Can non-salespeople be trained to sell or should we leave this to sales professionals?

One of hot topics here at LiveseySolar surrounds non-salespeople and the fact that they are being asked to sell more and more in the professional services world. We’re continuing our new series of video Questions and Answers recorded during the recent ESCRS trade show that took place at the Excel Centre in London. Today’s video reflects on the common myth that great salespeople are born (not trained), and looks at whether non-sales professionals have a chance at selling well, or whether they should leave things in the hands of sales professionals. What do you think?


Do you think that non-salespeople can be trained to sell? Or, do you think that sales should be left in the hands of sales professionals?


I think that there’s no innate gift or innate talent inside people to be a good salesperson or not a good salesperson.

Just like, for example; there is no innate gene responsible for someone being a good doctor or being a good engineer or being a good scientist. Certainly, you need to bring some talents to the fore, some general basic talents that perhaps not everybody possesses.

But, I believe that if you can do the things you’ve been trained to do professionally, you have the capacity to learn techniques, processes, and distinctions that can allow you to do selling professionally too.

The type of selling that I recommend to professionals is a more ‘listening-oriented’ process, a more ‘relationship building’ process, less ‘in your face’, less ‘razzmatazz jazz hands’… more of a conversation!

And, I believe that professionals are more than happy to conduct professional conversations with each other and they just need to bring that same confidence to the selling situation.

If they can do that, they can use the skills and the strengths they have (the very same one’s that allowed them to become good professionals!) to also become good professional salespeople.

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

Find articles on:

What our clients say…

“In a matter of weeks, we already saw results with LiveseySolar. Far before we were even finished with our project.”

Erik Chotiner, MD, FACS, Ophthalmologist

“The whole group has been very, very professional. We’re quite early in the stages, but we can see the benefits.”

Dr Nick Mantell , MBChB FRANZCO

“They’re very professional. They know what they’re doing, but they also put us at ease. This helped us to cut through what’s needed to get what we want.”

Mr Praveen Patel, MA (Cantab), MB BChir (Cantab), FRCOphth, MD (Res)

“It’s wonderful to work with an agency that engages on our level and understands our market.”

Dr Anton Van Heerden, MBChB; FRANZCO, Ophthalmologist

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor / fCMO for our customers. Rod mentors and coaches CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.

Read more

LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

Read more

Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK