Why Everybody is a Sales Person
Nicola Cook tells us how everybody has the skills they need to become a successful salesperson, and explains how to use them.
How many times have you heard yourself say being a sales person is hard work or heard others say something similar?
For a long time now, many businesses have held the belief that this sales gift is something that someone was either born with or lacks naturally. Often a struggling start-up, or a frustrated owner/manager, will seek these skills in others. They believe if they could just find that one right person to join the team. The sales person who comes readily equipped with these magic ingredients ready-made, then all their sales growth problems would be solved in one fell swoop.
It is true that recruiting and building an exceptional team is a necessary part of developing and growing a business. It also makes sense to recruit those who have the attitude and values, and where possible the skills and experience that match your ambitious vision. This does not, however, support the argument that sales competence is an elusive skill that cannot be nurtured and developed. In anyone.
In fact, the opposite is true and the latest scientific findings are supporting the long-held argument that sales skills are nurtured not pre-assigned in our genes.
Epigenetics is the very latest field of research in DNA human science. It aims to understand the changes in gene behaviour caused by heritable changes in the DNA sequence. Thus use of the term epi- from the Greek meaning of ‘outside of’ the genetics. The most recent papers confirm that within everyone’s DNA some strands of proteins are can be either activated or deactivated throughout someone’s lifetime depending on their human experience.
This means that the type of life we live, be that the experiences we are exposed to, or how we respond to those experiences. The lifestyle choices we make or the emotions we feel actually do affect our DNA. This change in our internal genetics increases or decreases our propensity to not only specific diseases (for example, arthritis). But also changes in personality and behaviour. Thereby, supporting the belief that there is a potential sales person in all of us. So if we accept that scientifically we all have the propensity to develop persuasive and influence skills, why then are these skills so difficult to find ready formed in most people.
As we mature from children into adults we often dumb-down these natural instincts. Usually, they are discouraged as they can be perceived to be brash, unattractive or wrongly motivated.
If you need to develop sales capability either in yourself or your team, there are 3 ways in which to nurture these skills.
Feed your brain constantly. The majority of information flowing towards us all day every day is negatively biased. This enters our precious unconscious unfiltered. Therefore to develop stronger influencing skills, use the same unfiltered bombardment strategy for your own brain. But with the information that will help you develop sales skills.
Attend seminars/conferences and training programmes. Listen to audio programmes, watch motivational/inspirational or informative video. I personally start my day with a 15min TED talk most mornings. Restrict anything else that is not stimulating or supportive. Obviously, nurture or feed this information to your team daily.
Set the environment up for success. Place ‘triggers’ to stop the behaviours you wish to stop and triggers to encourage the behaviours you want. Message boards, screen savers, even a red sticker on a personal mobile phone screen, can be sufficient to catch yourself consciously so you can change behaviour. It’s the same philosophy as packing your gym bag the night before.
Your peers can both lift you and command you to give more of yourself or pull you back down. Therefore it’s necessary to surround yourself (and encourage your team) to seek out mentors, or mastermind groups. Choose groups who will support your ongoing development. Introduce a job sharing or internal mentoring/coaching programme into your business encouraging the more experienced people to nurture the talent and skills of the newer team members.
Sales & influence skills lie within all of us and if nurtured, encouraged and trained, it is possible to re-light that fire in your own belly as well as that of your employees.