Why you shouldn’t need to sell anymore

Mastery of sales is secondary to mastery of a skill in a high-demand niche

My first job at 17 years old was to sell computers at the equivalent of Best Buy in Australia – Harvey Norman. I realized as I sold more and my commission payments grew – there simply wasn’t a limit to how much I could earn. When my friends were being paid $8 an hour to deliver newspapers I was earning sometimes $150 or more an hour on weekends.

Being young and amazed at my earning potential – I was simply enamored by the power of sales and the skills it brought to my life. The art of persuasion, the skills of negotiation, the importance of thinking on my feet; I knew that mastery of this profession would enable many more career opportunities for me in the future.

Furthermore, I think having a male role model (my father) who was also a successful B2B salesman inspired me to dream of greater things. I saw the financial success he was able to achieve, the corporate holidays + perks and the respect he had amongst his peers.

As I sought to perfect and develop my skills – I encountered several ‘experts’ on the local seminar scene in Sydney, as well as individuals I discovered online or through podcasts. Initially I revered these individuals and the crowds they drew. I also read and re-read their materials like gospel. But a key question arose in my mind – “if what they were doing was so successful, why would they be wasting their time on $100 a seat seminars and not actually selling multi-million dollar deals for large software, banking or financial companies?”

What I now realize is that these individuals were not so much thought leaders but sales people – dedicating their life to selling themselves and their knowledge for a premium. I investigated the matter further and interviewed people who worked in large seminar-type organizations to find out the secrets as to their success. One key learning was that most of these ‘thought leaders’ actually wrote none of the blog posts or books themselves – and instead had a close team of ghostwriters and editors off-shore who manufactured these pieces at a low-cost (N.B. a ghostwriter is someone who writes something and passes off any entitlement to credit.) In fact I admit – I scored a few gigs writing these materials myself so you could also add I am quite a well published author!

The above example shows that these people were simply masters of perception not ability. Creating a positive perception is a fundamental tenant of any salesperson – but if the perception is based on false pretenses is this not deception?

Despite their command of the trade – I realized something important from these so called ‘experts.’ The true task for me was not to seek mastery of sales itself, but to master a craft.

If I truly became the best at something – I would no longer need to sell myself or sell a product; business would simply come to me based on my reputation for being the best at my chosen field. Whether it be in sales training, email marketing or even DJing – the same is true for any and all professions.

Thus, the key takeaway from this article is to be wary of anyone touting themselves as an expert, as if they are truly gifted in their field – they won’t need to externally seek new business as they will already be inundated with offers of work. Furthermore – the true pursuit is not to master sales itself, but to master a craft or niche. When you truly reach your peak – you will no longer need your sales skills as actively – however their utility along the way is unquestionable.

With this in mind – I have come to respect individuals who give their time after or during a successful career to share their thoughts and commit myself daily to developing the skill sets I am focused on caring about so I can talk the talk after walking the walk.



About The Author

Dailius Wilson

Dailius Wilson is the 24 year old founder of WolfofYorkStreet.com – helping the world's top SaaS companies to optimise their sales and marketing efforts. Dailius is currently a Director at TrustRadius and a digital blogger at increasemyonlinebusiness.com. Dailius was named as one of the Top 30 Entrepreneurs in Australia for 2015 by Anthill Online and was ranked in the Top 100 SEO Experts in the World. Dailius has also been a guest on the Ellen Degeneres Show and has over 10,000,000 views on Youtube

  • http://voxlog.ca/ Claude Gelinas

    Very interesting, especially the part about ghostwriting.

    • Wolf of York Street

      Thank you for stopping by Claude really humbled to have you on my site !