Chapter 1: The Reality of Selling

Selling may seem straightforward, but the routine tasks that come with it can be quite challenging. Can you commit to the daily grind?

In the mid-1980s, I found myself entering the sales world. My training consisted of a simple six-step plan:

1. Here are your business cards
2. Here is your workspace
3. Here is the phone
4. Here are some product brochures
5. Here are potential leads for your area
6. Now go out and sell—quickly!

This was the standard approach to sales training at the time. Unfortunately, many companies today still operate with the same mindset. Many managers and owners view selling as a one-time event rather than an ongoing process.

Often, I witness salespeople underestimating the amount of effort required to reap the rewards. When I was new to sales, I requested training from my employer. Their response was that since I was knowledgeable about the product and the company's operations, I simply needed to seek out customers. In essence, they offered no formal training.

Determined to succeed, I turned to books and magazines on sales. I immersed myself in learning, driven by the desire to avoid the stereotype of a pushy "used car" salesperson. I believed that being genuinely helpful to customers was the way to go; if my products met their needs, they would return for more.

Maintaining regular communication filled with valuable information about products, the company, and market trends was vital. Notably, sales expert Harvey Mackay had a thorough 66-point questionnaire about his customers—he believed in knowing everything from names and birthdays to likes and dislikes.

I invested in an early customer relationship management (CRM) tool called Sales Eye. My attention to detail was met with skepticism from other salespeople and managers in the company, but I remained steadfast. This CRM allowed me to monitor all calls, mailings, and in-person meetings.

I set clear goals and tracked my progress on a daily basis. This is the essence of the hard work involved in sales. Many sales professionals struggle to grasp the metrics necessary for making sales, let alone executing the processes that lead to success.

I calculated the sales I needed to achieve weekly to earn my desired commission. My goal at the time was to earn a $100,000 salary in one year. The commission structure required me to generate $8 million in sales annually, which translated to over $650,000 each month or about $160,000 weekly. Given our pricing and product mix, this was achievable.

That year was a success, and I vividly recall falling just short of my $100,000 goal by a few hundred dollars. Our company was thriving, and I played a significant role in that growth.

The key takeaway is that I established a daily routine focused on sales activities, and by consistently following this process, I reached my annual target. Selling demands hard work, but the satisfaction of executing a daily plan makes it worthwhile.

When I started my own company, I mandated that each salesperson engage in the daily activities essential for sales success. It was fascinating to observe how some salespeople struggled or refused to commit to the necessary actions for achievement.

In conclusion, while selling may appear simple, the daily tasks that accompany it are undoubtedly challenging. Thank you for taking the time to read this article. I would love to hear your feedback!

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