unleash your sales force....finneybook introsample3 16rev4

Unleash Your Sales Force John Finney Draft Confidential 3-16

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“It is not the critic who counts; not the man who points out how the strong man

stumbles, or where the doer of deeds could have done them better. The credit

belongs to the man who is actually in the arena, whose face is marred by dust and

sweat and blood; who strives valiantly; who errs, who comes short again and

again, because there is no effort without error and shortcoming; but who does

actually strive to do the deeds; who knows great enthusiasms, the great

devotions; who spends himself in a worthy cause; who at the best knows in the

end the triumph of high achievement, and who at the worst, if he fails, at least

fails while daring greatly, so that his place shall never be with those cold and timid

souls who neither know victory nor defeat”…Teddy Roosevelt, 1910

Preface (and caveat):

Allow me to start out by posing premise and a question:

Let’s say you’re a young graduate fresh out of school, or you’re being under-

employed in a dead end job, or a transitioning Veteran, and doors aren’t opening.

You may have a marketing, finance, engineering, communication, or other

degree, if any degree at all. Either way you have limited business experience and

you’re facing maybe another 30-50 years in the workforce if all goes well (unless

you win the lottery or marry a prince or princess)…so given those scenarios;

Q: Have you seriously considered the career path of a sales rep as a way to

quickly gain valuable real world experience and earn good money, an alternative

to being stuck in an office at the same desk, answering the same phone, staring at

the same PC, drinking from the same coffee mug every day?

Whatever your reply, this collection may be of some interest, as I’ll try to explore

and demystify the real world of a career in sales. I’ll try to keep it real and not

over-glamourize the job or what it takes to succeed. I’ll discuss why the sales

path can be an excellent way to enter the business world and make good money,

if you have the right skills, attitude, and select good employers.


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We’ll cover a lot of ground, and I tried to present the content in a logical

sequence, but if this ever gets boring or long winded, feel free to just skip around

as there are many short essays.

First, I admit I don’t know what they teach in business schools these days, or if

they even touch on the realities of life and expectations in professional sales, but

as a career sales rep I think the above question is a fair challenge and bears

asking, especially of younger folks. Personally, I could not picture myself being an

inside office person for my entire career, and fortunately I was not.

Granted, inside office life may seem like good times if you like “The Office” sit-

com, but in reality it’s not that entertaining and there are alternatives in this “land

of opportunity”. As I’ll share later, I know many lawyers that gave up practicing

for the business world, I know accountants and engineers that have gone on to

sell engineering or accounting products very successfully, and I’ve mentored a

former Army Sargent who took to sales like a fish to water.

As such, we’ll cover many topics as I’ll try to paint a real-world picture of a career

path in sales and why I consider it an exciting, challenging and potential lucrative

portal into the business world.

A fresh approach

Knowing that 20-30 year olds (aka “millennials”) are among my target audience, I

set out to try to avoid writing just another dry business book, much less a “how

to” sales book…there are plenty out there already. My goal is to offer the reader

a street level, real world view of the profession of sales in the business world, and

I’ll be as frank and straight forward as possible in sharing my experiences and

lessons.

I realize when you’re young and entering the “real world”, everyone is offering

advice of all sorts…your parents, your friends, your neighbors…and so what’s

wrong with a little more advice, right? So yes, I’m here to shed some light on the


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often mysterious career path of sales, and if you read the next few pages, I hope

you’ll see why.

If I’ve lost you along the way with “this sales thing isn’t for me”, that’s OK too, it’s

definitely not for everyone, but you may want to skip to the “Small things matter”

chapter for some short stories and advice that I think can help you navigate life

and the workplace regardless of your journey or path.

Allow me to cut to the chase and offer this;

“The job of sales in the business world is full of excitement and action, full of rich

experiences and potential. It is a career path gambit well worth the small risk of

trying, especially for the young, bright and ambitious; but often you must earn

your ticket to the top of the trade, selecting good companies along the way,

perform with skill and results, and then you may thrive and prosper beyond your

expectations.”

Finally, I will challenge you directly and indirectly in the coming pages, because I

would wager that the vast majority of us have no idea of what we are capable of

doing…we don’t know what we don’t know, about ourselves, but more on that

later.

So please don’t dismiss this challenge or sell yourself short with self-doubt or fear

of the unknown.

But why?

I wrote much of this collection during a sabbatical period after working for over

20 years selling in Chicago for two employers, a time when I needed a

break…selling is like sports after all. Writing this collection was a cathartic

exercise to cleanse myself of the lingering frustration after seeing two fine

companies fall into disarray and crumble. I also happen to enjoy dispensing with

advice (ask my wife), and I think/hope I have something of value to offer those in


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search of a brighter future in the business world as I see many struggle to find

meaningful employment during the “Great Recession”.

I’ll try not to over-simplify the job of finding a good job but I do believe that the

doorway of sales is one that deserves exploring, and is often easier to open than

most conventional job positions, but it also requires a novel approach and

attitude. Part of the mission is to help you differentiate yourself from the others,

to give you a competitive edge.

“Nothing happens until a sale is made” is a quote widely attributed Thomas

Watson Sr., President of IBM from 1914 to 1956, and I happen to believe it. Sure,

there are many other contributing roles within an organization both before and

after the sale, but without the transaction or deal, there is no money exchanged

and everything else is would cease to exist.

Let me say early on that I do not mean to diminish the importance of the other

functions within a business, they are all needed, and many are in direct support of

the pre and post-sale activity that makes the entire effort successful. That said,

without a successful sales effort, there are no other jobs, so yes, it is a vital core

function for virtually every business.

