Ben Hogan, who was arguably the greatest ball striker the game of golf has ever known, taught that if you wanted to improve your swing you should focus on the cause rather than the result. 

This was good advice for golfers and brilliant advice for sales professionals. Because in sales, if you want to sell more it pays to become obsessed over your behaviors, techniques and processes rather than your outcomes. 

Most Sellers Obsess Over Outcomes

Most salespeople are focused on winning or losing individual deals. They get emotionally wrapped up in every prospect, every conversation, every close attempt. When they win, they're on top of the world. When they lose, they're devastated.

But top performers? They think completely differently. They're not obsessed with any single deal. They're obsessed with the process that creates consistent results over time.

This mindset shift is the difference between feast-or-famine selling and predictable, sustainable success.

The Downside of Outcome Based Sales Goals

Here's what happens when you're obsessed with outcomes instead of process:

Every deal, every month, every quarter becomes life or death. You put all your emotional energy into individual prospects and hitting numbers, which clouds your judgment and makes you act desperate.

You take rejection personally. When someone says no, it's not just a business decision – it feels like a personal attack on your worth as a salesperson.

You make poor decisions under pressure. When you need a deal to close to hit your number, you start discounting too early, chasing bad prospects, or making promises you can't keep.

Your performance becomes inconsistent. You have great months followed by terrible months because you're riding the emotional roller coaster of individual wins and losses.

You burn out faster. The constant emotional highs and lows are exhausting and unsustainable.

Shift to Process Goals

Process goals are different. They focus on the activities and behaviors you can directly control, not the outcomes that depend on factors outside your influence.

Instead of "I need to close three deals this month," a process goal is "I will make 50 prospecting calls every day."

Instead of "I have to win the Johnson account," it's "I will have four meaningful touch points with stakeholders at Johnson this week."

Instead of "I need to hit 120% of quota," it's "I will follow my proven sales methodology on every single opportunity."

Process goals put you in control. You can't control whether a prospect buys, but you can control how many prospects you contact, how well you qualify them, and how consistently you follow your process.

Why Top Performers Love Process Goals

Create predictable results. When you focus on the right activities consistently, the outcomes take care of themselves. It's like compound interest – small, consistent actions create massive results over time.

Reduce emotional volatility. You're not devastated by individual losses because you know that if you stick to your process, the wins will come.

Improve decision-making. When you're not desperate for any particular deal, you make better strategic decisions about where to invest your time and energy.

Build confidence. Every day you hit your process goals, you build momentum and confidence, regardless of whether deals close that day.

Create sustainable habits. Process goals turn success behaviors into automatic habits rather than things you do when you feel motivated.

The Mathematics of Sales Process Goals

Here's why process goals work: Sales is a numbers game, but most people focus on the wrong numbers.

Average performers focus on:

How many deals they close

The size of individual deals

Their closing percentage on active opportunities

Top performers focus on:

How many new prospects they contact daily

How many discovery calls they conduct weekly

How many proposals they deliver monthly