Unlike the old game show, in sales, it is for real; every deal has a real winner and that many more losers, to be specific, if three sales reps are bidding for a deal, one will win the other two will lose. What is also real in sales is that every action – or – inaction has real consequences, and this applies to the buyer as much as to the seller.
The significance for sellers is that they can dictate not only their own actions or inactions, but when executed well, the actions or inactions of the buyer. By executing this well, consistently and progressively, a good seller will dictate the consequences of their actions and their success. Doing it well, consistently and progressively, requires not only hard work, planning and the willingness to abandon beliefs and adopt new practices that often may be completely foreign to the same seller the day before. What is not foreign to successful sellers is attitude, their willingness to try, review the outcomes, deal with the consequences, learn, and apply that learning in new actions, which bring new consequences.