The Most Important Skill
Carl B. Bromer, President/CEO
Stellar Sales Training, Inc.

We teach, mentor and coach the most critical skill within any organization – even more important than the ability to communicate! The whole purpose of communication is to influence and ultimately cause another person to think, feel, do, say or be something different. The purpose of selling is the same.  However, our definition of selling has an additional requirement that makes it a more noble and critical activity requiring even more skill than basic communication. This definition of selling requires both parties to benefit. Basic communication does not. Our definition requires more honesty, integrity and skill than most organizations acknowledge or even understand.

We define selling as: Finding someone who has a need for the products and services we offer;
and then, filling those needs (precipitating action through various communication
tools and skills) in such a way… that both parties make a profit or gain. Anything (and everything) done in an organization that does not precipitate a benefit for the members of the organization and the people the organization serves is a waste of time and resources and ultimately a harm to the society within which it functions. Business downturns are always a result of individuals within companies or organizations failing to operate within the guidelines established by these universal principles.

The only activities that ultimately count are those done in the direct pursuit of increased profitable sales. Any activity within an organization or company that does not improve the company’s sales or ability to sell its products and services is essentially a drag on the organization a drag on the economy within which it serves and ultimately, a drag on the rest of the world.

Again, selling is defined as finding someone who has a need for the products and services you offer, and then filling those needs (precipitating action through various communication tools and skills) in such a way that both parties (you and your prospect) make a profit or gain. So, how can we say, “Selling is the most critical skill within any organization; even more important than the ability to communicate?"  It makes sense when you understand that the best definition of “selling” is the same as the world’s definition of honest, effective communication.