There are plenty natural sales-folk out there.

Enthusiastic, good with people, well-spoken.

They can sell ice to an eskimo.

But they’re not the best.

Why not? Because we all of an instinctual distrust of people that are too glib. Too slick. Too salesman-like.

The best sales people are people that rarely get excited, that are awkward around other people, that stumble and stutter.

Why are they so great?

Because they only sell stuff they believe in.

And the customer knows it, so he’s more likely to buy.

The best sales people are not naturals.