What happened to sales? The recession's silver lining

Having coffee recently with a client and friend, the conversation turned to sales. In fact, as a marketer, I've seen this same challenge repeatedly in the last 5-10 years and there is even a dependence upon marketing to do the selling. The challenges business owners have these days finding good sales people in the US is unfortunate and just a little surprising. After all, for years, weren't Americans known for their ability to sell an idea, a product?

Somewhere between the door-to-door encyclopedia/vaccuum salesman and the solutions salesperson, we've lost the nack, nay, the drive. We've gotten, quite frankly, lazy. So, how do we get the nack back. First things first. My grandfather, a rare gem of a gentleman who would likely tell you he succeeded because of the challenges of the Great Depression, used to say that people are motivated by fear or reward. The recession has a silver lining in that it may just make people a little more motivated by fear, forcing them to to work hard, work smart. History may just have the opportunity to repeat itself in a positive way because of the economic downturn, bringing out the best in those who rise to the occasion. And remember, my Grandaddy didn't have self-help sales books or internet resources to figure out how to sell. He watched, listened, learned, and then he worked. And worked well.


Sales is more than calling 70 people a week and expecting something to stick. Sales is a doggedness that just drives an individual - that all to little understood "get it" factor...enough to call the right 70 people.

My advice? Hire people who are highly motivated, don't need a lot of instruction, 'fit' in your industry, know how to build relationships, and can get results. If you have weak sales people, give them goals to reach and if they don't attain them, reconsider their employment with you. And, the reality is, it's hard to find a good salesperson, so reward the ones you have, make sure you're a strong leader, give them clear objectives, and finally, get out of their way.