Selling = Leading

A lot of people assume that being a leader automatically means that someone is in a management role in an organization. Well, that’s just not so. Leaders can be found at many different levels in companies.

Leaders often don’t have official titles. Their confident behaviors make everyone look them for direction. In almost every sales or service department you’ll find someone this this. Sometimes their powers are used for good, such as the unofficial leader of a group of sales people whose knowledge and skills has everyone looking to them for advice. This power can also be used to the detriment of your organization, such as the sales or service or support person who has decided that “we’re working too hard here- let’s slow down. They don’t care anyway. The customers can wait.” These people may not have the title of managers but they are leaders all the same. You are a leader too, even if you don’t manage a team.

A leader is someone who is able to influence others to actions or thoughts. Often they will also create a feeling of trust. Think about it. If you are a sales person, in order to be successful, you must lead. People may not like to be pushed, but a large amount of people like to be led. Customers and prospects will look to you for information and answers. They want you to be the expert; they want to feel comfortable with you. You have a responsibility to assume the role of a leader whenever you are making a case for purchasing your products or services.

It’s easy to fall into a subordinate-type status when you are dealing with customers and prospective customers. After all, you are asking them to take action. If you are not confident that this purchase is right for them or you are not secure about the outcome, you might want to feel you are a supplicant. Don’t. Assume when you are with potential buyers that you are their equal. You have a product or service that can be of use to them. You have a responsibility to show them how your products/services can be advantageous to their company. A strong exploratory sales process will help make you sure. Asking the right questions will get you the answers you need in order to be comfortable and self-assured in your recommendations.


You are not asking favors nor are you keeping your fingers crossed. You are confident that you have presented the information necessary for a potential buyer to make a decision. You make recommendations based on your knowledge of your products and service as well as the needs of the buyer. Your confidence, poise and skills create an environment of trust. In short, you are leading. Being a leader makes it easier for people to look to you for solutions.

Sales people are leaders. It’s that simple.