Recently, a client, who was interviewing b2b sales candidates, asked me: What one question would you ask each sales candidate, and why?

My reply surprised him when I quickly answered, “Name the title of the last non-fiction book you read and why you read it?”  One’s reading habits reveal much about one’s priorities, disciplines and motivations. Success in the sales profession requires balanced doses of each.

Selling is more of an art than a science. If we reverse a few steps in the sales process we may still close the order. Do the same with a scientific experiment and the desired chemical reaction is not likely to occur. As an art, there are variations which will work to accomplish the end result of a successful sales transaction.

While understanding and learning the sales process is best achieved by doing rather than passive learning such as: reading, viewing a video or computer-based-training course; or, completing a game-based learning challenge; reading about the experiences of sales experts, in other industries, is a valuable and relevant learning tool.

Reading combined with these two disciplines: 1] Re-composing, in one’s own words and adding memory hooks to the recently-read concept and; 2] Hand-writing a short explanation of the same concept. Just the process of writing our interpretation improves our memory retention of concepts we may wish to recall and apply at a future time.

Reading to improve one’s job skills and to acquire new techniques should become a weekly habit. Product knowledge is essential and so is reading to improve one’s selling and communications skills. As an art, we can personalize a sales process which best matches our personality and vocabulary and apply it to our specific selling style.

Sadly, the attraction and lure of the Internet’s on-demand social networking participation prevents many new sales people from becoming serious printed book readers. Add to this, the mistaken presumption by many that once one leaves the hallowed halls of learning, formal learning is over. 

This mindset can retard a person’s career growth. Aside from the pure joy which accompanies an ‘aha’ learning moment, becoming a lifelong learner pays huge career-related dividends.

When a sales candidate struggles to recall the last non-fiction book they read, it’s a sign of someone who isn’t motivated to improve their skills; or, who lacks the discipline to prioritize self-improvement. Self-learning of new concepts is an essential ingredient of a sales person’s progression.

We are all too busy, but finding the time to read won’t become a priority unless we make it one. Others judge us by how well or poorly we communicate in writing; by our e-mail composition, and our speech. 

Reading extends our vocabulary and introduces us to words and phrases that color and anchor the mental images we paint when we attempt to communicate.

So, take a tip from this 31 year sales veteran and make reading a priority to become the sales professional you aspired to be when you joined our noble calling. You have so much to gain.

Besides, you may be asked this question on your next job interview: “Name the title of the last non-fiction book you read and why you read it?” Your answer may well determine the successful outcome of your job interview.

My good friend, Ray Donnetz, a retired computer software sales professional, who lives in Miami has watched his nest egg shrink to the size of a pea as a result of our roller coaster economy. But, unlike many retirees in the same boat, who appear to have that deer in the headlights look perpetually carved into their faces, Roy has reversed his negative cash flow and discovered a new and enjoyable career. I might add, not at the end of the line (checkout line) as an uninspired grocery bagger.

First, a few relevant facts about Ray. He is an admitted Luddite! Certainly not, a technology tool wizard. Not too long ago, when I asked him what backup software he was using, his reply was “whatever Lexus included with his new SUV”. While not the answer I expected, I wasn’t shocked with his reply.

So, when he sported his new laptop and video camera last year, I was amazed and a little confused until he told me the rest of his story………..

Ray and I met 43 years ago at a FSU. Since then we became avid Seminole Alums and occasional cigar smoking buddies. Also,  we have been Toastmasters for nearly 30 of those years where we both became polished  platform speakers and above average written communicators.

His new business, Remember Me!, captures  life stories of seniors and boomers who wish to leave a visual and audio legacy of the magic memories of their lives. When his work for a client is completed, they receive a DVD which includes: still photographs, video images; a question and answer interview by Ray with the client; all chronologically sequenced. These personal DVD documentaries make memorable gifts for their children, grandchildren and friends.

Some of these personal histories resemble chapter segments from the pages of Tom Brokaw’s best selling book, The Greatest Generation. One, in particular, traced this man’s adventures on the Normandy Beaches and another client, a Navy Captain’s WW2 Atlantic Convoy exploits.

Ray frequently speaks to seniors groups at retirement communities and churches in South Florida where he finds new clients. His surprisingly affordable new career brings him and his clients great joy and serves a very worthwhile purpose.

Will you read about him in People Magazine or the AARP monthly magazine? Naw, I doubt it but this is one worthwhile account of how a resourceful senior has discovered a new, meaningful life purpose in this Recessionary Period by being resourceful, not resentful.