Sales Motivation
- Do they believe there is value for all three parties in the selling equation?
- Is work its own reward for your salesperson?
- Does your salesperson lose track of time and forget outside pursuits?
Nine Skills
You Should Learn That Pay Dividends Forever
·
Published on July 23, 2019 Travis Bradberry - Phd
Coauthor
EMOTIONAL INTELLIGENCE 2.0 &President at TalentSmart
The further along you are in your career, the easier it is to fall back on the mistaken assumption that you’ve made it and have all the skills you need to succeed. The tendency is to focus all your energy on getting the job done, assuming that the rest will take care of itself. Big mistake.
Recent
research from Stanford tells the story. Carol Dweck and her colleagues
conducted a study with people who were struggling with their performance. One
group was taught to perform better on a task that they performed poorly in. The
other group received a completely different intervention: for the task that
they performed badly in, they were taught that they weren’t stuck and that
improving their performance was a choice. They discovered that learning
produces physiological changes in the brain, just like exercise changes
muscles. All they had to do was believe in themselves and make it happen.
When
the groups’ performance was reassessed a few months later, the group that was
taught to perform the task better did even worse. The group that was taught
that they had the power to change their brains and improve their performance
themselves improved dramatically.
The
primary takeaway from Dweck’s research is that we should never stop learning.
The moment we think that we are who we are is the moment we give away our
unrealized potential.
“Live as if you were to die tomorrow.
Learn as if you were to live forever.” – Mahatma Gandhi
The
act of learning is every bit as important as what you learn. Believing that you
can improve yourself and do things in the future that are beyond your current
possibilities is exciting and fulfilling.
Still,
your time is finite, and you should dedicate yourself to learning skills that
will yield the greatest benefit. There are nine skills that I believe fit the
bill because they never stop paying dividends. These are the skills that
deliver the biggest payoff, both in terms of what they teach you and their
tendency to keep the learning alive.
Emotional
intelligence (EQ). EQ is the “something” in each
of us that is a bit intangible. It affects how we manage behavior, navigate
social complexities, and make personal decisions that achieve positive results.
EQ is your ability to recognize and understand emotions in yourself and others
and your ability to use this awareness to manage your behavior and
relationships. Decades of research now point to EQ as the critical factor that sets
star performers apart from the rest of the pack. It’s a powerful way to focus
your energy in one direction, with tremendous results.
TalentSmart tested EQ alongside 33 other important workplace skills
and found that EQ is the strongest predictor of performance, explaining a full
58% of success in all types of jobs. Of all the people we’ve studied at work,
we've found that 90% of top performers are also high in EQ. On the flip side,
just 20% of bottom performers are high in EQ. You can be a top performer
without EQ, but the chances are slim. Naturally, people with a high degree of
EQ make more money, an average of $29,000 more per year than people with a low
degree of emotional intelligence. The link between EQ and earnings is so direct
that every point increase in EQ adds $1,300 to an annual salary. Increasing
your EQ won’t just pad your bank account, it’ll make you happier and less
stressed as well.
Time
management. One of the biggest things that
gets in the way of effective time management is the “tyranny of the urgent.”
This refers to the tendency of little things that have to be done right now to
get in the way of what really matters. When you succumb to it, you spend so
much time putting out fires that you never get any real work done. How many
times have you left work at the end of the day, only to realize that you didn’t
move the important things along even one inch? Learning to manage your time
effectively frees you up to perform at your absolute highest level, and it does
so every single day of your life.
Listening. This one should be easy. If we’re not talking, we’re
listening, right? Well, not exactly. A lot of times, we think we’re listening, but we’re actually planning what
we’re going to say next. True listening means focusing solely on what the other
person is saying. It’s about understanding, not rebuttal or input. Learning how
to suspend judgment and focus on understanding the other person’s input is one
of the most important skills you can develop.
Listening
is a bit like intelligence—most everyone thinks they’re above average (even
though that’s impossible). A study at Wright State University surveyed more
than 8,000 people from different verticals, and almost all rated themselves as
listening as well as or better than their co-workers. We know intuitively that
many of them were wrong.
