The four stages of competence have been referenced to Abraham Maslow, but the real creator actually came from Gordon Training International. We are going to look at the four types of competence, with an example, and then use it to understand that this is also is a formula for learning a skill.
More specifically, we're going to examine the skill of selling.
More specifically, we're going to examine the skill of selling.
Yes, selling is a skill.
Many will have you believe otherwise. Many will have you believe that being good at selling is strictly based on talent alone. They will tell you that you either have it or you don't. I am here to tell you that just like the ability to type, read, write, ride a bike and speak, selling is a learned skill.
Stage One: Unconscious Incompetence
This is when you don't understand or know how to do something and you're also completely unaware that you don't know how to do something. You may even deny or show disdain for the need of the skill.
You must first recognize that you are unaware and that you have a level of incompetence. Then you need to see the value of the new skill, before continuing to the next level of learning. This can, for many take a good amount of time and to the degree someone stays in this stage will determine how fast they develop in that skill.
Looking at sales, there are many that believe that there is no need to train and perfect themselves as sales professionals. They get by on winging it and making it up as they go along.
As a sales person, you will want to understand where you are at with your selling skills so you can perfect your craft in the same vein as an actor learns his lines and a basketball player learns how to shoot a basket from the 3 point line. It takes practice, study and attention.
The challenge is, how do you know what you don't know as a sales person?
Experience does not indicate proficiency. You must constantly challenge yourself and be open to growth. Are you growing as a sales person? You're time in sales should look like a well performing stock chart. Ups and Downs, yes, but always trending upwards. If you're the same consistently, that's not a good thing. What else has a flat line?
Stage One: Unconscious Incompetence
This is when you don't understand or know how to do something and you're also completely unaware that you don't know how to do something. You may even deny or show disdain for the need of the skill.
You must first recognize that you are unaware and that you have a level of incompetence. Then you need to see the value of the new skill, before continuing to the next level of learning. This can, for many take a good amount of time and to the degree someone stays in this stage will determine how fast they develop in that skill.
Looking at sales, there are many that believe that there is no need to train and perfect themselves as sales professionals. They get by on winging it and making it up as they go along.
As a sales person, you will want to understand where you are at with your selling skills so you can perfect your craft in the same vein as an actor learns his lines and a basketball player learns how to shoot a basket from the 3 point line. It takes practice, study and attention.
The challenge is, how do you know what you don't know as a sales person?
Experience does not indicate proficiency. You must constantly challenge yourself and be open to growth. Are you growing as a sales person? You're time in sales should look like a well performing stock chart. Ups and Downs, yes, but always trending upwards. If you're the same consistently, that's not a good thing. What else has a flat line?
Start debriefing your missed opportunities and keep a list. Why didn't that deal close? What can I do differently next time?
Stage Two: Conscious Incompetence
Once you've established that you don't know something, you're on the right track to recovery. Even though you do not understand or have the knowledge of how to do something (sell), you now realize that there is something missing. You also come to the conclusion that knowing how to do something has a specific value to you and your life and that it very well makes sense to get this handled.
For example, as a sales person, how often do you hear, "Let me think it over..." Probably everyday, right? If you're still in Unconscious Incompetence you'll accept that answer and move on to another customer. However, once you've heard that one several times and observe other sales people closing more deals than you, maybe you start to wonder if there's a better way to go.
You can't handle this objection or stall yet, you are simply now aware that something must be done. You will then start experimenting (research and training) with different ways to handle it which will lead to you making a few mistakes. Yet, if you commit to learning from the mistakes, it will reduce the cost of the experience significantly.
Stage Three: Conscious Competence
With the right amount of relevant training and experience you then reach the level of Conscious Competence. You now know how to do something. In this case, it's how to handle, "let me think it over." You understand that there may be some unspoken objection that the client doesn't know how to communicate with you and you have the ability now to figure it out by asking the right questions. At this level, you know what those questions are yet you tend to more often than not fall victim to emotion and nerves. You still have to think about what you're doing. You have to remind yourself what's happening and what to do next.
You are, however one step away from mastery. That's the good news!
Stage Four: Unconscious Competence
If you continue on with your training and have had enough practice, you will reach the final level of Unconscious Competence. This is where you don't have to think about something, rather you just do it. Consider driving to work in the morning. Do you need to think about putting the key in the ignition, putting the car in reverse, backing out of the driveway, etc? No, not anymore. You want to be in this same place as a sales person. You want to be able to handle objections and ask questions like they're second nature to you and selling seems easy.
Many sales people, even ones that have been selling for years, unfortunately can get stuck at a level below unconscious competence and are comfortable getting by with what they have. They rely on it being a "numbers game." Others will try to convince themselves and others in earshot that this is the best it's going to get and that there's only so much you can do. Many find themselves with an ego larger than their closing ratio and that is an expensive self imposed curse.
