(The title of this writing is my favorite line from a true classic, "Only the Strong Survive" … Jerry Butler, 1969)

In every company I’ve ever owned, it has been the salespeople who always earn the most money.

Why?

Simple. Sales folk always have the toughest job. Selling IS the toughest job in any organization.

We’ve all heard that old bromide, “nothing happens until somebody sells something”, right? Well, it’s true. Without sales, there is no need for product, customer service (presently enjoying its time at the top of the heap), R&D, Finance, or (my favorite!) management.

Unfortunately, great salespeople are almost impossible to find. For one thing, and if they are as productive as you want and need them to be, they are probably very well taken care of by their present employers.

Furthermore, the people who employ them have also learned what we all have learned, which is: When you finally land a great salesperson, do everything in your power to keep that person or persons with you!

The second reason why great salesmen are impossible to find is that these marvelous producers of revenue generally realize just how talented they are, and so they usually go off and start their own businesses. (Which, I’ll add, is very often a mistake.)

For you see, the skills and talents it requires to be a great salesperson (empathy, the ability to manipulate other minds, creativity, and so forth) are generally the exact opposite skills needed to manage a business (objectivity, “one set of rules”, logic, and an ability to see only the facts as they are, and not as you might wish them to be).

But one thing that a salesperson can never, ever be is AFRAID. And this is a very difficult thing for the great majority of all salespeople, just as it is for all people in general.

I’d personally say about 85-90% of them DO lack courage. And what a nightmare it must be for them to have to try to sell every day while lacking this courage!

Good salespeople know that there is no end of prospects “out there”, just waiting to be found. Poor salespeople for some reason think that there are a finite number of such buyers, and so they must sell each and every prospect they meet, regardless of that prospect’s true interest in the salesman’s product or service.

Which results in what I call “Rule Number One” of selling – Never waste time with a prospect that is really not a prospect.

You see, a true prospect is someone that can prove to YOU that your product/service (from here on in, “Product”) will help his business make more profits.

How do you find this guy, much less get him to PROVE that he’s a worthwhile investment of your time?

It’s a numbers game. You simply say something like, “If I can satisfy you that my Product will drop dollars to your bottom line or increase your share of the market, will you pay me “X” dollars for my product within “Y” days?”

It’s a simple “yes”, or “no”. Don’t accept conditions. Don’t allow for “maybes”. And if he says “yes”, you proceed. If not, you walk.

Which brings me to my second rule, “Rule Number Two” – Rule Number Two says this, “Time is all you have as a salesperson. So, protect your time as you would your family.”

Salesmen reading this, I ask you … which is the worst prospect to deal with: 1.) the person who says “maybe”, or, 2.) the person who blows you off on your first call?

If you chose “2”, please turn in your playbook and collect your bus fare from the payables clerk … cuz you’re going home!

As a salesperson, all you really have is your time.

And the guy who won’t say no to you (probably because he likes you, and doesn’t want to hurt your feelings) is KILLING you!

Get RID of this guy. NOW. Because while he’ll always be you best friend, he’ll NEVER be your customer. He’ll let you take him to lunch incessantly. He’ll invite you to meetings. But he’ll never buy anything.

Why? Two reasons: first, he likes the attention (especially if he isn’t the owner or CEO). Second, he LOVES the power he feels (man! I’ve got this salesman in the palm of my hand!). And third, he is probably saving a thousand dollars a year on lunch!

Shoot guys who waste your time. How? By asking the question in “1”, above. “If I … will you?”

Hey, I’m out of space. But I have more such rules, and we will be back to pass them along.

Meanwhile … practice these!