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Tallahassee, FL—In the world of sales, we are judged by our performance. Those who perform well will find success and fulfillment; underachievers find themselves fading into obscurity. There are only two choices, and you’re moving in either one direction or the other.

Unsure where you’re headed? Compare the concepts of selling with fishing. Success and failure in both are based on three main principles: location, equipment, and bait.

In fishing, location is the first important factor for success. In every body of water, there are areas that fishermen call “hot spots.” These are areas that fish are known to be and the odds of success in catching them are greater—and it’s where everyone wants to fish.

But many fishermen keep their hot spots a secret from fellow fishermen. Without knowing where the hot spot is, you’re at the watering hole living on a prayer of finding lots of fish, so at that point, you have two options: stay where you are until something happens or move around the water looking for the hot spot.

Sadly, many sales associates choose to stay at the same spot; i.e., doing the same thing. And, predictably, getting the same results. Eventually they will make a sale or find some measure of success, but the wait is boring and tedious. If only they knew they could move around and try different areas, fishing—and selling—would become more meaningful and enjoyable with success upon success.

I encourage you to try new concepts and ideas until you find what works for you. When you find the right location or formula, you will find a much more rewarding experience.

The next important key to finding success in fishing is your equipment. Fishing from a boat is much easier than fishing from shore. Then there is the pole you use and the fishing line. The fishing line is very important. If you have a 15 lb. line and hook a 30 lb. fish, the odds are that your line is going to break.

Fishing equipment is equivalent to sales skills. Make sure you have the right equipment to find success.

Finally, the third most important ingredient for successful fishing is the bait. You could have the right location and the proper equipment, but the wrong bait would ruin your chances for success. Can you imagine trying to catch a fish with a piece of candy?

Many sales associates use the wrong bait. The bait is your selling style and presentation. What may seem good to you may not be appealing to your customer. Think about the meaning of this concept, then give your customers what they want, and you will find success.

In closing, think about the bad fisherman for a moment: this is the one who sits at the same spot for hours every day, just hoping for a nibble. They often find their bait was taken long ago and their efforts rendered meaningless.

Don’t be a bad fisherman as a sales associate. Move around and find your hot spots. Then sharpen your skills and create a selling style and presentation that keeps customers coming back for more.

Over the next three articles in this series, I will share more detail in all three areas in greater detail. For more information and tools to help you, log onto my website, moderndayselling.com.