If you were to do a little research you would find something fascinating about people and positions within your organization.  You would find that the successful sales executive usually out-earns most positions that are not considered upper management.

Let me explain it in different way.  When I was a sales manager, I expected that my successful professionals should make more than I made, and the best did so handily.  General managers, vice-presidents, even some Sr. Vice Presidents and up are at a disadvantage when it comes to the total compensation package, but there are good reasons for it.

So why do so many people believe that all the brains in an organization are in the engineering departments, finance department, and general management?  Well, because so many people don’t know the rigors of professional selling and the strategies and intelligence needed to do it.

No Logarithms Needed

Think about the sheer brainpower needed to calculate the thrust to get out of earth orbit for a space vehicle with monstrous dimensions.  If you consider the brainpower necessary to design the new generation of space vehicles you would be correct in that it takes a ‘rocket’ scientist.  Now the big question:  Could they sell it?

Have you ever considered that those skills are literally worthless when they are used to try to convince a buyer that he or she should change widget manufacturers and do business with your organization?  You don’t need sophisticated mathematical formulae or extreme logarithms to make that happen, you need the ability to:

• Create trusting and confident relationships
• Apply sales techniques to influence buying decisions
• Anticipate and answer the customer questions
• Present effectively and with aplomb

Many people have trouble putting a value on these, but a sales manager and General manager know that this individual makes their job easier.  It is obvious that we all have our calling in life, and the role of a sales professional, as I have said before is to “convince someone to do something that they would ordinarily not do.”  Frankly, not everyone can do it.  It is an art, with some technical aspects behind it.

It’s Not For Everybody

Not everyone can play this role as it requires an individual who can:

• Work with all types of people
• Analyze and anticipate buyers needs and desires
• Withstand rejection
• Counter objections effectively

The best of these individuals are compensated highly for their skills and the uncertainty of the job to the degree that their annual income, which may include salary and bonus or otherwise are enviable.   Sure it is hard work, but so many know it is their ‘ticket out’ and have provided for their family in ways that draws jealousy from people in the other functions or departments.

I have seen sales compensation amounts in sales departments well over the $1M mark, and currently know a sales professional in financial services who 5 years ago, when the getting was good cleared over $1.2M.  Now, that is rarified air, and there are many who make more than those high numbers.  I am talking about b2b sales in these examples, and I am not talking about extreme or exotic products.

Machines Will Never Take Over

The occupation of professional sales is not unique, but it does stand out.  It might be one of those occupations that will not be taken over by computers or outsourcing.  The reason is simple, customer intimacy!  The sales professional does a lot of things, but the most importantly from the standpoint of the customer, they create the confidence that the customer needs to make the switch and stay put.

Even when we are talking about a commodity, the sales professional and the value that they bring can make the competitive difference (See Black Sales Journal 2/24-Selling a Commodity – The Difference is You).

The sale professional recognizes customer lifetime value (from the sales standpoint see Black Sales Journal 2/16 – All Customers Are not Created Equal) and seeks to extend the relationship as long as possible.

When the machines can create and nurture relationships we will be in trouble, but I don’t see that happening soon.

The Smartest Guy In the Room

So the smartest guy in the room might not be the engineer, the architect, the computer designer, or the aerospace scientist, it might be the person who operates closest to the person that pays the bills.  We know that as the customer.  We can’t do without them, and they need to be nurtured and fed.

This sales professional role is best done by someone who comes in with the skills that we probably take for granted.  We will call them advanced sales skills.

So the smartest guy in the room may well be the Ultimate Sales Professional (Black Sales Journal – The Ultimate Sales Professional I, II, and III).  Read this and let me know what you think.

We will ‘just ask him not to wear a cape to the sales presentations.  So when the meeting happens, who is the smartest guy in the room?

Your comments are welcome.

I received calls and notes on the most recent post, Black Sales Journal 1/23/2011, The Resume Revisited – 6 Changes to Make Now! I wanted to respond to some of those comments with a post that would help sales professionals with the basics of the resume writing process.

I recognize that there are more versions of resumes than you would ever believe, but I want to make sure that we are starting with a good template, and some solid wording.  You may think this post too elementary, but take a look at it and use any of the elements to your advantage.

Having a solid and alluring resume gives you a tool that can be exploited many years in the future with some small alterations and additions.  Recognize the importance of the elements indicated in BSJ – The Resume Revisited – 6 Changes to Make Now! And review your resume to optimize your job search.

Skip the Objective

As noted in BSJ – Resume Revisited, skip the Objective heading and consider using a Summary, if you have something solid to say.  Be creative, and logical, and brief.  This is your chance to say something relevant to you qualifications.

Formatting Counts, but Descriptive Words Count Also

Utilizing a good format counts in your job search.  You will want to be clean and as fresh as possible.  Showing your previous jobs in the correct light makes a difference that can result in callbacks.  Note the examples that follow.

As you can see in the Professional Experience heading below, consider a formatting that will clearly show the company, job title, and dates of employment.  Note the bullets showing accomplishments, as these are the “sales points”.  The job duties are to the point as you can see.

Example A:

Example B:

Note that some enhancing in the wording of the job including just being more complete gives a stronger picture.

Also note that industry keywords are going to make a difference.  Intersperse your keywords so that it does not sound like you are guilty of techno-babble.  Frankly, I do not know much about widget manufacturing, but if they were manufactured, the all important tolerance measurements would be a keyword.

Certifications and Education

If you earned them, they should be there.  If there are some certifications that are important to your industry or occupation, they should be included; especially if they line up with the jobs you are seeking.

Note below:

Here is another chance to include additional reasons why you stand out, so be careful and calculated.  Your education is a cost of entry to this game, so it has to be shown.

Don’t get too Cute

The resume and the cover letter have got to have the necessary elements while looking well formatted.  By ‘cute’ I mean logos, pictures, and other gimmicks.  When most of the resumes were paper, many professionals tried to use the most expensive paper that they could find.  They felt that the actual texture would get attention.  Be careful with links and where they may lead and keep it simple.

Attached is the actual resume that I used in this post.  It is oversimplified, and you are welcome to use the format for your own.  Keep it clean and simple.

BSJ – Try This Resume Template (This template is in Word.  Select rich text if you do not use word, and you should have something useful)

Above all, keep it concise.  Keep it to one page if you can, although if you have a wealth of sales positions and experience you will need to detail them sufficiently. Use the second page wisely when you need it.

You will want to add on to it for your benefit.  Make it yours as I am hoping it can help with the job search.

Remember that you may need more than one resume, and good luck.

Your comments are welcome.