Precious few leaders or companies grasp the concept that their employees ARE their customers. Employees will make or break your organization. Your leadership credentials, your title along with your nice salary and your office is nothing without your ability to motivate the people who work for you. In order to lead you must be able to persuade and motivate. In short, you must be able to sell. To sell effectively, you must have: 1. Rapport. Without this, you are pumping water from a sinking ship. Rapport is a well-known state that most have no idea of how to reliably establish. It can be understood and taught. 2. The vast majority of your communication is non-verbal. To communicate effectively as a leader, you should know what you are "saying" non-verbally as well as being able to interpret what others are really saying. 3. You must understand why people buy anything from cars to ideas. This is emotion. This is what finally decides whether someone buys what you sell or follows your leadership. 4. What drives an individual? Each person is different so trying to sell, motivate or lead the same way to every person is madness. You must first understand what they want and why along with what they don't want and why. Only then, can you push the right buttons. 5. When an employee has problem, you have a problem. When they lose their motivation and become disengaged, your goals get further away from you. A disengaged or disgruntled employee must be treated like a disgruntled customer. Send them packing and your business suffers. Solve their problem and you have a customer for life. 6. What are the keys to public speaking and persuading large groups of people? You can get better at this crucial skill It's said in sales that the first sale is to yourself. Are you motivated by your business? What is your passion and how can this be harnessed to become a better leader? Peter McLaughlin is the author of: Becoming the Customer, empathy, influence and closing the sale.