The number one reason why sales cultures are not performing the way CEOs want them to is simply because they’re concentrating on the wrong people. That’s right.

You see, last Sunday was the annual Met Gala in New York City. The Met Gala was started in 1995 by Anna Wintour, who is the editor-in-chief of Vogue. It was simply to help the Metropolitan Museum of Art fund its costume exhibit.

Well, it became a big deal with Anna’s work; she not only makes the agenda and figures out who is on the 600-person guest list, but every detail is under her control. However, in terms of selling the Met Gala and finding sponsors, Anna Wintour also plays an active part.

You see, CEOs think that salespeople are the ones who go out and do all the selling, and that’s not true. Everybody in the organization plays a part in the sales process.

So, in Anna’s case, she has a team of executives who go out and source potential sponsors. But when they have one they feel is a good fit, it’s up to Anna to get involved and use her charm. This year, the biggest sponsor for the Met Gala was TikTok.

So, my question to you is this: No matter what position you have in a company, whether you are a CEO, C-suite, or executive production line worker, do you realize that you, too, are part of the sales process? Are you not doing your job in that area? Well, it impacts the sales of the entire organization.

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