I recently read an article that there are three core functions in business: makers,

sellers and counters…and all jobs fall into one of these categories. We’ll focus on

the “sellers” function, which is arguably the most exciting.

I simply believe a career path in sales represents one of the best ways to quickly

gain real world business experience, learn about and stretch your personal

capabilities, and make good money along the way in the fertile “land of

opportunity”. You can choose to be in the arena or on the sidelines in support.

Finally, regardless of your career path, there are simply some good things to know

about business and the journey of life; you can learn these the easy way or the

hard way…so I hope this is an easy way, an investment in yourself, my way of

sharing lessons and experiences, and opening new ideas and doors of possibility.


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If you are still reading this, I’ll make the safe assumption you are open minded

and seeking to learn, and so you already have a competitive advantage in life and

business.

Who’s this for?

This isn’t about me…it’s about you the new graduate with student loans seeking

business experience and upward mobility, the frustrated accountant stuck in a

dead end job, the apprentice sales rep wanting to improve results and earning

power, the returning service Veteran with few doors opening, the business owner

seeking fresh ideas and a competitive edge.

I consider these to be serious topics during serious time, as I know many younger

and older folks are struggling or grossly under-employed. There are over 40

million Americans in 2015 living at or below the poverty line…that’s sad! In that

spirit I’ll pass along what I consider to be useful information for business and life

that I’ve known to be true…I’ll try not to waste your time; no snake oil or fool’s

gold sold here.

If an essay here happens to lose your attention, please skip around, it is not

required cover to cover reading. If/when I get “preachy” I’ll occasionally refer to

myself as “Uncle John”, but I’ll try to paint as realistic picture as possible. There

are no promises, and as they say “your Mama may love you but she can’t do

everything for you, it’s all up to you.”

As you’ll see, I’ll try not to sugar coat or varnish the realities of this line of work

and my assessments of what it takes to succeed in sales in the business world. I’ll

propose that if you have confidence in your skills, and enjoy action and challenge,

you just may find the job is for you…but in sales, results are all that matter, not

words or good intentions.

Across generations


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In sales, you learn to deal with and communicate with people of all ages and

status, if you want to succeed. They tell me I’m a product of the “baby boomer”

generation; if you’re 20-30 or so you apparently are known as a “millennial” and

somewhere in between are the “Gen X” folks…so forgive me in advance if my

generational gap and perspectives encroach or otherwise offend your current

views. If I happen to stretch and challenge your conventional view of the world,

or yourself, I’ll consider that a healthy thing.

So let’s put any generational differences aside, there is no finger pointing or

preaching, we’re all in this boat together, plus in many cases your employer, boss,

co-worker or customer may happen to be of my generation, so perhaps this

manifesto can offer you some insight as to how we view the world.

That said, I will be sometimes blunt in my observations and advice, so try not to

take those personally, it’s just food for thought, friendly advice. Being open

minded, flexible and aware are good survival skills in this complex, challenging

world, as you’ll see.

I will try not to hop onto the soap box or revert to the “when I was your age”

baloney, although I’ll gladly share my opinions on such things as the current

obsession over social media that is pervasive and can be detrimental to job

performance, especially in sales where there is a score card at the end of each

month by which your income is determined. I am not alone in this concern.

I will also give advanced warning that if you were raised with the “there are no

losers, and everyone gets a trophy for just participating” mentality, I’m here to

tell you that’s not how it works in sales or business…where there are definite

winners and losers, so let’s blow up that little myth early on.

Yes folks, it’s a rough and tumble world out there, an uphill road all the way, but

the glass is half full, this is America after all, where virtually 98% of the world

would trade places tomorrow.

My mission


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The intent of this collection is to give the reader a realistic view into the role and

job of sales as a possible career alternative, and to offer insights for a

“competitive edge” and improved chances for success, regardless of your age or

chosen profession or path. I don’t claim to be the world’s expert on the art of

sales, I just know what I know, in fact much of this content and knowledge

happens to be in reflection of my own path, including the good, bad and ugly.

I realize there are many books dedicated to specific aspects of the sales process;

prospecting, negotiation, objection handling, closing, etc…the usual suspects. I’ll

touch on those important skills just to make you are aware, but I’ll steer the

ambitious reader to those resources for any deep dive discussions.

So here’s the deal on this book…I’ll try to help the reader to raise your awareness

of a few things in business and life that I’d consider in hindsight to be helpful,

including how to seek the best employers and avoid losers. Along the way, I’ll

explore the business world and the role of the sales representative in real terms,

and why I consider it an exceptional career path to consider (for some).

Here’s a quick glance agenda for this book:

I. How sales fits into business and what personal traits are helpful

II. How to select enter the field of sales; employers and products

III. What skills are needed to advance and thrive (in any job)

IV. What to consider “holistically”, over your next 40+ years employee

Sales and sports

I’m not the first to offer sports analogies because in many ways, the job of sales is

very much like a sporting event or any effort that requires a team. There is a

game (deal), there is preparation, planning and practice, there is action,

competition, conflict and contact, there are road trips, rules and judges, there are


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teams, players and supporters, there is a scoreboard, there will be a winner and

loser; and in the end your performance will measured and judged against others.

As a sales representative (rep) you are a player on the field, you are leading the

effort, and there are coaches and owners…and players can be replaced or

celebrated. Sound exciting? It is if you’re a good player on a good team, but you

often have to earn your way into these key positions, like in sports. Just

remember, you and you alone will be accountable for your performance, many

others will assist, but you are the player responsible for results. If you should fail,

you must ask “is it you or a lousy team?”…it can be either or both.

