Milk and grit: The Cinderella Man mindset that wins in sales

In media sales, it doesn’t matter where your outlet stacks up versus the competition or if the client you call is happy with their current media vendor. You have an audience that you can deliver. If you put in the work, are consistent day in and day out, don’t buckle under pressure, show your value, focus on your goals and track your progress, you will win more sales than you lose.”

Jeff Sleete, a 50+ year broadcast industry veteran

James Braddock, whose story was told in the movie “Cinderella Man,” starring Russell Crowe, was one of the greatest boxers of his era. Braddock was known for his strength and grit, counterpunching style, extremely powerful right hand, and ability to take a punch — especially on his chin, which was hard as rocks.

Braddock’s first fight took place in 1923. He turned pro at the age of 21. After three years, Braddock’s record was 44–2–2 (.938), with 21 knockouts. However, after an exhaustive 15 rounds in his first championship bout, he lost. During that match, he fractured his powerful right hand in multiple places. From that moment, his career unraveled. Of the next 33 fights, he only won 11 with a record of 11-20-2 (.364).

As the Great Depression worsened, Braddock struggled to support his family. Eventually, he had to walk away from the ring and took a job loading freight on the Hoboken, New Jersey, docks just to survive. Due to frequent injuries to his right hand, Braddock began using his left hand during his dock work. Eventually, it became stronger than his right.

After six years, Braddock returned to boxing, winning several impressive matches against highly rated boxers. Braddock was given a title fight against the World Heavyweight Champion of the time, Max Baer. Baer’s people picked him because he was seen as an easy payday for the champ.

Baer had one of the hardest punches in heavyweight history. He is rated 22 on The Ring magazine’s list of 100 greatest punchers of all time. Baer loved to fight, but he loved the nightlife more. Baer didn't bother to train seriously for his bout with Braddock, who, on the other hand, trained hard.

Though the betting odds were 8-to-1 against Braddock, in the fight, he kept coming at and wearing down Baer, who couldn't grasp Braddock's ability to take a punch. In the end, Braddock won the Heavyweight Championship of the World title with a unanimous decision, outpointing Baer eight rounds to six — one of the greatest heavyweight upsets in boxing history.

A journalist asked him, “What changed, Jimmy? You could not win a fight for love or money before. What made the difference?” Braddock’s response was “Milk.” He was fighting to put milk on the table for his children. 

In his only defense of his heavyweight title, Braddock lost to Joe Louis two years later in the eighth round by a knockout — the only one of his career.

Seven months after the Louis fight, Braddock had another match, which he won. It turned out to be his last.

Braddock and Louis saw each other frequently over the years, and Louis always greeted him the same way: “Hello, Champ!” Paying homage to his hard work, resilience and ability to fight through adversity.

Of the Bear-Braddock fight, both men had visions of being a champion — the best. Yet the one with the lesser skills, power, experience and status emerged victorious.

In media sales, it doesn’t matter where your outlet stacks up versus the competition or if the client you call is happy with their current media vendor. You have an audience that you can deliver. If you put in the work, are consistent day in and day out, don’t buckle under pressure, show your value, focus on your goals and track your progress, you will win more sales than you lose.

Preparation is the bedrock of peak performance. The best sellers don’t just wing it; they invest the time to research their prospects, knowing the client’s goals, challenges and competition. They craft, practice and present compelling pitches that are clear, concise and persuasive.

Abraham Lincoln famously stated, “If I had six hours to chop down a tree, I’d spend the first four sharpening the axe.” In sales, preparation and strategy are key. The more time you invest in getting ready, the better results you will achieve.

Jeff Sleete is a 50+ year broadcast industry veteran — sales manager/GM/corporate sales head. He enjoys helping sales departments position themselves as "mavens" (experts) of business to be more successful at selling advertising. Fundamentally, Jeff is a salesman. Through his media sales consultancy, Sleete Sales Script, he provides a daily road map for sellers of any media outlet type to be more consultative in their approach to their clients and set themselves apart from all their competition. Learn more about Jeff at https://www.sleetesales.com/. Or reach him at  jeff@sleetesales.com.