There’s
so much talking happening at work that opportunities to listen abound. We talk
to provide feedback, explain instructions, and communicate deadlines. Beyond
the spoken words, there’s invaluable information to be deciphered through tone
of voice, body language, and what isn’t said. In other words, failing to keep
your ears (and eyes) open could leave you out of the game.
Saying
No. Research conducted at the
University of California, San Francisco, showed that the more difficulty that
you have saying no, the more likely you are to experience stress, burnout, and
even depression. Saying no is indeed a major challenge for many people. No is a powerful word that you should not be afraid to
wield. When it’s time to say no, avoid phrases such as I don’t think I can or I’m not certain. Saying no to a new commitment honors your existing
commitments and gives you the opportunity to successfully fulfill them. When you
learn to say no, you free yourself from unnecessary constraints and free up
your time and energy for the important things in life.
Asking
for help. It might seem counterintuitive
to suggest that asking for help is a skill, but it is. It takes a tremendous
amount of confidence and humility to admit that you need assistance. This skill
is critical because the last thing a leader wants are employees who keep on
trucking down the wrong path because they are too embarrassed or proud to admit
that they don’t know what they’re doing. The ability to recognize when you need
help, summon up the courage to ask for it, and follow through on that help is
an extremely valuable skill.
Getting
high-quality sleep. We've always known that
quality sleep is good for your brain, but recent research from the University
of Rochester demonstrated exactly how so. The study found that when you sleep,
your brain removes toxic proteins, which are by-products of neural activity
when you're awake, from its neurons. The catch here is that your brain can only
adequately remove these toxic proteins when you have sufficient quality sleep.
When you don’t get high-quality deep sleep, the toxic proteins remain in your
brain cells, wreaking havoc and ultimately impairing your ability to think—something
no amount of caffeine can fix. This slows your ability to process information
and solve problems, kills your creativity, and increases your emotional
reactivity. Learning to get high-quality sleep on a regular basis is a
difficult skill to master, but it pays massive dividends the next day.
Knowing
when to shut up. Sure, it can feel so good to unload on somebody and let them know what you really
think, but that good feeling is temporary. What happens the next day, the next
week, or the next year? It’s human nature to want to prove that you’re right,
but it’s rarely effective. In conflict, unchecked emotion makes you dig your
heels in and fight the kind of battle that can leave you and the relationship
severely damaged. When you read and respond to your emotions, you’re able to
choose your battles wisely and only stand your ground when the time is right.
The vast majority of the time, that means biting your tongue.
Taking
initiative. Initiative is a skill that
will take you far in life. In theory, initiative is easy—the desire to take
action is always there—but in the real world, other things get in the way.
There’s a big difference between knowing what to do and being too scared or
lazy to actually do it. That requires initiative. You have to take risks and
push yourself out of your comfort zone, until taking initiative is second
nature.
Staying
positive. We've all received the
well-meaning advice to "stay positive." The greater the challenge,
the more this glass-half-full wisdom can come across as Pollyannaish and
unrealistic. It's hard to find the motivation to focus on the positive when
positivity seems like nothing more than wishful thinking. The real obstacle to
positivity is that our brains are hard-wired to look for and focus on threats.
This survival mechanism served humankind well, back when we were hunters and
gatherers and living each day with the very real threat of being killed by
someone or something in our immediate surroundings.
That
was eons ago. Today, this mechanism breeds pessimism and negativity through the
mind's tendency to wander until it finds a threat. These "threats"
magnify the perceived likelihood that things are going—and/or are going to
go—poorly. When the threat is real and lurking in the bushes down the path, this
mechanism serves you well. When the threat is imagined and you spend two months
convinced that the project you're working on is going to flop, this mechanism
leaves you with a soured view of reality that wreaks havoc in your life.
Maintaining positivity is a daily challenge that requires focus and attention.
