Introduction After years of training salespeople in basic skills, the most frustrating thing is: you teach them step by step how to do merchandising, how to build good customer relationships, and how to construct their own sales channels, but when they return to their markets, they are still the same as before. Previously, they accompanied clients for chats, meals, and nightclubs; now they play mahjong or find escorts for clients. The lessons you painstakingly summarized remain yours; salespeople fail to apply them well in their own markets. Through extensive communication with many salespeople, I found that the above situation is not because the methods and skills we teach are no longer suitable for the market, nor because salespeople don't know how to use them, but because they don't think to use them. Trainers only "give fish" but not "teach fishing." That is, they haven't solved the problem of why salespeople should use these skills. We must re-examine our training. To this end, I conducted extensive summaries and heart-to-heart exchanges with salespeople in various markets. I truly felt that while sales skills training is important, what is more important is training beyond skills. I temporarily name it "beyond-skills training" and share my insights with you. If thoughts change, attitudes change. If attitudes change, behaviors change. If behaviors change, habits change. If habits change, personality changes. If personality changes, destiny changes. If destiny changes, life changes. Milu said, "Attitude determines everything." And what attitude you have depends first on what thoughts you have. In salespeople's minds, if they always think customers are too difficult, then their smiles in front of customers will always be "fake smiles." Because thoughts determine attitudes. Companies require salespeople to be dedicated, to act according to company rules, and to develop markets according to company strategies, but if salespeople only want to muddle through in the company, how can they execute? So if salespeople's mindsets are not addressed, all training is a waste of breath. If you do it, do it well and achieve results; otherwise, don't do it. We must first change salespeople's thoughts, which will easily change their attitudes. Change their thoughts about sales work, about being a person, and about the company, and thus change their attitudes towards work, the company, and customers. Correct Attitude Towards Sales In many salespeople's minds, sales work is still humble, clerical, and more tiring than office workers like clerks, administrators, or logistics staff. They are far from company leaders and often don't receive care from them. Their efforts are not seen by leaders, who only care about performance; if performance doesn't improve, they are worthless. Moreover, in reality, many companies do not value their sales teams well, and sales teams are often the most unstable. So we must make salespeople better understand the importance of sales work, both for the company and for themselves. Sales is a noble profession. First, it is a job that satisfies customer needs. When customers have needs, they have difficulties. Salespeople's work can help customers meet their needs and solve these difficulties. By helping customers, you win their respect. A HP salesperson worked hard to design an IT solution for a company, enabling them to upgrade without discarding many old generic machines, avoiding losses. As a result, the customer not only bought HP products but also made the salesperson a valued guest. Second, sales is a social activity, and salespeople are social activists. Sales relies on frequent social activities. Salespeople need to interact with businesses of all kinds and contact people of all sorts. This connects social activities, forming a mutually beneficial economic value circle. It can be said that without salespeople and sales activities, society would not exist. Sales work has been recognized by the whole society and receives respect; sales is a noble profession. Sales is a necessary link for enterprises to create value and generate added value. If a company has no sales, its products remain inventory forever and can never be converted into sales. Only through sales and distribution to consumers can products realize their value. Salespeople sell products that have no value in the warehouse to customers, allowing them to use the products, thus realizing the use value. This shows the importance of sales to a company's survival. In the past, a boss could stare at the factory floor and the safe, but today's boss must go to the market and care about consumers. Often, sales is the area where a general manager is most involved. Company-wide marketing is the truest reflection of a company's emphasis on sales. Of course, some company leaders think sales is simple, just needing to talk, and salespeople are plentiful in the job market. But such companies don't do training, and such jobs are not worth having. Of course, this raises a requirement for all company leaders: value sales and value our salespeople, because corporate profits are realized through the hands of salespeople. Leaders can communicate regularly, give valuable books on birthdays, and provide written praise for outstanding salespeople. Sales is society's "Harvard Business School." The most likely people to become bosses are salespeople. Because sales work puts salespeople closest to the market and consumers. They are the first to receive customer information and market changes; they are the first collectors of information. At the same time, through the tempering of sales work, salespeople become important members of social activities, with broad social networks and good social skills. These abilities and qualities are exactly what a boss must possess. When salespeople truly recognize the importance of sales work, their thoughts about sales work will naturally change, and their attitudes towards sales work will also change. Correct Attitude Towards the Company Many people think the company belongs to shareholders, and its rise and fall have nothing to do with them. This is completely wrong. Yes, the company belongs to shareholders. But the company is also yours. For the company, shareholders are the biggest beneficiaries, but employees are also beneficiaries. Each year, the company takes a portion of profits as wages, benefits, and bonuses. The compensation employees receive is not just the true value of their labor. At the same time, the company is a stage for any employee's growth. Today's senior white-collar workers, professional managers, and bosses mostly grew up on the stages provided by previous companies. Employees exercise their abilities, display their talents, build their social circles, and accumulate their initial capital through the company's stage. It can be said that the company is a free school for personal growth. Schools require tuition, but the company provides resources for survival. The company's growth and strength need you, and your growth and strength cannot be separated from the company. You and the company are partners, a win-win community. That is the true meaning of the company to salespeople. Correct Attitude Towards Being a Person From birth, people bear responsibilities: to family, to the team, and to society. You need to provide living resources for your family through work, because your family gave birth to you, raised you, and cared for you. So you have the responsibility to work. To work, you cannot do without the team and society. Only the team and society can provide you with opportunities to work. So you have the responsibility to be responsible for the team and society. As a salesperson, your job is sales, and your responsibility is to provide the products created by the company team to all consumers with such needs. Consumers become the source of your survival capital, and you have no excuse not to be responsible for them. So you must respect social morality and social values. Law-abiding, integrity, labor, service—these social morals become what you must follow. Then, when serving customers, you won't feel it's a burden but a responsibility. As long as salespeople's hearts and thoughts are on the right track, their attitudes towards work, the company, and customers will naturally be positive. As the saying goes: Only when thoughts change will attitudes change. So, the first step in salesperson training is to start from the "head." 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