I recognize that you know how to dress professionally.  I also recognize that there is often temptation to ‘relax’ your routine  in the face  of our changing times.  I want to go ‘on record’ against becoming a ‘pedestrian’ in the fast moving world of business.  Your image is at stake!

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The title of this would make you think I am going to write on what you should wear, but that is not the case, on second thought, maybe we will cover it in a future post.

I will, however, cover two points that many of you are already aware of.   I want to share a view that can help you increase your effectiveness.

As a Black sales professional, your image and the persona that you are working to build are very much subject to your last encounter with your client, especially a new one.  With that in mind, always look your best.

To Be or Not To Be … Casual?

As a sales professional, when the rest of the world dresses down for casual day, you have your opportunity to stand out as a sales professional.

Whether it is casual Fridays, or “casual dress” office environments, many operations began doing it In the 90s and it is widespread now.

As comfortable as it is, I would like to convince Black sales professionals not to do it.  Here is my reasoning:

• As a sales professional, when the rest of the world dresses down for casual day, you set yourself apart as a sales professional. Sales professionals look the part.
• In the eyes of your clients you want to stand out as an individual who treasures their business relationship and has something to special to deliver.  Dressing down indicates that you need comfort more than you need to display professionalism.  Don’t be suckered into it, be the consummate professional.
• When you are in casual mode on casual Friday, or in an office casual setting, it makes the rest of your day automatically casual. Meeting with a client to solve an unforeseen problem, or responding to that potential “call-in” is not possible, unless you plan to take “casual” with you everywhere.
• To your clients, if you are casual, what makes you different from the next sales professional? This is when you show your best.  Strengthen your persona!

Be the best-looking sales professional out there.  Whether male or female if your business garb is your “uniform”, then do it in the way that makes you stand out.   This is especially the case when your own office is casual.  Don’t let yourself fall into that mode.  Everyone in your office is not in the same position as you, so they will dress position appropriate for their job, and you need to dress for customer contact.

I believe that any sales professional, who is responsible for being on client visits or potentially greeting clients when they come to your company’s, office should be dressed in attractive business clothing. For the type of work you do, you want the customer to recognize you as a professional who represents yourself and your company as a professions well emblazoned intheir mind.

Always Look Your Best

During my tenure as a regional sales manager many years ago I was interviewing a sales candidate that was being considered for employment by one of my field sales managers.   The objective of having the Regional Sales Manager interview the Field Sales Manager’s prospective hires was to put another set of eyes and ears to it.  On this morning I met a candidate who had received high marks from the interviewing manager.

When I walked in the interview room, I met a candidate who we would pay a salary and bonus as well as a possibility of inheriting some significant customers.  Immediately upon introduction I noticed obvious grease stains on the candidates pants as well as frayed collar on his shirt.  It frankly looked bad.

The interview was better than average, and there were many solid points that the prospective sales representative offered up that made me think that I might be able to endorse the sales manager’s selection.  That is, if issues regarding appearance were not so lightly regarded by this candidate.

If the candidate was that neglectful when putting his best foot forward in an effort to get the job, how was he going to look when visiting one of our customers?  Although I probably don’t need to say it, he did not get the job.

Think About It

A testament to this will be when you exit an important customer’s office into the waiting room to say your farewells and see your competitors in some bad “Christmas” sweaters and deck shoes waiting to see your customer.  Even the janitor will be able to tell you who looks more professional.

Always look your best!  Be impeccable, it’s your image.

We would love your comments.

We have talked on many occasions about being an effective listener.  Most sales professionals recognize the need to do it, yet today we will get basic about how it is done.  Even if you consider yourself an effective listener, there will be something in here for you.

What Is a Good Listener?

When it comes to your customers, there is no code that cannot be decoded by attentive listening.  Remember, as we have said before, you are the expert in your organization on each of your accounts, to truly understand them, you must listen more than talk, and to listening at its best does require you deftly monitor the conversation.

Good listeners understand, interpret, and evaluate, but they also do a couple of other things better than others.  They monitor the communication by repeating or reflecting verbally what the speaker is saying.  If their understanding is wrong, the situation is rectified by that activity.

Good listening is important because your accounts can tell when you are absorbed in their stories and explanations, but also can detect when you are anxiously looking for that moment to jump in commandeer the conversation with “your two cents worth.”

We all know people who are good listeners.  They are patient, considerate, and understand your objective by the time you finish communicating.  They ask relevant questions which help them to respond and comply with your needs.

How important is it?

Listening is one of the most important parts of the sales process. What your accounts tell you is very important.  What they don’t tell you may even more important.  If a customer does not believe you are listening they will not go to the effort to clarify and expound.  You engage a sales professional to be a solution to your problems, not compete with you for “airtime”.

When in conversation many sales professionals can be distracted.  Much of this distraction can be from contemplating their next comment, or just anticipating the next action.  If you are ever in this situation fight it off.  An engaged sales professional pays attention as well as listens.

The basic steps to listening are:

• You must hear the speaker.
• You must understand the message.  (Comprehension)
• You are allowed to judge the message (Believability)

Some Important Tips

• Give your full attention to the speaker. Look him/her directly in the eye and demonstrate your understanding by your gestures as well as your responses.
• Let the speaker complete the points before you break in to speak.
• Look aware and attentive.  If you cannot keep your mind in the room, it will be noticeable.  Daydreaming, even if the speaker is boring, is forbidden.
• Note the expression and gestures. These are indicators of intensity and emotion.  Note the exuberance or the frustration, key in on areas that cause angst and provide clarity and solutions.
• Make sure you know of the message.  Ask questions as is necessary to assure this.  Once this meeting is over, it will be a travesty to walk away confused about the message, or the next actions.
• Record the main issues/ideas from the message. Pen and paper is the preferred method.  Your ability to reduce the key points to writing will allow you to recap the concerns and summarize the actions with aplomb.  You will appear a true professional when you summarize and give next steps.
• Structure your questions to repeat and reflect on what is being said.  For example “I understand that the timing of delivery is important, can you give me the time parameters that we must meet.”

What Went Wrong in this Example?

I once worked with sales professional who was strong in many ways, yet a marginal listener.  His listening ability was hampered by his desire to think ahead in everything constantly.  He was charming to customers and extremely intelligent, and these two traits covered the mistakes made by marginal listening.

He was meeting with a prominent customer when the customer made it real clear that all transactions for over $200,000 had to go to his board of directors for a final decision.  This type of comment is important and is notable, as the buyer was giving a “qualification”.  He stated that he liked our product, and our price, and would give his endorsement, yet he was not the final decision maker.

The sales professional did not hear it that way.  He heard the buyer’s acceptance, and saw dollar signs.  Not listening for the buyer to admit that he did not have the power to make the final call.

The buyer called back and indicated that we were a better organization, but priced too high and needed to do some price adjustment.  The sales exec went into action and got the price adjusted and the buyer said, “This should do it!”  The sales rep “banked” the sale processed the paperwork, requested services and so forth.

When the buyer called the next day and said that the board of directors did not agree with his decision, the sales exec was aghast.  Everything had to be undone, and his credibility was damaged.  When he and I talked about the decision making process it was obvious that he missed the fact that the board was going to review this major purchase.

The Remedy?

Obviously if the sales professional was a stronger listener I would not be able to use this as an example.

Additionally,

• Recapping the major points about the decision making process would have avoided the embarrassment.
• Following the rules on “giving full attention” probably would have helped.
• Lastly, asking questions would have helped.  Know the “rules” and the process, and be clear about next steps.

I think it was a good lesson, albeit a difficult one.  Don’t miss the point!  There is more to listening than meets the ear.

We look forward to your comments.