MINDSET EXERCISE


Creating Customer Value Through a Healthy Mindset


BY HENRY CANADAY


Creating value for customers is a bit like sports teams creating value for fans. High-performing athletes rely on grueling training and practice to keep them physically fit. But they also need mental fitness, as Alex Auerbach – director of wellness and sport development for the National Basketball Association’s Toronto Raptors – told attendees at the recent Sales 3.0 Conference.


Like professional athletes, salespeople must perform at high levels and be resilient under constant adversity – and they must sustain both qualities over the long term. These rules go double for sales managers and sales leaders. Leaders must constantly communicate a healthy optimism to their reps and model the right behaviors. Such a commitment requires the high energy that comes with a focused and healthy mindset. It comes down to this: If you want to create value


for your customers, you need to take a closer look at yourself. Ask yourself, “Have I developed a value mindset?” What values do you pursue to make both your own


life and the lives of other people more valuable? It may sound abstract at first, but this preliminary exercise is fundamental to value creation. Because, at the end of the day, the value you are able to create for customers will be impacted by your own mindset.


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ALEX AUERBACH DIRECTOR OF WELLNESS AND SPORT DEVELOPMENT TORONTO RAPTORS


Bottom line: When salespeople focus more time on cultivating a value mindset, they dramatically improve their ability to sell value.


CREATING A HEALTHY MINDSET Mindset is the foundation of our ability to bounce back. Auerbach sees that in his players, who must constantly deal with obstacles: missed shots, stolen balls, and such. Sales reps must bounce back as well, from rejections and unreturned calls. Sales managers deal with the frustrations of poorly performing reps, and sales leaders with bids lost to competitors. One key to developing a healthy mindset is social support. We are all partly a product of those


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