By now every business owner has heard the phrase “you should work on the business not in the business,” but this is easier said than done. This philosophy is where a lot of owners get stuck. Typically the owner is the number one salesperson even among sales reps they have hired to generate more business. The owner is left feeling discouraged because the passion that made them successful isn’t visible in their people. This common problem that business owners face is called non-transferable skills. Non-transferable skills occur when the business owner is successful in sales but when they try to ‘transfer’ their sales skills to their salespeople they don’t achieve the same results.

Recently I had a conversation with a new client who made the comment that I hear too often in my line of work, “Aaron, I told my sales rep what I would say and how I would handle the situation but the deal fell through anyway.” After I explained the definition of non-transferable skills, I informed him this common problem happens for a few key reasons. First as a business owner there is a different mentality and level of passion that comes with growing something of your own. Second, everyone is unique, using the same techniques and messages as the business owner won’t translate the same through everyone. Salespeople have to be authentic to their prospects to be successful; if they don’t come off genuine the prospect will pick that up. Finally, the business owner could be a wing-it star. This term describes a salesperson that is good at what they do but don’t have a strategy or process that they consistently follow. This type of salesperson will give multiple ways of handling the same sales situation which leads to confusion for the sales reps asking for assistance.
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