Fresh out of college, I was fortunate to choose a career path in sales and stay the

course. Over 30 years later, I remain a promoter of professional sales as an

experience rich entry into the business world; it is a path full of challenge,

learning and potential…if you’re with the right team, possess the right skills and

have the patience to work your way up, in an age where instant gratification

seems the norm.

That said, a career in sales is not always an easy path and not everyone has the

skills or aptitude to reach the pro level. Regardless, I still consider sales to be a

great doorway or spring board from which to launch a business career and gain a

wealth of real world experience… and who knows; maybe you can climb the

ladder too? It may be well worth the small risk, and I’d submit you may learn

something along the way.

Strange times

There are many reasons that many consider these to be “strange times” in our

country and the world, not unlike the cultural and world frictions of the late

1960s. It’s scary just to turn on the TV in the morning to see what has happened

while we slept. These are also still very challenging times economically (2015-16),

not unlike the economy I faced with my college graduation.


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As I write this we are in the Presidential election season of 2016, and there is

change and disruption in the air as Donald Trump and Bernie Sanders challenge

the status quo from opposite ends of the spectrum. In the business world, a new

buzz word is “disruption” as many business leaders are compelled by market

dynamics to consider fresh perspectives and open new markets. Maintaining the

status quo is simply a dangerous strategy in politics or business.

I’ve personally witnessed the downfall of two powerful market leaders that

refused to heed the winds of change. Both companies were victims of economic

downturns paired with insulated management hubris. Many scores of dedicated

employees were affected, and so I place a premium on the importance of

selecting good industries, companies and cultures to work for.

Life is full of risk, but I consider the experiment of entering the professional sales

world to be minimal, especially early in your career if you feel so inclined after

reading this. The worst case is you’ll learn something about yourself, and have

that experience under your belt for whatever you do in the future. As you’ll see, I

can’t think of a better way to meet influential business folks and open many doors

in a short period of time, which then opens new opportunities… but keep reading

before you decide.

Your next 40 years

It’s not uncommon for younger folks to enter the workforce and wonder just what

it takes to get ahead, save for a home, or how to spend the next 40+ years of their

working lives. That dilemma is only natural made worse by tough economic times

and high under-employment.

As a career sales rep, I am by nature an optimist, and I see many bright young

folks all dressed up with nowhere to go in our fast changing world, facing an

uncertain future, often muddling through with a collection of part time jobs to

pay the bills. Someone once said “sometimes you need to step sideways to move

forward”, and this is why many wise business folks will recommend that a new


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college grad proceed into the real world before leaping into an MBA program…to

get a good taste of reality vs the hypothetical.

Think about it…if you’re now 25 to 30 years old you’ll likely be in the workforce

for 30 to 40 more years, so I challenge you to consider the life in field sales versus

an office job, at least early in your career. There are those of us who by nature

simply prefer to make a loving away from a desk, and embrace a good challenge

and the thrill of the hunt. Others don’t see it that way, and that’s OK too.

In this collection, I will offer a variety of quotes by folks you may not have heard

about, and all I can say is “Google them” if you’re curious as to their background

or achievements. For instance, Harold S. Geneen said “In the business world,

everyone is paid in two coins: cash and experience. Take the experience first; the

cash will come later.” …and so I agree when it comes to promoting a launch pad

as a sales rep, in fact I’d be hard pressed to think of a more experience rich

position short of entrepreneur (which also involves selling something).

Someone once told me years ago “spend the first 50 years learning and the

second 50 living”, then I heard another version “the first half of our lives we do

what we’re supposed to do, the second half we should do what we want to do.”

This I do know, when we reach the early autumn of our lives (the ripe age of 50),

we attend more funerals than weddings, and we’ve lost some of the energy of our

youth when we are best suited for the action packed game of sales. So frankly,

I’m not sure one can or ever should stop learning, or wait to live…or as my sister

would say “this life is not a dress rehearsal”, so carpe diem.

I don’t mean to over-glamourize the job of sales, but do I believe it is an

experience-rich career option that offers the sharp, driven business person a

world of potential, one that is worth exploring, and hopefully you’ll see why.

“Control your own destiny or someone else will.”…Jack Welch

Let’s get started


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Ok, enough of the pep talk and philosophy…the first section is a fairly basic

overview of the job and role of the sales rep, a job description of sorts, including

the various rungs of the sales ladder from entry level to “big ticket” strategic

sales. I include perspectives on the interpersonal skills and aptitudes that are

helpful in this dynamic field, and offer practical tips and advice for selecting an

industry, product line, compensation plans, management style, culture, and what

to expect once you’re there.

The second section offers an overview of the essential skills and fundamentals of

professional sales; including the importance of good listening skills, prospecting,

negotiation, and advice for effective proposal writing, presentation, objection

handling and closing skills are included. This is not intended to be a deep dive

text book into these topics as any good manager or student of the game can

spend many hours covering each of these topics.

The third section further refines these skills because “The small things matter” in

the sales process and deal making; including real world stories, all intended to

sharpen your skills as a professional sales rep (aka account manager or sales

executive) and gain a competitive edge. It is a competitive world out there as you

may have heard and many of these lessons can apply to any career path.

The forth section I call “Memo to Management” which is my way of offering

feedback and real-world lessons for top management and business owners to

consider. I discuss culture, morale, leadership, alignment, compensation plans,

communication, and the dangers of hubris. It’s not all bad news or a bitter axe

grinding exercise, but I witnessed two industry leaders declined into ruin, and so I

apologize if my tone seems a bit cynical at times.

