It all starts with your thoughts and language ...

Some Founders & CEO’s have a particular description of what ‘sales’ is and a particular image of what a ‘salesperson’ looks like.

They describe sales as ‘influencing and convincing’ and the image of a ‘salesperson’ as having one or more of these attributes:

• A natural (at sales)
• A self promoter
• An extrovert
• Pushy
• Closer
• Well connected (have a ‘black book of prospects’)
• Influencer
• Able to convince
• Cold-caller
• Relentless at following-up

The problems with this description and image are three-fold:

1 - Sets an Unhealthy Sales Philosophy & Culture

If your definition of sales is ‘influencing and convincing’ then you're setting on a trajectory where your marketing ‘voice & tone’ is ‘pushy’ and ‘salesy’ and your sales culture becomes ‘get a sale at any cost’.

A sale at any cost - usually results...