The Myth of the “Born Salesman”

Posted by Parthiv Shah on Jun 12, 2024 8:00:00 AM

Parthiv Shah

The myth of the "born salesman" is one of the most pervasive and limiting beliefs in the world of business. People often say, "He’s a born salesman. You either are or you aren’t." But that’s pure nonsense. Selling is a skill, and like any skill, it can be learned, honed, and perfected. You don’t need to be born with a natural gift for sales. With the right training and practice, anyone can become a successful salesperson.

Think about this: What makes a great salesperson? It’s not about having a silver tongue or an irresistible charm. It’s about mastering the basics and applying them consistently. Let’s break down some of the core principles that can transform you into a great salesperson, drawing on Dan Kennedy’s techniques.

First, understand your product inside and out. You need to be an expert on what you’re selling. This doesn’t mean just knowing the features but also understanding the benefits and how they solve your customer's problems. Kennedy emphasizes the importance of being able to articulate these points clearly and confidently. When you know your product well, you can handle objections and answer questions with ease, building trust with your prospects.

Second, learn to listen. Selling isn’t about talking nonstop; it’s about listening to your customer’s needs and concerns. Kennedy teaches that asking the right questions and truly listening to the answers is crucial. This allows you to tailor your pitch to address the specific needs of the customer. By showing that you understand their problems and have the solution, you’re much more likely to close the sale.

Third, build rapport and trust. People buy from those they know, like, and trust. Building rapport isn’t about fake smiles and forced friendliness. It’s about genuine interest in your customers and a sincere desire to help them. Kennedy stresses the importance of authenticity. Be yourself, be honest, and show that you genuinely care about the customer’s well-being. Trust is earned through consistent, reliable behavior and by always delivering on your promises.

Fourth, master the art of persuasion. Selling is about persuasion, not manipulation. Kennedy’s techniques include understanding the psychology of your customers, knowing what motivates them, and using that knowledge to persuade them effectively. This means framing your product in a way that highlights its benefits and aligns with the customer’s desires and values. Persuasion also involves creating a sense of urgency and demonstrating why your product is the best choice.

Fifth, handle objections effectively. Objections are a natural part of the sales process. Instead of fearing them, learn to welcome and handle them. Kennedy advises preparing for common objections in advance and addressing them confidently and calmly. When a customer raises an objection, see it as an opportunity to provide more information and reinforce the value of your product.

Finally, always follow up. The sale doesn’t end when the customer leaves, or the call ends. Following up is crucial. Kennedy emphasizes the importance of persistence and maintaining contact with your prospects. A well-timed follow-up can remind them of your offer, answer any lingering questions, and ultimately close the deal.

Look at companies that have mastered these principles. Take Amazon, for example. Their customer service is legendary because they understand their products, listen to their customers, build trust, persuade effectively, handle objections, and follow up. They didn’t rely on born salespeople; they trained their teams to excel.

You don’t need to be born with sales skills to be great at selling. By focusing on these basic principles and practicing them diligently, you can become a successful salesperson. Dan Kennedy’s techniques provide a solid framework that anyone can follow. So, stop believing in the myth of the born salesman. Take control of your success, put in the work, and watch your sales soar.

If you’d like help developing a sales strategy that attracts and retains your ideal customers, clients, patients, or patrons, call or text me at 301-873-5791 or visit to book an appointment.

I look forward to speaking with you and helping in every way I can.

Topics: successful salesperson, great salesperson, build rapport and trust, learn to listen, product inside and out, master the art of persuasion, handle objections effectively, always follow up, principles and practicing

 parthiv shah


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