HABIT 2: BEGIN WITH THE END IN MIND
HABIT 2: BEGIN WITH THE END IN MIND
INTENT IS AN END IN MIND If you’ve taken part in any of FranklinCovey’s sales performance training, you’ll know that the first thing we ask salespeople to fill out on a Call Plan is, “What’s the End in Mind for this meeting?” Beginning with the End in Mind isn’t just about building a mission statement. You can apply that concept on a smaller scale. Remember, all things are created twice, first in your mind and then in reality as you align your actions to your vision. Can you envision a perfect meeting before you have the meeting? Can you anticipate questions and/or concerns your customer is likely to have? Can you anticipate your responses and practice them? What questions do you want to ask? Even though this is a best practice, very few do it well or consistently before a meeting. More than anything, it’s a question that encompasses your intent. FranklinCovey’s Helping Clients Succeed™ methodology focuses on advancing your client’s goals first and foremost, because when you’re focused on helping the client succeed, everything else becomes easier, including claiming value for your own company. In this commercial endeavour that we call sales, trust is a function of reliability, credibility, plus intimacy, divided by self- interest— that’s the equation spelled out by the authors of The Trusted Advisor. This equation means that as soon as you put your needs ahead of a customer’s needs, it’s going to cost you something. It’s very likely it will cost you some relationship capital and it almost always will cost some cash (or margin) in the form of a
discount. Chances are you don’t have the relationship where occasionally your needs as a sales professional get to come first—it just never is. The question in a customer’s mind is always, “How can you make a contribution to what I care about?” Not the other way around.
A masterpiece typically requires vision, planning and coordinated action. It’s no different when it comes to leading a sales organization.
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©2019 FranklinCovey Europe Ltd. All Rights Reserved
©2019 FranklinCovey Europe Ltd. All Rights Reserved
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