Good morning! It was another great day for the US Women’s National Team (USWNT) at the 2019 Women’s World Cup. In Paris yesterday, they defeated the side from Chile, 3-0. With this win, the US has guaranteed its passage into the knockout rounds of the competition.In keeping with the soccer theme of today’s email, I recently read a profile of Tobin Heath, one of the stars of the USWNT.A couple lines from the story talked about the work Heath does to develop the next generation of soccer players in the US.“...it drives (Heath) crazy when she sees young players robotically dribbling around cones in specialized individual training. It drives her crazy to see them doing what they're told without knowing or thinking about why they do it.”This is exactly how I feel about the way that most sellers are trained.It’s heavy on process, scripts and role plays that are long on technique but short on context. An unfortunate triumph of the robotic “how” over the knowing “why.”This is a huge problem. It’s only when sellers understand the “why” that they really learn how to sell.And, you don’t know how to consistently win if you don’t understand how to sell."It makes no sense to (Heath) to teach someone how to win before she understands how to play.”The same is true in sales.Your win rates are low because you don’t understand how to sell.It’s not enough to follow your process and utilize your scripts.You have to know why certain skills, behaviors and techniques work. And the context and situations in which they are successful. Only then can you really learn how to win.The most common comment I hear from new members of the Sales House team is “I’ve had sales training. But I’m still not confident what to do when I’m in front of the the buyer.”It doesn’t need to be this way for you.You don’t have to learn alone. Or sell alone.Come join The Sales House team. You’ll find courses, live coaching and real-time community support for sellers who want to learn those things that make the critical difference between winning and coming in 2nd.

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