Deb Sands reached out to us about one of the memes in The Quota newsletter. After a few emails back and forth, we knew we had to share her story. With over 40 years in sales, and the last 30 as a business owner, Deb offers a unique perspective on how the industry has changed over the decades and what it takes to stay consistent through it all.

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1. You’ve been selling your entire career, for over 40 years. How did you get your start in sales? 

I grew up in Calgary, Canada and studied broadcasting at college. I really wanted to be Barbara Walters or Oprah Winfrey but didn’t have the nerve to leave my hometown. A job came along in writing radio commercials, so I grabbed it. I wrote radio copy for 5 years before going into radio sales (after seeing how much money I could make). In the spring of 1988, I couldn’t stand radio sales any longer so I quit. I took the summer off and a headhunter found me in the fall. She got me into equipment leasing at Pitney Bowes, I was there for 4 years before I decided to make the jump and hang my own shingle, becoming an equipment leasing broker. 

2. What was the sales culture like in the ‘80s or ‘90s? How was it different from sales today? Can you paint a picture of what a typical day in sales looked like for you? Was it more difficult being a woman in sales back then? 

Our tools for reaching clients were either making phone calls on an analog phone or just showing up in person. My office at the radio station was part of a cubicle system with 8 other reps in an open area. It was so noisy and disruptive that I arranged with a friend to use her phone in her apartment. I would go there in the afternoons to make cold calls. 

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 A typical day in sales in the 80s at the radio station was making appointments over the phone,  and then going to those appointments the same day. If the meeting went well, I would do a proposal based on a needs analysis. In contrast, a day in equipment leasing would be spent personally visiting equipment suppliers. 

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I’ve had to deal with the “women in sales” issue. In my sales career, I have been solicited, groped, kissed, and leered at.  All of which could land someone in jail today.  Back then, it was: “Suck it up sister, this is life in sales.” In cases when the above happened, I left and never called on those accounts again. No explanation, no confrontation. No reporting. I just never went back. There was no amount of commission that would make that harassment tolerable.

3. You’ve run your own equipment leasing business now for 30 years. What made you take the leap to start your own business and what has been the key to longevity? 

Radio sales were tough but necessary. I learned so much by trial and error. However, selling leasing equipment is more fun and much easier. I was with Pitney Bowes Leasing just shy of 4 years. When they closed, I had a good base of equipment sellers and a growing list of customers. It made sense to hang out my shingle and keep going.

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The key to longevity for me has been SERVICE. Getting the job done quickly, efficiently and with the least amount of hassle has been the key to my success and longevity. I always visit suppliers and customers in person when I can. I look them in the eye, shake their hand, and deliver on my promises.

4. What advice would you give to someone who is just a few years into working in sales but plans to make it their career? 

• Grow a thick skin. There will be days when your mother’s advice to become a piano player in a brothel will seem to have been the better choice.
• Keep a document of your wins and positive comments from happy clients. Read them over on bad days. I keep all my Google reviews in a scrapbook.
• People really do buy from people they “know, like and trust.” Make eye contact, smile, be personable, and authentic. It goes a long way. 
• Always be nice to the receptionist or assistant. They can make or break your meeting with the decision maker.
• Let the bad day go as soon as you can. Give yourself time to mourn the loss. But get back on the horse as soon as possible. Read over your wins. There’s always another deal to be found.
• Believe in your product WITHOUT A DOUBT.  You can’t sell what you don’t believe in.

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6. After 40 years in sales, what do you still love about it that makes you keep going every day? 

It’s so gratifying when you truly help someone solve a problem. You feel like a hero. Sometimes, this feels better than the money. 

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7. What is your favorite sales movie?

  Erin Brokovich. It’s not always about the money.