In today's competitive world, being talented isn't enough. A skill often misunderstood and underappreciated is the ability to sell, and it's pivotal to success. This wisdom, drawn from Michael Ellsberg's book "The Education of Millionaires: Everything You Won't Learn in College About How to Be Successful," is the focus of our conversation today.
Sales: More Than Just Transactions
You might argue, "But I'm not in sales." Here's the twist – we are all salespeople. Selling is not confined to commercial transactions. It is about initiating movement and progress, involving effective communication, curiosity, creativity, continuous learning, and constructive confrontation. From when you were a baby to your presence in the boardroom or the bedroom, we're all selling our ideas, ourselves, or services to the world.
The Skill of Success
Becoming good in your chosen craft is one thing, but being successful at selling it is a different game altogether. Ellsberg debunks the myth that getting better at a craft is synonymous with success. "Success is its own skill," he writes, an independent education that takes just as much effort as learning the craft itself.
This notion redefines the concept of 'talented flakes.' These individuals are masters of their craft but lack success because they've not effectively mastered selling their skills or ideas.
The Triad of Success
Ellsberg describes success as a triad comprising three distinct skills: marketing, sales, and leadership. Marketing involves creating awareness about yourself and your product or service, a slow burn requiring consistency and determination.
Sales, the second part of the triad, leverages the awareness created by marketing, piquing curiosity, building trust, and ultimately matching your offerings with the needs of your audience.
Leadership, the third element of the triad, is about inspiring change in the hearts and minds of people. It’s less about control and more about influence.
Real-World Application
To illustrate, let's consider my wife's fitness studio, which she opened six months ago. She faced frustration as customers were not flocking to her door. I advised her to build awareness about the studio persistently. As people become aware, curiosity grows, leading to trust. Once trust is established, you can guide your clients from point A to point B, helping them establish a lifestyle change rather than just aiming for a temporary goal.
Final Thoughts
You are in the transportation business. You're moving people from one state of mind to another. This process involves shifting perspectives, building awareness, creating familiarity, nurturing connections, and delivering on that trust.
If you're not getting the results you want in your life or business, it may be because you're not marketing effectively, not understanding your customers' needs, or not providing the right leadership. Success isn't something you are – it's something you do, and what you do creates the results you see.
To conclude, success requires you to master how to sell and then how to succeed at selling through effective marketing, sales, and leadership. Keep it simple, keep it moving, never settle, and always keep selling.
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