So far, I have shared that the first two Sales Success Traits to be successful in sales (and in life) are Openness and Curiosity.

Now for #3: Creativity.

Reframing the Meaning of Creativity

First let’s talk about what this means, then we can focus on why it’s important.

Growing up and even into a fair amount of being an ‘adult’, whenever I heard the term creativity I always thought about the ‘arts’. Painting, drawing, sculpting, musicians, composers. Maybe even architects, interior designers, furniture designers, and so on.

You know, the things considered to fall under creativity.

At least that was what I thought. I always assumed that I was not creative because I never learned to play an instrument, I am a marginally good singer in the shower/car, and my best drawing level = stick figure. Little did I know that Creativity has no limits. There is no Creativity Police deciding what is and is not Creative.

In fact and in truth, everyone has Creativity within them. It can come in any form. It can be how someone puts together and throws a dinner party, or how they create a spreadsheet. That last one, in fact, is what I referred to as my ‘artistic medium’ for a long time. I could lose all track of time doing stuff in spreadsheets.

Applying Creativity in Sales

Okay, back to sales.

What is Creativity in sales? It is taking what you learned by being Open (#1) and Curious (#2) and then figuring out how best to get that person you are speaking with to their better place. Where they would rather be than here. And notice I didn’t reference selling to pain. If that is all you do, you are approaching it from the wrong direction. Not everyone wants to get out of pain (Note – yes, I know…you could say that everyone that buys something is getting out of pain and/or trying to stay away from pain. But if you aren’t careful and only sell to pain, you will become a fear monger.).

Creativity is that piece that successful sales professionals do where they hear an obstacle and they come up with Creative solutions. They take complete ownership of the sales journey, for that person who they know they can help. They want to, and will find, whatever way they can to help that person buy.

Examples of Creative Solutions in Sales

Someone needs to sign electronic documents and doesn’t have internet? Solution – where is the nearest library?

Someone can’t find their banking information to set up automatic payment so the deal can close? Solution: check online banking app or have them call the bank right now to get the account number.

Someone isn’t sure about the purchase and needs to talk to their spouse/boss/partner? Solution: Don’t just send them on their way to hopefully sell the other person successfully, get them on the phone together.

Creative solution-oriented people don’t give up easily. They look for new, creative ways to overcome anything and everything. They don’t see problems that can’t be solved.

Why Creativity Matters More Than Persistence Alone

Now, for why this is important. You might be thinking, if I am just persistent, I don’t need to be very creative. “I am tenacious, like a bull dog.”

Problem with that attitude is that if you are only focused on being persistent and tenacious, without Creativity in the direction and solutioning, then you are like a person with a hammer trying to knock down a brick wall. Yes, you might get through it eventually, but you are going to have to be tenacious for a long time, smacking the wall over and over again. Think there are more creative, effective ways to get that wall down than just a hammer?

Of course there is.

That’s Creativity.

The Brick Wall Analogy

Let’s stay on this brick wall example.

There are people who think the only thing that matters is persistence. As long as you don’t stop or give up, you will get where you want to go.

Yes, that is correct. But is there a better way?

If you just need to knock that brick wall down (and you don’t care about what happens with the bricks), then maybe we bring in a truck, a wrecking ball, dynamite. Some creative solution to get to the final result quicker, easier, more efficient, more effective, etc.

In sales, it’s the same thing. Just being persistent is not enough. Creativity is key for finding ways to be success.

Here is an example I see a lot of: “I can’t get people to answer my emails.”

Okay…so have you tried calling them? Their company phone or cell phone? Are you connected with them online, like LinkedIn? Do you know where they work, so you can visit them? Do they go to certain conferences that you can attend as well? What could you mail them to get their attention?

That is just one example of where professionals who understand and embrace the value of Creativity use to get bigger, better results. Overcome obstacles and barriers, challenges and scenarios.

Cultivating Creativity in Sales

Where can you use Creativity?

And, if you are like I was, how can you work to develop of higher level of Creativity in your sales role?

What can you do to expand your mind to think more Creatively? What can you do to practice that as a mental muscle?

One suggestion is to form or join a mastermind group. Whether it’s in your company, with fellow salespeople and/or managers. Or it could be with salespeople from other companies or could be with other people in other roles, that aren’t salespeople. When you have a mastermind group, the goal is to find ways to support each other in overcoming challenges, come up with new ideas, etc. The more diverse the group the better – because it will bring together different opinions, experiences, and perspectives.

Conclusion

Once you have developed Openness and Curiosity, then focus on the Creativity mindset.

Master Creative ways to utilize what you learned through Openness and Curiosity.