The fifth and final section I call “The Holistic Employee”, which isn’t really much

about business at all, but about those next 60-80+ years of active life, it’s about a

better you, the person, seeking balance, and offering life perspectives. As stated,

I was also fortunate to work under progressive management that actually cared

about the health and well-being of not only the sales force leading the charge, but

of all employees. Their philosophy was simply “the better, happier person, then


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a better, happier employee”…which translates to better performance (there’s

always a catch). This is how I was trained and treated for much of my career, and

so I couldn’t help but to share and offer a few words of advice in this regard.

To get philosophical again for a moment, yes business and money make the world

go around, but if you look around, you’ll also see that wealth, big houses and

money, although nice to have, does not guaranteed personal health or happiness.

So I try to take a holistic view of the employee as a person in search of sustainable

happiness in this sometimes crazy world.

In the end, if this effort helps one young person make a better life or employment

decision, or one top manager change direction for the best, I will be happy. So

this is my attempt to leave one small footprint in the world, the alternative is to

be silent.

“Success comes from knowing that you did your best to become the best that you

are capable of becoming.”…John Wooden

II. What it takes, what to expect

This chapter provides an overview of what I call “The Business of Sales 101”

including a brief review of the role and fundamentals of the job of sales

representative, with a description of how this important function applies to

virtually every business. Primarily this chapter is intended to remove some of the

mystery behind the sales process and provide a roadmap for entering the field.

The topics are intended for the benefit of the future, apprentice or the

“journeyman” sales person hoping to elevate themselves to a higher level of

performance; including advice for finding and evaluating the best opportunities,

industries and employers. Hopefully even seasoned reps or management will find

some nuggets to consider.

Topics include: The role of sales, traits of sales reps, tactical vs strategic sales,

products vs services, the sales organization, farming vs hunting, management


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styles/culture, compensation plans, CRM and reporting, business plans, account

development and a discussion of pain and value (why companies buy things).

Disclaimers: Given the nature of this effort, I need to sometimes speak in

generalities, and will try to not that when applicable, as there are always

exceptions to the rule. You’ll see that I use the term “sales rep” to describe

anyone in the job of sales, as this role can carry many titles (sales executive,

account manager, etc). I also use “product” and “solution” interchangeably to

describe whatever is being sold and I tried to be as gender “PC” as possible by

using him/her and he/she…as you’ll see, in sales we are Switzerland.

“People with positive energy are generally extroverted and optimistic. They make

conversation and friends easily. They start a day with enthusiasm and usually end

it that way too, and rarely tire in the middle. They don’t complain and work hard,

they love to work”…Jack Welch from his book “Winning”

Is sales for you?

At this stage, that’s the $64 question…right? So let’s try to find out, but don’t be

quick to bail out.

At an early age most of you probably don’t know yet what you’re capable of until

you’re tested, just as I didn’t before I jumped into sales after college…no worries,

in the coming pages I’ll try to paint a real world picture of the pros and cons of

this career path.

I’ll propose that many of you are diamonds in the rough, unsure of your

capabilities and potential, just waiting to be polished. One of the common

themes here is that when you’re younger is the best time to stretch your

boundaries, and it’s worth the small risk to find out. This much I know, it will be a

challenge full of rich business and life experiences, and it will not be time wasted

strapped to a desk. The potential upside far outweighs the risk of this gambit,

especially early in your life.


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Let’s face it, pretty much every profession requires a certain “aptitude” or innate

skill set that enhances a person’s performance. Accountants tend to be

organized and like playing with numbers, service techs like trouble shooting

machines, good chefs enjoy cooking. When we have a natural skill at something

(aptitude) we tend to like it more because we are good at it.

That said, in most any business it sure helps to be a social person with good

communication skills and a positive attitude, all of which can take you far with the

proper drive and motivation. These are the only basic skills I had when I started

out. I was basically a liberal arts generalist my entire life who happened to enjoy

being out of the office and wondered my way into sales. I then saw the money

that could be earned, and became more comfortable meeting people, instigating,

and leading a sales effort in competition.

Aptitude plus practice/experience equals excellence…Tiger Woods and Michael

Jordan practiced perhaps more than any others in their sports. The elite Navy

Seals rehearse relentlessly before a mission. So let’s look at what is takes to

succeed in the often rough and tumble game of professional sales.

“Do you want to know who you are? Don’t ask. Act! Action will delineate and

define you”…Thomas Jefferson

“I could never sell” …really?

I hear this reply a lot when I suggest sales as a possible career path (to someone

who I think is sharp and articulate). This negative response is rather self-limiting

mindset especially when young, energetic and educated, perhaps it’s “fear of the

unknown”, which is a powerful force in human nature.

Yet it is understandable as most folks have little concept of the realities of sales as

a profession, or their own capabilities and potential, which is a big part of my

motivation in this effort…but I’ll admit there seems to be a common

misperception about the job of sales, perhaps an image of a back slapping loud

mouthed jackass in a plaid jacket pitching aluminum siding or a used car to an


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unsuspecting rube… maybe it’s just an association with politicians that fosters this

negative stereo type image?

As a promoter of sales as a career path (for some), I naturally rebuff these

objections (if I feel they have real potential) by extoling the many virtues and

benefits of life in sales…independence, not being stuck in the same office every

day, meeting people, freedom to be out in the world and of course the potential

for big earnings.

Indeed, the sales rep is the sports athlete of the business world, on the front lines

making things happen and shaking things up. One alternative to a desk job is to

consider a career path that allows you to get out in the real world and use all the

skills you’ve learned in school, to apply and expand your interpersonal skills, to

travel and explore this “land of opportunity”.

At the risk of over-selling the job of sales…I’m just saying, if you’re interested in

business, selling for the right company in the right industry can be as fun,

challenging and rewarding as just about any job I can think of short of owning

your own company, which also involves selling something to somebody.

