The Difference Between Sales Commitment and Desire

November 18, 2011
Posted by: Dave Kurlan
Category: Understanding the Sales Force

differences

I was explaining this difference to a client and the two findings, which we were comparing, were striking in their contrast.

The candidate in question scored 100 (off the charts) on Desire (how badly he wants to succeed in sales); yet, as low as he was high – 16 – on Commitment – his willingness to do what it takes to succeed in sales. So as you might expect, the client asked, “How can he score so high in Desire but so low in Commitment?”

Great question.

I’ll explain it in exactly the same fashion I explained it to him.

Let’s take my 9-year-old son. He desperately (the equivalent of strong desire) wants an iPhone. But he hasn’t been able to do the things he must do in order to get it. What things? Let’s just leave it at normal kid behaviors that everyone wants from their kids at that age. As much as he wants that darn phone, he isn’t Committed enough to pick up his dirty clothes from the floor, eat a fruit or vegetable, or go to bed when it’s time. Like I said, normal 9-year-old stuff.

Salespeople with strong Desire, but weak Commitment, want to be successful, want to win awards, get paid big commissions, garner recognition and be the best, but they won’t do the things that are uncomfortable or difficult for them. Those things entail anything from prospecting, to having the tough conversations about money and budget, to challenging prospects or pushing back at appropriate times, to qualifying, asking about competition, and asking personal questions.

With all of the new rules for business, changes to the way businesses buy, the resistance to spending money, the economic challenge never far away, and the competitive landscape being more difficult than ever, a salesperson without strong Commitment is simply unable to overcome these challenges.

I have posted many extremely popular “difference between” articles, so we have another series on our hands. Scroll down for more articles:

College Basketball vs. the Pros & Sales Management & Selling

The Other Rejection – How Salespeople Struggle to Cope

Basketball and the Difference Between Sales Studs and Sales Duds

Sales Strategy and Tactics – Thoughts from the Super Bowl

The Difference Between Sales Process and Methodology

The Difference Between Sales Commitment and Work Ethic

The Anatomy of the Million Dollar Producer Compared with the $650K Producer

The Difference Between Sales Fantasies and Reality

What Sales Leaders Don’t Know about Empathy and Ego

The Difference Between Sales Process and Sales Methodology

The Difference Between Sales Benchmarking and How OMG Assesses Sales Candidates