Can’t, Won’t, Don’t Know How

Years ago I was lucky enough to be introduced to the work (and have the opportunity to collaborate with) Dr. Hannah Rudstam of Cornell University. In her work at the School of Industrial & Labor Relations, she developed a model that struck a cord with me and I hope it makes your job leading a sales team a little easier!

She called it “Can’t, Won’t, Don’t Know How”

Can’t are the things that someone is completely unable to do. A couple of reasons for a can’t might be: an organizational road block or perhaps a system issue/glitch that is stopping them. Perhaps it is a bad fit where the person and the role are a bad match.

I believe the easiest way to determine if it is organizational or personal is to determine if everyone on your team is having the same issue OR just one. Time to put your manager hat on!
> everyone; figure out what the issue is and start working within your organization to ‘fix’ it, or come up with a work around
> just one; it is time to find another role within the company for them if they are a good employee BUT not a good salesperson.

Won’t is where the person is capable, has the skills and knowledge they need, yet aren’t doing what needs to be done.

Here is where your coach hat is most appropriate! Begin to have conversations about what’s holding them back – stopping them from doing what they, themselves, believe needs to be done.
> fear of ‘something’ isn’t an unusual answer
> it isn’t their habit is typical
> something else is easier might also be the answer

Create a relationship where they feel you will support them as they create new good sales habits.

Don’t Know How is an indication of a missing skill set or lack of know how.

Time to put your trainer hat on (or if you have the luxury, grab someone else to do the training for you).
> find a blog post that addresses the new technique
> hold a class for your team
> role-play the ‘theory’ so the salesperson can practice what it will sound like in conversation.

I’m not sure if Hannah has ‘don’t know how’ last on purpose but I think too often – send them to training, is the FIRST solution that people come up with. The issue is if someone already knows HOW TO, training isn’t going to fix the problem of a can’t or won’t.

Diagnose if the problem is “Can’t, Won’t, Don’t Know How” then figure out your next move!