Half Of B2B Lead Generation Success Is 90% Mental

Are you or your sales team setting B2B sales appointments?

Getting your mindset right gets you most of the way there before you make a call, write a script, or leave a voicemail.

An effective sales leader, or a top 10% sales rep, sees the big picture and understands the key drivers of what will get them the results they seek.

As that business sage, Yogi Berra said, “Half of success is 90% mental.”

Top producers are better at focusing on the few key issues that will most impact sales success. They prioritize them and know how they work.

Sales superstars tune out all the noise, interruptions, “good ideas,” and strategies of the month.

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Not so easy to do when there is an endless stream of “better” ideas and strategies coming at you full throttle endlessly. It’s a stream of constant “busyness” which lulls people into thinking they are doing something meaningful and are on the right path.

“Busyness” has no rational relationship to sales success, and in fact, “busyness” is what keeps you from seeing the forest from the trees.
Without a true sense of what matters most, we default to reactionary mode and doing what most do, or is popular at the moment, which at best guarantees you short-lived mediocrity.

B2B lead generation strategies of the month keep coming

Prioritizing a proper mindset and understanding of marketing and sales is more beneficial than relying on binders of scenarios.
Without an understanding of “why,” people don’t implement consistently, even if it is painfully obvious that it is the right thing to do.

Do you know what you don’t know about lead generation?

It is important to “know what you don’t know.” Many times reps, sales management, and call teams find themselves with a non-performing or under-performing program and are unable to move it forward despite their best efforts.

So they call in someone with the experience to evaluate, correctly diagnose the situation and offer advice. So far, so good. But there is a problem.

“Change” Is The Problem. Not What To Do.

Change is always a challenge. But without the proper mindset and knowledge, change is the equivalent of climbing Mt. Everest.

When leaders have the right mindset and perspective, when faced with the right recommendations for change, their response is “I get it,” “Of course” or “Now I understand why we were working so hard and getting nowhere.”

With the right knowledge, the right things to do are recognized and acted upon.
But, what happens when the management of an underperforming team is presented with change recommendations, and they don’t have the right mindset or don’t know what they don’t know?

Even when faced with a no-brainer, painfully obvious, only a knucklehead would not do these things types of decisions; they freeze because they are not familiar enough with the principles in play. So they freeze.

Giving Up Too Early Derails You Without The Proper Mindset

Even when you start to do the right things for sales and marketing success, if your head is not in the right place, you are going to give up too early on behaviors that will lead to success.

Why? You are unsure you are on the right path, so you give up, even when you are doing the right things. I see this all the time. Teams that were so close to turning things around and then they just drive off the road. Or, they do the right things and win more often,  but drift away from those things over time as they don’t have firm enough convictions about what works.

Half Of b2BLead Generation Success Is 90% Mental

You need to have the right mentality and mindset to even have a shot at success when today’s infinity pool of “better ideas” keeps coming at you.

Without the right mindset and knowledge, you will become too focused on outcomes and neglect the behaviors and steps that lead to those outcomes.

Don’t overreact to what (mediocre) performers and most others think.

You won’t learn from mistakes and efforts that don’t quite work and keep going in the right direction. You will find it easier to give up rather than modify something that would work if you gave it enough time. (

I always found it curious that people have plenty of time for rework, do-overs and to keep getting distracted by flavor-of-the-month ideas from the infinity pool of idiocy, rather than just do it right the first time or giving a better idea time to work.)

Get your head in the right place, understand, truly understand and be able to identify the key drivers of sales and marketing success, and you will have the right mindset to make the right decisions on all the details and stick to a plan that will get where you want to go.

PS: My personal “Go To’s” to keep the right mindset are 1) Managing Major Sales by Neil Rackham and 2) Direct Marketing by Edward Nash. The Rackham book is the best “big picture” view I have seen on what factors most impact multi-step process sales results. And the Nash book is just a classic of understanding direct response. This book was pre-internet but don’t discount it. Once you understand what he is talking about you will know more about how to get results in todays digital age.