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Companies spend thousands of dollars every year building product knowledge “Universities”. They send their sales people to these product schools to learn the features and benefits of their products. They have them go through the process of becoming “product” experts, with the hope that the expertise they gain will propel them to sales success.

Unwittingly, they promote and fund a process that ends up creating “non supportive beliefs” in the minds of their sales people that can actually inhibit their success and lose them both sales revenue and profit margins. Those beliefs include the following:

Disseminating product knowledge to my prospect will build my credibility and make sales.

In order for the prospect to understand the value of my offer I must educate them.

Unfortunately, we have found this type of thinking, or “non supportive beliefs”, end up creating very difficult selling problems. Once we understand the problems these non supportive beliefs create we can begin to change both our thinking and behavior that will lead us to greater success in sales.

Although being credible to your prospect is important , we believe that having them trust you to provide a solution that will limit the risk they take in making a decision to buy from you is much more important. The way you build that trust is by demonstrating to your prospect, through a complete understanding of their problems, that you reduce the chance of making a mistake in the recommendation you make.

Logically, to gain an understanding of what your prospect needs, would require us to ask questions. Through your questions, you gain a greater understanding of their situation and thereby lower the risk of making a recommendation that is inconsistent with what they need. Asking questions about typical problems and understanding the impact they have on your prospect is much more important than giving out information.

Also, we have found that educating your prospect about your value allows them to use your information and recommendations as a way to “shop” you against the competition, frequently building RFP’s and RFQ’s around the unique value you have educated them about. This “shopping” model allows them to get competitive bids built around your recommendations that literally extinguish your value and end up creating sameness. This “free consulting” is particularly frustrating and damaging to our technology and intangible service customers.

Educating your prospect may make you feel good but it will end up being your downfall. It’s a dead end street that will force you to define your difference by a low price!

By now, you have probably heard about “The Secret.”  Oprah Winfrey and Larry King have interviewed the people who contributed to the creation of “The Secret” DVD and book.

So if you do not know what “The Secret” is, I am going to tell you.  “The Secret” is the “Law of Attraction.”  This means that everything that happens to you, good or bad, occurs because you have attracted it by your thoughts.  In other words, you will attract what you think about most.  For example, if you think that you are going to fail at something, you most certainly will.  These thoughts also cause our feelings.  So if we think negatively, we will also feel this way.  This attracts more negative experiences and more negative people into our lives.  But if we feel good, we will attract more things that make us feel good.  Therefore, whatever you are thinking and feeling today, is creating your current and future situations.  Unfortunately, what most people do not realize is that what they are thinking about most is what they do not want.

Now, you may be asking yourself what this has to do with your life.  The answer is that it allows you to control your life’s destiny, rather than life’s events controlling you.  So if your goal is to be a work-at-home mom, there is a way to do this.   Instead of thinking that you have to go to a job that you do not like, begin to think about what you do want.  Stop focusing on what you don’t want.  Then, believe that what you want has already come to pass, even if you do not yet know HOW it will.  Then imagine how it would feel to be a successful work-at-home mom. Focus on the feeling of walking away from your job and what it would feel like to attend your daughter’s first day of preschool, for example.

Another important concept is that you need to take on an “attitude of gratitude,” in being grateful for all that you already have.  Until this occurs, the creators of “The Secret” say that nothing new can come into your life.  You need to see your past as a positive experience of things learned, before you can move on to fulfilling your goals and dreams.  This is especially true if you have tried other work-from-home endeavors that were not successful.

As quoted by James Ray when interviewed by Oprah Winfrey, “Success is when you’re living the gifts and talents within yourself.”

In summary, success is not for the elite.  It’s for everyone.  And if your dream is to work from home, you can do it too by applying the principles from “The Secret.”