I had the opportunity to speak to a professional group outside the world of banking recently.

It can be fun to get in front of people who have no idea who you are or where you came from.

I have long suggested to leaders that it is both healthy and beneficial to put themselves in rooms where no one knows who they are.

Making a business development call on a prospect who can honestly ask, “And... who are you? What do you do?” can keep you humble while also keeping you sharp.

In this most recent case, I was told that the gentleman running the session “might” say a few words about me from my bio…which the attendees did not have.

It turns out the words he said from my bio were my name.

That was it.

He mentioned that they had listened to feedback from past years about bringing in different speakers. So that’s what they were doing.

He told them I was going to be different and then said, “I’ll turn it over to David.” And... that was it.

A room full of folks, well over half of them with laptops open in front of them, and many of those not even looking up while the emcee was talking, were already zoning out.

One person clapped.

That’s worse than no one clapping because it sounds... sad.

It reminded me how easy it is to begin taking things for granted.

You get introduced.

The audience claps.

You thank them and start talking.

At that moment, I began laughing inside. This was either going to be a funny success story or a funny failure story to tell down the line.

Thankfully, things went very well, and lots of folks came up afterward throughout the day to comment on various things.

Many connected with how similar the issues they deal with in leading teams, adapting to change, and handling problems were to those in “my world.”

The more I listened to people describe their challenges, the more I realized that while industries may differ, people don't.

Every organization is trying to attract good people, develop them, motivate them, and help them succeed.

In the end, the experience reminded me of something I preach.

The world is not looking for us.

Customers and prospects don't owe us their attention.

Our job is to work every day to earn it.

The moment we start assuming people will listen to us because of our job title or reputation is the moment we begin to slip.

How will you earn folks' attention today?

I came across a video clip recently of an interview with Mark Cuban.

The thumbnail for the video grabbed my attention. A quote read, “If you can’t sell, you don’t have a business.”

He also stated, "Sales cures all."

I hoped it was a recent video (it was) because I’ve been using my mantra, “Sales is oxygen,” for about two decades, so at least I can't be accused of stealing the concept.

During the interview, he made a point that I believe should be obvious, yet many business owners and managers need to be reminded of it.

It doesn’t matter how great your product or service might be if you don’t connect with customers.

Spending all your time, effort, and resources focused internally is a recipe for withering on the vine.

In any industry worth being in, competitors are out there aggressively marketing and talking to customers.

If you’re not, you’re being ignored.

Even if you have an objectively better product or service, or even a better price, you will lose to competitors who are more effective at reaching, communicating with, and, yes, selling to customers.

I believe the phrase “sales cures all” is easy to misconstrue.

It does not mean that aggressively selling an inferior product or service is a winning business model. Proactive sales efforts are not a substitute for great products and services.

To succeed, you absolutely need to offer the best products, services, and value you possibly can.

Rather, the phrase means that sales generates the oxygen needed to keep the doors open while creating a culture of continual communication with customers and prospects.

That interaction keeps you attuned to customer needs and drives continual improvement.

Many people mistakenly believe the energy and effort needed to successfully sell a product, service, or relationship is inversely related to its quality.

Products speak for themselves. Right?

Wrong.

Great products deserve great sales efforts.

Too many people view “sales” as somehow removed from their role.

I respectfully suggest that everyone on the payroll is in sales.

Some have sales titles. Most do not.

Yet proactively talking with customers and prospects, making introductions, and building relationships should be part of everyone's job description.

The best products do not automatically win.

The best-known products often do.

Who are you selling today?