Why Winners Win

6 Skill

I liked and admired Ross as a salesperson. He was the number three salesperson in the photocopier company where I started in Sales. At the time, I didn't know what Sales entailed. I thought the company generated the leads and all you had to do was demonstrate the machine and get the order. But Ross took me under his wing and taught me some valuable lessons.

Although he was earning $200 000 — in the early 1980s — he and his wife had only one car, which they shared during the week. When Ross didn't have the car, he would catch a ferry and work in the city showroom. When he had the car, he would call on his customers.

Ross was a terrific salesperson. He was funny and his clients liked him. He was methodical, worked hard and wasn't afraid to ask for the order. He was a fearless prospector, valued training and managed his time well. Ross was skilled.

What's the point?

When you see a capable doctor, within a few minutes you know you're in good hands. That's skill. We all know someone we can instantly recognise as skilled and competent.

Many salespeople can read a training manual and quote sections from it, but they don't have the skill to apply that material. They deliver it word for word without knowing why they are saying what they're saying — and it shows! It's like a bad actor merely reciting their lines. A good actor, on the other hand, brings a character to life.

We have now reached the third step on the success journey:

This chapter describes the most important ...