Case Study: David Oliphant / When All Else Fails, Sell!

David Oliphant wasn’t happy. An inveterate salesman who was responsible for moving more than a billion dollars’ worth of rare coins, supplements, books, and other items on QVC, David found two things deeply troubling. First, the profession of sales commanded little respect in American society. People tended to associate sales professionals primarily with used car salesmen, people who would say or do anything to close a deal that was bad for the customer.

On top of that, David was deeply troubled by the fact that countless veterans were returning from service overseas, particularly from the Gulf Wars and Afghanistan, unable to translate their military experience into the ability to make a living.

He wanted to do a book that would raise the profile of selling as a career and make it particularly applicable and interesting to returning veterans. When he laid out the problem the book was meant to solve, I proposed that we write a story (imagine that!). We would focus on a vet coming out of the military with all the skills that the business world prizes and little understanding of a place he could find in the business world. In other words, it is a story about a veteran who learned to take his leadership, communication, courage, and cooperative skills, which he had gained in the military, and turn them into a highly successful sales career.

David believes that the same mindset that it takes to succeed in the military – that same constellation of character traits I just mentioned – is precisely what it takes to succeed as a top sales professional. So the book was about elevating the profile of sales while at the same time making it intriguing and accessible to veterans, who A) needed to make a living and B) could potentially be great at doing just this.

Readers Digest Press recognized the value in carrying this message to ex-military, soon-to-be ex-military, and employers who needed to be educated as to the extraordinary value that our veterans can bring to the business world. They published the book, and I’m happy to say that generations of veterans have found great careers for themselves, selling honestly and nobly. Nothing to do with used car salesmen or flashy suits. And at the same time, the business world has tapped into a cadre of highly trained, disciplined, hard-working men and women who have added in meaningful ways, and always with integrity, to their bottom line.

Hooah!