Why EVERYONE is in SALES!


By Jernavis Draughn

We ALL are selling something every single day. From having to convince your kid to take a bath, or the value of going to school, negotiating a lower price on a new car purchase, to asking for a raise at your job. I believe sales is the number one skill set to attain and mastery for the future. With the rise of artificial intelligence and more jobs being automated, there won’t be many jobs a robot can’t render. Learning the art of communication and the ability to sell, will place you ahead of someone who only has a degree, masters, PHD, certification, etc. You will have the skills to sell your particular skill sets in a manner that will separate yourself from competition and provide complete clarity on why you’re the best candidate for the that position.

Zig Ziglar, once said, “Every sale has five obstacles: no need, no money, no hurry, no desire, and no trust.” Sales is essentially a transference of feelings. I believe no TRUST, no SALE. Creating a rapport is the first step to connecting with your prospect. Next is using active listening, to hearing the needs of your prospect. Active listening, means listening with the intent to understand. Closing any sale starts with knowing exactly what problems your prospect needs solved. In the book, little red book of selling, by Jeff Gitomer, he explains there’s certain principles that lead you to becoming a top sales producer. Here’s a few that resonated with me that have improved my sales skills.

-Believe you can close every sale. Have a winner’s mindset.

-Plan your day and the goals you want to accomplish.

-Recognize and take advantage of all opportunity.

-Take responsibility for your success in sales.

-Take risk and embrace failure as a learning opportunity.

-Hang around the right people that inspire and motivate you.

-Prepare to win or lose to someone who is.

-Position more. Compete less.

-Prospects buy the sales person first.

-Become an expert or influencer in your field.

-Celebrate effort, not victory.

Commit to sales mastery. Measure your closing rate and continue to work on your sales game DAILY!

Quote of the Day: “Make a customer, not a sale”-Katherine Barchetti

Why Marketing starts with POSITIONING yourself first!

By Jernavis Draughn

Marketing is a battle by which a company gets into the clients minds FIRST. Let’s look at some of the most famous companies in the world. If I would ask you to tell me what company comes to your mind first when I say sneaker, most people would probably say “Nike”. If I say fast food, most people would probably say “McDonalds”. If I say coffee, most people would probably say “Starbucks”. And if I say fried chicken, most people would probably say “Kentucky Fried Chicken or KFC. All of these companies were first in there industries to win the battle of marketing themselves as number one for the particular service or product they provided. It all starts with having clarity on your vision for how you want to be PERCIEVED by prospects.

The book “Positioning”, by Al Ries and Jack Trout, define “Positioning”, as an organized system for finding a window in the mind. Al Ries and Jack Trout explain how, “Language is the currency of the mind. To think conceptually, you must manipulate words. With the right selection of words you can influence the thinking process itself.” Introducing a new product or service, provides only two types of responses: Praise for innovation and secondly, problem solving or copycat entitlement of being a knock off brand. The key is to separate yourself with a unique selling proposition that gives you an edge or differentiates you from competitors. Every advertisement is a long term investment in the image of your BRAND. Therefore, this is the reason why companies pay millions of dollars to increase their Brand awareness.

The average human mind cannot deal with more than seven units at a time. This is one of the reasons why seven is a popular number for most lists that have to be remembered. Examples: Phone numbers and the Seven Wonders of the World. Most people have a hard time remembering seven or more numbers. Businesses have to connect with their clients on a mental and emotional level in order for them to remember their products or services.

Advertising is not a debate, it’s a seduction. Most companies fail to reach or build trust with a prospect, for them to make a purchase. To get inside of your prospects mind, you have to relate to what’s already there. You can’t walk away from your existing position in the prospects mind. Decide today what you want to be known for and what your brand stands for. Your purpose has to connect with your vision in every advertising campaign you release to the world.

Here are a few questions from the book “Positioning”, by Al Ries and Jack Trout, which has helped me reposition our marketing strategies. It also helped me focus and confirm how we want to be perceived by new prospects and existing clients.

  1. What position do you own?
  2. What position do you want to own?
  3. Whom must you outgun?
  4. Do you match your position?

Remember, prospects don’t BUY, they CHOOSE! Continue reinventing yourself, improving in all areas in your career and company.