Question: Are you operating at your highest potential?
If the answer is no, then that brings you to at least conscious incompetence and that means you can change. You have the ability to be at cause for your life, career and circumstances. By making the commitment you make as a professional. To make sure you bring the best you you got to the table. If you look at a professional athlete, soldier or actor, what is the one thing they all have in common? They hone their craft and they practice it daily. All elite performers in any field practice and train daily.
As a professional sales person, you need to get to that level of unconscious competence where you function at the highest level possible. You need to make sure that your attitude is right, that you're head's in the game and your going to work for a purpose greater than you. From there you need to make sure you have your skills as a sales person dialed in. That you can effectively guide a client through to the sale and handle any concerns and objections effectively. Finally, you need to make sure you're taking an appropriate level of action to create the success you want.
So ask yourself and be honest, what stage are you at as a sales person? There are tools out there that can help you reach unconscious competence. That's what my company specializes in actually. That being said, it doesn't matter what tool you get if you don't use it. A hammer can only work when you swing it. You must be committed 100% to your success and treat it as an ethical issue.
"Success is your ethical duty, obligation and responsibility." -Grant Cardone from The 10x Rule.
Once you view success in this way, unconscious competence becomes your only real option. Just ask Muhammad Ali...
Stage Two: Conscious Incompetence
Once you've established that you don't know something, you're on the right track to recovery. Even though you do not understand or have the knowledge of how to do something (sell), you now realize that there is something missing. You also come to the conclusion that knowing how to do something has a specific value to you and your life and that it very well makes sense to get this handled.
For example, as a sales person, how often do you hear, "Let me think it over..." Probably everyday, right? If you're still in Unconscious Incompetence you'll accept that answer and move on to another customer. However, once you've heard that one several times and observe other sales people closing more deals than you, maybe you start to wonder if there's a better way to go.
You can't handle this objection or stall yet, you are simply now aware that something must be done. You will then start experimenting (research and training) with different ways to handle it which will lead to you making a few mistakes. Yet, if you commit to learning from the mistakes, it will reduce the cost of the experience significantly.
Stage Three: Conscious Competence
With the right amount of relevant training and experience you then reach the level of Conscious Competence. You now know how to do something. In this case, it's how to handle, "let me think it over." You understand that there may be some unspoken objection that the client doesn't know how to communicate with you and you have the ability now to figure it out by asking the right questions. At this level, you know what those questions are yet you tend to more often than not fall victim to emotion and nerves. You still have to think about what you're doing. You have to remind yourself what's happening and what to do next.
"Under pressure, you will not rise to the occasion, rather you will sink to the level of your training."
-Barret Tillman
You are, however one step away from mastery. That's the good news!
Stage Four: Unconscious Competence
If you continue on with your training and have had enough practice, you will reach the final level of Unconscious Competence. This is where you don't have to think about something, rather you just do it. Consider driving to work in the morning. Do you need to think about putting the key in the ignition, putting the car in reverse, backing out of the driveway, etc? No, not anymore. You want to be in this same place as a sales person. You want to be able to handle objections and ask questions like they're second nature to you and selling seems easy.
Many sales people, even ones that have been selling for years, unfortunately can get stuck at a level below unconscious competence and are comfortable getting by with what they have. They rely on it being a "numbers game." Others will try to convince themselves and others in earshot that this is the best it's going to get and that there's only so much you can do. Many find themselves with an ego larger than their closing ratio and that is an expensive self imposed curse.
Question: Are you operating at your highest potential?
If the answer is no, then that brings you to at least conscious incompetence and that means you can change. You have the ability to be at cause for your life, career and circumstances. By making the commitment you make as a professional. To make sure you bring the best you you got to the table. If you look at a professional athlete, soldier or actor, what is the one thing they all have in common? They hone their craft and they practice it daily. All elite performers in any field practice and train daily.
As a professional sales person, you need to get to that level of unconscious competence where you function at the highest level possible. You need to make sure that your attitude is right, that you're head's in the game and your going to work for a purpose greater than you. From there you need to make sure you have your skills as a sales person dialed in. That you can effectively guide a client through to the sale and handle any concerns and objections effectively. Finally, you need to make sure you're taking an appropriate level of action to create the success you want.
So ask yourself and be honest, what stage are you at as a sales person? There are tools out there that can help you reach unconscious competence. That's what my company specializes in actually. That being said, it doesn't matter what tool you get if you don't use it. A hammer can only work when you swing it. You must be committed 100% to your success and treat it as an ethical issue.
"Success is your ethical duty, obligation and responsibility." -Grant Cardone from The 10x Rule.
Once you view success in this way, unconscious competence becomes your only real option. Just ask Muhammad Ali...
"I hated every minute of training, but I said, "Don't quit. Suffer now and live the rest of your life as a champion."
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