On-Line

Self Development

Unlearning is as Important as Learning

Without a doubt learning new skills and developing the right attitudes in sales is vital. Without them it is impossible today to ensure your continued success. Whether these new insights come from a mentor or coach, reading, attending seminars, listening to CD’s or just talking with peers or your manager it is essential to continue to hone your abilities if you want to successfully compete in today’s changing world.

I believe in learning and spending dedicated time each day to the discovery of creative ideas and approaches to sell and service your customers. Successful salespeople know and accept the simple truth that you can’t succeed in today’s world with yesterday’s skills and tactics. You must keep learning.

However, it is also important to continue your unlearning as well. What is unlearning? Here is a simple example.

For years you have believed that selling is only a numbers game, that if you see enough prospects you will make enough sales. I have never believed this philosophy because it implies that it doesn’t really matter who you see as long as you persistently just keep logging more and more sales calls – regardless of the nature or quality of the prospect. Plus, what is enough? However, if you see enough ‘qualified’ prospects you will consistently increase your sales while ensuring repeat and referral business. What needs to be unlearned here? And is it really unlearning or just the replacement of an untrue or outdated skill with a newer and more relevant one? Small point here folks. I like to just call it unlearning.

So what needs to be unlearned? Is it an attitude? A philosophy? A belief? It doesn’t matter what you call it, if it is getting in the way of your success it is time to let it go, unlearn it, and embrace a better and more effective approach or technique.

Why do people hold on to values, beliefs, approaches or sales techniques that are no longer effective? Here are a few reasons.

- They are comfortable for you.

- You don’t have to spend time learning new stuff.

- You can’t admit that your approach, technique or attitude isn’t working any longer.

- You don’t like change.

- You are just stubborn or stupid.

- You are afraid that if you try a new belief or tactic that it might not work.

- You don’t even know that it isn’t working, is no longer true or that there is a better way.

Are you holding on to any out dated attitudes, techniques or beliefs?

Are they getting in the way of your success?

What are your excuses for holding on to this stuff?

If you have been in sales more than five years, I recommend that you carefully evaluate all of your techniques, approaches, attitudes and beliefs to determine which ones are still applicable and which ones need to be thrown in the trash.