The task then becomes getting started, gaining valuable experience, building your

track record and joining the “right” companies in which to thrive.

“You’ve always had the power my dear, you just had to learn it yourself”…The

Wizard of Oz

What it takes

It would be irresponsible for me to make a blanket recommendation for everyone

to consider a career path in sales, and as I’ll try to explain.

Sure, it can be fun and exciting and it can also be a real struggle if you get into the

wrong environment or lack the skills, especially starting out. Simply put, everyone

isn’t wired to be a lawyer, doctor, opera singer or Dallas Cowboy cheerleader


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…but I’ll offer you some tools and advice designed to help you maximize your

chances at success and perform at a high level once you get there.

Imagine a job where you are not expected to be in the office very often, and then

at the end of the month there will be a meeting with the other sales reps and a

scoreboard will be displayed on the wall for all to see. The top performers will be

recognized and the bottom folks will sometimes be met with off-line, in private to

discuss any concerns.

It’s called accountability and it’s the price of being given the independence and

responsibility for results.

Given the potential highs and lows involved, I thought it would be helpful to offer

some insights as to what personal characteristics are useful in professional sales.

I realize you may not even know your own hidden talents yet, and may hold

doubts if you can make it in sales, no worries, it’s natural and frankly you may not

know it until you’ve tried.

Let me offer you a preview to think about, in shot gun form…from my experience,

it helps to be a person of action, tough minded yet likeable, independent,

persistent and competitive. It helps having a high energy level (but not hyper-

active), with a positive “can do” attitude in the sales world often filled with ups

and downs. Strong interpersonal skills are essential, with the ability to connect to

people, look them in the eye and speak in full sentences…a skill that smart phones

and texting seem to be diminishing.

Many of the best reps seem to be take-charges folks (aka leader skills) with a

sense of adventure, they enjoy the outdoors, can think on their feet, build

relationships easily, work independently or within a team, are quick with a smile,

they have a healthy sense of humor, the capacity to empathize, can listen and

understand others, and are good communicators with critical thinking skills…are

you getting a picture yet?

Does any of this ring a bell? Although the social skills may not come naturally to

many, they can be improved over time and with experience. I also happen to


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think our returning Service Vets possess many of these traits learned from their

unique training and experience. After all, the spirit of “rugged individualism” is

what helped found this country, and this highly qualified group has specialized

training and discipline ingrained.

One could also argue that it helps to have played or enjoy competitive sports, but

from my experience that doesn’t disqualify you, it just helps to have that

competitive background and to know the heat of competition. BTW, did I

mention having a good attitude, a healthy perspective on life (we don’t live in

some third world country, right?), and a decent sense of humor really helps?

In short, if you have any combination of the above traits, and enjoy the challenge

of stretching and expanding your personal comforts zones, can handle

confrontation, being challenged and rejected or judged against the performance

of your peers without turning into a zombie, then keep reading, you may have

thick enough skin to have potential.

Note: If you are a highly “PC” sensitive person, easily offended and always on

alert for such things, I would suggest considering dialing down that meter in the

business world…over-sensitivity could hinder you, depending of course on the

culture of the employer and clientele you serve.

You see, in sales it helps to be flexible, open, loose and tolerant of others, not to

mention thick skinned and affable. As illustrated, you will also be held

accountable and judged based on your results; it’s just part of the game.

“I have always said that everyone is in sales. Maybe you don't hold the title of

salesperson, but if the business you are in requires you to deal with people, you,

my friend, are in sales.”…Zig Ziglar

The act of “re-invention”

Hopefully at some point in your life you will have an opportunity or desire to “re-

invent” yourself. Sometimes we are self-motivated to change ourselves;


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sometimes it is forced upon us. I’ve been told that “change is exciting when we

control it; it is stressful when it controls us”, makes sense.

A change of coarse can be a very good, healthy exercise, and it can be difficult

process, but then few worthy things in life are easy. Most changes are normally

followed by a period of discomfort, before the improvement is realized. This

simple theory even holds true with a new coffee maker or microwave oven; as we

learn all the new buttons and get frustrated, then we realize how much better it is

than the old machine…and we are glad we upgraded.

If you are “stuck” in your job, you may want to consider the words written in this

collection as one option to open doors and explore your potential. For some of

you the word “gambit” may apply; a small risk or sacrifice for the sake of future

advantage.

I have seen former accountants, teachers, lawyers, retired military and bankers

make a sharp career change into sales and achieved great success. My friend’s

father was an electrical engineer who had an outgoing personality, and ended up

the national VP of sales. So there you go; sales reps can be made and are all not

born.

Let’s say you wanted to be an engineer, pharmacist, or doctor, but didn’t quite

make it through the rigorous schooling, despite having a strong interest and

background in these disciplines…hmm, maybe the next best thing would be for

you to consider selling a highly engineered machine (as I did), work for a Pharma

firm selling drugs, or sell medical devices like knee replacements to doctors?

BTW, the accountant above sold accounting software to accountants, who better

to know their issues and speak their language than a fellow accountant?

We all have our strengths, aptitudes, and something unique to offer, so what are

yours?

Note: My wife gave me my first circular saw 15 years ago for my birthday. She

saw me occasionally used a hand saw on small home improvement projects.

Although grateful for the gift, I protested that she’d spent too much and that I’d


19

never use it. Since then I have happily built a pier, a tiki bar, a deck, a foyer,

several furniture items and a dozen other wood working projects, including

playing the general contractor and finish carpenter role on a major home

addition. All of which I had no idea I was capable of 15 years ago…apparently I

had a dormant builder gene.

“If you do what you love, you'll never work a day in your life.”…Marc Anthony

Is a college degree required?