You must be intentional about staying positive if you're going to overcome the
brain's tendency to focus on threats.
Bringing It All Together
Research
shows that lifelong learning pays dividends beyond the skills you acquire.
Never stop learning.
How do you keep the learning alive? Please
share your thoughts in the comments section below, as I learn just as much from
you as you do from me.
ABOUT THE AUTHOR:
Dr.
Travis Bradberry is the award-winning co-author of the #1 bestselling
book, Emotional Intelligence
2.0, and the cofounder of TalentSmart, the world's leading provider of emotional intelligence tests and training, serving more than 75% of Fortune 500 companies. His
bestselling books have been translated into 25 languages and are available in
more than 150 countries. Dr. Bradberry has written for, or been covered
by, Newsweek,
BusinessWeek, Fortune, Forbes, Fast Company, Inc., USA Today, The Wall Street
Journal, The Washington Post,
and The
Harvard Business Review.
Confidence - Your
Selling Platform
As a professional salesperson, it is almost entirely taken
for granted that you will have the confidence to present your products and
services in a manner that demonstrates your deep belief in their value to the
customer. Isn’t that the definition of being a professional?
This belief in your company, their support systems, their competitiveness,
and the actual product itself are some of the keys to your ability to display
the personal confidence required to win new business in the marketplace. (There
may be more issues related to a personal self-image that would require an
entirely separate discourse to discuss.)
Unless you have a badly scarred conscience, your confidence
can be destroyed by your lack of faith that the products and services offered
by your employer are substandard and consequently not competitive in the
marketplace.
Please be aware that you can set your standard far to high.
There will not be perfection in everything you promote. However, it does need
to perform and compete very well in the class of products where you contend.
My first experience in a professional selling job was with
a major industrial and consumer products company that everyone would
immediately recognize. The division that I was hired to sell for was out of
their area of expertise. There were some poor decisions made regarding placing
the company name on an inferior imported product.
Even as a rookie
salesperson, it did not take long to discover that not only were we not
competitive from a features standpoint, but we were also badly overpriced as
well. My confidence and morale were damaged to the point of draining energy
from my selling efforts. I left for another sales position as soon as possible
and learned a few years later that the division was sold to someone in the
primary business we were attempting to enter. This new salesperson came very
close to getting out of the selling profession based on my experiences and lack
of faith in the products.
Here are some recommended steps to insure your “product confidence” stays high.
§ Know your products and your competition very well
§ Keep a competitive file so you can objectively evaluate your competitor’s strengths, weaknesses, and performance claims
§ Keep a record of your wins in the marketplace
§ Capture
third party references for your own sake and your prospect’s possible review
§ Practice
your presentation with a mentor or manager and video the demonstration for
evaluation’s sake
§ Seek
constant improvement in your sales presentation and your product confidence
§ Personally
use your own product if possible or watch it perform in person
And the last comment on this topic is; There is no excuse
for bending the truth in your sales role. Falsehood and cover ups will not last
in the marketplace.
Good Selling
Salesperson
Effectiveness
A common concern of many sales
managers is the return on investment for the comp and expenses required to have
a salesperson in the field. Of course, this is not universal, however for
startup companies, and companies that compete in low margin industries, it is a
very real concern.
This brings to mind the
concept of preparation, experience, focus, human relations skills, organization
and product knowledge just to name a few foundational aspects for an effective
salesperson.
There are six components that
every small to medium size enterprise salesperson should have acquired to be
considered a master in their craft.
1.
Product knowledge
2.
Company knowledge
3.
Selling skills
4.
Industry knowledge
5.
Customer knowledge
6.
The customer’s industry knowledge
For the majority of the SMBE
salespeople, a knowledge of digital marketing skills will be considered an
essential element of their selling skills. Simply because the smaller firms may
lack the resources to fund a complete digital marketing effort. And, let’s face
it, the salesperson should know more about their customers and prospects.
Consequently, it is the salesperson who should be able to draft the most
persuasive appeal to those prospects.
