We have observed that someone who is fit for a sales role usually has a high need for control, and has a high need for approval. The need for control pushes people to gain agreement and compliance from others; a natural selling skill. The need for approval pushes people to seek the agreement and endorsement of others for their activity, role, appearance and performance. Among other things, they want the LOVE.

This works well for sales incentive design, where recognition and awards substitute for pure commission payment: Company LOVE. With clients, the same need blends very well with need for control, because high functioning salespeople are driven to get people to like and agree with them: Customer LOVE. This situation usually results in a happy customer, who buys because the salesperson is always looking for more LOVE.  Knowingly or not, the salesperson got there through a mix of natural and adaptive behaviors.

It’s not a put-down. Everyone wants to be loved. It’s normal and healthy. The key to remember is that wanting the LOVE is a motivation, and a strength. But when operating outside of your awareness, it can hurt you.

Look around and explore some of our content on attitude and dealing with negativity to be more effective. The only thing we can’t make more of is time, so sell well!


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Dr. Gunter Wessels

Dr. Gunter Wessels

Dr. Gunter Wessels founded LiquidSMARTS℠. He is passionate and dedicated to the improvement of human performance and ethical business practices in sales and marketing. Dr. Wessels leads a global practice that delivers strategic consulting and next-generation personnel development services to individuals and global corporations alike. His expertise comes from more than 25 years in the healthcare industry, including 14 years as a consultant to global and local marketing and sales teams. Dr. Wessels has a Ph.D. in Management with an emphasis in Marketing and Psychology from the University of Arizona, an M.B.A. from the A. Gary Anderson Graduate School of Management, and a B.S. in Biology from the University of California.

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