I was talking the other day with friend about what you can and can’t teach in selling.

We were talking about a couple of other entrepreneurs that we know, both of whom are better at doing their business, than at marketing or selling of the products of their businesses.

Now one of the most common things we hear about sales ability is that you are either born with it or you aren’t.

Personally I think anything can be taught to, and learned by, anyone else.

But not everyone believes as I do.

Many people believe in the lie of "the natural".

I call it a lie, because when we focus on how "natural" someone else is, we shortchange our own incredibly powerful ability to transform our own selves into what ever we wish to be.

I think that sales ability is relatively easy to learn.

But that’s not what is holding back the two entrepreneurs that my friend and I were talking about.

What’s holding them back is fear.

Lack of courage.

Courage is much more difficult to teach than sales ability.

Learning something new is one thing. Willingness to learn it though is another.

The process of learning new things isn’t really that hard, once you get started.

And if you are afraid to get started, then of course you never learn.

And you stay stuck "doing" the business, making products for it, prettying it up, but never getting enough customers.

This is the real reason for "rules" you hear like 90% of all businesses fail within the first 5 years of startup.

Courage is one of the most valuable traits you can have and develop as a salesman and a businessman.

Courage is the ability to act, in spite of fear. It’s being able to do things, when the fear would freeze a weaker man.

And courage is a trait that can be developed. Developing courage is like building a muscle. You got to exercise it, work it out, stretch it and stress it. And as long as you don’t overdo it, your muscle will get stronger.

This means taking risks, big enough ones to stretch yourself, but reasonable enough ones that you can succeed at them.

Smarts and talent are overrated. There’s plenty of smart, talented bums in the world.

Courage and persistence, properly applied will bring you whatever you want in this life.

Sell with Pride,

Shameless Shamus