you this, and I know this to be true. Everybody has something they’re going through. Could be health, finances, relationship work, you know, mental stuff. There’s something that everybody is dealing with. Could be something in their family. Somebody is sick. There’s always a challenge. Everyone’s got something. And for a lot of people it even goes to the extreme.


    I know this from myself where I’ve been at many times in my life where there’s things going on behind the scenes in my life that I really don’t even want anybody to know about. I want everybody to, um, uh, not realize what I have going on or see those things, see whatever I’m struggling with, whatever challenges, whatever is eating me alive inside, you know, I want it to be okay on the outside. And so I deal with that as well.


    Comparison can really kill it. And I mentioned him the other day and again, whether you’re religious or not, Pastor Steven Furtick, which he has some great things I’ve heard over the years. But one thing he suggests and watch out for is don’t compare other people’s highlight films to your behind the scenes. And what that means is when you scroll through social media or you see somebody out and about, you see someone driving around, you see someone at the store, you see someone at work on the sales floor closing deals or having success.


    You don’t compare their highlights, what they want you to see with the dirty nasty behind the scenes crap that you have going on inside reason why I mention all this, not just as a general mindset, kind of an attitude adjustment focus for you to have, but it’s also to keep that in mind.


    On the sales floor, I see a lot of people on the sales floor and a sales team at the dealership in the showroom, a, you know, in a call center working home, uh, working at home, Eh, in a remote environment. I see a lot of people who maybe their average and performance or they’re struggling for performance and they see other people closing deals, making money, having success.


    Instead of being driven to that and being like, I want to be like John Because John is crushing it and I want to take notes from him. I would love to spend time with him. Maybe I’ll take them out to coffee or lunch. I want to figure out what John is doing so that I can replicate that and get to that level and help myself win better, easier, have more success, and just be generally happier with what I’m doing in the sales environment.


    That’s one attitude, but that’s not what most people do. The really driven people will do. They’ll say, I want to sit next to John. Hey manager, please move me next to John. I want to sit next to John. I’m going to absorb everything I can. I want to win. If you have that attitude, you’re doing great. That’s the right approach. If you’re not doing that, then you really want to look at why not?


    Because what happens a lot, and this is kind of goes into the discussion I had the other day with the sheep and the crabs and mediocrity is a lot of times we look at our lives, we look at the people that we’re hanging out with, our circle of friends, and then we see someone who is successful and you get kind of in that crab mode where you comparing yourself to them and it’s like, oh, there’s so much further on, or I’m going to try to drag them down, or I don’t even want to hang out with them because there’s so much better than me.


    Right.


    Do not ever think that anybody is better than you in any way. Now, what could be true is that what they’re doing versus what you’re doing is obviously working but more in line with the fact that maybe that’s more in tune with who they are, their strengths, their skills, abilities, experiences, and their talents overall and so maybe they’re in the right place more than you are.


    A lot of times it’s that self awareness and reflection of where should I really be? Like that person is just crushing it. Absolutely crushing it in sales and maybe that’s more of where they should be and maybe I should be in a different department or a different role or selling something different. Maybe you know, big ticket items. Sales is not for me or maybe small ticket sales is not for me and I should be doing bigger stuff.


    So try to keep that in mind that it may be a function of the right fit for them versus you. But if it’s apples to apples and you’re both like in the place where you should be, you know that you should be in sales, you know this is a good fit for you, then don’t look at them with envy and jealousy and have that comparison as a negative thing where you feel bad. Right.


    Same thing like when you’re scrolling through social media, if you see other people’s success or their highlight films and it makes you feel bad about your current situation, that something to reflect on instead. What I think. And I think what’s more healthy is, hey, that’s great. That’s awesome for them. I’m at a different point in my life. I’m in a different place. Or what can I do to have more of what I want from my goals, where it’s also not a comparison of what somebody else has for their goals.


    Cause everybody’s different. Right? And I’ve seen this before, played out where on the sales floor somebody is crushing it, they’re doing great. They have goals they got a family to take care of. And then there’s a younger single guy maybe living at home still. And he’s comparison comparing his kind of goals, his efforts and, and, and the results to other people and saying, well, you know, I’m not married. I don’t have kids. I don’t have a house.


    You know, my goals aren’t important. I just want to buy a car. I just want to move out. And that’s not as good. And so there’s this comparison that’s like, I’m less than, instead of my goals are equally important, but they’re different. So remember, we’re all different. When you look at that comparison, when it comes to mindset and success on the floor, remember two things.


