Achieving Success in Selling: Lessons from Personal Experience

I've been in sales for over 10 years. In that time, I've sold something to every Fortune 15 company, often in the tens of millions. Over the years, I've developed a 10-step plan to make any sale happen.

This process can help you learn to sell. Like it or not, you're a salesperson. People will judge you and make decisions about you and your product before you even realize it. So if you can't take five minutes to learn the insights I'm offering, you might not succeed.

Understanding Sales

• Step 1: Think like a salesperson - this is the foundation for all sales.
• Step 2: Learn the difference between ethical sales and non-ethical sales.
• Step 3: Focus on building ongoing relationships - sales should not be a one-time event.
• Step 4: Train your team - everyone around you should be an advocate for your brand.

In sales, authenticity is key. I sold my first item at 15 with no sales experience, no brochure, no website, and no sales training. I was simply honest about needing money and offered to do garden work. That authenticity helped me build a career in sales, and it’s a fundamental principle I still follow today.

The Importance of Authenticity

Many sales courses focus on techniques like NLP or tricks to manipulate the customer. I believe in a different approach. Real sales come from authenticity and honesty. For example, a salesperson at a MINI dealership once advised my wife and me to consider a Tesla instead because it better suited our needs. This honesty created a strong connection and earned our trust.

The best salespeople in the world build relationships based on authenticity. By doing so, they establish trust, creating opportunities for repeat and referral business.

Deliver on Your Promises

A key to long-term success in sales is to always overdeliver. This means ensuring you believe in what you’re selling and can stand behind it. Overpromising may seem tempting, but it can damage your credibility. When selling, be transparent about what you can guarantee and what you hope might happen.

In my career, I’ve seen PR companies that overpromise and underdeliver. I choose to work with those who are clear about what they can deliver. They earn my trust by setting realistic expectations.

Finding Your Sales Style

Sales isn't just for extroverts; introverts can be just as effective. The secret is to find your own style. In my former agency, the best salesperson was actually our accountant. She connected with other CFOs through shared interests and a genuine belief in our mission, which led to new business opportunities.

Sales is not about following someone else's script; it’s about finding what works for you. Whether you prefer blogging, networking, or face-to-face meetings, lean into your strengths.

Training the Team

Everyone in your network—from clients to family members—should understand and advocate for your brand. Train those around you to share your passion. When they’re excited about your product, they’ll naturally spread the word.

Even your mom can become your best salesperson if she understands how your product supports your mission. Don't overlook the power of having a well-informed and passionate team.

Conclusion

Sales is about building connections, being genuine, and delivering on promises. These principles have guided my career and helped me achieve success. Remember, if you stay true to yourself and always prioritize the customer, you’ll cultivate long-lasting business relationships.