Michael Traw Sales Champion Current position: Account Director Age: 35 Hometown: Overland Park, KS

Michael Traw - From Air Force program manager to top software sales.

Below is the result of our interview with Michael.

Sales Overview
How long have you been in sales? Nine years.

How did you get started? When I realized that everyone is in sales, that every aspect of our life involved "selling". I knew that sales was the most important skill set to develop and that I was fearful of being asked to sell something. So I hit my fears head on and took a job in inside sales.

What is the impact of sales on your life? It has truly transformed my life. I went from being an average wage earner to being in the top 1% by simply focusing my career on being a sales professional.

What do you like most about sales? My compensation being directly tied to my performance.

What sales method do you follow? No, I think sales training is a waste of time and money. I learned everything I needed to learn about sales at the Air Force Acacemy:
1. I will not Lie, Steal nor Cheat
2. Excellence in everything I do
3. Service before self
4. Aim High!

What is the name of your best sales manager ever? (so far!) John Westrich, Sales Manager and CA

What made this manager so good? He is always positive. He calls me out when I need to be called out. He knows how to manage management expectations and keep's the crap from rolling down hill.

What made your worst manager so bad? Favoritism and preferential treatment for certain people not based on performance but unknown personal preferences. Fear based motiviation resulted in low morale. Petty behavior and gossip created a terrible work environment.

How do you prepare for a big meeting? Know my objectives or outcome desired. Understand who my audience is. Prepare an outline or agenda. Then wing it.

Selling Track Record
What is the most you ever sold in a year? $35M

What is the biggest order you ever booked? $25M

How long did it take to book your biggest order? 18 months.

Why did the customer buy from you? They trusted me.

What did you learn from the process? Relationships were everything.

What is the biggest order you ever lost? I never lose. I may not win, but I never lose.

Why was the order lost? I never lose.

What was learned from loss?: I never lose.

Private Life
What is in your library? Lots of biographies, history, leadership, classic literature.

What are you reading now? I read fairy tales, Marco Polo, and classical literature to my kids.

What is your favorite movie? Sound Of Music because its such a good movie about optimism, virtue, and strength of character in the face of tyranny. Attitude determines altitude and how far you can fly.

Who is a role model to you? George Washington. Given an impossible situation he defeated the greatest nation on earth at the time. After winning, he humbly lead a nation to become ulimately the greatest nation on earth.

How do you relax? I don't.

What 3 people would you have to dinner? George W. Bush, because he's the leader of the free world. George Gilder because of his intellect. My father because he taught me every other life quality I possess.

How do you start the day? With a Starbucks coffee.

How do you end work each day? Being greeted by my five screaming kids when I get home.

Technology & Strategy
What smartphone - pda do you use? I'm hooked on my Crackberry. I stay connected 24/7.

What PIM/CRM do you use? Salesforce.com

How do you stay organized?

3 things you must know:
1. Know what your selling (don't just repeat marketing slicks)
2. Intimately your client's business challenges
3. Know your competition's strengths and weaknesses.

3 things you must do:
1. prioritize your activities towards the largest opportunities.
2. Run these opportunities like projects.
3. Play your sales strategy out like you would poker or chess. Try to think 3 moves ahead of your competition. Think long term.

How do you prevent a slump? Pick myself up. Read a good book. Work through the slump.

Changes
How have markets/sales changed in 5 years? You're expected to know how to sell, not just take orders. The tech boom is officially dead and its never coming back. There is a big drive towards knowledgeable sales professionals. The credibility factor is key in executive relationships.

What industry trends do you foresee? Consolidations, mergers, acquistions.

How do you want to be described in a sentence? Michael brings something of value to me and my organization in every interaction.

Alternative Universe
If you were not in sales, what would you do instead? Serving others in some other way.

Closing Question
How is it to be interviewed by the Sales Whisperer? Honored. Thanks.