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Pending Business: No Such Thing As a Born Salesman

| October 19, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — You’ve heard it a million times — ”a born salesman.”

Sorry to disappoint you. There is no such thing as a “born salesman.” Professional selling is a series of learned skills. You may know someone with a real need to persuade or a gift of gab, but that is far from being a professional at sales. The professional seller is easy to identify as their skills and performance stand out through every challenge.

Do you remember the pre-pandemic days of the doorbell ringing and the neighborhood kids “selling” cookies? Amazing how they learned to look you in the eye and ask for the order!

Let’s start with the basics. What is a sale? This may sound silly, but do you know the working definition of a sale? Twice a year, I would make it a practice to put the definition of a sale on the white board or a big pad in front of my sales teams. There is logic to covering the fundamentals. It creates a common, universal start point. Everyone gets on the same page. The oars pull in the same direction. The canoe goes faster.

Covering the basics helps eliminate confusion. Putting the definition of a sale on the board twice per year gave clarity to a rambling dialogue and led to better communication all around. The goal in sales is to create a transaction, an exchange with terms. Simple, easy to understand, and most of all a universal definition everyone could embrace. Putting a clear definition in front of a team made it easier to coach the skills that led to the performance delivering the results we needed.

Here are some takeaways:

  • Do you spend too much time lobbying for recognition for your “effort” or do you stay laser focused on making a sale?
  • Is the feedback from your manager focused on the skills you need to make a sale?
  • When was the last time you invested in yourself to improve?
  • Are you realistic about your strengths vs. weakness?
  • Is your knowledge base growing?
  • Do you connect with people smarter, more experienced than you?

I’ve had the privilege of coaching many great sellers and managers. They all had a common theme. What do I need to do to improve? How about you? Are your skills better today than yesterday?

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at: 

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Category: Sales