You’ve probably seen the TED talk with Simon Sinek on the Golden Circle.
He discusses the fact that all of our businesses have an outer circle of “what” (what do we sell or do), the mid circle, which is the “how” (how do we do what we do and is it distinguishable from anybody else who does what we do), and an inner circle is the “why” (what is our purpose for being in business, what attracted us to this business in first place, why are we so passionate about our work).
Simon’s premise is that our customers buy the why we do what we do just as much as they by the how or the what. And yet, most of the time the why is the last thing we talk about with our customers or prospects.
I believe there are three reasons you should get very clear about the why in your business.
1. It helps you with your own motivation.
It’s hard to get up every day and do what we all do without the why behind our actions. And I think it’s better if the why is about the customer and their business and the work that you do rather than just the income you make.
In other words,”I get up every morning to do what I do so my kids can go to college” is really not relevant to your prospect.
2. The thinking through of “why “do you do what you do will help you communicate your value in a better way.
It will set your inner game right so that you’re not as vulnerable in tough, tight situations. My sense is that if we operated on a belief of a “solid why” then we’re not as apt to deviate from our process and take some of the crap we take in the market. We will hold firm on our process and our price.
3. Because customers DO want to know it.
They probably won’t ask you in your first meeting, ‘Hey, I’m curious. Why are you in this business?’ But when they hear the real reason why you do what you do, there is an immediate bond and connection that helps them understand the under-riding premise of your personal value.
Example: My “Why”
The reason I do what I do is because I was a struggling sales person who had no training when I was thrown to the wolves at 24 years old. I remember how that felt. I remember the anxiety. I remember the medications that I used to take just to get through the day. I remember, like it was yesterday, the feeling in the pit of my stomach when I had to negotiate a deal — I put so much pressure on myself to win everything at all costs.
Very few will admit that they feel the same way but I know they do. So my mission is to create content in training and development that allows you to go through your sales life happy, joyous and free and not experience the inner turmoil that I did. I don’t wish that on anyone.
Now, when you read that you may not be attracted to that why at all. It may, in fact, turn you off. You may run really fast from me.
But, if I’ve hit a chord with you, then my why for being in the business can be very attractive to you.