I've got three adult children, and I'm proud of every one of them. They work in diverse industries: one in technology security for an energy company, one in marketing for a venture capital firm, one in finance for a software company. And, as every mother knows, each has such a dramatically different personality that it's hard to believe they were raised in the same family.

But they all have one thing in common: they've taught me some strong lessons in sales. Even though none of them actually has a sales title, they demonstrate their sales capability on their jobs, as well as through volunteer efforts and personal interactions. Here's what I mean.

My oldest son, Keith, loves coaching baseball. And he's a natural at it. He coaches his own son and other 9/10-year-old boys. One of the hallmarks of Keith's coaching is his aggressiveness. In watching him coach over the years, I've noticed that most coaches working with kids this age, will send a runner only if they are pretty certain the runner will make it. But Keith sends them if they've got a 50/50 chance. By taking this risk, he's teaching kids that it's ok to take certain risks. As a result, some kids score runs who might never do so again in their lives...and some get tagged out...but that's ok, because they have the thrill of the run down the line.

So Keith has taught me that you have to go for it. Whether you want to admit it or not, in sales you are going to get tagged out most of the time. But you've got to run down the line, you've got to go for the sale, or you'll never score.

My daughter, Suzanne, has had a stage presence since second grade when she played a clever talking cat in the school play. Remembering all the roles she's played over the years brings a smile to my face. Although she now works for a venture capital firm, she actually started out as a drama major in college. And that dramatic training from second grade all the way through college has paid off. In watching her present to groups, it's obvious that she is totally at ease. She always gets her point across and has the audience laughing at the same time. So whether she's conducting a press conference or just talking one-on-one with an executive, she's always in control of the conversation.

Suzanne has taught me that you can win big points by mastering the art of communication. If you know your message, know how to convey it, and have fun getting it across, your audience will love you.

My youngest son, Matt, is a master in analyzing situations. During college, he had a summer job at Holiday Inn's reservation center, where he became the top revenue generator within two months. He discovered the secret to big sales was listening to people, analyzing their needs, closing them and getting to get to the next caller. At 18 years old, he understood that what customers want to buy is important, but how they want to buy closes the deal. He learned that a business traveler on the road would pay whatever the rate was if he could get the room fast. He knew that college kids were shopping for price, so he gave them the lowest rate available and mentioned late check-out and free breakfast. When selling to a "little old lady" he explained that even though he was taking her credit card number, nothing would be charged until she checked into the room. He developed a scheme like this for every demographic that called in. And this propelled him to #1 in sales.

Matt has taught me that you have to listen to sell. And you have to understand where people are coming from. He understood that it was all about their buying, not his selling.

So, that's what I've learned from my kids. But let me also give a nod to the generations above me. My Grandfather was a great salesman. Every night when he came in from the road, he would mesmerize his granddaughter with stories of the sales he had closed. And in those conversations he always focused on how the product he sold would make a difference in people's businesses and in their lives.

The legacy Grandpop left me is the understanding that sales is an honorable profession. It's amazing what you can learn from your family if you pay attention.

This Month's Business Growth Book

JumpStart Your Sales by Jill Konrath - If you've been frustrated in your attempts to get your foot in the door of larger corporations, this CD-based self-study program may be just what you're looking for.

Konrath, a sales expert, knows what makes corporate decision makers tick - and what they can't stand. She makes a very persuasive case for why elevator speeches and unique selling propositions are dead, dead, dead in today's market.

But she doesn't leave you stranded. Her solid advice on crafting strong value propositions, putting together account entry campaigns and creating enticing voicemail messages are spot on. After listening to this program, your own approach to big(ger) companies is guaranteed to change. Check it out at http://www.sellingtobigcompanies.com

Copyright 2005 by Mary Cantando. All rights reserved.
Mary welcomes your comments, complaints, or compliments.
Contact her at www.WomanBusinessOwner.com