They ain't a'gettin' nowhere

And they're losin' their share

Boy, they must've gone crazy out there

Son, they all must be crazy out there

Jerry Jeff Walker - Night Rider's Lament

The last chorus of Jerry Jeff Walker’s 1975 song Night Rider’s Lament may be the perfect summation of both the world and the selling ecosystem we operate in today. I’ve seen enough on the news and in the selling world to know we are making a pretty strong case for the compelling argument that “They must’ve gone crazy out there.”

Is it possible that the songwriter, Michael Burton, had a crystal ball that held the stark reality of the future of the world, and the world of sales, some 40 years later? Probably not, but the song does make a good case for taking the time to reflect on what is taking place and how to keep us calibrated on what is most important and ultimately most fulfilling in life and selling.

You wouldn’t know it, but I’m a part of the less-than-one-percent-club that combines being a music junkie, a believer in cowboy heritage, and a strong proponent for creating unique value for clients. How’s that for a smooth combination? Personal experience has proven that the three intersect more frequently than you might think. 

Just like everyone is from somewhere, everyone has their own story, style, and standards when it comes to sales, and that’s what makes selling great. And while there is no single perfect approach, perspective, or philosophy when it comes to selling, when I look around, I can't help but wonder if we could all learn something from looking into selling where I’m from...

We keep it simple. No one requests complication, but most starve for simplification. 

We listen. Quick to listen and slow to speak.

We help. We are most fulfilled and rewarded when we serve others (even when it means we don’t always get the sale).

We have faith. Faith and family are first.

We serve family. See above.

We’re genuine. Pretending to care is not the same as caring.

We trust. It’s the catalyst for change.

We have a 3-D work ethic. Discipline + Drive = Difference

We’re honest. Motive is always transparent.

We’re humble. We aren’t entitled to anything, so we don’t act like we are.

We fight for integrity. It’s the gift that no one can give us or take away from us (unless we let them).

We have fun. If we can’t have fun doing it, it’s just plain work.

We’re rewarded. It’s measured by the size of the difference we make at the end of the day, not just the size of our wallet.

It’s not that I’m from back East, up North, down South, or out West. It’s about what works. These attributes work in sales, in life, and in general. It’s the philosophy I apply for every client engagement, on every sales call, and in every meeting. It’s what I'm trying to teach my kids and my prayer for our nation. And it’s even pretty close to the Code of the West. It isn’t original; it’s simply how I was raised. Over the years, I've discovered these things work no matter what product, service, or solution you're selling (from fertilizer to fast cars, to financial services, to fortune telling) because you're selling people.

As it turns out, Jerry Jeff and the host of others who have recorded Night Rider’s Lament were all singing about the cowboy lifestyle they valued and the perception of their way of life. Most people probably wouldn’t find many parallels between the sales world and the cowboy world, but the simple words of this song ring true in both. If we don’t take the time to slow down and look at what, how, and why we do what we do, we all run the risk of going crazy out there. 

It may not be for everyone, but it is selling, where I’m from.