There is a big difference between knowing what to do and being able to do it.

You know you have to connect with the CEO to get the deal closed, but can you?

You know you have to grow your pipeline by 30% in order to make quota, but can you?

You know you have to spend more quality time with the kids and the family, but can you?

You know you have to save more money for retirement, but can you?

You know if you don’t close the big deal you won’t make your number, but can you?

You know you need to hire 3 more salespeople, implement a new pipeline strategy and roll out a new comp plan, but can you?

You know you need replace the VP of the West, but can you?

In most cases, we all know what we have to do, but being able to do it is an entirely different story.

Don’t confuse knowing something with being able to do it.

Success comes from execution and being able to actually do what needs to be done. It’s not enough to just know.

My oldest daughter is an independent little shit. She wants to do everything. She thinks she knows how to do everything. She’s only 8, but she will constantly tell me she knows how to “that” and it’s “easy.” The house is littered with failed experiments from her “knowing” how to do something. The most recent, a homemade mermaid tail. I give her credit for trying and I love her enthusiasm. It’s OK for an 8 year old to think they know how to something. At 8 that’s enough. After a few more failed experiments, I suspect she’ll start to have an appreciation for how hard it is to actually get things done.

We’re not 8. As sales people, saying we “know” isn’t OK. Yet we say it all the time.  I hear it often from clients and sales people and it’s the death of them. As sales people we’re terrible at being able to do much of what we need to do. We are woefully unaware of our capabilities. We’re a smart lot. Sales people are generally quick, and able to process info quickly. But, just because we can grasp information and concepts quickly, doesn’t mean we are good at being able to do it.

Don’t take solace in the fact that you know what to do. Ask you’re self “can you do it?”  If the answer is yes, then go do it. But, be honest with yourself. If you know what to do, but can’t do it. Then go ask for help. Don’t try to be the hero.

There is a BIG difference between knowing something and knowing you can do it.

I don’t care if you know, I only care if you can. So stop telling everyone you know and start showing everyone you can.

Can beats know every time!