Every single person in every single company is either in sales or affects sales. Every single person in every single company is either in service or affects service.

There’s an old business adage that goes: “Everyone is in sales.” The reality is that only salespeople believe this. Even customer-service people who interact with customers daily in what might be considered a gateway to the next sale don’t think of themselves as in sales, or don’t think of themselves as salespeople.

Your customers are judging every aspect of every transaction and rating everything, from friendliness of people to ease of doing business to quality of product to service after the sale. They’re judging how easy it is to access someone on the phone. They’re judging how the package arrived. They’re judging what the instruction book is like. And they’re certainly judging service, should they need it.

The dilemma is that leadership fails to communicate and teach the importance of customers’ interactions and perceptions as they relate to the success of the company. The reason everyone in the company doesn’t perceive or realize that they’re in sales is that no one has told them and no one has taught them.

The CEO, top executives and top management in big and small companies need to be able to sell every day. No matter the nature of the business, they need to be able to bring in business, and that involves selling the company....

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