Saturday Morning Sales

Kevin Latchford


Q&A Week1 - June 30, 2018

For the past few years, since I began using this weekly blog to share stories about sales and sales management, I have been receiving numerous questions from readers including my own clients. Over the next several months I am going to use my weekly ramblings to post one reader question with my answer. Please note – my answers are based on my personal and professional experiences and in no way reflect my company or specific clients.


Q: You’ve often written about ‘A’ level sales people and compared and contrasted what makes them unique versus ‘B’ and ‘C’ level sales people. Do you believe a ‘B’ or ‘C’ can become an ‘A’? Why or why not?


A: The short answer is yes, I do believe a ‘B’ can become an ‘A’ and a ‘C’ can become a ‘B’. The longer answer is only rarely. You see, in order for someone to elevate their sales game, they must act like a top performing athlete or musician. The sales rep can never settle. ‘A’ level sales people are never satisfied with what they have in the moment, rather they are always striving to be better, to gain more accomplishments in their own careers, and in their own personal lives. Unfortunately, in my experiences over the past 20+ years, ‘B’ and especially ‘C’ level sales people tend to become complacent. They either lack the skill or the sheer will to strive to be better. In the rare occasion when I’ve personally witnessed someone elevate their sales game, like an athlete or musician, they read a lot, they study their own game and those of others, they practice and role play, and the document every step of their processes so they can always refer back to their own play book to learn. Only those sales reps with the want and deep down desire to be successful will ultimately display the necessary character to push themselves.

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