‘Sales’ is no longer a dirty word
Gone are the days of the do-you-want-fries-with-that approach to sales, where the seller is preoccupied with their need to convert a product into cash, regardless of the customer. Successful organisations know that selling is all about building and nurturing client relationships.

The marketplace is tough, and it’s only going to get tougher. It’s hard to survive, let alone thrive. Industry rivalry and competition is increasing, and business confidence and investment is stalling. Organisations need to know how to identify, cultivate, and realise client relationships. Like it or not, everyone is in the business of customer relationship building. Everyone needs to know how to sell.
Dr Sarah Jane Kelly is MBA Director at The University of Queensland and co-facilitator of the new Rainmaker — Building Client Relationships short course at UQ Business School Executive Education. She says most university graduates don’t have the skills to build and foster client relationships and universities need to consider teaching this new approach to sales.
“In contemporary business, sales is about relationship forging and maintenance, analytics and data leveraging, persuasion and psychology. It’s a sophisticated skill set needed to survive in business, rather than the traditional, transactional-based role,” Sarah said.
“Regardless of the nature or size of the organisation, sales skills are critical at every level. It’s surprising that sales skills aren’t taught more in the tertiary education sector.”
Sarah said that the Rainmaker short course she’s co-developed bridges the gap between the skills taught at university and the skills needed by today’s employers.
“You need sales skills in every walk of life — to build your personal brand, your employer’s brand, or your own company’s brand.”
“These skills are vital for job interviews, online communications, and to drive revenue. And they’re applicable across all sectors. Scientists need to convince industry their research is worth funding. Start-ups need to sell their ideas to investors. Lawyers need to attract and keep clients.”
Sarah says it’s more than just having the practical communication know-how and tools at the ready.
“Modern technology reinforces the importance of developing and retaining relationships. Stakeholders expect customised and direct communications.”
“To be successful at building client relationships, you need to understand your industry, understand the theory of selling, and have the ability to leverage industry connectedness.”
Find out more about the Rainmaker — Building Client Relationships short course at The University of Queensland Executive Education.
