When there is an issue with a salesperson or a sales team, one of the first things we look at—before reviewing a sales training program or making any changes to the sales process—is the level of commitment.

What you often hear from business owners of teams that lack commitment is, “my salespeople will not prospect;” “they can’t close or won’t close;” and “they are unable to reach decision-makers.

Commitment in sales is defined as doing anything and everything that is ethical and legal to make a sale.

The following is what commitment looks like: My family and I were leaving a store and walking to the car, as is often the case when there are several stores in a strip center. We were taking our time and looking in the windows. As we were approaching an appliance store, we could hear a salesperson talking about the features and benefits of a dryer, and he was losing the prospect because the prospect did not think the dryer was big enough. The salesman, in the truest example of commitment, climbed into the dryer and closed the door—and he was a big dude! That is commitment! He was willing to do whatever it took to make the sale.

So, if your salespeople are not willing to climb into a dryer, make one more call, ask great questions that will close the sale, or educate themselves so they are a valuable partner to a decision-maker, then they may have low commitment. Commitment is high when your sales team operates in a state of discomfort—choosing not to take the path of least resistance.

An important point to make here is that the hours worked, the time you wake up in the morning, or the number of sales calls you make do not equal commitment. In fact, they may be a smoke screen due to a lack of commitment. We hear it all the time: “You must hustle.” But if your sales team or sales manager is not committed to doing whatever it takes to make the sale, he will not be successful. We’ve heard it often as salespeople: “Work smarter not harder.” Working harder does not always mean commitment.

Commitment is one of the most important criteria we measure before starting a sales training program using theObjective Management Group Evaluation. This is because commitment can be the defining measure that tells us if a salesperson has what it takes to reach her sales goals. The greatest salesperson in the world may be the best closer ever, can sell consultatively, and utilizes CRM, but she will ultimately fail if they are not committed.

Want to find out if your sales team is committed, and if not what you can do to fix it – of if you are want to investigate a sales training program then contact one of the sales experts at TruCore and start the conversation.