A Rookie's Guide to Surviving in Sales
NO ONE LIKES TO FACE REJECTION, BUT LET'S
FACE IT, IT HAPPENS
Connect with Michaela on LinkedIn.
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If you had asked me where I wanted to be post-graduation, working in sales is not what I would have said. But, here I am and I couldn’t feel luckier to be in the place I am today.
Most of us have probably gotten that LinkedIn message asking to join “the next best” tech company in a “great sales role” that “you would be perfect for” and we rolled our eyes, deleted the message and didn’t look back. I admit, I was one of those eye rollers, and sales is definitely not for everyone, but now after almost 1 year in a sales position with MLSE I’m happy to have gone outside my comfort zone and try something I never thought I would do.
Fortunately for me, I work under the glamorous umbrella that is MLSE; a well-known organization bringing you your favourite Toronto sports teams (Raptors, Leafs, Marlies, and TFC), and now Raptors 905. Quick Raptors 905 introduction: this is the Toronto Raptors affiliate team playing in the NBA D League. Yes, this is professional basketball, (no, I will not get you a tryout) and yes we credit ourselves with developing Norman Powell into that huge playoff powerhouse we all saw starting in Round 1 against Indiana. You can learn more about the NBA D-League here.
I made some great contacts throughout my internship at MLSE in many different departments who I kept in touch with post-internship. With the purchase of a D-League team, there needed to be a sales team. Keeping in touch with contacts I made meant I was first in line for that interview. With Raptors 905 entering into their inaugural season in just 5 months post-conception, saying there was a lot of work to do was an understatement. Normally, the NBA won’t allow a team to purchase a D-League franchise unless there is one whole year to prepare, and let me reiterate what I just mentioned, we had 5 MONTHS. With that being said, I was entering into unknown territory of not only never working in sales but for an entirely new league and brand new team that I would be influential in determining its success and recognition in the community. No big deal right? With these short few months ahead to make this an incredible inaugural season, I needed to learn fast.
The following are my top five sales tips that can help you fake it, ‘till you make it and ease yourself into the cutthroat business that is sales.
1 / Be prepared to hear ‘no’.
No one likes rejection, but let’s face it, it happens. The sooner you can accept that not every person you have a sales conversation with will be on board with you and want to buy from you right away, the sooner you can move on to the next call and get closer to that ‘yes’. You’ll find you’ll even end up appreciating some of the rejections you receive, because at least you heard back from that individual and are not waiting around for that answer that’s never coming, still with that glimmer of hope in your eyes.
2 / The gatekeeper is now your new best friend
Making cold calls you will often have to go through a secretary/assistant first (the gatekeeper) to get to the individual you want to speak with. She/he is the one who will make sure your call gets to this person, or they can quickly ensure you never speak to them. Always be friendly and courteous. It never hurts to ask them their name and see how their day is going. People like to help nice people. That extra 30 seconds can make a huge difference in getting through, especially if you find yourself having to make multiple calls to the same line.
3 / Every opportunity is a sales opportunity
I can’t go anywhere without thinking how I can get that business/group out to a game. I carry business cards on me everywhere; restaurants, to the bar, nail salon, grocery store, and more. I’ve passed out business cards to people I share Uber Pool with. You never know who you are going to meet, and who you can help with your services/product. Don’t hesitate to make that move and hand out your card. I also find it helpful to ask for their card as well, that way you can send them a quick email to ensure they have your contact details.
4 / Cold calling sucks, but trust the process.
Cold calling intimidated me the most at the start of my job. Calling strangers? Um no thanks. I quickly learnt that this fear/aversion to thinking no one wanted to take my calls needed to end ASAP. In our digital age, it’s so safe and easy to send an email. Get out of your comfort zone and you’ll see the results are better in regards to response rates. You also get to know your customer better and can start building that relationship.
5 / You won’t make a sale every day and this is okay.
Working in sales can be great; there is nothing like that rush of landing a great client and making a big sale. While the job has its highs, there are also lows.
There will be days, even a week or more where you won’t make a single sale. Once again, this is all part of the game. It will be easy to feel discouraged and unmotivated in these lapses, however, work through it. Talk it through with your colleagues, you’re most likely not the only one going through a dry spell and maybe putting your heads together can get you all out of the slump. I can speak from experience of having slower times; when your off season is about 7 months long, there isn’t always the excitement that comes with being in the heat of the season.
BONUS: Be passionate.
This is my bonus tip. I honestly thought I would fail in sales. I had no background in sales, no previous training, just my love for the game of basketball and my excitement of being a part of Raptors history. I honestly believe this drive and passion for the product helped me be successful. If you’re excited, others will be excited. Granted, I’m selling basketball tickets, and not boring computer software, I still believe if you sell your knowledge of the product others will believe it in it too.
I mean, I didn’t lead the league in sales for 2 months, and finish top 5 across the entire league my very first year for no reason.
**Mic drop***
