To sell a product or service requires a myriad of ingredients and talent certainly helps. To become a world-class sales professional typically requires something more, keys to blue-ribbon success that are often hard to define.
Among these essential elements are a strong work ethic, self-discipline, organizational rigor, leadership aptitude, the ability to create a streamlined sales process, and a passion for engaging and understanding people.
Toronto sales executive Laird Comber has worked hard to refine these skills over the course of his quarter-century career.
For major Canadian companies, he has led multimillion-dollar sales initiatives from the opening pitch to the final handshake. He is adept at and enjoys forging relationships, fostering business growth and achieving results. He organizes winning sales teams, sets aggressive goals — and exceeds them.
One of the keys is his intense focus on people. He works hard to understand each buyer’s needs, preferences and pain points. He tailors solutions, builds reassurance and probes for opportunities. This involves finding common ground, and ultimately closing the deal.
In the end, the goal is to make each person involved in a sales negotiation feel valued: the customer, the company and each of his sales team colleagues.
Not surprisingly, he has been promoted by employers in previous roles and entrusted with ever-greater responsibilities.
What is your typical day, and how do you make it productive?
The day starts off with a workout at 5:15 AM followed by proper nutrition. I am an early riser, self-starter and believe in feeling good which starts off with the routine outlined. This sets the stage of my day whereby I am focused and concentrated on the key tasks at hand. Start with the most difficult tasks in the AM where you are most productive and then by the end of the day end by carving out the timeline, schedule and goals for the following day. Sometimes, doing less can in fact mean doing more so I often find myself slowing down a bit to ensure that I am deeply entrenched in producing a successful end result.
How do you bring ideas to life?
Well, for one I am a voracious note taker … and am constantly seeking ideas. These get encapsulated in a bit of a vault whereby once there is enough content, I begin to sort through the ideas and categorize, prioritize and ultimately decide on which ones to execute. Assigning timelines, financial metrics, responsibility, accountability and ultimately aligning with the corporate mission tend to often be the next steps.
What’s one trend that excites you?
I am in fact fairly excited by AI overall. The possibilities are endless and I know that it has the potential to revolutionize various industries and improve our daily lives in countless ways. The advancements in machine learning, natural language processing, and robotics continue to amaze me. The idea of creating more efficient systems, personalized experiences, and even aiding in solving some of the world’s most pressing issues using AI is incredibly exciting.
What is one habit that helps you be productive?
I pride myself in detailed and meticulous follow up notes after a meeting.
Retention: Writing down meeting details enhances my memory retention. Overall, I am more likely to recall important points when you revisit your notes.
Clarity: This ensures I have a clear understanding of what was discussed, preventing misunderstandings or confusion later on.
Accountability: Detailed notes serve as a reference for action items and responsibilities. I am generally speaking less likely to overlook tasks or commitments made during the meeting.
Efficiency: When I have comprehensive notes, it saves time in the future. This means that I don’t have to spend extra time clarifying details or searching for information.
To summarize, I am not only benefiting my own productivity but also contributing to the effectiveness of my team and the overall success of the projects I am involved in.
What advice would you give your younger self?
Embrace Failure: Don’t fear it; instead, see it as a stepping stone toward growth and learning.
Explore Curiosity: Never stop asking questions and seeking knowledge. It’s okay not to have all the answers.
Prioritize Self-Care: Your well-being matters. Take time for yourself, physically and mentally.
Value Relationships: Nurture connections with people who inspire, challenge, and support you.
Stay Open-Minded: Be flexible and receptive to new ideas, perspectives, and opportunities.
Trust the Process: Life’s journey is unique; don’t rush it. Trust that things will fall into place at the right time.
Tell us something you believe almost nobody agrees with you on?
Office environments can foster productivity for various reasons. They offer dedicated workspaces, professional settings, and opportunities for collaboration and social interaction. In an office, employees can benefit from immediate access to resources, equipment, and colleagues, facilitating quick discussions and problem-solving.
Additionally, the structured routine of going to an office can help establish a clear boundary between work and personal life, enhancing focus during work hours and allowing for better relaxation when off-duty. The separation of spaces also minimizes distractions that might exist at home, such as household chores or family interruptions.
However, remote work has its advantages too. For some individuals, working from home can lead to increased productivity due to fewer interruptions, reduced commuting time, and the ability to create a customized work environment.
Ultimately, the productivity of an office versus remote work can depend on individual preferences, the nature of the work, and the company culture. I do tend to thrive in a bustling office environment, but at times I do find my stride in the comfort and flexibility of working from home. Flexibility in work arrangements often allows individuals to find the environment where they feel most productive and comfortable.
