Bill Gates once said “I choose a lazy person to do a hard job. Because a lazy person will find an easy way to do it.” Conventional wisdom suggests that go-getters and high-energy individuals are the ideal candidates for success. However, a counterintuitive notion is gaining traction: lazy people might actually make better sales reps. Lazy people have a natural inclination toward efficiency, listening, focus on high-value activities, automation, and delegation — all of which can contribute to sales success. Of course, it's important to note that "lazy" in this context doesn't mean unmotivated or apathetic, but rather someone who seeks to maximize results with minimal unnecessary effort.
Efficiency is key
Lazy people are often masters of efficiency, possessing a natural inclination to find the quickest and easiest way to complete a task. This can be a valuable asset in sales. A study published in the Journal of Experimental Social Psychology found that individuals who were primed to feel lazy were more likely to engage in "resource-conserving behaviors" and find shortcuts to solve problems. By focusing on working smarter rather than harder, lazy sales reps may actually outperform their more hard-working counterparts.
The art of listening
Contrary to the stereotype of the fast-talking, aggressive salesperson, effective selling often requires excellent listening skills. Lazy individuals tend to be more inclined to let others do the talking, which can be a significant advantage in sales. By talking less and listening more, lazy reps can better understand customer needs, identify pain points more accurately, and build stronger relationships with clients. This approach aligns with the concept of "lazy listening," where less effort is expended on formulating responses and more on truly understanding the customer.
Focus on high value activities
Lazy people have a knack for identifying the most important tasks and focusing their limited energy on those activities. This means prioritizing high-potential leads, concentrating on closing deals rather than busy work, and leveraging existing relationships for referrals.
Embracing automation
Lazy sales reps are more likely to embrace automation and technology to simplify their work. This inclination can lead to better use of CRMs, utilization of AI-powered sales tools, and implementation of automated follow-up processes. A report by McKinsey & Company suggests that sales teams that leverage technology and automation can increase their productivity by 14.5% and reduce administrative time by 30-40%.
The power of delegation
Lazy individuals are also often skilled at delegation, recognizing when tasks can be more efficiently handled by others. In a sales context, this can mean leveraging support staff for administrative tasks, collaborating effectively with marketing teams for lead generation, and utilizing customer service teams for post-sale support.
Put simply, it comes down to the following concept: work smarter, not harder. The lazy sales rep, with their unique approach to work and their ability to prioritize revenue-generating activities and minimize non-productive tasks, might just be as valuable an employee as the hard-charging sales exec.