You may be asking what education level is required to enter the tactical (see

below) sales arena to start a sales career? I’d say that in general, to sell for a

good company in a B2B environment, most will require a degree….BUT, the real

answer is NO…you do not really need a degree in my opinion. The sales role is a

unique animal in the business world, as you’ll see, the usual rules don’t always

apply.

What you do need is to be smart, professional in appearance and

speaking/conversation, and have the people skills as outlined above and below,

keep reading. This may require a few moments of honest self-assessment.

Street smarts, listening, empathy and drive are the major tools of the trade…you

don’t need to be the gregarious life of the party, just thoughtful, social, diligent,

and a good communicator. I submitted the “Essential skills” section and “Small

things matter” section for good reason…you need to know them in this trade, to

survive and thrive.

Entry level

Selling is about instigation and the ability to open doors, and it helps if you have

trouble accepting the word “no” when you know that a “yes” is possible…these

are core requirements. I’d suggest that of all the business professions, sales is a


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career path where it’s possible to thrive without a formal degree, and allows one

to enter the field in creative, unorthodox ways.

Part of the thinking here is that in most cases, the entry level of sales is often a

wide doorway that is open to many, depending on the company, the product line

and the mindset of management.

If a company requires a degree to apply, as many do, and you are young and have

a level of self-confidence (without being arrogant) and have solid life experiences

(ie military or other) or worked your whole life but school wasn’t your thing, then

you may have a compelling story to tell, and a story you’ll need to tell…sales

includes story- telling, sharing information, and the promotion of oneself.

Still, there is nothing like real sales experience to open doors and move up the

ladder, so you need to start somewhere, build a track record, and learn the trade,

college degree or not. As with many of the building trades, it can be a process

…apprentice, journeyman, master.

For example I realized in the process of putting this book effort out for public

consumption, that an unknown author needs to establish a “platform” of

exposure via social media, or e-publishing, essentially demonstrating that the

book as some value, or not, in the public arena. In general, it is then that an

agent or publisher may discover you and consider printing hard copy for wider

distributuion…it’s just how it works.

Same goes in sales, you often need to establish a “platform” in most cases, unless

you are fortunate enough to be recruited out of school by a sales organization

with the intent of developing you.

That said, we all need to start somewhere, and perhaps unlike most business

positions, in sales there is nothing wrong with bypassing the usual HR route to

contact directly a regional sales manager, a VP of Sales or the President/owner of

a company that you’ve profiled and selected as a good candidate to work for

(more on that below).


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First, they should be impressed with your fresh approach; it shows assertiveness,

ambition and an ability to go around the box, all good sales qualities that anyone

in sales should appreciate. Later we’ll discuss the importance of selecting good

employers and to avoid dead-ends.

But…you still need to be extra prepared, have done your homework, and have a

good story about yourself to share (a decent resume of accomplishments), and

perhaps an aptitude for their product line, for examples; they may sell farm

equipment and you’ve worked on a farm for many years, or you’ve been a

carpenter and want to sell replacement windows, or you’re a programmer and

want to sell software products.

I try to avoid any deception in my dealings, but if you really want to know about

the opportunity in sales for a particular company, you could make a false lead call

to the company. Just ask reception for “sales” and chat with the assistant or even

better, get a sales person on the line. If you briefly explain that you’re interested

in working for them and simply wanted someone to contact to see how their sales

group is managed, most nice folks will spare you a few minutes if you seem

sincere…people like to help people.

See the next section “Where to start, what to sell”.

Starting somewhere, my example

Each of us is a product of our unique upbringing, environment, education and

genes; this explains why we all see the world a bit differently from each other,

which is a good thing.

I was pretty rough out of college with no sales or business experience, just a

marketing degree, some basic social skills and energy. I entered the business

world through a humble entrance, and began a steady polishing process of formal

training and many sales encounters that lasted for over 20 years.


22

Soon after college I sold door to door cable TV in people’s homes, where I

probably made 300+ presentations over six months, and sold 95% of those

because people wanted cable TV, it was new in Chicago.

Armed with my new confidence and presentation skills, I then entered the coat

and tie world of B2B office equipment and probably wrote 200+ deals in 18

months. This tactical sales process included cover letters, proposals and a

presentation, plus I received formal training. From there I stepped up into what I

call the “big leagues” of “strategic B2B sales” for the next 18 years. We’ll discuss

later the difference between tactical and strategic sales.

My first 15 years in sales was on a straight commission compensation plan, where

you only earned money if and when you sold something. So that’s how I made

my way, the old school route, and it wasn’t always easy or comfortable, but I

made it though and enjoyed the journey enough to write this promotion of the

sales career path.

I was also blessed with having had the pleasure to work side by side with some of

the best professionals in the business of strategic sales. I’ve had many managers

and mentors, and received an ongoing stream of training sessions and

opportunities, which I’ll try to share some highlights below. You could say I’ve

had a business career full of rich experiences, and this is my attempt to share

many of those.

I also had a few outstanding seasons, and some mediocre years, but I survived

and thrived in the field for many years. I was often more consistent than stellar in

my performance, I was a grinder, reliable and steady in a crowded, competitively

charged Chicago market.

One of my proudest achievements is that I only had one installation reversed

(which is described in another chapter), which isn’t bad for equipment sales given

the number of installations I conducted. I operated with integrity and with the

customer’s best interest in mind, there is no other way…but enough about me.


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Basic instincts

You may still be wondering if a job in sales is for you, or not? If there are just a

handful of personal qualities that I think helps drive a sales rep, one is to have a

natural “evangelistic” spirit.

