Two missing components in sales and entrepreneurship

Me: "Ok cool, now explain to me why would that be important to me or your customer?"

Sales Rep/Entrepreneur: Fumbles with an answer that's 50% correct or worse, has no answer at all.

Why is, what you're offering important to anyone?

As a sales coach, one of the areas I really pay attention to with sales teams or entrepreneurs is "why is, what you're offering important to anyone?". The clarification to that question is an area most struggle with and when they do figure it out, the next thing is how do they now go about communicating this to their targeted audience.

Getting into business or sales is exciting and everyone gets really pumped about their product, their company, etc. but not too much about "The why" or "what problem are you solving?", which circulates itself around the customer. Furthermore, demonstrations/presentations have become so commonplace that they seldom do a good job engaging the customer and communicating value.

There are many things that contribute to this, but here are just two components that if activated correctly within a team or as a "solopreneur", can show a difference in their success level.

True or False: Some people are not creative?


It's interesting how this component to business/sales success is overlooked. Creativity is a key ingredient to what differentiates you from others. Yes, your product or service might seem similar to others, however, it's the creativity within the team or the mind of the individual that makes the difference.

In a weekly Sales As A Profession video series I do with my colleague Jarrod Best-Mitchell one viewer commented that "some people are not creative" which is not exactly true. Within each one of us there are different levels of creativity. So, while being a designer, artist, painter, etc. is not our calling. Just thinking of helping a customer solve a problem is a sign of creativity.

Man's only limitation, within reason, lies in his development and use of his/her imagination - (Think & Grow Rich by Napoleon Hill)

In Think & Grow Rich by Napoleon Hill, your imagination is noted as one of the most important components of success. In the development of your business, this level of creativity is needed as it helps develop & fuel the Awareness, Interest, Desire & Action (A.I.D.A) principle to generate sales leads.

The first two principles Awareness & Interest require some level of creativity to capture the prospects attention and then grow their level of interest in making your product or service appealing/desirable enough for them to take action and commit to doing business with you.

Critical Thinking:

The biggest problem with man today is that he does not THINK - Earl Nightingale

 One of the first mentally inspirational audiobooks I ever heard was one called the  "Strangest Secret" by Earl Nightingale. The funny thing with this is, it was recorded in the 1920s/30s.

Earl was critical on the lack of thinking puts into coming up with something new or more so solving his/her own problems. Fast forward to 2019 and I can say that there are some similarities between what was recorded almost 100 years ago to today.

Today I see many entrepreneurs and sales professionals not thinking hard enough about growing their business and standing out. Not thinking of the space they want to play in so they play in the same sandbox with everyone else. Constructive thought requires a serious analysis of your business strategy. Being satisfied with what you have today is lazy. You must be driven to think about what you can acquire tomorrow, the next week and the week after.

The problems experienced today, cannot be solved at the same level of thinking from when they were created - Albert Einstein

Some may say that critical thinking is the party pooper of creativity and while critical thinking can seem slower the two can coexist within a team. If you take a look at any organisation there is always a healthy mix between the logical (Finance Dept.) and the expressive (Marketing/Sales Dept's). Both can and should work together as it relates to growth and development.

Creativity & Critical thinking are like two personalities, one expressive the other logical. However, they are both needed to be successful in developing and growing your business.

Developing a team is also one of the best ways in expanding your level of creativity, especially for "non-creatives" and taking a serious look at the thing for the "overly creative".

If you are a solopreneur, start networking with people and openly asking for support/mentorship as it's a sure way in helping you grow as a person, salesman and businessman.

Written by: Lyndon Brathwaite

OPAAT-SWY Consulting Ltd.

19 Senior Street

Diego Martin 

Trinidad, West Indies


Contact: 1-868-325-3745


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