Why motivation is overrated in sales
As we kick off a new fiscal year, the pressure to hit the ground running is real. Every sales professional shares the same goal: exceed quota. So why do only some reps achieve it year after year?
The answer isn't found in loftier goals or more motivation.
It's found in systems. James Clear's Atomic Habits has sold over 20 million copies for good reason. The premise is simple and powerful. Small, consistent behaviors compound over time to create remarkable results. Systems matter more than goals.
Let’s break this down into three lessons you can apply immediately.
1) Get clear on the goal and the path to get there
Everyone has the same headline goal. Exceed quota. Go to club. Get promoted.
Goals do not differentiate you. Systems do.
Instead of asking “What is my number?” ask, “Who is the type of person that achieves this?”
Think about the reps who make President's Club year after year. What are their daily habits? How do they spend their time? Who do they surround themselves with? The answers to these questions reveal the systems they've built.
That is identity-based thinking. You stop chasing a number and start building the habits of the person who hits it.
Here's two harsh truths:
What you spend your time on is an indication of your priorities. Are you spending 30 minutes a day messaging back and forth on Slack about something insignificant? Or are you focused on getting 1% better at discovery calls? Whatever you repeat, you reinforce. Be very mindful of what you're repeating and focusing on. Time allocation reveals priorities.
The people you spend your time with can lift you up (or drag you down). Find peers who exhibit your desired behaviours. You'll soak up big and little habits from these people without even realizing it. For example, if you want to lose weight, hang out with friends who exercise and will join you for a run. Not the friends who will tempt you to skip the workout and eat bon bons on the couch with them.
2) The secret to motivation
Motivation fluctuates. It rises after a big win. It disappears after a tough call. If you rely on it to take action, you'll be inconsistent.
We need to break down goals into very small, highly achievable steps that are so easy to do that you'll do them even when motivation is low.
Instead of asking, “What can I do on my best day?” ask, “What can I do even on my worst day?”
Motivation follows action. It rarely precedes it. Momentum is key.
Clear says “Reduce the scope, but stick to the schedule.”
Can't make 50 calls? Make 1 call daily before you allow yourself to check email. If you cannot run an entire coaching session, ask one powerful coaching question at every 1:1. The habit stays alive, even in reduced form.
Show up even if you don't have the time, energy, or capacity. Don't throw up a zero. The days you don't feel like showing up are the days that separate top performers from everyone else.
3) Build good habits using the four-step framework
Clear outlines four steps to build habits that stick:
Make it obvious.
Make it attractive.
Make it easy.
Make it satisfying.
Let me walk you through a real example from my time as an AE. I knew I needed to get into the market to see customers and build pipeline. Here's how I applied the framework:
Make it Obvious (Cue): I blocked the first week of every month for a trip to Kansas. It was on my calendar. It was consistent. There was no decision to make.
Make it Attractive (Craving): I planned a nice dinner or event with customers each trip. It wasn't just work; it was something I looked forward to. I reframed the travel as an opportunity, not a burden.
Make it Easy (Response): My goal was to meet with just two customers each trip. A coffee chat counted. It was very attainable. Because my schedule was consistent, my BDR used it as a compelling event to call customers and book meetings.
Make it Satisfying (Reward): I tracked my in-person meetings and, specifically, how much pipeline I was creating by being in person. Seeing that progress made me want to keep the habit going.
Goals are what you want to achieve. Systems are the daily habits that get you there. As James Clear says, "You do not rise to the level of your goals. You fall to the level of your systems."
This year, don't just set bigger goals. Build better systems. Focus on:
1. Getting clear on your goal and the path to get there. Who do you need to become? What are their daily habits?
2. Understanding the secret to motivation. Reduce the scope, stick to the schedule. Motivation comes after action.
3. Building good habits. Make it obvious, make it attractive, make it easy, make it satisfying.
Win enough days and you win the year (and your ticket to Club).