    One is we’re all different and so what somebody else is doing is different than you.


    What their goals are is different than you. You want to make it all about you and what’s important to you and your life at this moment. Then you want to shift your, your mind from comparing other people who are winning the top people on the leaderboard to yourself and feeling bad about yourself and negative about yourself too. Instead going, how can I be like John, what can they do? What is he doing that successful that I can apply to me in my own custom way because I’m different than John, but maybe there’s some things I can learn from. How do I get better at my craft? What do I need to learn and study?


    Because one of the things is when you compare yourself to other people who are winning, that should help you say it is possible. Because a lot of people say, well, I can never be like John John’s closing. You know, 40 deals a month or five deals a month or whatever it is for your business and instead you want to go, wow, John’s closing that many sales.


    That means it’s possible. I just got to figure out the formula for the same thing that for a longest time nobody thought somebody could run a four minute mile or less and then somebody finally did it and then everyone else realized it was possible and then within months there was a lot of people running even faster than a four minute mile and it just became the snowball effect of belief.


    So when you see someone winning, don’t compare and put yourself down. See that and say, I can do that too. It’s possible. If it’s possible, how do I figure it out? Hopefully that helps us. Bonus episode. I appreciate you listening to this.


    Hopefully all this is helping you find more success, create more success, create the better sales experience for yourself, where you’re enjoying every single day and what you’re doing, and then also creating and pushing that experience to your customers so that they’re enjoying the process of buying from you. And we’re changing that landscape.


    And as always, remember everything in life is sales and people remember the experience you gave them.


