On March 23, 2009, golfer Tiger Woods made it back to the winner’s circle for the first time since he won the U.S. Open last June. It wasn’t that Tiger Woods was playing badly; he just wasn’t playing, due to a leg injury that required surgery.

With all the money Tiger has earned, he didn’t have to return to competitive playing. However, anyone who’s ever watched Woods play knows it’s not in his nature to quit.

So what did Tiger do in his second tournament back in action? He won it on the very last hole, after coming from five strokes behind in the fourth and final round.

Some viewers might simply say he won because of his natural talent. Others realize he won because of his work ethic. During the broadcast, there was a graphic on the screen that described Tiger’s typical practice routine. His practice days start at 6:00 AM with 90 minutes of weight training. Following breakfast, he hits practice balls and putts for a few hours, before playing nine holes of golf. After lunch, he practices on the driving range again before playing nine more holes. By now, it’s 5:30 PM, and Tiger’s day isn’t done. There’s about an hour of putting practice. It’s more than natural talent that makes Tiger a winner; it’s also preparation and hard work.

It’s the same formula for success in sales. You may have talent, but it’s not enough. It’s going to take hard work and preparation. Coming into work late, leaving early or taking two hour lunch breaks on a regular basis usually doesn’t cut it if you’re not the only game in town. Just as Tiger has competition on the professional golf tour, you have competition in your marketplace, and one of your competitors could be willing to prepare as thoroughly as Tiger Woods. Thus, the question becomes, how hard are you willing to work to win? At least in golf, the runner-up cashes a check. That’s not the case in the world of professional selling. If you want the first-place check, you’ve got to win.

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Last month I wrote about managing a sales team in challenging times. The current economic environment may prove especially challenging to ‘younger’ sales managers —those who may be in the early years of their careers, and who, as a consequence, may be up against these unique challenges for the first time. Here are several thoughts for such managers to keep in mind.

1. Although the unprecedented scope and frequency of media coverage have painted a grim portrait of the current economic forecast, economic swings and cycles are, in reality, very common. Remember that the economy will swing in a positive direction because it always does. Your job is to keep positive and keep yourself and the sales team focused.
2. Find a mentor that you can trust. Having someone to speak with, confide in and lean on is important to all of us. The managers who have gone through these cycles are a tremendous resource to you. If Tiger Woods has a ‘coach,’ why shouldn’t you?
3. Celebrate the smallest successes! If your sales team wins a contract, celebrate. If a salesperson schednules a face-to-face appointment celebrate! If a salesperson makes a presentation celebrate! Sales is a game of momentum, so stay positive and keep motivated.
4. Remember, there is no substitute or shortcut for getting experience. It is something that we all need to gain first hand, through the process of trial and evaluation. The next time the economy hits a slump — and there will be a next time — you will be better prepared to face it and be a mentor for the next generation of ‘young managers.’

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Earlier today, I was watching one of the more prominent morning news shows, on which the special guest was a financial analyst. The analyst spoke about the current state of our economy and was, for the most part, very positive. She went on to say that while most view the current economic sluggishness as a negative, it is during these types of slumps that true entrepreneurship has historically begun to develop as a result of people’s need to finds jobs or ways to increase their own financial stability.

She went on to point out that some of the United States’ most famous innovations came to fruition during the great depression— including Xerography (leading to the Xerox corporation), dry electric razors, Laundromats, car radios and the board game Monopoly.

In response to her profound optimism, the anchor of the show displayed a response that was simultaneously condescending and critical. He quickly diverted attention from the positive financial analyst, and went directly to the other guest — who of course was far less positive and tried his best to convey the media norm of futuristic doom and gloom.

In my opinion, it was the financial analyst who had the right outlook on matters; while things are down right now, as salespeople we must continue to stay positive and focused on creating opportunity. Sometimes we just need to shut off the TV and not read the news. Sales are hard enough without being bombarded by negativity all the time. The reality is, while companies and consumers are definitely taking a more conservative approach to their budgets, they are still spending money every day. Just continue to position yourself as the industry expert and focus on the customer and our rewards will come!

