Are you looking for a mantra for your sales team? The key to success for your sales organization starts with the 4 Ds of Dominance: Dream, Drive, Discipline and Double Down. These simple principles form the foundation for the characteristics of a successful sales team. Make the 4 Ds of Dominance a mantra you repeat often and reiterate the importance of these shared values for each of your team members.
Generate buy-in and belief through active participation with your team to keep the 4 Ds of Dominance top of mind. Daily and weekly sales team meetings present a fantastic opportunity to reinforce the importance of the 4 Ds of Dominance for your sales organization.
Dream: According to Oxford Languages, a dream is a cherished aspiration, ambition or ideal. Each member of your team has unique dreams and motivations. Discuss with your team members to learn more about specific dreams and help individuals find how to make their dreams a reality. Use practical examples and sales math to identify targets, goals, and aims for your team members to achieve short-term and long-term goals to achieve their dreams. Whether you are helping to guide them towards results that will enable them to take their dream vacation, buy their dream home, provide financial security for their family, or retire comfortably, show them the path to get there and celebrate wins and achievements along the way.
Drive: Drive is an important and common shared trait of successful sales professionals. Internal drive and determination to succeed are deeply rooted in who a person is and how they react to both successes and failures. Successful sales professionals push forward to overcome obstacles and achieve the next level of success. They don’t stop when they achieve their quota for the month. They keep pushing to build and fill their pipeline and blow their quota out of the water for the following month as well. They don’t rely on a single deal closing and they don’t crumble when a deal falls through, but rather, they have the confidence and belief that there are ample opportunities available to them. They dig deep within to find a way to deliver against expectations, even if that means working extra hours and putting in extra energy.
Continually develop drive within your team. Start each team meeting with a celebration of successes. Pay extra attention to and ask team members to share outcomes and scenarios of when the cards were stacked against them, but they still came out on top and won the deal. Ask them how they did it. Lift each other up and create a culture where drive is recognized and rewarded.
Shawn Peterson is the CEO of Quantum Business Solutions. He comes with a decade of experience in the technology services industry as an executive. Shawn is a visionary focused on high growth and performance through sales, marketing, and client experience.
Discipline: Success in sales requires self-discipline. You can help your team members by identifying and enforcing clear guidelines and expectations for specific sales activities. This includes minimum activity expectations for the number of calls, emails, texts, social media posts, meetings, networking events, proposals, etc. This also includes proper use of and entry of information into your CRM. Work with individual team members to show specific areas where they struggle and help them to set up a plan to dedicate time and energy to making improvements in those areas.
The ABC Method originally developed by Alan Lakein can be a valuable tool in helping sales professionals to establish discipline, organize priorities, and keep on task.
Double Down: Every sales team and individual contributor is going to face situations where the cards are stacked against them. A big deal fell through, the customer who reassured you they were committed doesn’t sign on the dotted line, you are dealing with supply chain issues, a long-term customer has unexpectedly decided to go with a lower bid from a competitor, your quota has been increased, etc. No matter what the scenario is, you will face adversity that you must overcome. Dictionary.com’s Slang Dictionary defines double down as taking a further risk in a situation or passionately re-committing one’s efforts to a cause or course of action. When facing adversity, it is critical for your sales team members to passionately recommit efforts to winning. Encourage them to pull together several smaller deals to make up for the larger lost deal, take another shot at that lost deal with a modified proposal, 10X prospecting activity levels, be passionate, and get creative. Team members who have bought into your winning culture won’t hesitate to double down, go all in, and do whatever it takes to achieve sales targets and come out on top.