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All things Pharma

[Seeing] RED



“How do I make more sales?”
“What’s the secret of sales success?”
“What can I do to get out of the sales doldrums?”
“My product is becoming a commodity. What can I do?”

Take heart, salespeople. These are not problems. They are nothing more than symptoms.

The problem is a lack of heart – your lack of heart. When confronted with sales truths that are uncomfortable, salespeople and sales managers tend to become defensive. They come up with responses that are more of convenience than of fact.

Why do some people moan and complain while others are out making big-time sales in the same marketplace? Every product or service has a leader. And more often than not, that leader is not the one with the lowest price. Let’s get back to the salesperson – you. What are you complaining about? It seems that if you apply the same effort and energy that you use to complain and convert it into creativity, all of your problems, symptoms and barriers would disappear. One facet is something I call “red selling.” Red is the color of passion. It is the color of love. Red is the brightest and most visible color. And red conveys fire.

You may not love what you do enough to create the passion and drive to get beyond your problem or symptom. And if your competitors have that passion and drive, they will prevail, even if their price isn’t the lowest.

But you can also prevail.

How passionate are you? How much do you love what you do? How bright are you? How visible are you? How fired up are you?

The answers to those questions will reveal your inner thoughts and feelings. And those thoughts and feelings will determine your sales success. Note that I did not ask: How low are your prices? If there is a secret to selling, it’s within you, not your techniques. At the heart of your sales success is how deeply you believe in the validity of your company, your product and yourself.

Now it’s time to ask yourself a few hard questions. Are you at your job every day because you want to be the best at sales? Are you at your job every day because you want to help other people? Are you at your job every day because you love your company? Are you at your job every day because you love your product? Or are you at your job just because you think it’s a place where you can make some money?

When you’re not making enough money, you’re most likely looking around to blame someone or something. And there are plenty of easy targets to aim at: the competition, your prices, your management, the economy, your production schedules, the warehouse, the computer system – in general, everybody and everything except you. Blame indicates a lack of passion, a lack of dedication and a lack of belief. Blaming is the easiest way out.

If you could have any sales job in the world, you need to answer these questions: What would it be? What are you doing to land that job? Or is it just a dream? Is it a dream muddied by financial obligations and geographic concerns that you think you can’t do anything about?

Let me give you some hope. Salespeople can create their own work environment, their own success process and their own victories. It’s easy. All you have to do is sell a bunch of stuff.

It’s easy for me to write about it, but the reality is it’s hard to do — unless you enter the red selling zone. By choosing something that you love, by becoming more visible by building your passion, you become red. And that quality is easily transferred to your customers.

When you think about the color red, it brings to mind characteristics such as drive, focus, belief, enthusiasm and a positive attitude.

This is not about sales analysis; it’s about selfanalysis and self-actualization. If your reality is not where you want it to be, you can change it.


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