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By Jason Cutter February 26, 2025
How Can You Predict The Future Of Sales Ops? One of the keys to sales success is to be able to predict the future – what that other person is thinking, what they might say, what they will experience, how they will feel about the product/service. But what can you do – from a sales ops leadership perspective – to predict the future in masse of all the potential customers that will flow into and out of the sales process/funnel? That is a really tough one, but it is doable. Meeting Prospective Customers Where They Are The key is to always meet the prospective customers where they are and with the experience they hope to find. It’s a common theme now in these articles because it’s important AND widely disregarded – your potential customers do not care about you, your sales team, your company, your industry. They don’t care about your stats, your testimonials, your logos. They don’t care about your mission statement or your values. They only care about themselves. They also firmly believe that there is currently unlimited choice for any product/service, which means that everything in their mind is a commodity. Easily replaceable and interchangeable. Nothing (other than iPhones…which you can only get from Apple) is special to consumers unless they feel like it should be special. Are You Still Making It All About You? There is a good chance you are still running a marketing, sales funnel that is all about you. I bet if I looked at your company’s website that from the top down it’s all about you (the company). How great you are. What you do for people. What you have done for others. I bet if I tried to speak with your sales team, I will be made to go through your process whether I like it or not. Maybe fill out a form and wait for a response. Or made to call into a toll free number, even though I don’t want to talk to someone yet. Or made to use a chat widget on a site to get started. I bet when I speak with your sales team, 70-80% of the conversation will be about them, your company, and how amazing you all believe you are. This is all fair. No one starts a company to be mediocre. The goal is to provide value and make money. The missing piece, again like I said above, is no one cares about your goals. They only care about themselves. Predicting What Customers Want From The Sales Experience Back to your mission as sales ops leader – predict what massive amounts of prospective customers are going to want from the Sales Experience. It’s why I wrote about it last week and even offered up a book for free to help in any way that I can. To succeed at your mission, you have to stay ahead of the curve of what the public, and specifically – your buying demographic, psychographic, and valuegraphics, want from that experience. Key Questions To Shape The Sales Experience Do they want to call, text, email or chat? Probably all of them…so can you offer each one? (Don’t make someone decide if they want to go through your hoops…remove all the hoops) Do they need to see pricing online – should it be available and transparent? (In most cases, yes) What sales process will be ideal for moving the most people through the sales conversation to a successful outcome? (More discovery, empathy, active listening. More front-loaded about them, not you. Use the Authentic Persuasion Pathway as your model) Who are the decision makers? Is that individual going to decide or do they need to check with others for approval? (Set them up for success, and don’t force them to make a decision in the moment – you will just lose the potential sale) What type of follow up do they want and need until they make the buying decision? What type of post-purchase follow up would go above and beyond a) their expectations and b) what others in your industry do? If there is an ‘onboarding’ stage after the sale – how can you make that actually customer centric and successful? (It is rarely both) Can You Stay Ahead of the Curve? Remember – evolution is natural. The buying public is always evolving their desired sales experience. Can you predict the future of what they want so that when they encounter your company it matches what they were hoping to find – both in the experience and the solution to their need?
By Jason Cutter February 25, 2025
How do you, as a sales leader, help your team become Oracles that can predict the future? [make sure to read the Selling Effectiveness article this week https://go.sellingeffectiveness.com/LI.2.25.AM ] There are five ways to facilitate their Oracle-ness. Be Present in the Moment First, you have to get your salespeople to be in the moment. The challenge that most salespeople (and…humans, for that matter) experience is they are always thinking ahead. Salespeople default to thinking about what they will say next. The next part of their script or process. The next question they want to ask so they can get through discovery. The next part of the agreement they need to discuss and review. Their mind is too busy thinking about what they are going to say and do next, that they aren’t present. As weird as it sounds, if you want to predict the future you must be present. I have said this for decades: the moment you no longer need to think about what you are going to say/do next and can actually be present with your prospect and truly listen to what they say (and don’t say) – you will become a sales professional. Master Active Listening Second is Active Listening and paying closer attention. It’s actively listening…it’s taking what I mentioned above and putting into place. First step is to be present, second is to actually listen. For what they say. For what they aren’t saying. For changes in their tone. For when they are talking to someone on the side – who are they talking to, and is it about your sales conversation? If you sell in person, reading their body language and facial expressions. You must help them develop an almost sixth sense of listening (and yes, I know hearing is one of our senses…but this goes beyond hearing…it’s truly, deeply listening). Ask Better Questions Third, is to help them ask better questions. So many people in sales ask the discovery questions they are required to ask in order to check the discovery ‘box’. Or, they have done sales long enough they know all the answers, they think they know what everyone wants and why, so no reason to even ask questions. [Note – this type of salesperson thinks two dangerous things: 1 - everyone is the same and wants the same thing, 2 – people like to be sold to.] When your team asks better, deeper discovery questions with a focus on uncovering the what and the WHY, they will get better answers. Remember this – when you ask the right questions and you listen close enough, each prospect will tell you EXACTLY how to help them buy. Build Up Experience Fourth, build up experience. If you want to predict the future it comes from enough experience to know the probability of what will happen. For example, when I am in a season of commuting from home to an office, I am the type of person that can predict exactly what will happen on the