I was driving to a meeting when I became frustrated with the car in front of me.  The driver was traveling much too slowly and, despite the fact that I had plenty of time to get to my meeting, I could feel the developing anxiety.  As I thought about the irony of not being late, yet feeling anxious anyway, my thoughts turned to selling.

In a sales call, no matter how slowly it may be going or how difficult a prospective client may be, I have the patience of a saint.  If I were to experience the same impatience because a meeting was moving too slowly, as I do with slow-moving traffic, I would rush to the end, leaving my potential client behind, and those meetings would end very poorly for me.  

In order to create urgency and accelerate the sales process, your salespeople actually must slow down their meetings.  Instead though, in much the same way that I rush to get to my next meeting, they rush to the presentation or demo.  To make matters worse, your prospects want your salespeople to present and conduct demos.  They want prices and proposals and your salespeople are too willing to oblige. 

When you and your salespeople begin to develop a better understanding of what consultative selling entails and the related business conversations that go with that approach, they often have the same urge to move the meeting along.  It's similar to when I'm trying to run to my next meeting.

The patience that's so elusive to me on the road (but so easy for me in a sales call, consultation, coaching call or training session) is exactly what your salespeople must develop to be effective in differentiating your company on every sales call.