For the new company, new
territory expansion, or new product launch, the need will be to focus primarily
on prospecting to gain a foothold in the marketplace.
Since no one competes as a
monopoly, the strategy must include a powerful message of interruption that
draws a prospect to listen to the message and take it seriously. And
by seriously, that means to make a change in products or suppliers. It’s not a
total dog eat dog, winner take all world, but eventually someone must come in
behind the winner.
One of the best ways to
develop a powerful message of interruption is to understand your customer’s
deepest concerns. Research their industry and your capabilities
to understand their anxiety, fears, frustration, stress or what may
provide a peace of mind for them.
Once you get a firm grasp on
their concerns, you have better opportunity to reach those prospects on an
emotional level. And as we all know there is an element of emotion in every
decision. Do not ignore the fact that your product must compete on a functional
level. There is no getting around that fact. Have a viable product or go back
to square one and start over.
Allow me to give you a couple
of examples to illustrate how this would play out.
When I was in the safety
equipment industry there were several factors in play at all times. Number one
was the basic concept of concern for the well being and productivity of the
individual workers. Injuries that resulted in lost time incidents meant pain, suffering
and income loss for the employee. It also included lost productivity and higher
cost for the company. If the lost time incident rate was too high, it meant
higher insurance costs for the employer.
Violation of OSHA laws could
mean fines and negative publicity for the employer as well. These factors could
be used to generate a strong emotional interruption for our prospects. New OSHA
laws were particularly impactful because that opened the door for providing new
standards training and promoted the sales team as subject matter experts.
In the hard drive industry,
there was a high susceptibility to product loss due to an electro-static
discharge event during the manufacturing phase. Consequently, the concern over
low percentage production yields drove a mandatory interest in the ionization equipment
that my company manufactured. It was relatively easy to gain access to those
decision makers. This was very true if there was a technical innovation in the
ionization tool that made it more effective.
This concept should allow you
to think about the deepest concerns of your prospects as it relates to the
products you sell. Take some time to brainstorm your approach.
As you take time to draft a
new version of your approach, ask yourself how I would feel if I was in my
customer’s shoes.
What would create worry and
stress for them?
What happens when they don’t
have funding to properly run their organization?
What do they think when they
become aware of a knowledge shortage to maintain competitiveness?
What happens to them
personally and professionally when they fail to hit their goals?
What really makes them angry?
What unknown causes them to
worry?
What are competitors doing to
eat away at their business?
What weak habits are causing
them to lose productivity?
As you review these questions,
I’m sure you can come up with your own questions specifically pertaining to
your industry.
Consider how your overall
presentation produces a solution to their frustrations, anxiety, and stresses.
Then use this emotional appeal to transition into the statistics and science
that proves your product is a “best fit” solution to their concerns.
When you create your best interruption
message, then it is important to decide how to get it front of your prospects.
Every marketer and sales guru will tell you their way is best. And they may
have some valid points, however, keep in mind that they also have a strong
profit motive that drives them to be biased for their method.
Keep in mind that your initial
efforts are going to fall into the marketing category. It is your responsibility
to get that message in front of the correct target market with multiple
methods. Tools like your website, social media campaigns, webinars, newsletters,
and live events are viable ways to approach your market.
In my opinion, if you are
breaking the ice with your product, then nothing exceeds direct phone calls. An
exception might be if you are in a situation to afford extensive click per pay
ad campaigns.
Phone calls yield multiple
benefits to the seller. They deliver an interruption message. They provide
immediate competitive feedback, and they help refine your target market faster
than most other methods. The key to this method is repetitive calls.
Obviously, this article did
not address every aspect of a salesperson’s effectiveness. That could take
volumes of insight and instruction. However, it does address a very important
facet of the sales approach. Walk a mile in your customer’s shoes and craft
your best approach.
Gary D. Seale – MBA
Principal at Trucon
Communications and Consulting
Metrics Steering the Ship “High-performing sales teams use data as the foundation for their success. Whether looking to increase sal...