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The other day, as I was looking through some of my late father, Bill Brooks’, old books. I noticed a copy of Frank Bettger’s classic, “How I Raised Myself From Failure To Success In Selling.” Now, I had heard of this book many, many times throughout my life as I’ve sat through our IMPACT Selling® sales training programs, but to be honest… I had never read it before.

For years this book has been referenced in the introductory portion of the High IMPACT Sales Training program because the line we recite, “Show people what they want most, and they will move heaven and earth to get it” is taken from Bettger.

At any rate, now that I’ve framed this up for you, I’ll get to the point. I’ve begun to read this book, and the first chapter is all about enthusiasm and how this one simple concept helped the author – Bettger – increase his income by 700% in ten days. I’m not going to go into detail here about how and in what context Frank did it, but as I read it, it occurred to me that if we all embrace enthusiasm in our everyday selling endeavors, we’re going to be happier, more successful and – if this is important to you – wealthier.

Ever since I was very young, I remember my Dad coming home at night and writing. Whether he was authoring a book, working on his business plan or writing articles on his pet subject (sales and personal development) to submit to various publications, he was always working up until he went to sleep… sometimes in the chair with his work on his lap.

I also remember asking him so many times, “WHY CAN’T YOU STOP WORKING???” And it’s not that we didn’t spend time together or anything like that… it was just that he was – I thought at the time – obsessed with work.

Now, I understand; he was enthusiastic about his life’s work, and enthusiasm breeds a commitment to whatever you do, whether it’s for a living or for a hobby. As Mr. Bettger says in his now 60-year-old book, , “I know this: When I force myself to act enthusiastic, I soon feel enthusiastic.”

I’ll leave you with this thought: Right now, there aren’t many things we can control. The economy is in a recession (some call it a depression) and business is harder to find than it has been since 2001. However, if you can dig deep inside and force yourself to be enthusiastic about what you’re doing (even if you really don’t feel like it), you’ll have more energy, work harder and ultimately rise to the top to overcome your daily selling challenges!

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The other day I found myself in a traffic jam with hundreds of other unfortunate commuters. I was stuck behind this huge van and could not see anything in front of me. For thirty minutes I found myself fixating my gaze on the back of the van. Oddly enough, my attention kept getting drawn to one particular bumper sticker affixed to its bumper. The words I kept reading over and over were the simple slogan, “All things are possible”

This reminded me of a story I once heard about a new school teacher who started the first day of class and noticed a series of numbers on the blackboard with a student’s name beside each number. The teacher was unaware that all students had been assigned a locker the week before by having their names and their locker number written on the blackboard. This allowed them to receive their locker quickly when they arrived the first day of the new school year. This was the tradition, the standard, and everyone knew it. Everyone, that was, except the new teacher. He saw a series of numbers starting at 124 and moving up to 140. The teacher assumed this must be their IQ scores. No one informed him that the class was the lowest performing class in the school district on standardized tests.

Based on this misinformation, the teacher challenged and taught his students at a level that was rigorous, demanding and stimulating. The last thing he wanted to do was bore the students. Six months into the school year, the annual standardized testing period rolled around. For years these students had had some of the lowest scores in the school district.

This time was different. The administration reviewed the results in disbelief and amazement. The following questions were common: What happened? How? Was this a mistake? The principal asked the teacher how he felt about the scores and he replied “well I expected such and thank you for providing me with a class with such high IQ scores.”

“How do you figure?” the principal asked.

“Well you had all their IQ scores listed on the blackboard the first day, and the lowest one was 124.”

“Those were locker numbers!” The principal exclaimed.

I think it’s amazing how what we believe affects the outcomes we experience in life. I believe everyone in sales must approach this year with the attitude that “It can be done because all things are possible! We all have the internal resources to achieve great success in today’s economy! If you will just believe that “you can do it” then I know you will. You may be thinking, “that sounds great, but prospects will not even speak to me these days.” We keep swimming in an entangled mess of voicemail entrapment.

I understand, and I’m going to reveal a revolutionary, state-of-the-art system for prospecting success in my next entry! Get ready for Value-Touch Prospecting!
In the mean time, we all need to maintain the right beliefs and not limit ourselves. Think Big!

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