No one ever says, “When my son grows up, I want him to be a salesman!”
Those words were spoken to me years ago during a sales training session. We were being told to be the kind of salesman that others would look up to. That training, as it turned out, was a great blessing. It set me on a solid course to become an effective salesperson, and I’ve been fortunate to find real success in the field. I’ve sold virtually every kind of advertising there is—print, billboards, cable TV, broadcast TV, Facebook ads, Google AdWords, and more. I’ve sold software-as-a-service to a range of industries, but living in Houston, the energy capital of the world, it was natural and inevitable that I’d eventually find my way to selling in oil and gas sales.
Sales can be a tough game. We’re required to do two things most people hate: talk to strangers and negotiate money. Rejection is a natural part of the business. Disputes over pricing and terms aren’t uncommon. If you can’t communicate clearly and confidently, you simply shouldn’t be in sales. A good salesperson must be able to handle conflict and pressure without losing the ability to think straight.
A seller needs a buyer, and I’ve worked with many. Each industry has its own type of buyer, and they vary widely in temperament and style. In advertising sales, my buyer was often at an ad agency—typically younger and often a woman. In software, the buyer was usually a young man. I enjoyed these interactions and learned from every one of them. Many of my buyers went out of their way to teach me about their businesses and help me understand their priorities.
But my customers in oil and gas are a very different breed. These are men—usually older—who’ve been around. They’ve survived in a business that carries immense risk, both financial and physical. They’re a ruthlessly practical bunch who deal with harsh realities every day. Upstream equipment is heavy and hard to move. Everything is flammable. The product itself is often both toxic and under high pressure. The work is done outdoors, around the clock, in all conditions—heat, cold, rain, and wind. Emergencies don’t wait for daylight or weekends. This business isn’t for the faint of heart or the soft of mind. It’s dangerous, and accidents, sometimes fatal ones, are not uncommon.
Yet, in my experience, these men are some of the most knowledgeable and helpful people I’ve ever met. Many of my customers have taken time to educate me, explain their challenges, and help us improve our products.
Conflict is inevitable, but even in tense situations, my customers are straightforward and honest—sometimes to the point of bluntness. Frankly, I prefer that. As a career salesman, I don’t need things sugar-coated. Clear talk is a hallmark of our customer base, and it’s appreciated.
It’s not always easy to tell when I’ve truly satisfied a customer, but these men have their own subtle ways of showing it. It might be a short nod, a grunt, or a single word of praise.
What they all share is a relentless focus on delivering the energy that powers the world—and I’m proud to work with and for them. My goal is to sell the best products in the world to the most capable and effective people in it. Without our customers, SJE is nothing, and our entire team is thankful for them every day of the week.
Tom Roush
