The Mackay MBA of Selling in the Real World The book in a few words: The Forum Corporation in Boston studied 341 salespersons from 11 different companies in 5 different industries. Their purpose was to determine what separated the top producers from the average producers. When the study was finished, the results were startling. It was not skill, knowledge, or charisma that lead to the sales strata, it was all one trait: honesty. When a customers trust salespeople, they buy from them! There are however other traits that support stellar salespersons. These traits include a driven personality, positive attitude, appropriate preparedness, reputation, good first impressions, goal setters, service mentality, great listener, sense of humor, and continual pursuit of excellence. A salesperson tells, a good salesperson explains, and a great salesperson demonstrates. You are never too old to be a student of life, and a good student of life always does the required homework. Your businesses sales team should understand that they are not simply an employee. No one owes them anything, i.e. a paycheck, they must own their work and strive to enhance value every day, hone competitive advantage, learn, adapt, and help the company succeed. With that attitude, they too will succeed. Confidence matters. A professor stood before his 30 senior molecular biology students before the final exam. After a brief conversation talking about med school, the pressures to keep up the highest GPA, and his confidence in what they had learned, he made this offer to his students – anyone who would prefer not to take the exam would get an automatic B grade. After final opportunities passed, seven students remained. The professor handed out the final exam. There were two sentences typed on the paper: “Congratulations, you have just received an A in this class. Keep believing…