Radio Sales Today

RAB Sales Tips

Don't Forget the Fundamentals

My friend Geoff flies a private jet for a business charter company. On a recent visit with him, he was showing me the latest plane he was flying. I noticed the notebook next to his pilot seat, along with a bunch of other lights and buttons that looked fun to touch. Thankfully, we were on the ground. I asked him what the notebook was, and he said it's his book of checklists. Checklists? You've been flying for 30 years, why do you need a checklist? Geoff said: "Because if I make a mistake, people die, so even the things I can do in my sleep are on the checklist, so I don't forget."

Atul Gawande wrote a book called The Checklist Manifesto. The checklist is the way you guard against the fallibility of human memory. According to Gawande, "The reason for checklists is simple: the volume and complexity of knowledge today has exceeded our ability as individuals to properly deliver it to people — consistently, correctly, safely. We train longer, specialize more, use ever-advancing technologies, and still, we fail."

There are no shortcuts to sales success. The good news is that sales is a repeatable process. Once you understand the steps, you simply repeat them.

At RAB, our checklist is the 7-Steps to Selling Success. Each step in the process, when followed sequentially, increases your chances of success.

We have a myriad of tools on our website organized by the 7-Step process. We encourage you to follow this recipe for success.

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB