My friend Chris Lytle used to train radio advertising sales professionals techniques to help them "become successful sooner" (than they would without his teaching).
Chris' best-selling first book, THE ACCIDENTAL SALESPERSON, was based on the premise that most people in sales do not set out on that career path, but rather "end up" in sales. I fell into that category, having backed into a sales career in radio advertising nearly 40 years ago.
Earlier this year, Chris released his second book to widespread acclaim. THE ACCIDENTAL SALES MANAGER picks up where the first book leaves off, noting that most people who become sales managers do so because they have become good at sales, not realizing that the skill set required of a manager is entirely different from that of a salesperson.
These days, Chris teaches the principles and techniques of successful selling and management in the digital age to business executives around the world. A Certified Speaking Professional, Chris has a unique way of boiling down complex or otherwise esoteric principles and making them easy to understand.
When asked what it takes to become successful in one's profession or occupation, he distills the secret of success down to three simple propositions:
1. You Must Know. In other words, you must be a good student. You must learn as much as you can about your business, whatever it happens to be. If you're going to become a success in real estate, you must acquire as much knowledge and proficiency as you can, to become good at what you do.
2. You Must Know that You Know. General Patton said, "A man of diffident manner will never inspire confidence." It's not enough to be capable. You must be confident in your capabilities. When you know that you know, you're able to respond quickly and decisively to a variety of circumstances.
3. You Must Be Known for What You Know. This is where many otherwise competent people stumble. They make tentative attempts at advertising or marketing themselves, even though marketing may not be their area of expertise. They spend too little money, invest too little time and effort, and wonder why success continues to elude them. When you become widely known for your expertise, your competence and confidence (and I use the word "become" deliberately; it involves a process), you find yourself in greater demand.
Do you know?
Do you know that you know?
Are you known for what you know?
If the answer to any of these questions is "no," what's holding you back?
If you've got #1 and #2 down and you're finding #3 to be your stumbling block, you'd do well to find someone who's good at advertising and get that person in your corner!
(Matthew Lesko photo - CC2.5)
Comments(3)