This means that when you know or have experienced something that you think is

really special, you are compelled and driven to enthusiastically share it, to tell

folks about it; be it a movie, new product, restaurant, book, recipe…you can’t help

yourself. I’m sure your Facebook activity would be just one indicator of this spirit

of sharing information.

Besides having good interpersonal and communication skills, it’s also vital to have

the ability to put yourself in the customer’s shoes, to understand their needs and

concerns and act on their behalf, it’s called “empathy”. Empathy is a very

powerful trait in life and when building trust and relationships, to simply

understand that not everything is about you is a major step in the right direction.

This concept ties into the importance of having good listening skills, which may

sound easy but isn’t. This important life skill will be covered in the next chapter,

but listening skills may be the biggest single difference between a good sales rep

and a great one. Did you hear me?

Along the lines of empathy, is the innate ability to read people and gage fairly

accurately just how you (or your product) are being perceived by others. Can you

read body language (covered later) and sense when to change course or continue

on? Do you have that sense of perception, to know when things are going really

well or poorly, and if poorly, to stop and try to address it?

This perception of others, reading the situation and subtle gestures is especially

handy during conversations; is the listener focused and engaged on what you’re

saying, or drifting off? Perhaps you’re discussing a boring topic (in their view) or

maybe you’re talking too much and haven’t brought them into the conversation?

If you’re good at this people reading and situational awareness, then you are

ahead of the game, it is a powerful ability that can serve you well.


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One final key attribute that really helps in a sales rep, and in life in general is

simply having a good attitude, where the glass is not only half full, but you’re glad

to even have a glass. Attitude can’t be trained or purchased, but it can be

adjusted.

If you’re naturally crabby, bitching or sullen, maybe sales isn’t for you…this

doesn’t mean you have to be the ever smiling life of the party, but in the sales

game, people tend to buy from those they like and trust, and so it helps to be

upbeat, friendly and sincere, and that is hard to fake in the long run.

“A pessimist sees the difficulty in every opportunity; an optimist sees the

opportunity in every difficulty.”…Winston Churchill

Selling: Part art, part science

They say the medical field is part art and part science, which is why they

“practice” medicine, like lawyers “practice” law, and the same holds true for the

sales. Selling is partly the art of interpersonal skills, and partly the science of

proven techniques. We will cover both sides and attempt to remove some of the

mystery of the sales process.

Please keep this in mind this simple fact; selling is about helping a customer solve

a problem by using your product/service/solution to meet a perceived

requirement (need). Your job is to help them, it is a win/win proposition…if you

keep that in mind, you may succeed in sales.

Is there an element of persuasion and relationship building involved? Sure there

is, but the sales event only happens if there is a match between a need and a

solution. Much of the success in selling is finding opportunities where those two

requirements intersect, and engaging to solve that problem by “adding value”.

While there are certain personality traits and interpersonal skills that improve the

odds of being successful in sales, the act of selling really doesn’t involve some sort

of magic trick. In fact the act of selling is much more basic than many people


25

imagine…but like any profession, there is an essential tool box of skills which will

be covered in the next chapters. In any case, it certainly helps if you represent a

good company with great products that you firmly believe in, and that are in

some demand because they help to improve something (add value).

All that said, nothing in this world is stagnant, and the internet age has changed

the playing field as buyers in business today are much more educated than ever

with massive amounts of information at their fingertips. The only constant in the

world is change, and so many of the sales dynamics continue to evolve within

your industry and competitive landscape, and this collection is intended to offer

you a competitive edge, to differentiate yourself above the pack and elevate your

sales skills.

Management’s challenge is to train, focus, motivate and lead the force, and to

understand and “manage” the sales team and adapt to shifts in market dynamics.

Don’t rely solely on their efforts, take ownership yourself. Proactive initiative will

make you stand out in a crowded room, more on that later.

Regardless, sales continues to be about people relating to people, it’s about

dealing with all sorts of personalities, and today’s professional sales rep needs to

be polished, trustworthy, and know their business more than ever. Like the

military, it’s not easy to get in anymore and it’s not for everyone, but it is a

worthy and noble pursuit and a profession I’m happy I joined.

“Bear in mind that brains and learning, like muscle and physical skill, are articles

of commerce. They are bought and sold. You can hire them by the year or by the

hour. The only thing in the world not for sale is character.”…Antonin Scalia

The nobility of sales

Years ago, a friend of mine was a nurse, and I was acknowledging the nobility of

her chosen profession; helping people…whereas I was simply a sales rep, pretty

much out selling our products to make a buck for myself. She quickly corrected

me, indicating that when I sell something, I not only provide a solution for the


26

customer, but I create revenue for my company who in turn provides jobs for all

our employees.

So yes, I was actually helping to provide jobs and income so others can pay bills

and send their kids to school…and then I felt better about the role and nobility of

sales in the big picture of things.

To me the sales force (team) is the “heart” of most companies, or at least it

should be treated that way IMHO. The sales force is on the front lines of most

any business, interfacing with customers, fixing problems and stirring up new

business opportunities, this is especially true for any manufacturer.

Unfortunately some companies don’t see it that way, which is part of my

motivation for these essays, to help them see the light and take better care of

their heart.

If sales (revenues/money) is the life blood of the organization (it is), then without

sales (the heart) there is no need for accountants, admin, service, manufacturing,

customer service, etc (the other vital organs). As the saying goes “without

customers you have no problems, in fact you have nothing”…which is why I

embrace the saying “nothing happens until something is sold”.

When a company goes through a “restructuring, reduction in force, layoffs, etc) it

is usually non-revenue generating jobs that are eliminated first. Sales and the

direct staff that support their effort are generally saved from the knife, but not

always especially if the forecast is gloomy for even the best on the sales force.

