Got a company mission statement? “Yes, Jeffrey, we do.” Really? Can you recite two words of it? “Uh, no.”

How come?  Dude, it’s your MISSION. It’s what is supposed to drive you into the sale and create an atmosphere of success. 

The reason you’re not following your company’s mission statement is that you had nothing to do with its preparation. It’s some bull about being the No. 1 company, global positioning to be the best, exceeding customers’ expectations and building shareholder value. Barf.

It’s a mission statement you’ve seen 500 times — but you can’t recite one line of it. Pretty pathetic, huh? The reason you can’t remember it is that you don’t relate to it. And it has jack to do with making a sale. 

So here’s my challenge — my sales challenge —- to you, my sales friend: MAKE YOUR OWN MISSION STATEMENT. A sales mission statement.

A sales mission statement is your affirmation, philosophy and purpose rolled into one. It’s your personal challenge to yourself, and what you seek to do each time you try for a sale. It is your success plan. And you have a built-in outcome: make the sale!

Here are the ground rules, and the format to use to write your sales mission:
• Say who and what you’re dedicated to. Are you dedicated to your profession, your customers, your success, your business?
• Define yourself. What kind of a person are you, what do you do, what is your character?
• Define your service to others. Where do you specialize? Where is your expertise? Whom do you serve? How do you help them?
• Affirm that you will strive to get better, do new things and help others. What do you want your customers to achieve? What do you want to achieve?
• Say how it will get done. How will you employ your enthusiasm, your attitude, your best efforts?
• State the outcome as though it has already taken place. Affirm what will happen and how it will lead to other positive actions.

MAJOR CLUE: IT’S THE MISSION. YOUR SALES MISSION. Get the sale, and all the trimmings.

Here’s the mission statement I use: “Make an ethical sale that’s so value-packed and memorable that the customer is compelled to buy again, give a testimonial and tell everyone else how great I am.”
• The process takes time. Write a first draft. Let it sit for a few days. Reread it slowly and make changes that you feel better express your true feelings. 
• Don’t be afraid or embarrassed to flatter yourself. You’re writing this for yourself, not others. Affirm everything you think you are or think you want to become. Do it with a sense of pride and a spirit of adventure.
• Ask your mentor(s) and associates for help. If they offer constructive criticism, thank them. If they tell you, “You’re crazy,” you’re on the right path. Stay on it.

I urge you to write yours. It builds your character at the same time it lays it bare. It serves as a beacon of light in the fog of life. It is a path to take that you build on every day. It is your mission.

If your sales mission statement is deep, and honest, then your sales results will be incredible based on your integrity, not based on your sales skills.

Not to say that sales skills aren’t a necessary part of the equation, but I would rather have a sales mission statement than a closing technique when I am battling a competitor.

Post yours on the wall where you can see it every day. Sign it in a big bold Sharpie pen.

Live it. Live it every day. You’re certain to make more sales as a result. It’s your mission.