If a tree falls in the woods and no one hears it, does it make a sound? If a company has a great product or service but no one buys it, is it really great?
I have seen so many business owners come through my door with a great product or service–they know it’s great and know it’s worth a lot to clients but they still can’t sell it. I ask them what about their selling strategy, and more often than not, they tell me they don’t have one. Why? Because they don’t consider themselves sales professionals. Then I ask them what they consider themselves to be and more often than not I hear: architect, lawyer, advertising professional, banker, financial advisor, engineer, realtor, etc.
This is the biggest problem with business owners. They want to grow their business. They acknowledge that the only way to grow business is to generate new business, and yet they don’t consider themselves sales professionals.
The most valuable advice I can give any business owner is that the thing even more important than your skill set is your ability to sell it. And just like you needed years of training to become great at your profession whether it be law, medicine, architecture, engineering or advertising, you need training and guidance to become a great salesperson. Top performing sales professionals aren’t born, they’re made.
And in order for your company to truly succeed you have to become your company’s top performing sales agent.