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EVERYONE is in Sales!
By Todd Cohen
One of my favorite topics to talk and write about is my profound belief that EVERYONE is in Sales! I have spoken publicly on this and thought a great deal about it and it remains one of my most favorite topics!
Here is the point I am going to make-Everyone in every profession is somehow “selling” what they do. Period.
When I say this to an audience I will term, “the non–professional sales person” (NPSP), it usually gets one of two responses. The first being a blank, terrified stare or a solid “Yep, I agree”. The latter is sometimes said with a slightly confused gaze, but the intent it there. It is always somewhat amusing to me that the people in the former category think I am somehow telling them that they need to report to the local Chevy dealer the next day to start selling Suburbans! The look of fear is palpable and oh so real! So my message to all of the NPSP’s is that “It’s ok”. You will survive. I promise. We sales professionals really do want you in the club! It is a fun club!
We all are exercising the basics of sales more often than we think. Lawyers, doctors, accountants, home contractors, the folks who own the local McDonalds. They are are ALL in sales. Then there are the people in companies who need to sell something internally. One common example that comes to mind is someone engaged in research and has a great idea that needs funding to make it happen. It has to be sold to the bosses! We have all used and heard the term.."it has to be sold" when we are referring to something internal to our companies or even in our personal lives. It is also a fact that some NPSP’s will vehemently deny this entire concept because in some way there is a fear that being thought of as having to “sell” is not something they have to do. I find this to be a generational thing as well. The older guard of the NPSP’s did not have to sell as we think of it today. Business came by referral and word of mouth. Oh, the times have changed!
I have worked with various members of different professions (card-carrying members of the NPSP club) and I like that many of them see the bigger picture and some get it (quite naturally) that selling is not something requires them to stop what they are doing and do something different. It is not always a mode change. It is rooted in solid relationship building and developing trust. It is not unlike complex solution selling that we sales professionals experience all the time.
I have been asked many times what advice I would give to the NPSP's on how they can learn to sell and not have it feel like they have to learn something new or get some training ( although I am a big fan of training and interactive learning). I think the best advice I ever gave was just to relax, be natural and listen to your target "buyer". If you get to wrapped up in thinking too much about it then you will have some (big) challenges. Listen, ask questions and see how you can help. Have your facts ready and make sure they are right. A very dear friend of mine once said to me "facts don't lie". Facts help the selling process for us all. That is the advice I have given to the NPSP's and the feedback is that it has worked pretty well. Its no different than what we sales pros already know! Right?
As always, let me know what you think..and Good Selling!
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Todd Cohen recently presented to a group of Omnicare Clinical Research leaders on the topic of building a sales culture. Todd's thorough preparation for the meeting and his presentation were spot on to what we needed to energize our leaders about 'selling' our services, no matter what their role.
Todd's desire to understand his audience, his knowledge of the subject matter and his enthusiasm really showed. Meeting participants left the meeting referencing many of his points, and we continue to refer back to his advice in subsequent meetings and interactions. He really made an impact. I would highly recommend Todd as a presenter on this topic.
Mary Vila VP-Human Resources, Omnicare CRO -
Todd Cohen's program is WAY more than sales training! Todd instills a mindset and skill set that are far more powerful, meaningful, and lasting. His expertise - building sales culture - is about showing sales leaders at companies of all sizes how to multiply their sales effectiveness by harnessing the power of the entire organization and ALL its stakeholders in the pursuit of closing sales. Bigger sales. Better sales. More sales. THAT is the result of implementing Todd's strategies.
David Newman Marketing Speaker and President, Do It! Marketing -
Todd is the ultimate catalyst to grow a positive, highly-motivated sales culture within any organization. He's the perfect coach to build or strengthen teams. As a marketing professional, working with Todd was insightful!
Sue Watts Product Marketing, Shunra Software LLC -
Outstanding...very powerful! You came across well spoken, experienced, confident and most of all I felt like I wanted to hear more. I had no idea you were such a great inspirational public speaker with such a powerful message to deliver.
Russell Heid Manager, Deloitte and Touche, LLP -
I just read your whitepaper and found it to be the ABC's of successful selling. It applies to any selling and is an excellent paper! I will recommend it to my sales team for reading.
Mike McCann #1 Prudential Realtor in the USA -
Todd is as passionate about helping others as he is about selling. I would certainly recommend him for assistance in motivating others to achieve a sales objective, whether selling the value of a non-profit, any product or a service.
Craig Stabler Soliant Consulting -
Todd...is passionate about helping organizations build a "sales culture" that understands customer needs and develops an out of the box approach to the sales process.
Dr. Jean Wilcox, PhD Professor of Marketing, Temple University -
Todd is the consummate professional - his presentations are effective, to the point and entertaining. His demeanor is one of confidence that reflects years of experience and successful outcomes. He's also a terrific guy to work with.
Jerry Wolfe Partner, Nenko Advisors International -
Todd has an unusual combination of sales talents - he can sell (intangibles to the C-level? no problem here!), build and manage a sales department and train for success. Impeccable execution and classy style!
Dr. Janice Presser CEO, The Gabriel Institute -
I have worked with Todd and SalesLeader in connection with helping me to expand my client base. Todd readily wraps his mind around concepts and then uses that understanding to help you achieve your goals in an ethical manner.
Todd Ewan, Esq. Partner, Fisher and Phillips -
In a relatively short time, Todd has provided substantial value as both a sales leader and a personal coach. As a sales leader, he has proven abilities to bring a sales orientation to a technology startup business. As a personal coach, Todd constantly pushes to ensure that this entrepreneur stays focused on the things that will bring the company growth and results.
Chuck Sacco CEO, PhindMe -
I have known Todd for a long time and witnessed the results of his hard work, knowledge, and enthusiasm as a sales person, sales manager, and entrepreneur. Todd is results driven and is able to leverage his experience, knowledge, and professionalism to create, mentor, and manage winning sales teams. What is impressive about Todd is his ability to communicate to individuals and groups. I highly recommend Todd to anyone interested in improving their sales organization.
Reynold Guida Director of Product Development, Thomson Scientific -
Your seminar was quite an eye opener for me...Speaking for the Finance folk majority, your tips are invaluable.
George Daulerio Senior Finance Professional -
Todd is a sales visionary, a champion with a drive to connect with his customer and drive the performance of his sales team.
Oliver Picher Executive Marketing Consultant -
Just read your paper, it was great! Keep the wonderful info coming....Your work has helped me tremendously already! .... I have you to thank for that...
Chad Holland Independent Insurance Agent, AFLAC -
... your enthusiasm and passion for sales, marketing and networking is contagious!.....
Michael Hughes Executive Level Banking Executive and Adjunct Professor -
Todd, thank you for creating a wonderful resource for information to support professional services sales.
Mary Newman Search Consultant -
Todd succeeded in bridging the gap between a Silicon Valley start-up and an old-line 'white-shoe' firm, having the patience to lead us through a long sales cycle, building first a foundation of trust, before diving into features. He was always a welcome sight in the office. We found him to be consistently creative, personable and with the highest integrity.
Marco Parillo Senior Manager, IBM -
Todd Cohen is an extremely focused, hard working and intelligent sales manager.... He is a tireless sales asset and takes great pride in building successful, revenue producing sales organizations.
Jim Riely Owner, Brownstone Group -
Todd this is a very helpful site that really illustrates your strengths in Solution Sales.... I hope the industry will take advantage of your insight.
Jonathan Grant LexisNexis