Indeed, if large lay-offs of sales in involved, all bets are off, it’s a sure sign that the

company is in deep trouble, there is trouble with the heart.

To complete this physiological analogy, let’s say top management is indeed the

“brains” that coordinates and organizes all this activity (ie blood flow)…and they

are also capable of improving things or messing it all up, and so I’ll also refer you

to the sales force management advice in another chapter.

“Action may not always bring happiness, but there is no happiness without

action”…Benjamin Disraeli


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The role of the sales rep

I’ve heard many analogies used to describe the role of the sales person, especially

in the context of team sales at a higher level which will be described further

below (I already made the pilot analogy). One former CEO of mine compared the

sales rep to a waiter/waitress at a fine restaurant (I’ll use the term “server”) at a

national sales meeting, and many of us scratched our heads…a server at a

restaurant?

In short, he explained the server is often the sole face, voice and source of

information, the single point of human contact with the customers. Yes, there is a

team effort behind the scenes (chef, owners, kitchen staff, etc) but the server is

“representing” them all and their collective efforts to the customer.

The product is the food, the kitchen is the factory, the chef is manufacturing, the

service and atmosphere all comprise the “customer experience” which can be

highly subjective. If done right, the server’s role is to be upbeat, pleasant and

knowledgeable; he/she is responsible for making the customer’s dining

experience as pleasant as possible.

This includes suggesting wine selections, recommending certain dishes and

getting the order details correct and expedited, as well as managing the delivery

and presentation of the meal. In many cases, they are helping to steer the guest’s

decision making with their best interest in mind, but also the best interest of the

restaurant in general (ie sell bottles of wine or specials), in their “sales” role.

If all goes well, he/she will be given a nice gratuity to reflect the customer’s level

of satisfaction and appreciation of the efforts, and hopefully the customers will

return again, even tell their friends.

As with any analogy, this one isn’t perfect, it’s a gross over simplification but it

gives you a high level view of the roles played. If the server were also out on the

sidewalk trying to entice pedestrians to stop in, it may get closer to reality, but

still, the pedestrian has to enticed, and hungry and with money or there’s no deal.


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Competition and differentiation

To further explore this simple analogy, the restaurant business is highly

competitive; the customer has a huge variety of choices. So the goal is to

“differentiate” your product or experience from the competition by offering a

unique experience and creating “value” in the mind of the customer so that they

return and tell their friends. We’ll discuss “value” in business later.

There are many other sales rep analogies out there, all valid to some

extent…there is the quarterback as field leader on the football team (a true team

sport), then there is the race car driver in the winner’s circle getting all the credit

(or in the wall getting all the blame) despite having a huge team effort behind

him/her (owners, mechanics, sponsors, pit crew, engineers…).

Whatever analogy you like, the sales rep plays that vital role of leading the

charge, being the tip of the arrow where personal skills are often the difference

between winning and losing, between a positive or negative experience. Rightly

or not, we are given credit for wins and blame for losing.

Restaurants come and go, there are trends, menus and chefs change as do

customer tastes, but some find a way to stay successful over time. So keep in

mind, as a server, you can be the best around but if your restaurant and your

team are not keeping ahead of competition, you won’t make many tips with

empty seats, so it’s best to relocate despite whatever loyalty you may have.

If playing the role of quarterback, race driver or server on a team sounds like a

good way to launch a business career, it sure can be, so please keep reading.

“Sales are contingent upon the attitude of the salesman - not the attitude of the

prospect.”…W.Clement Stone

Summary…success requires selling


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However you approach it, I really can’t think of a better way to quickly learn

about business, apply your entire education and see the world outside of an office

than to be in outside or “field” sales.

In sales, you’ll interface with every department in your company (finance,

engineering, accounting, marketing, service) and with all levels of top

management. Your job is to be the head of the arrow, to instigate, open new

doors, find and penetrate prospective accounts and convince buyers that your

company’s products/services deliver superior value that will benefit their

company.

That said, like in sports, you will be held accountable for your results and

performance; statistics will be kept. As they say in the NFL at the end of the

season, “you are what your record says you are”.

Another benefit of outside sales it that when you are out in the business world

calling on a variety of companies, meeting managers and executives, and making

many connections, a very good thing. You will be directly exposed to how other

organizations operate, what they sell, and doors will open for you if you become

unhappy with your current employer, so consider that.

This happens to be how I landed at my second real sales job a few months after

seeing this very strange looking large robotic machine during a sales call to sell a

small dictation recorder to a VP. A few months later I would be employed by

them, and for the next 18 years. Funny how things work out sometimes; and the

more doors you walk through, the more opportunities will present themselves.

Yes, it’s a tough world out there, but companies are always looking for good

talent.

Finally, think about this for a moment, many of us are selling in the course of the

day and may not even be aware of it; there is an element of instigation,

persuasion and suggestion in many facets of daily life. Recall your friend who is

always organizing the next gathering or getting a group to do something, they are

selling an idea, a vision, a plan and motivating others to take action.


30

Regardless of your chosen trade or occupation, I’d suggest the better you become

at “selling” or articulating your ideas internal to the company, the higher you will

rise, but this depends on how driven and ambitious you are, another topic. This

may be why so many CEOs and Presidents of companies have a sales background,

and why most politicians are lawyers.

I like to remind management that “nothing happens until something is sold”, so

take good care of your sales force, they feed you.

“We are all in the business of sales. Teachers sell students on learning, parents

sell their children on making good grades and behaving, and traditional salesmen

sell their products.”…Dave Ramsey

End of Introduction…following chapters cover advice for selecting products,

industries, employers, essential job/selling skills, nuances of sales, and things for

top management to consider.