Sales is difficult.

Multiple times I’ve started projects where success ended up resting almost entirely on sales. Each time I was confident that the rest of my marketing mix would be sufficient to overcome any selling problems. Each time I was wrong. Sometimes I’ve even had the hubris to think I’m good at sales despite evidence to the contrary.

What I’m starting to understand is that when I face difficult tasks my instinct is to start blocking out the world. I want my desk and calendar cleared so I can focus and think. I want hours in a row with no other expectations or distractions. And definitely no phone calls or messaging with anyone. This has served me well in coding and planning but in sales is an absolute wreck. It’s a social sport and persuasion happens emotionally. Emotional connections are not improved by going into a cave of productivity.

So there are two parts to the lesson. One, I need to acknowledge this instinct. When I feel the need to seclude, first question if it’s really the appropriate solution. The times where seclusion is right my instinct will already carry me there. Two, I need to accept my shortcomings. If sales is the main driver of success on a project, I should be a supporting character and find the right person to lead. It could mean avoiding some opportunities altogether, and that’s okay.