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Process Beats Personality
Systems build killers, not charisma
The myth? Sales is all about personality. The truth? Personality might open a door, but process is what closes it. Too many managers overvalue charm and undervalue discipline. The reality is that charisma doesn’t scale, but systems do.
Your top reps aren’t winning because they’re smooth talkers. They’re winning because they execute with precision. They know exactly how many calls they need, what questions to ask, when to push, and when to stay silent. That’s not charisma that’s a process refined to the point of inevitability.
If your team relies on “natural talent,” you’ve already lost. Talent is unpredictable. Systems create predictable outcomes. And in high-stakes sales, predictability is the real superpower.
Action Steps: Build Systems, Not Celebrities
Map the Plays – Define the exact steps from prospecting to close. No ambiguity. No freelancing.
Codify Winning Behaviors – Document what top reps do consistently. Bake it into playbooks, not just memory.
Measure the Inputs – Calls, demos, follow-ups. Track what matters, not just the end result.
Drill Relentlessly – Reps should practice like athletes. Skills sharpen in repetition, not in “winging it.”
De-risk the Talent Myth – Stop relying on unicorns. With the right system, an average rep can hit elite numbers.
P.S Charisma is nice at dinner parties. Process is what pays the mortgage. If you want killers on your team, stop chasing personalities and start building systems. That’s how dynasties are built.
