Want to Enjoy Sales? Think Creativity Before Closing

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Seth Godin (referring to human nature):

“If it’s work, they try to figure out how to do less, and if it’s Art they try to figure out how to do more.” – from his TED Youth Conference talk, “Stop Stealing Dreams

So, by Seth’s definition, what is sales, merely a job or an art? For most of my career, it’s been the latter. Obviously, our quotas and deadlines don’t allow for such silliness. Only recently did I learn that I approached sales non-creatively by choice. Following Mr. Godin’s logic, throughout my career, I naturally did the least amount of selling required. Fortunately, this was not always true. There were times, albeit few, when I liked the job itself, not just the reward.

Surely salespeople can’t be artists? Consider for a moment, that artists, essentially use creativity and skill to express unique ideas. Contrast this with sales, where we find solutions for now and seek to repeat them for other customers. This process works – until it doesn’t.

When a sales solution stops working, tradition is to wait for management to acknowledge the problem and tell us how to revise our approach. As we grow, we learn to use our creativity and communication skills to overcome challenges ourselves. Creativity and skill. Sound familiar? This approach, when effective, can be more enjoyable than copying someone else. Not to mention, it also results in more business and resume-building experience.

Still, it’s easier to grab someone else’s answer to an objection than to formulate one. If being “artistic” in our sales approach is so great, wouldn’t everyone do it all the time? Unfortunately, the following barriers block us from doing so:

Ambitious Insecurity*

Salespeople are often capable of delivering tremendous value, provided they don’t act like box-checking robots. Without knowing it, we can fall victim to the assembly-line mindset. Yes, many of us sell tangible products, but what we work ON, is people. We can’t simply repeat what we say or do expecting the same result from them. Still, we insist on explaining lost sales in terms of adherence to set procedures. As a result, salespeople win promotions based on their deference to current processes instead of their ability to improve them. Even worse, this mentality pervades up the chain of command making creativity a privilege of a high-ranking, ill-informed few.

Learned Greed

The culture of sales overtly uses tangible wealth as a measure of success. The more we sell, the more we make, and the better we are. Therefore, we learn that the act of selling has no value, unless accompanied by money. Again, it’s just a job. To make things worse, American culture pressures parents to have high incomes. We acknowledge the need for family time and communication, and answer it with expensive youth sports and vacations. Ironically, these require us to work more and be away from our families. If we simply raise our tolerance for mediocrity, we may find we’re Ok with not having the best of everything. We may even gain more freedom in the process.


Years spent focusing on survival can change us, if we allow it. Quid pro quo is at the heart of the traditional sales mentality. And, more and more of what we do in sales is measured. It’s no wonder salespeople become calculating in their customer, work, and personal relationships! Ironically, this incessant need for fairness robs us of finding it. It’s a problem of mental real estate. The less time we spend measuring ourselves and others, the more time we have to be creative in our jobs.

Outcome Hyper-focus and Irrational Fear

Are you like most others in believing that earning a lot of money automatically makes you a good parent, spouse, or person? In contrast, some of the most popular historical figures (ie. Gandhi, MLK, Rosa Parks), are known for their bravery in doing something new, for the betterment of others, and not for wealth. If you lost your job today, would you instantly become a loser? If you don’t believe you’re worth more than the wealth you generate, why should anyone else? When we’re free from fear, we’re free to create. It’s that simple.

For better or worse, the purpose of salespeople will continue to be revenue generation. We can’t change how others will measure us. Still, it’s impossible to lose a game we refuse to play. We can let others judge us while we continue to work creatively. Jobs, like salespeople, are replaceable. Artists are unique. Therefore, we can ask more of our current employers and the ones we chose to join. This may mean seeking flexibility and freedom over money.

In order to change the current, perform or die culture of sales we must first loosen its grip on our minds. Let’s release ourselves from factory work and embrace creativity. Sales will be nothing more than a job until we do.



*This an adaptation of the term “Insecure Overachievers” used by author, Laura Empson in her Harvard Business Review article entitled “If You’re So Successful, Why Are You Working 70 Hours a Week?”.