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Lately I’ve heard several politicians saying that America is rigged so that only the rich can win. They’re dead wrong. America is still rigged for the people who are willing to roll up their sleeves, work extremely hard, and sacrifice short-term pleasure today for long-term gain tomorrow. It’s rigged for those willing to stick a hand out to help others vs. those looking for a handout. In the largest economy ever created on the planet, America is still the land of opportunity. And life will still pay whatever price you ask, but it’s not just going to hand you the prize without you earning it, without you deserving it. Yes, America is still a do-it-to-yourself and for‑yourself proposition. Sales mirrors America in this way. If you’re willing to work hard, stay disciplined, and do what needs to be done every day, whether you feel like it or not, you can be extremely successful in sales. All of that said, it will be helpful to keep the following sales rules in mind.

Three Sales Success Rules to Remember

Rule #1: You Can’t Shortcut Your Way to Success

I recently saw a quote someone created on social media that read, “You say you work 40 hours a week? Yes, I remember my first part-time job too.” If you’re looking for a 9-to-5 job or an easy way to make money, don’t get into sales. Sales is the lowest paying easy work and the highest paying hard work, and to be successful, you simply have to put in the hours. There is no magic bullet or secret that will make you a superstar overnight. While you want to work smart in addition to hard, in the beginning, when you are just figuring things out, hard work and long hours are required.

Especially when you are just starting out in sales, or if you are struggling, your objective is to be the hardest working salesperson in the organization. When I was failing miserably early in my career, what kept me around was the fact that I was the first one in the office, the last one out, and when they pulled the Tels Report, which kept track of phone calls, I was always number one on the list. Whenever I have a new salesperson struggling, I look for two things: attitude and activity. Are they persistent? Are they still getting out there and swinging away with their chin up? Are they coachable and continuing to learn from their mistakes? Finally, are they going above and beyond in terms of effort? Are they outworking everyone else to learn the business and make the calls?

Rule #2: You Can’t Cheap Your Way to Success

To be successful in sales is going to require a large investment of time, effort, energy and yes, even money. You’re going to have to invest in books, audio and video programs, seminars, and other learning tools. You need to have your own personal library of educational and motivational materials. You also need to invest in the tools of your trade and other items. I remember borrowing money from my parents to buy clothes, a couple of nice pens, and office supplies so I could look the part of a successful stockbroker. I also borrowed money from them for several educational and motivational programs. This was extremely difficult for me to do. It shook my confidence and dented my ego but I had to do it if I was going to make it. Most top salespeople have a similar story about borrowing money from a friend or family member, maxing out a credit card, or taking some other huge risk when they were just starting out. Winners are always willing to place a bet on themselves.

The truth is, if you are not investing in yourself, you’re not serious about your career and you’re not committed to success. After I do a speaking engagement or training, the first people who approach me about investing in my book, CDs, and other items are the most successful people. They have an abundance mentality and they know that even one new idea will more than cover their investment. On the other hand, I also run into the struggling salespeople with a scarcity mentality. I once had a new salesperson come up to me and say, “I don’t have $40 for your sales book. Can I just pick your brain and learn what I need to know to make it in sales?” That’s someone with no commitment looking for something for nothing. I can’t help that person because he won’t help himself.

Rule #3: You Can’t Cheat Your Way to Success

I’ve seen people who walk in the gray areas and justify cutting a few corners to make more money faster. I’ve also seen the people who overtly lie and misrepresent their product to make some quick sales. While the first scenario isn’t as bad as the second, both of these are an attempt to “cheat” the system and bring success more quickly. And while you may make some short-term sales, and perhaps even appear to be successful to others, both of these scenarios always end badly in the long run.

The only way to sell is with complete honesty and integrity. Yes, following the rules and doing things the right way may take longer and be harder, but at the end of the day, your character and reputation will still be intact and you’ll still be able to look at yourself in the mirror. In the end, any short-term gain by cheating the system will always lead to long-term pain and a shortened career. The tried-and-true path to long-term sales success is one of honesty, integrity, and ethics.

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