I have never run a marathon, but I know many who have, including my daughter, who has run two.  Preparation in the weeks leading up to a race is grueling.  Running 100 miles in a week is common.  In order to ensure some level of success (i.e. finishing), one must do what’s necessary to prepare.  Selling, especially in the printing and mailing industry, is no different.

Mental fitness in sales starts with a realistic goal, preparation, and perseverance.  You have to believe in your company, its products, and most importantly, yourself.  When you have a goal, make it specific to each prospect.  The goal should be simple enough in your mind that the process and actions you will take are clear.  Winning a prospect’s business is a goal, but not very specific.  Showing a prospect how your product will improve efficiencies in the pressroom, or mailroom, is a goal that has defined actions that should ultimately win the business.

Preparation involves determining what is important to the prospect in the first place.  Successful selling involves problem solving or helping a prospect achieve their goals.  It requires knowledge of the prospect’s unique situation and the ability to determine how your products or services add “meaningful value.”  I define meaningful value as what it takes to win the business.  As a sales rep, you want to discover a customer or prospect’s perception of meaningful value.  If you don’t, you are just shooting darts blindfolded. 

Perseverance is the mental part of selling.  Keeping focused on the problem solving or prospect’s goal is required.  It is easy to be distracted by price conversations and discussions about what you can do before you have discovered the meaningful value needed by the prospect.  This will lead to frustration.  If you’re not there yet, the prospect won’t buy.  Many sales people find themselves in this continual loop, and fail to understand why the prospect is not buying. 

Make your goals simple and specific.  Prepare a plan to find the prospect’s trigger—their perception of meaningful value.  Stick to your plan.  Make this your fitness regimen and you will be mentally fit for success.