Do you think Tiger Woods was born to play golf? Probably. We also know he continues to take lessons, listen to a coach, and studies the game to increase his success and helps him stay at the top of his profession.

Are there people at your local club who seem to come by it naturally? Did they take lessons or take outside advice? Do they watch the pros, update their equipment, or subsribe to Golf Magazine? To keep them sharp? 

Not many people get to the top and stay there without anyone else’s help. Everyone needs help. One of the critical elements of success is to know how to ask for it. You don’t have to reinvent the wheel and you can’t think of everything yourself. 

Some people believe that salespeople are born. A few years ago I asked a friend why his daughter wanted to be in sales. He said, “I’m not sure, but she’s definitely cut out for it.” I said, “How’s that?” He responded, “She’s got the gift of gab.” 

Some people think it’s the salesperson’s ability to talk, others place a lot of emphasis on personal charm, and some believe it’s because they won’t take ‘no’ for an answer, that makes them successful. 

These impressions are outdated and don’t work. Success in sales today is dependent on much more. Today clients are smarter, have access to more information, and make better decisions. They need a businessperson in sales who will help them make a buying decision. 

How do business owners perceive sales people? Some see them as the front lines of the company’s ability to generate revenue. One CEO I know believes salespeople are the backbone of business and it’s the sales profession that ultimately grows the economy. Other points of view are salespeople are hired guns who must make it on their own. I wonder what would have happened to Steve Nash or Venus Williams under similar circumstances. 

To get the next superstar into your sales driven organization, start by finding someone who has the basics of desire, commitment, and the courage to fail. Of the three critical areas of attitude, behaviour and techniques needed to be successful in sales, it’s the attitude you have to possess internally. 

Behaviour and techniques can be enhanced with training but the attitude must be there. Attitude includes self-esteem and confidence. Selling is a high-rejection business. If you’re reluctant to hear ‘no’ or get depressed because the sale didn’t happen, it can effect your attitude and belief in yourself. Attitude also means that challenge, growth, and change are positive and you’re not satisfied with the status quo. 

Look for individuals who want success and are willing to do what it takes to get there. We need the budding Tiger Woods of sales who want to get better and will build on their natural ability. However, that’s only step one. Step two, three, and four include continually working with your people to make them better at their job, developing their confidence and self-esteem and providing resources that help them grow your business.

Sandler Training Inc. is an international sales and management training/consulting firm. For a free paperback edition of Why Salespeople Fail and What Not to do About it, call the Sandler Sales Institute at (902) 468-0787 or e-mail salescareers@sandler.com