Pending Business: Winners or Champions | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: Winners or Champions

| August 2, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Simone Biles stepped away from the Olympics last week.

A 24-year-old woman who is arguably the greatest gymnast of all time raised her hand and did what any of us would do when something isn’t right: hit the stop button. Please hold your opinion — for now.

What does this have to do with day-to-day selling?

One of my favorite interview questions when recruiting sellers is, “What is the difference between a winner and a champion?”

It’s a simple question and there is no right, wrong or unsolvable answer. Please take a minute and think about how you would respond. The response will simply point to how you, the seller, may perform or you as a manager should manage.

One seller who worked for me claimed, “I’m all about the money”, yet the seller was never our top earner. Another seller who was our top earner, biller and new business leader never missed a month at the top. Same commission structure, accounts that were primarily direct sales, same station lineup. One seller thought the thought, the other walked the walk. Which seller do you think was more concerned about the other sellers on the team?

Winners will focus on outperforming a competitor. In sales it simply means you will strive to be #1. How you get there — your sales skills, planning, organization, product knowledge, and daily motivation are all part of winning that #1 competitive ranking.

Champions focus on setting a standard so high their focus is different. It isn’t just about outperforming the competitor. It’s about performing at a level so high only they know they can achieve.

The winner races the swimmer in the next lane, while the champion races the clock as they pass the swimmer in the next lane.

In sales we strive to hit clear goals every month. Yet how often do you raise your own bar to see what you are capable of achieving?

Here is what I’ve learned from champion sellers:

1)         They take personal pride in their track record.

2)         The clock and daily game plan is their friend. They understand when to start, stop and revise their daily selling activities.

3)         They are open to being coached and take guidance, once the trust is developed.

4)         They value relationships. Nothing is approached as a one-off deal.

5)         They are high communicators, ready to ask what they don’t know.

6)         They rarely ask about performance relative to other sellers.

Champions are different. How about you? Ready for championship selling?

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