IF SALES WERE AN Olympic Sport

'Treat your brain as a muscle; the stronger you want that muscle to be the more you have to train it. If you speak to any professional athlete they will tell you that race day is the easy bit, the difficult part is the continual habits and dedication required to get there'

With struggle and strain a neverending theme on any news or social platform you visit, a global sporting event to get behind is a welcome break. This year, we’ve had the excitement of Luke Littler, a 16-year-old becoming the Premier League Darts Champion, the World Athletics Indoor Championships in Glasgow, the UEFA Euros 2024, and the Olympics in Paris!

Olympic years always get people talking; which events they're obsessing over, which athletes they're supporting and which countries they’re rooting for.

So, if sales were an Olympic sport, who would be picking up gold? What would the event be like to watch? And, what would a training session entail?

We spoke with Rob Cotterell, a well-known sports fan, to see what he believed a new Olympic entry would look like. Here’s what he had to say!

Sales as a sport, what skills or disciplines are needed?

Goal-Driven

All great salespeople have goals they want to achieve, and usually more than one at a time. Using goals as a benchmark, means daily decisions become easier to make, leaving emotive reactions on the sidelines and making way for logic.

Although logical in everyday life, setting goals is not generally common practice unless someone’s vocation is conducive to targets. Setting goals for yourself and your career shows a level of inherent motivation within; showcasing the want for achievement and the forward-thinking necessary to win.

How can you become more ‘Goal-driven’?

'If you’re not open to criticism, you’ll only ever hear what you want to hear… the good things about yourself! But reiterating your strengths won’t make you better at your weaknesses. '

You’re not going to succeed every single day; some days, weeks, months or even years are harder than others. There will be missteps along the way, but instead of letting frustration win and giving up, use these learning curves to become more knowledgeable and prepared for the future. The greatest athletes have overcome the toughest hardships. Success is never linear and heartache is the biggest driving force for turning it around.

Start small by making goals attainable. Big goals can carry loaded pressure which in turn creates doubt, from not only yourself, but those around you. By setting step-by-step goals, you’ll benefit from milestones that boost confidence and assurance that you’re on the right track.

Each time you hit a goal, no matter how small you may believe it to be, make sure you mark it in some way. A solo coffee date, a new piece of equipment that will aid further success, a bit of self-care, whatever it is that lights you up, do that.

Resilient Mindset

When a gymnast performs an unfortunate dismount, how long is it until they get back on the vault, bar or rings? They may well leave the floor disappointed, maybe even walk off in a strop, but do they still give their next attempt a go? Of course they do. Do you think their coach would let them give up!? Absolutely not!

Top salespeople overcome challenges faster than the average person, but not because they are born that way. They’re able to pick themselves up and get back in the race because they have experience in doing so. They’ve been knocked back, rejected and had to adjust their plans on more occasions than Keely Hodgkinson has run laps. Facing a hurdle no longer ruins their day, it’s just part of the sport.

How can you build a more ‘Resilient Mindset’?

Be aware of the voices in your head and put labels on them. Is the voice a “Coach” or a “Critic”? The Coach is your cheerleader, they build your confidence and give you good advice. The Critic puts you down with statements like “you’re not good enough” or “you won’t be able to do that”.

You may well find that, initially, the coach doesn’t visit very often, in which case it’s up to you to invite them. Make a conscious effort to speak to yourself encouragingly, as you would a friend or loved one. In time, their match attendance will increase.

Treat your brain as a muscle; the stronger you want that muscle to be the more you have to train it. If you speak to any professional athlete they will tell you that race day is the easy bit, the difficult part is the continual habits and dedication required to get there. Training your brain to improve its character is what will allow you to perform at your best, so stick to your wake-up time, fuel your body appropriately, speak to yourself positively and thank yourself later.

Love the grind

Top athletes love their sport; they’re excited by it, they’re invested in it and they respect what it takes to be great at it. That doesn’t mean they’re smiling from ear to ear every day on the track. There are no doubt tough days, injuries along the way and races they lose, but the pride they hold for the hard work invested prevails.

What does ‘loving the grind’ look like in sales?

The best salespeople, coaches and athletes have the ability to keep going and don’t allow themselves to reach boredom. Learning, improving and keeping things fresh will help no end.

A big part of enjoying what you do is being proud of it, so the standards you keep are vital. Taking shortcuts is a sure-fire way to place negativity on the process. Winning feels a whole lot better when you’ve truly earned it.

Student Mentality

Natural ability only gets you so far. The best athletes in the world aren’t born medalists, they’ve nurtured their talent over time.

Interestingly, a lot of salespeople are more interested in proving themselves than improving themselves. Where would you say you align on that scale? In order to hit your goal, you need to improve your current skill set, otherwise it wouldn’t be something worth reaching for in the first place.

How can you develop a student mentality?

First things first, put that ego aside. In fact, don’t even let it enter the arena, it hasn’t got a ticket, it’s not coming in.

If you’re not open to criticism, you’ll only ever hear what you want to hear… the good things about yourself! But reiterating your strengths won’t make you better at your weaknesses.

Just as an athlete has a coaching team, surround yourself with those who will offer you honesty and constructive criticism, but also encouragement and belief. These people will hold up a mirror to you, ask questions of you, but also celebrate you.

Competitive

Top salespeople use competition as an accelerant towards greater performance; the enhanced spotlight awakens their sporting spirit. How often do we see track athletes hit personal bests at big events? When they’re up against other competitors, and especially with an audience, it lights the fire to put on a show.

How can you bring out the competitive spirit within?

You have a choice to make competition a throttle for you or a brake. Will it be a motivator or a negative pressure? You can either believe in yourself and see where it gets you, or back away and never know. What’ve you got to lose?

Being competitive doesn’t have to mean you’re vocal with it. Competitiveness can be silent, it can even be more thrilling when no one knows it’s driving you. Goosebumps anyone?

We couldn’t introduce a new Olympic sport without choosing a judging panel, could we! For Rob, there are two non-negotiable guest judges. Martin Johnson, the ex-England Rugby Captain who helped drive the country to a World Cup Win in 2003, and Richard Branson, the entrepreneur who’s failed more times than he’s succeeded. Who would you be nominating?

Most importantly, what’s the Olympic kit going to look like?...

Thanks, Rob, for your thought-provoking insight, we hope you enjoy the Olympics!