We are all in sales

Salespeople often get a bad reputation thanks to stereotypes like the proverbial used car salesman. This is the reason why, while frequently working with my technical colleagues, they will often start a customer meeting with a disclaimer that "I am not one of the pesky quota and commission driven salespersons," the implication being that since I don't have a commission incentive, you should trust me more. But take a step back and think about it: aren't we all in sales in some form or another? Whether or not we know it, selling is a part of almost everything we do. It is not about the hard sell but how we connect, resonate, and influence others.

I was in a meeting early in my career, listening to our Head of Engineering talk about how much we needed to focus on "selling" our product. I remember thinking, Why is she talking about sales? She's the Head of Engineering! At the time, it felt out of place. Years later, I realized how wrong I was. Regardless of their function, leaders have direct or indirect responsibility for sales. It’s not just about pushing a product or a service. It is about selling ideas, visions, and solutions.

Think about this: if you're a head teacher at a primary school, you're in sales, selling the value of education to students and parents. If you're leading a customer support team, you are selling trust and loyalty with every interaction. Even when you are interviewing for a job, what are you doing? Selling yourself and your skills.

I’ll never forget a lesson I learned two decades ago when I first ventured into the world of data warehousing. During a training session led by our company’s CTO, he asked, "Why do companies build data warehouses?" Fresh from our Data Warehousing 101 courses, we enthusiastically recited phrases like "single version of the truth," "360-degree customer view," and "eliminating data silos." He listened patiently, then said, "You're all mistaken. Companies build data warehouses to make money."

The room fell silent. He followed with another question: "Why do data warehouse projects fail?" Once again, we responded with technical explanations, data quality issues, methodological debates, and a need for stakeholder engagement. He shook his head. "You are missing the point again. Data warehouse projects fail because they fail to make money."

That moment stuck with me. If you can’t sell an idea, a product, or a project in a way that resonates, it’s often not worth doing. Selling isn’t about manipulation or trickery; it is about building a connection and showing value in a way that matters to the other person.

The truth is, we’re all in sales. The key is to embrace it, not like a used car dealer pushing a clunker, but as someone who believes in what they’re offering and can communicate authentically. Whether leading a team, pitching a new idea, or simply navigating life, the ability to sell, inspire, influence, and connect is one of your most valuable skills.

I write weekly on different topics related to Data and AI. Feel free to subscribe to FAQ on Data newsletter and/or follow Fawad Qureshi on LinkedIn or FawadQureshi on X.