Jim Cathcart talks about a self-assessment tool he has created for sales people to use to evaluate their selling skills based on the Relationship Selling model. He talks about how it is not enough to be a “natural sales person” or to have the gift of gab. Cathcart explains why he believes that truly successful sales individuals must have varied skill sets including being good at researching their customers and their market and being able to use both their head and their heart to help provide the best solutions for their customers.