freeway. Which lane is always faster around certain exits, which lanes always slow down, how much leaving five minutes later can make the drive suck a lot more. How do I know what will happen on a freeway with hundreds and hundreds of random people? Because of experience (and the fact that most people are just going through the motions in life so they become predictable). The more experience your team has with sales scenarios, they more they can predict the future. I generally see that it takes about six months for most people in a new sales role to have seen enough scenarios where they can start to know what will come next before it happens. Trust Intuition The fifth and final trait to help them with is intuition. One definition of intuition is “a thing that one knows or considers likely from instinctive feeling rather than conscious reasoning.” It’s that feeling you get when you know something, even if you cannot explain it. It’s what Malcom Gladwell wrote about in Blink! It’s what we do very well as humans, even if we don’t listen to it. The more you can help your team tune into their intuition and listen and trust it – the better they will do in helping persuade that other human. This goes back to the first suggestion – about being present. When your team trusts they know what to do and say next and they are mentally living in the moment with that prospective client, they can let their intuition guide them. Conclusion When I do trainings, public speaking, facilitating meetings, interviews, and sales – this is my main key to success. I trust and know that I have the experience to handle whatever comes my way in the present moment, while also knowing the destination I am heading towards. I can be present, let that experience and my intuition guide me instead of getting stuck in my head and worrying about what I will say next. Get your team to do some or all of these five steps – and they will become an amazing Oracle.
By Jason Cutter February 25, 2025
The Oracle’s Role in The Matrix If you have seen the Matrix movies, starring Keanu Reeves (as Neo), then you are familiar with an Oracle. In the movies, the Oracle knows what will happen. She has seen it, and it is predestined. In the Oracles mind there is no such thing as free will. In the first Matrix movie, Neo goes to visit her and knocks a vase off the shelf, and it hits the ground and breaks. Right before he hits it, she says “Don’t worry about the vase.” Neo says, “How did you know?” Then the Oracle responds with “What’s really going to bake your noodle later on, is would you still have broken it if I hadn’t said anything.” Becoming an Oracle in Sales Your mission as a sales professional is to be an Oracle for your prospects and clients. To know the future. Then be able to see around corners, as they say. Which means you know what is going to happen before it happens, because you have enough experience that you have become a psychic. You want to be able to predict, with amazing accuracy: What will happen next What will happen after that What issues will pop up What your prospect/client is thinking before they think it What concerns they might have before they have them Eliminating the Fear of the Unknown During your presentation/demo you want to set the expectation of what is going to occur next. Remember, humans fear the unknown. They want to avoid risk as much as possible. Your sales presentation is risky and dangerous and very unknown. They don’t know if you have good intentions or not. Are you going to persuade them? Are you going to try to manipulate them? Are you going to overcharge them? Will you actually care about what they need and want? Dealing with salespeople is so scary. Yet they still need and/or want something, so it’s the dangerous game they must mentally play. Guiding the Buyer Step by Step When you explain what you are going to do in part 1 of your process, and then what that part is done you let them know the plan for part 2, and so on – they will be at ease in the moment. They will feel like they have control over this portion, that there is an exit they can take if they don’t want to proceed. That level of control will help them accept the risk of part 1, and part 2, and part 3. Tell them what you will do. Do it. Tell them what you did. This will validate that you can be trusted. Predicting Thoughts and Feelings The next level is being able to predict what they will think and feel before they do. You can use this information in your presentation (without telling them what you are doing). You can also verbalize it, which could sound like “I am guessing from experience that you are probably wondering about _____, so let’s cover that right now.” Or “most people I speak with ask about _____.” They will think – wow this person knows what I am thinking, he/she is in my mind! And that’s a good thing. A really good thing. Conclusion The more they feel like you know what you are doing, know what they are thinking, know what they are afraid of – the more they trust you as a Guide. Because Guides only know what they know because they have helped other Heros successfully accomplish their journeys. Your mission as a sales professional: Become an Oracle.
By Jason Cutter February 19, 2025
What does it take to build the ideal Sales Experience? Why does it even matter? Maybe you think you already have one. You are a professional sales ops leader. You have put everything you can in place to help your salespeople sell more. You have optimized the processes so that your sales team can focus on one thing – selling. But I promise – even if you think all of that is true, it’s not. The Reality: No Perfect Sales Experience Exists I have never seen any company or team with the ‘ideal’ Sales Experience and operation. And to be honest – I have never built one successfully. Why would I admit that? Because the ideal Sales Experience is aspirational and business, teams, processes, and customer needs/desires are constantly changing. So as soon as you put new processes in place, something else needs to change and evolve. The Scalable Sales Success Iceberg In my Scalable Sales Success Iceberg – there are 24 categories that, when built out, create a scalable sales machine – where you can add in an input and get way more output. I would love to see companies have all 24 categories set up and running optimally. But that’s not even possible – because, as I mentioned, things are always changing. Focusing on the Biggest Levers Here is the key – to build the ideal Sales Experience takes focus on the biggest levers. The ones that, when pulled, create the biggest and best results. There are many processes and systems that you can put in place – but those are going to get you a few percentage points of improvement. Instead of putting it all in here, I want to make you a special offer. Email me at jason@sellingeffectiveness.com with your mailing address, and I will mail you the book that I co-wrote with Nick Glimsdahl called Reasons Not To Focus On The Sales Experience. It will be your starter guide, facilitating the creation of your ideal Sales Experience.
By Jason Cutter February 18, 2025
