The Sales Manager's Guide to Setting Powerful Expectations

Success in sales often hinges on more than just product knowledge, communication skills, or closing techniques. A factor that significantly influences sales outcomes, yet is often underestimated, is the power of self-limiting beliefs. These mental barriers, whether conscious or subconscious, can shape not just an individual's performance but also the trajectory of their entire career.

The Pygmalion Effect and the Power of Expectations

I was recently reminded of a powerful illustration of the impact of expectations in the form of the well-known 1968 study by Robert Rosenthal and Lenore Jacobson, titled 'Pygmalion in the Classroom.' This research explored the influence of teacher expectations on student performance.

In the study, researchers informed teachers at an elementary school in California that a new standardised test had identified students with exceptional potential for intellectual growth. These children were expected to “bloom” academically and as predicted, over the next school year, the designated students excelled. It wasn’t until the end of the school year that the teachers were told the truth; the test results had been randomly assigned and were not based on actual ability at all.  It was the teachers’ belief in their students’ potential, not the students’ innate abilities that drove them to achieve.

This fascinating experiment highlights the powerful influence of expectations. When teachers held higher expectations for students, they unknowingly provided them with more positive interactions, support, and opportunities for learning. This, in turn, fostered student motivation, engagement, and ultimately, growth.

The profound lesson from this experiment is clear: expectations and limiting beliefs can either nurture potential or stifle growth, which brings us to an intriguing question—what is the impact of expecting less from people based on past behaviour, and what could be the possibilities if we expect more from them?

The Pygmalion Effect in Sales

This study holds tremendous relevance for sales managers. Just as teachers influence student performance through their expectations, sales managers have the power to significantly impact their team members' performance and motivation through the expectations they set.

Here’s an example. David, a seasoned sales representative, has recently hit a plateau in his performance. His manager, Richard, becomes frustrated and publicly criticises him in front of his colleagues, comparing him to other top performers. Instead of offering specific guidance, Richard resorts to negative and unhelpful comments. He sets overly ambitious goals for David without providing any additional support or resources, setting him up for failure. He also fails to acknowledge David's small improvements, further discouraging him. Feeling demoralised and undervalued, David loses motivation and his performance further declines. He may even consider leaving the company.

As a comparison, Sarah, a new sales representative, is struggling to meet her quota. Her manager, Gillian, recognises her potential but also her initial discomfort with cold calling. Instead of focusing on her past performance or comparing her to others, Gillian takes the following steps:

1. She sits down with Sarah to understand her strengths and identifies areas where she excels, such as building rapport with clients.
2. She sets smaller, achievable goals for Sarah, gradually increasing the call volume and complexity as she gains confidence.
3. Gillian schedules regular coaching sessions to offer specific feedback on Sarah’s calls and role-plays different scenarios to help her improve her technique.
4. She acknowledges and celebrates Sarah's progress, no matter how small, emphasising her improvement and effort.

Through Gillian’s positive expectations and support, Sarah feels encouraged and empowered. She gains confidence in her abilities, exceeding her initial goals and becoming a valuable asset to the team.

 

How to Cultivate the Pygmalion Effect in Your Sales Team

Focus on Potential, not Past Performance:

While past performance is valuable for feedback and development, don't let it define someone's future potential. Look beyond past shortcomings and focus on the individual's strengths and potential for growth.

Set Clear, Ambitious Goals (but Achievable): 

Challenge your team members with ambitious goals that stretch them outside their comfort zone, but ensure these goals are achievable with proper support and resources. This helps build confidence and fosters a growth mindset.

Provide Consistent Feedback and Coaching:

Offer regular, constructive feedback that focuses on both successes and areas for improvement. Be specific and actionable in your feedback, and ensure you provide ongoing coaching and support to help your team members reach their full potential.

Celebrate Achievements, Big and Small: 

Recognise and celebrate individual and team achievements, big and small. This reinforces positive behaviour, boosts morale, and motivates individuals to strive for continued success.

Create a Culture of Growth and Learning: 

Foster a team environment that values continuous learning and development. Encourage your team members to participate in training programs, attend industry events, and share best practices with each other.

Empowering your sales team starts with recognising the power of your expectations. By applying the principles outlined above, you can create a positive and growth-oriented environment that fosters individual growth and ultimately drives higher sales performance.

Need help to unlock the full potential of your team? Contact us today to discuss customised coaching and development programs designed to empower your sales managers and elevate your entire team to the next level of performance.