Companies need a vision, individuals need a vision, and customers need a vision. Because without a vision how do you know where you’re going and therefore what you need to do to get there?

Most companies have a Vision Statement which should clearly define to their employees, customers, and investors where they want to go and what they want to achieve. The company Vision Statement is what most people think of when they think of Vision in business. However, as sales professionals we also need to make sure we have a vision.

Vision Precedes Success

First, we need to have a vision for ourselves. Where do we want to be in 5, 10, 20 years? What do you want to achieve in your career? Some of the most successful sales professionals I work with know what they are striving for and where they want to go. They even give themselves helpful reminders like posting up a picture of a yacht, a big house, their family or writing themselves a check for $1M they will eventually cash. Professional athletes often have visions too. They envision the ball going through the hoop before they shoot, or into the hole before they putt. Many of them see themselves winning the Championship before they are even close to it. This vision is what drives them to be successful.

Vision Equals Power

If you’ve ever read the book “Think and Grow Rich” it is about the secret to success and how all super successful people share one common trait. The book makes you try to figure it out but let me save you some time. They all set their sights on something they want to achieve (their vision) and don’t let anything get in their way. Vision is a powerful thing for us as individuals.

Vision is Client Success

We also need to understand what the client’s vision is. And, if they don’t have one, we need to help them create one. Too often we get caught up telling our customer about all the speeds and feeds associated with our products or services and we get “caught in the weeds.” Before we know it we’ve bored the client to death and done nothing to get them excited about what we truly have to offer them. The next time you’re working through the sales process with a potential customer don’t just tell them what your solution can do, make them envision themselves using it and how much better their lives will be once it’s implemented. Once you have that vision then start working backwards to figure out how you plan on getting them there.

Leaders have vision. Be a leader. Make it happen!