The Numbers Game Mentality is a Losing Strategy Sales is no longer a “numbers game.” You cannot succeed, long term, by focusing on volume of activity. Making a million dials, sending a million emails, knocking on a million doors (the first two are way easier than that last one) is a scorched earth strategy that will sink your business. You can’t out-dial a bad sales process. It will lead to even more bad online reviews. You can’t out-email a terrible sales funnel process that requires people to jump through poorly planned hoops. You can’t out-knock your way past slimy tactics and bad products/services. The Danger of the "Every No Gets Me Closer to a Yes" Mindset The whole “every no gets me one step closer to a yes” mentally is dangerous. That mindset and strategy assumes that it’s a numbers game. That the only thing that matters is finding the right person who will buy from you. Potentially, no matter what you even say – they are just ready to buy. Not only will this destroy any online reputation you have it will also wreak havoc on your team. It is the fastest and best way to burn out your team. It will lead to a revolving door or hiring, training, and quitting as people realize how unfun the game is you have built and how hard it is to be successful. It will also feel like a mismatch – very few people (and hopefully even less over time) are long-term excited about the business model of calling 500 people a day in hopes of making a few sales. If It’s Not a Numbers Game, Then What Is It? It’s quality over quantity. [Now…note – it does take a certain quantity of activity to fill a sales pipeline. So I am not saying that your sales team can just sit and wait for people to fall into their pipeline with money in hand.] It’s about the Sales Experience. It’s about your team ensuring that they are providing the right and best experience for that potential customer – in a way that sets them up to get into the buying mood and mode. All that matters is the Sales Experience. How can you support your team in terms of the quantity of activity to fill a pipeline, and then the quality of interaction that leads to sales? What Does an Ideal Sales Experience Look Like? What does that look like – the ideal Sales Experience? It’s when your team understands that the potential customer they are speaking with only cares about themselves. They don’t care about the salesperson, your company or the product. They are only focused on themselves. It’s when the Discovery/Empathy portion of the conversation is the most important part. Does your team realize that everything after Discovery – when done right – is just a presentation of the solution? It’s the fact that when you combine the parts of the Authentic Persuasion Pathway (Rapport + Empathy + Trust + Hope + Urgency) that the assumptive close is all you need. If your team is having to ask for the sale they are doing sales wrong. And don’t confuse earning the right to close with asking for the sale. The Sales Leader’s Role in Creating a World-Class Sales Experience Your job as a sales leader is to ensure your team understands that the only thing – above all else – is the sales experience they provide to each potential customer. That customer knows that they have the power and the feeling of unlimited choice. Which means they will decide who to give their money to based on the experience they have with buying from a company. How can you shift your team away from the numbers game mentality to actually providing a world class sales experience to each and every person they speak with?
By Jason Cutter February 17, 2025
The Abundance of Options Today we all have lots of options. While writing this I could speak into my phone and order whatever I want. I can get food delivered before I finish writing this article. I could get a TV delivered to my door before I wake up tomorrow. When someone wants to buy something, they are armed with as much information as they want to access. They can research, read reviews, and watch videos about a product or company. The Shift in Power to the Buyer Because of this, the power balance of sales has shifted away from the salesperson and company to the buyer. Knowledge is power – and they now have all the knowledge they want. With knowing that they have ultimate choice of what to buy (internet and globalization has led to the ability to order anything you want from anywhere…so you are no longer limited to the stores you can drive to and what they have on hand), it means that everything is a commodity in their minds. Nothing is unique or special. Everything is interchangeable. Does the Sales Experience Even Matter? So, this means the sales experience doesn’t matter anymore. There is no reason to put effort into the sales process, the conversations with potential customers. No value in spending time trying to ‘help’ people – since they just view products, salespeople, and companies as interchangeable. You are not special, so there is no benefit in caring. They will walk into your store, and they will decide what they want. They fill out your online for, and they decide if they answer when you call and how the call will go. They walk up to your event/booth, and they decide how the interaction will go and if they want to listen to your elevator pitch. They will let you know if they are interested in moving forward. They will let you know how they want to buy. So, like I said above, there is no real value anymore in the sales experience. Or could it actually be valuable? Is it possible that all that matters IS the sales experience? If people feel they have ultimate information and control of the buying process, how do they decide on what to buy and who to buy from? When I search on Amazon for a product type I have never purchased before, how do I pick? When I want to go shopping for garden supplies for the house, how do I pick where to go? When I need to buy a new fridge, who will I hand my money over to? The cheapest place with terrible service? The place with reasonable prices and great service? The Sales Experience Shapes the Decision I choose based on the sales experience that I will receive. With everything else being equal, I (and I believe most people) will select the place to shop at or the products to buy online based on the experience I receive. To me all that matters is the experience. While I am trying to buy something. Once I receive it – ensure it does what I need it to do. With the feeling of unlimited choices, it can actually be harder now to buy something that in the past. People get into analysis paralysis more often. Which means that for consumers to buy something new they need help. They need a professional salesperson. They need a sales experience that matches their expectations. They want a guide who will help them make the right decision for them, with an experience that goes above and beyond what more people receive any more when they walk into a store, call a company’s toll-free number, or visit a website and have to fill out a form. If you want to succeed in sales – the only thing that matters is the sales experience you provide.
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