Why Selling is Everyone’s Job

“We are either selling, or we are dying,” Nonso Okpala told the staff of VFD Group at a town hall meeting in 2019.

Five years have passed since I made that statement, and while much has changed, the core truth remains: the ability to sell is the most valuable skill in the world. More valuable than accounting, law, engineering, or even medicine. Surprising? Maybe. But I’ll explain to you.

I define sales as “the ability to convince people to commit resources to a plan you have articulated that will be mutually beneficial.”

In this light, the importance of sales becomes clear. No project or business can succeed without an effective sales effort — the engine powers the global economy.

No matter your job title, your growth potential is limited if you’re not directly contributing to selling your company’s products or services. This belief is central to VFD Group’s human resource strategy. Everyone in the company should have a sales target, from the HR Manager to the CFO, Treasurer to the Administrative Assistant. We are all sales executives, and here’s why:

1. The company’s primary goal is to sell its products and services — if we fail, every job is at risk. It’s that simple.
2. Sales experience helps all employees understand the company’s revenue generation process and how to support it more effectively.
3. It helps identify future leaders. Many staff in back-office roles may initially shy away from sales, but when encouraged, they often excel, revealing leadership potential that can take them to the top.
4. A sales-driven culture fosters an entrepreneurial spirit, leading to significant bonuses and rewards for employees who help the company succeed.
5. Sales accountability is the best form of training for aspiring leaders. It provides real-world experience without incurring high company costs.

Yet despite the clear benefits, only a tiny fraction of people — perhaps 1 in 20 — commit to developing their sales skills, even in companies that emphasise sales.

Why Are People Afraid of Selling?

When I ask people why they shy away from sales, I hear responses like:

• “I don’t like bothering people, and I hate hearing the word ‘no.’”
• “Sales puts me in contact with all kinds of people, and I prefer the safety of my back-office role.”
• “I love the commissions, but sales drains my peace of mind.”

These are valid concerns. I’ve faced them myself. The alternative to selling is often easier, but the long-term rewards of sales far outweigh the discomfort. VFD Group was built on persistent sales efforts, and we delivered every sales promise we made.

In the early days, we pitched our ideas to countless friends, family, and acquaintances. It was gruelling work. Only 1 in 20 would follow up, and just 1 in 30 would invest. This meant we had to talk to over 600 people to secure the needed capital. It was an exhausting process, but 15 years later, I can tell you it was worth every effort.

This article is too short to cover every aspect of sales, but here are a few things I want you to remember:

1. Selling is demanding, but its rewards are life-changing. No matter what your current role is, start small. The next time you’re at a social event, introduce yourself and mention what your company does. You’ve just taken the first step in becoming a salesperson.
2. Listen to your audience. If you engage in. conversations and listen to the needs of the person you’re speaking to, you’ll gain insights that you can bring back to the office. You’ll become a valuable voice in discussions about product development and strategy.
3. Build relationships. If you can nurture these prospects into loyal customers, you’ll develop relationships that will last a lifetime. These relationships are invaluable and can open doors you never imagined.
4. Identify new opportunities. Once you understand your customer’s business and how it intersects with your own, you’ll start spotting new revenue streams or efficiency gains that can transform your company — or even spark the creation of a new business.
5. If you choose the entrepreneurial path, remember that you can only succeed with sales. No matter how brilliant your idea is, you must sell it convincingly to survive.

The Bigger Picture

If we, as individuals and organisations embrace sales, the results could be profound:

1. Families would teach their children how to sell alongside manners, religion, and life skills. Teaching children to speak confidently about their talents, dreams, and aspirations would prepare them for a life of opportunity.
2. Schools would make sales education a key part of the curriculum, placing it alongside math, science, and languages. Understanding sales is as important as understanding economics or finance.
3. Companies should hold every employee accountable for sales targets, reinforcing the idea that selling is everyone’s responsibility.

Sales is not just about products and services. It’s the ability to get people to commit resources toward achieving a goal with mutual benefits. And it all begins with something as simple as introducing yourself and saying what you do.

So, let’s get started. Let’s all go out and introduce ourselves.