Sales Moves

What drives you into the sale — and drives you out with the order?

December 16, 2016
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Got a company mission statement? “Yes, Jeffrey. We do.” Really? Can you recite two words of it? “Uh, no.”

How come? Dude, it’s your mission. It’s what is supposed to drive you into the sale — and, create an atmosphere of success.

The reason you’re not following your company’s mission statement is because you had nothing to do with its preparation. It’s some bull about being the No. 1 company, global positioning to be the best, exceeding customer’s expectations and building shareholder value.

It’s a mission statement you’ve seen 500 times, but you can’t recite one line of it. Pretty pathetic, huh? The reason you can’t relate to it is that you don’t relate to it. And it has jack to do with making a sale.

So here’s my challenge — my sales challenge — to you, my sales friend: Make your own mission statement — a sales mission statement.

A sales mission statement is your affirmation, philosophy and purpose rolled into one. It’s your personal challenge to yourself and what you seek to do each time you try for a sale. It’s an opportunity to bring your goals into focus and transfer your ideals into the real world. It is your success plan. And you have a built-in outcome: Make the sale!

Here are the ground rules and the format for your sales mission:

Say who and what you’re dedicated to. Are you dedicated to your profession, your customers, your success, your business?

Define yourself. What kind of a person are you, what do you do, what is your character?

Define your service to others. Where do you specialize, where is your expertise, who do you serve, how do you help them?

Affirm you will strive to get better, do new things and help others. What do you want your customers to achieve, what do you want to achieve?

Tell how it will get done. How will you employ your enthusiasm, your attitude, your best efforts?

State the outcome as though it already has taken place. Affirm what will happen and how it will lead to other positive actions.

Use your goals and visions to define your mission:

• The examples you seek to set.

• The ideals by which you live or seek to live.

• The goals you set out to accomplish at each sales opportunity.

• The affirmations you can use every day to make you a better person.

Here are some words that will help you define your mission: will, dedication, persistence, honest, ethical, positive, enthusiastic, fun, learn new things, listen, help, provide, encourage, memorable, value, loyal.

Major clue: It’s your sales mission. Get the sale and all the trimmings.

It’s your purpose for walking in the prospective customer’s door. It’s your purpose while you’re in the sales presentation. And it’s your purpose when you’re walking out the door with the order. It should be your objective and your philosophy all rolled into one.

Looking for what to say in your sales mission statement? Do you think it’s about making lots of money? Or do you believe it’s about the value you provide?

Here’s the mission statement I use: Make an ethical sale that’s so value-packed and memorable, the customer is compelled to buy again, give a testimonial and tell everyone else how great I am.

The process takes time. Write a first draft. Let it sit for a few days. Reread it slowly and make changes you feel better express your true feelings. Describe the things you think you are, and the things you seek to accomplish or become.

Don't be afraid or embarrassed to flatter yourself. You're writing this for yourself, not others. Affirm everything you think you are or want to become. Do it with a sense of pride and a spirit of adventure.

Ask your mentor(s) and associates for help. If they offer constructive criticism, thank them. If they tell you, “You're crazy,” you’re on the right path. Stay on it.

As salespeople and business leaders, we each have a responsibility to do our best. By writing a mission statement, you have affirmed that responsibility. Carry it with you mentally wherever you go. It is your mission.

I urge you to write yours. It builds your character at the same time it lays it bare. It serves as a beacon of light in the fog of life. It is a path to take that you build on every day.

If your sales mission statement is deep and honest, then your sales results will be incredible based on your integrity, not based on your sales skills.

Not to say sales skills aren’t a necessary part of the equation, but I would rather have a sales mission statement than a closing technique when I am battling a competitor or trying to capture an order.

Post yours on the wall where you can see it every day. Sign it in big bold Sharpie pen.

Live it every day. You’re certain to make more sales as a result. It is your mission.

Editor’s note: Jeffrey Gitomer is on sabbatical. This column originally appeared in the Nov. 2, 2015, Business Journal.

Jeffrey Gitomer is the author of 12 bestselling books. His real-world ideas also are available as online courses at For information about training and seminars, visit or, or email Jeffrey at

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