Black Sales Journal

This skill is one that you can master.  The ability to deliver your message flawlessly is a matter of practice and confidence.  This post talks will give you fine pointers, but you have to do the practice.  If you are already there, congratulations you are in a select group!

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It is well known that your ability to communicate will help to give you a solid base to be an exceptional sales professional.  It won’t make you the consummate professional, but it will enhance your ability to perform.  I feel that the professional, in sales or otherwise, who communicates well and also has a “fire in the belly”, has the potential to outperform other professionals.

We will spend a couple of posts over the next few weeks talking about communication.  It is an art that will never abandon you as you go forward, and it will also transform your confidence levels. In this post, we are going to make a suggestion that you find comfort in your ability to “stand and deliver” by rehearsing and practicing frequently.  Know well your strengths and weaknesses and improve to a level that puts you on another level.

Practice, Practice, Practice

I bet that you feel the most boring activity that you feel that you can do is to repeatedly practice your verbal delivery, but I am compelled to advise you to do it.  What I am saying is that you cannot perfect something without the requisite practice.  As a sales professional, everything from your introduction, through your ‘elevator pitch’ (Black Sales Journal 8/11/2011, Know Your Elevator Pitch), to your proposal and your close should be smooth.  There should be no fillers and little chop to your delivery.

So what am I saying?  Do everything necessary to improve your delivery.   Videotape yourself using digital cameras, web cams or otherwise giving speeches and presentations until you have solved you’re your need for ‘fillers’ and until you have reduced any ‘choppiness’.  We have all heard the suggestion that we should be able to sell any object using feature-benefit selling, now is your chance to practice.  Not knowing your material lends to more pauses and fragmentation.  Here is your chance to, while in private, present and evaluate your delivery, and improve.

You can bet that if you videotape, you will find things that you will want to change.

These may include:

• Frequent use of  “Umm” as well as “and uh”
• The annoying use of the phrase “You Know”
• Frequent starting of sentences with “Well…”
• Improper usage of the word “like”
• Talking at “break speed”
• Exhibiting an “I” problem (talking about yourself too much)
• Inclusion of slang and even obscene language

In a very short time I have seen professionals remove “you know” from their delivery even without the videotape.  Consciousness is important, and you will become even more aware if you use your phone, your computer webcam, or a video camera as your observation tool.

With the help of your recording session, you will become quite conscious and truly internalize it, reducing annoying habits, and improving delivery.  It is worth the experiment.

Who Do You Like to Hear?

There are many great speakers out there, and you may find one that you want to model after.  If you are just the best YOU that you can be, that should work for you.

The basic objective of this exercise is to improve your delivery during the sales process, and you will find that it will carry over into your personal conversations as well.

It is sound to model after someone, but you must be realistic.  Almost all great speakers have some weakness or flaw, no matter how accomplished they are.  You are looking to improve the quality of your delivery.  You don’t want to preach, but you need to be able to deliver the ‘word’.  You don’t want to sound like a professor, but you want to sound intelligent.  Lastly, you don’t want to sound like a funeral director, so you must use some personality, humor, and personality.

Almost as good as the videotape for the sake of monitoring is a “partner” or even a listening coach could do the trick if the right person is available.

The Result

I had a professional who worked with me several years ago.  He had a nervous, high-pitched laugh that became pronounced when he got …nervous.  He could not hide it, or at least it appeared that he had no chance of controlling it.  We had a call together, and as the account was a big one, and he felt pressed.  I can remember the call as if it were yesterday, the laugh echoing in my ears.  I was only hoping that the buyer was not as negatively affected by it as I was.

When it was over I though about it over and over, and decided that I needed to talk to the individual as we, undoubtedly would be on a call together at some point in the future.  He did know that it was happening, and did not know how often he was doing it.  I could not put into words for him how much it was happening.  There were few video cameras, and cell phones did not possess the abilities that they do now.  I limited the calls with my clients when possible for this individual, as there were no remedies out there.  This laugh was not going to stop.  Yes…I am saying that some things are deeper than just an ‘I know’, but most can be remedied.

If you do the videotaping or the partnering, you will have an avenue to begin working on the necessary improvements.  Nothing is like continuous improvement.  Try it, and you will see what I mean.

Your comments are welcome. You can reach me at Michael.Parker@blacksalesjournal.com.

Think of the best sales professional that you have ever seen.  Think of what that individual does that sets he or she apart.  Some are personal attributes (See BSJ 7/5 -Customer Facing Attributes You Can’t Be Without), some are preparations, and some differences are skills.  Skills are attainable, and can improve with practice, preparation, and a desire to be the best. Let’s touch on the most prominent of those skills in this post.  Yes, the best sales professionals have to be intentional about improving skills and skill sets, as these are the ones that what will make them better sales professionals.

