The word sales conjures up various images in people’s minds. I use it in the Wheel of Competency to be a little provocative, but also to emphasize some concepts. Most people, when they think of sales, they think of one person trying to make another person buy something. That misunderstanding is why so few people can pursue a career in sales and why salesmen make a lot of money.

But this is not to say anything about a career in sales. That is irrelevant. It is the skills associated with sales that I will show you are not only invaluable, but necessary. Sales is the process of exploring whether you can help another person achieve something they desire at a fair exchange of value. There are three major dimensions to this skill set.

These are real skills that need to be learned and practiced. And when applied, they are a service to other people. It is evidence how rare these skills are that the cliché salesman is thought of as a “smooth-talking” charlatan who will say anything to manipulate you into buying something.

Social skills are where we apply nuance and affinity to our fellow humans. We manage our non-verbal cues to ensure our communication is consistent. We actively listen to ensure we understand the deeper beliefs/goals/desires of other people. And we use situational awareness to provide context to everything that is being said. The same words and mannerisms directed at a distraught person, a person experiencing rage, and a calm, peaceful person will not be heard the same.

Attitude is the orientation of servitude. It cannot be an act to help the other person achieve their desires if possible. It must come from a sincerely held belief that this is a noble pursuit as a fellow human on this earth. We must be curious to seek deeper and deeper understanding of the layers beneath the superficial crust of specific desires.

Persuasion is probably the big hang-up that makes sales such a polarizing topic. Persuasion is a critical skill to possess in life. It is simply the skill of influencing others toward a position or point of view. I am trying to persuade you with this entire venture. I want you to believe that the Wheel of Competency is brilliant and insightful and a useful tool for managing your pursuit of continued growth and excellence. It’s not inherently evil. When used, it can be a great service, as I hope my writings will be to you.

Let’s end with an example. Say you’re a financial advisor and someone comes to you stating they want to “invest in real estate.” Do you really think that’s what they want? No, an Outlier would utilize the skills from the Sales domain to be curious, actively listen, ask probing questions, build trust and credibility, and find out eventually that the person’s father died when he was 15 and he wants to be able to sleep at night knowing his family will be financially secure should he pass away unexpectedly. THAT is a far different desire than “investing in real estate.”

And only at that point can the financial advisor truly help his client achieve his desires. The skills that allowed that deeper understanding is what Sales is all about.

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