OK, I admit it. I can say it. I am a salesperson! There, I did it. The truth is, though, I am proud to be a salesperson. Salespeople are often masked in name by titles such as account executive, account manager, customer service representative, marketing manager, development officer, waiter/waitress/server, or even director of business development. In each of these roles, there ultimately needs to be a sale. That person has to “close the business,” “bring home the bacon,” “make the deal,” or we all are out of a job. But people like fancy titles. Let them have them. I am proud to be referred to as a salesperson!
I have not always been this way. When I was in university and getting ready to graduate, my peers were hired by the likes of London Life, General Mills, and such. And yes, they were all hired as account mangers/account executives/financial planners—salespeople! I vowed at that time that I would never get into the sales game. Not a chance. I did not want to be one of those guys. So I headed into restaurant and night club management, and spent a decade there. I came to learn the importance of sales in that industry. But I was a manager, not a salesperson, and never would be.
Then I had an opportunity to move from Atlantic Canada to Calgary to work with a radio station that carried the broadcast rights for the Calgary Flames of the NHL. I was intrigued. I said I would come as marketing manager but was not interested in being a sales guy at the station. They said they didn’t have a marketing and promotions position open. It was a sales job or nothing! I took the sales job. I wanted the opportunity.
As I planned and travelled to my new life, I dreaded the idea of being a salesperson. All I could envision was Herb Tarlek from WKRP in Cincinnati and his white shoes. I thought I would have to buy white plastic leather dress shoes!
I soon discovered that great salespeople don’t sell—they provide solutions. I learned this early on. I remember being told by the company owner, “You work for me 49% and for your clients 51%. Do what is in their best interests, but don’t screw me in the process and we will all make money!” I have tried to live by that philosophy. I work for the organization I am selling to. If I do my best to help my clients with their problems and can provide solutions, then all is great!
Today, I don’t sell our services at the Partnership Group – Sponsorship Specialists®. I meet with organizations that buy or sell sponsorship, determine what their “problems” are and then see if we can help them. Sometimes, they need a strategy developed; sometimes, it is policy work; sometimes, it is an inventory and valuation; sometimes, it is assisting in negotiation or activation ideas and execution; and sometimes, it is helping them build internal capacity in the area of sponsorship marketing. Once I know what they need, I show them how we can help them— if we can. If we can’t, I lead them to the right company. I love being a salesperson. I provide solutions that help our clients make more money, and achieve their business and community goals and objectives.
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