Sales Training: The Four Benefits of Waiting

Ketchup

by Tom Parsons – January 2015

Heinz had a commercial with a slogan when I was young, “The best things come to those that wait.” The guy whose friends ditched him because he was waiting on the ketchup to come out of the bottle ended up on a date while the others twiddled their thumbs.

In many years in the the advertising sales business, I have learned the truth of this saying. No doubt, many of us with the benefit of hindsight have found value in waiting. Besides asking us not to wear some of the things we wore, here are 4 truths about waiting we would say if we could go back to give a talk to our former selves.

Waiting builds STRENGTH

The good news for most of us is that life isn’t hard at all times. While we wait for a break, the level of strength goes up during difficult times as we work through struggles. When you have a bad sales month, if you are ambitious, the acumen rises as you increase self-discipline. When you have a baby and are tired, your mind will try to convince you that you have been up all night changing diapers and feeding for 18 years. Your strength will build if you can fight off these kind of lies. Waiting for good things makes you strong in the process.

Waiting offers PERSPECTIVE

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]It’s only through the exercise of patience that we truly understand and appreciate the full value of the payoff at the end.

~ Bill Guertin, 800PoundGorilla  [/dropshadowbox]How many times in your life did you want something badly only to move on to a different passion or interest while you waited for it? There are going to be more times like this. While you wait you can determine whether your commitment is deep. Your managers will do this with you from time to time. They’ll want both of you to come to a realization that something mattered to you. Allow the wait to offer perspective both inwardly and outwardly.

Waiting deepens DETERMINATION

Once you gain the perspective that the thing you are waiting for actually matters very deeply to you, the drive and determination to get it becomes a juggernaut. When it’s you against the world and achievement is your only option, you’ll likely perform above your usual potential. Coaches tell me that talent doesn’t separate top athletes from the rest–it’s the depth of determination.

Waiting stores ENERGY

Before Jesus ascended into heaven, he made several promises and indications to his disciples about His future plans. While waiting for the go-ahead, Peter decided to go back to the family business of fishing. Many of you are just itching to get out there and sell something or improve the value of a sales team. You may even know exactly where you are going and just can’t wait to get there. Let this time be one of refreshing yourself for the tasks to come. Enjoy the last of this season before taking on the world.

A final word…

Weaved into each point is attitude. Waiting will only frustrate you if you allow your attitude to be influenced by petty problems. Your attitude must be at a high level if you are going to use waiting to your advantage.


 

Cover photo courtesy of Philip at HalifaxLight.

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