Tools That Change Careers!

Skills are the tools that you need to become as complete as possible.  You can have some of these without having the proficiency to make them count, so acquiring the skills and improving on those that you have are both important acts. Here is the skills roster:

• Superior Interviewing Skills
• Unquestioned Responsiveness Skills
• Solid Communication Skills
• Strong Networking Skills
• Effective Relationship Development/Building Skills (Deep Enduring Relationships)

Superior Interviewing skills – Interviewing skills are important to get the job, and you need to get the job before you can be successful at it.  Master interviewers use a combination of telephone interviews and in person sessions to get comfortable with a candidate.  You want them to get comfortable, and so I suggest the following articles to help you:

Black Sales Journal 1/5/11 Mastering the Telephone Interview Black Sales Journal 9/12/12 An Interviewing

Essential – Communicate Why You are Successful Black Sales Journal 7/7/11 Want to Stand Out in An Interview – You Already Do!

Getting them comfortable includes sharing all positive aspects of ‘you’.  These posts will help, but the most important thing will be how you behave during the interview, so practice, practice, practice.

Responsiveness – Yes, it is a skill! – If you are sales professional responsiveness needs to be your tagline.  It is that part of your ‘tool chest’ which will separate you from your customer’s previous sales professional, and potentially from any in the future. Read these post for deep explanations:

Black Sales Journal 6/16/2011 – Responsiveness – The Objective of the Sales Professional

Black Sales Journal 1/16/2012 – What is the Content of Your Sales Character?

The Black Sales professional has to be most responsive to get the preference that comes with a solid, rewarding relationship.  Never allow your relationship to suffer the chasms that happens in many relationships, which gives opportunities for others to interlope.  Respond with alacrity to customer requests and get the answers they need.  Don’t hide behind your voice mail because your customer needs you.  Change processes and habits to meet the needs of the customer, it will give you the edge for life.

Effective Communications and Listening Skills – Your ability to communicate is crucial to your success.  This is an area that many take for granted and do not ‘practice’ on to the degree that they may need to.  You will not know what your customer needs if you do not have superior probing and communications skills, including listening skills to get out the key information that you need.

Black Sales Journal 11/7/2011 -  Uh! Umm! Make Communications a Strength Black Sales Journal 11/17/2011 – Are You Listening to Your Customers?

Black Sales Journal 3/12/2012 – Are You Asking Your Customers for Feedback?

These items will help you as your skills in this area, yet I will also suggest role-play, videotape, and even the occasional mirror to help you hone your skills.  You cannot avoid being a good communicator if you want to increase your chances of success.

Networking Skills That Fill Your Sales Funnel – You might believe that not everyone can network, but I guarantee you it is a skill that can be learned and even mastered.  Networking is much like speed dating, you get in and out, and get the requisite information to allow a much more impactful meeting at another time.  You are selective, and at the same time ‘throwing a wide net’ in hopes of finding potential customers.

Read these to learn more:

Black Sales Journal 2/21/2011 – Networking for the Black Sales Professional

Black Sales Journal 10/10/2011 – Entrepreneurs – 6 Areas to Focus On

Black Sales Journal 12/19/2011 – 2012 Has Started Already- Three Ways to Increase Your Prospect Base

The ability to network effectively is important for b2b and b2p, and is a skill that is well defined.  In practice working a room is one thing, but in truth it is an art.  The utilization of an effective ‘elevator pitch’ (Black Sales Journal 8/11/2011 – Know Your Elevator Pitch) and efficient and organized notes on who you engaged and talked to are important.  Good networkers are almost always leading the pack on prospect origination.

Effective Relationship Development and Management - You have heard me say on numerous opportunities that the relationship, in most product and service sales, is everything.  The customer is your ‘reason for being’ and you need to make sure that developing deep, enduring relationships is your goal.  It is a skill, and an art that takes times and an understanding of the process.

Read these for more information:

Black Sales Journal 6/18/12 – The Raw Truth About Your Business Relationships

Black Sales Journal 6/24/12 – Why Can’t Johnny Sell?

Black Sales Journal 1/13/11 – Deepening Your Customer Relationships – The Holy Grail for the Black Sales Professional.

No one item will help you more than to have the type of relationships that are built on mutual trust, credibility, and value.  Be astute as to the your customer’s needs and what you might be able to do to add value.  Master the relationship!

Here is a start, and I will continue next post with more skills that change the game.

Take time to master them. Read Monday for Must Have Sales Skills Part II!

Your comments are welcome.