What is The Problem Behind Your Sales Problem?

There is an interesting saying among psychotherapists that goes:

“Don’t try to solve anyone’s problems until you find out why they like having them.”

Think about that. Therapists know they can’t solve any patient’s problem until they understand the story hidden behind the problem.

Now, please don’t think I’m saying sales organizations need therapy, or that sales executives like having problems!

What I want you to get is the idea that when someone is not doing what you want them to, there is a problem behind the problem. If the sales training doesn’t stick, if salespeople are not following the process, that is not the real problem.