What is the one thing you repeatedly do and recommend everyone else do?
Write down your “To Do List” each and every day and set smaller goals. What are the 2-3 things that you will try and accomplish daily. Use these as a measure of productivity and then generate a sense of accomplishment as you complete them.
When you feel overwhelmed or unfocused, what do you do?
Well, really these are 2 different feelings. If I am overwhelmed, I know myself well enough to realize that I just need to step back. Perhaps I can make incremental inroads or take smaller steps. Sometimes, the body and behind cannot be pushed any harder and are screaming for a break. Fresh air, exercise, proper sleep and maybe a conversation with a friend or switching gears to approach things from a different Lense can be handy. If I am unfocused then I tend to work on my breathing, get calm, slow down and purposely work more slowly while emphasizing the process, journey and mindfulness vs just jumping to the end result.
What is one strategy that has helped you grow your business or advance in your career?
Strategic communication is often very helpful. What does this mean or entail? For me it ensures putting a coaching code together to achieve desired results. It means focusing on the key behaviours vs results. QBR’s, Strategic Account Calls, Opportunity Pipeline Reviews, 1:1’s, Team Meetings etc. with regular discipline – consistency and persistency help to generate results over time.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
At times, maybe I didn’t trust my Team enough and that is something that I have worked hard on perfecting. Effective coaching involves providing guidance, support, and feedback while allowing my Team the space to learn, grow, and make decisions on their own. This helps foster a sense of ownership, encourages creativity, and builds a more trusting and productive work environment. Overall, I think doing a 180-degree meeting with key members of the Team and soliciting feedback is very helpful.
What is one business idea you’re willing to give away to our readers?
Always have a book on the go. This could be the 7 habits of highly effective people, think and grow rich or whatever self-help leadership book happens to resonate depending on the preferred content. Also, if you have long drives in your car consider an audio book or podcast summary. This helps you constantly keep on top of key topics that you can incorporate into your day and leadership techniques.
What is one piece of software that helps you be productive? How do you use it?
A CRM (Customer Relationship Management) system is incredibly beneficial for reporting in several ways:
Data Centralization: A CRM collects and stores vast amounts of customer data—interactions, purchases, preferences, etc. — in one centralized location. This makes reporting easier because all the information needed for analysis is readily available.
Customizable Reports: CRM systems often offer customizable reporting features. Users can create tailored reports based on specific criteria such as sales performance, customer demographics, marketing campaigns, etc. This customization helps in generating insights relevant to different departments and objectives.
Forecasting and Trends: Reporting through a CRM can help identify trends and patterns in customer behavior, allowing businesses to forecast future sales, anticipate customer needs, and adapt strategies accordingly.
Performance Measurement: It enables tracking and measuring the performance of various activities such as sales, marketing campaigns, customer service efforts, etc. This assessment helps in understanding what’s working well and what needs improvement.
Visualization Tools: Many CRMs offer visualization tools like graphs, charts, and dashboards to present data in a more understandable and visually appealing way. These visual representations make it easier to interpret complex data.
Integration Capabilities: CRMs can often integrate with other business tools and software, allowing for a more comprehensive reporting experience. For instance, integrating with accounting software can provide insights into financial data in relation to customer interactions.
Identifying Opportunities: Through analysis of CRM data, businesses can identify new opportunities, potential upselling or cross-selling chances, and areas where customer relationships can be improved.
A CRM system’s reporting capabilities are incredibly valuable for businesses as they provide insights into customer behavior, help in making data-driven decisions, and optimize various aspects of operations for better efficiency and effectiveness.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
My favorite book by far is the 7 Habits of Highly Effective People. For me, it is timeless because the principles can be applied in so many areas of life – both personal and professional and it serves as a blueprint/bible overall. Even picking up the book to read a few paragraphs is outstandingly helpful. I don’t listen to a ton of podcasts but will focus more on this area as I will have a commute with my forthcoming new job.
What’s a movie or series you recently enjoyed and why?
Recently, I completed watching Shantaram on Apple TV. It is based on the book which I also read many years ago. The story takes place in India where I spent my honeymoon and I could relate to a few of the building landmarks, namely a famous bar where most of the scenes take place. This is also based on a true story and for me to have also frequented and visited the bar was a thrill. Plus, I am a bit of a Charlie Hannum fan ALA, SOA = Sons of Anarchy.
Key learnings
- Organize to set the stage for your success.
- Set high goals, and plan to exceed them.
- Stay people-focused: your customer, your colleagues and your team.