Sales leaders often spend generous quantities of time reviewing progress, running meetings, and responding to emails. The most critical task, regularly revisiting the most important question, is often overlooked or completely neglected.

That question is:

“Would I want to be sold to like that?”

Most sales leaders, when they set aside their natural bias about what their salespeople sell, openly admit that the selling experience delivered by many on their team is some degree of undesirable. Descriptors like “pushy,” “overbearing,” and “controlling,” often come to mind when leaders honestly assess how their organization sells.

Selling shouldn’t be something buyers have to put up with; instead, it can become an experience they welcome and enjoy. This doesn’t just happen organically, especially since many salespeople have the gift for gab and the tendency to coerce and control.

Sales leaders who guide their teams to create buying experiences that even they themselves would want to be a part of are creating the most profitable and sustainable companies. They’re taking the “yuk” out of selling just by answering and acting on the most important question.