Creativity is a trait not often associated with sales professionals. Instead, the sales profession is commonly associated with routine activities such as cold calling and hitting increasingly challenging quarterly quotas.
The most effective sales professionals avoid routinizing their approach to sales. They leverage their creativity to gain a leg up on competitors. The payoffs can be enormous. Research from the Aston Business School, one of Europe’s largest business schools, found that sales professionals who were more creative generated higher sales than their less creative counterparts.