Sales Training Weekly: Start with WHY

In the world of sales, many professionals find themselves caught in a repetitive cycle: chasing monthly targets, barely wrapping up one quarter before diving into the next. Over time, this relentless pace leads to a sense of fatigue, disconnection, and dwindling motivation. Not because they aren’t working hard — but because they’ve forgotten their original “why.”

Rediscovering Your Purpose: Why “Why” Matters Most

Do you still remember why you chose a career in sales? Why your company exists? Why you believe in recommending your product to clients?

Simon Sinek’s bestselling book “Start with Why” introduces the Golden Circle concept — a framework that deeply resonated with me. It argues that true influence begins from the inside out: start with Why, then move to How, and finally What. Only when you clearly articulate your “why” can you inspire others who share your vision to join you.

I previously worked at a dental device company with the vision, “Transforming lives through better smiles.” This wasn’t just a slogan on the wall — it was a belief embedded in every team member, from sales to clinical to operations. Everyone showed up each day with the shared mission of bringing beautiful smiles to more people.

There was a time when a doctor urgently requested to use our product for a patient. While the sales team was eager to say yes for the sake of business, our clinical team insisted that the doctor complete the required training first. This ensured the treatment would be delivered safely, effectively, and with the intended result. The tension between departments was understandable — but because we all shared the same “why” — the patient’s smile — we always managed to reach alignment. That’s the power of purpose. That’s what keeps a team moving forward, even through disagreement.

When Customers Hesitate — Are You Really Ready?

We’ve all heard it: “Let me think about it.” But the real question is — do you know why they’re hesitating?

Unfortunately, many sales professionals are quick to shift the blame to customers, labelling them indecisive or uncommitted. But more often than not, the hesitation stems from the salesperson’s own lack of preparation:

• Did you uncover the customer’s true motivation?
• Did you verify if they are the actual decision-maker?
• Did you earn their trust?
• Or — do they simply not like you?

Every moment of hesitation contains insights into how the sales process can be improved. These are opportunities to reflect, not deflect.

Preparation Builds Trust

If you want to avoid hearing “I need to think about it,” take control of the sales process. Ask yourself if you’ve thoroughly addressed the following:

1. Are you offering a solution that genuinely benefits the customer?
2. Did you ask insightful questions to uncover urgency and motivation?
3. Have you built a rapport based on trust and authenticity?
4. Can you clearly differentiate your solution from competitors’?
5. Do you understand the customer’s past experience and pain points?
6. Are you clear on the customer’s expectations for success?

If these boxes are checked, your client will naturally sense your professionalism and sincerity. The trust that results is built on understanding and respect — not pressure. It also minimises objections and builds confidence in the decision-making process.

Recommendations Come from Trust and Shared Beliefs

Customers who actively recommend you don’t do it just because your price is lower or your promotion is better. They do it because they believe in your “Why.” They’ve experienced your passion, your commitment to their needs, and your consistent delivery on what matters.

Ultimately, it’s not what you do that drives recommendation. It’s why you do it.

So, if you’re hoping to earn your customers’ trust — and their referral — start by asking yourself a simple question: Do you still remember your Why?

16/6/2025–22/6/2025