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From John Carroll
by
John Carroll
Our most
ambitious family vacation ever started with a visit to Rome. Lori had toured Europe
with her college choir more than 20 years earlier. Otherwise, this was our
first time to experience firsthand the many treasures of Italy’s
capital.
To say that
this city is rich with tradition and lessons would be a gross understatement.
Nonetheless, I found many sales lessons among the ancient and modern, artistic
and everyday elements of this splendid city.
1. “When
in Rome, do as the Romans do” – This
familiar expression comes from one of the letters of Saint Augustine. In it he tells how his mother once asked Saint Ambrose:
"At Rome they fast on Saturday, but not at
Milan; which practice
ought to be observed?" Saint Ambrose replied: "When I am at
Milan, I do as they do at Milan;
but when I go to Rome, I do as
Rome does!"
In
selling, doing as the Romans do means that you honor the customs and values of
your prospect. You don’t have to adopt them as your own nor do you have to
change your life forever. You simply appreciate them for what they are and take
note of the potential value of a different perspective or approach to a
challenge. In other words, allow for more than one right answer.
Doing
as the Romans do also means doing as the top sales professionals do. Through
the years, I have benefited greatly when I have deferred to the expertise of a
veteran’s approach to sales and business. Speak and author Brian Tracy
recommends the 100-call method, contacting 100 prospects in as short a time as
possible to propel your business faster and more
effectively than you can by doing anything else. By following that single piece
of advice many years ago, I made more mistakes sooner and learned more than I
ever would have by going about my selling at a slower pace. It made a huge
difference in my results and continues to have a positive impact on my business
to this day.
2. Don’t be an “ugly American”
– As we prepared for our trip, our travel agent gently but firmly encouraged us
to dress and carry ourselves in a way that would not label us as Americans
during our visit. She warned us of Americans who travel abroad expecting host
countries to cater to their comfortable and familiar way of life, complaining
when they encounter even the slightest variation from their perception of the
way things should be. We were so successful in following her advice that on
several occasions, based on our dress, appearance and demeanor, we were
initially mistaken for locals.
Not being
an ugly American in selling means that you handle yourself with poise and grace
in each and every situation. Consider the environment you’re about to enter and
check your preconceived notions at the door. Regardless of how odd something
appears, afford it the same level of respect that you would your most treasured
values. Remember that things are seldom as they appear and that in these
situations we tend to learn our greatest lessons. Be humble and conscious
enough to carry yourself well in such opportunities. Once you become more
familiar with a particular issue or approach, having asked
questions to understand more fully, only then do you earn the right to
offer alternative methods to address certain issues.
This is why
the best leaders and sales managers, as they start a new assignment, take time
to study what has been done and how it has been accomplished. As leaders, they
allow things to take place as they observe and note the advantages and
disadvantages of handling them in a certain way. The manner with which they
make improvements while respecting and building on the strengths of the
organization goes a long way toward how they are perceived and the loyalty and
enthusiasm they engender on their team.
When you
find yourself in a new situation or organization, allow for the possibility
that this person or organization knows some of what it’s
doing, regardless of how far it varies from the methods and approaches most
familiar to you. When you are in selling for any period of time, you’re bound
to run across individuals or teams needing your help badly. Take the time and
energy to find what they’re doing right and build on that. Even if an overhaul
is indicated, go about it with kid gloves. Show that you appreciate the effort
that has gotten them to this point.
3. Take
a tour or two – We purchased two guided tours
of Rome, one
focused on art and another on the ancient. In each case, we walked, listened,
observed and learned about the traditions and the accomplishments of those who
lived and worked there.
Taking a
tour in selling can be both literal and figurative. In many situations, you can
ask your prospect to take you on a tour of the facility, helping you to
observe, listen and understand more about the work done there. Figuratively,
you can take the tour for greater understanding by getting initial information
in advance and asking questions to build on what you’ve already learned.
Whether you’re a novice or an expert in your prospect’s business or situation,
there’s always more you can learn that will help you create some improvement
and add value.
Taking
the tour also means that you consider learning a lifelong activity. Read, study
and learn from experts the best practices and principles of your discipline.
Become the best student you know and invest in your continuing education,
regardless of credit hours or advanced degrees. Those at the top of their game
are there, at least in part, because they believe they still have things to
learn. Carry that same attitude with you wherever you go and be open to new information
that you can use or share.
4.
Learn the basic terms and use them –Brian Tracy also taught me if you know
how to say please, thank you and excuse me in the language of whatever country
you visit, you can get or do just about anything. We found this to be true in
Rome, where people seemed
to appreciate our effort to use bits and pieces of their language, though we’re
far from fluent in the native tongue.
Learning
the basic terms and using them in selling means that you understand the key
terms and measures of an industry and become fluent in how they are used. While
you may not know everything before your first meeting, your mention of a
critical industry measure or operational term shows that you’ve done some work
and learned at least a bit about the prospect’s business and industry. You have
the opportunity to allow your prospect to be the expert while you ask pertinent
questions that cut to the core of what he or she is trying to accomplish.
5. Be
silent – One sees the Sistine Chapel, home of the famous ceiling painted by
Michelangelo, at the end of the Vatican
Museum tour. Anticipation
builds and visitors enter the Chapel with the request that they remain silent
out of respect for this place of worship. The opportunity to stand or sit
quietly is rewarded as one is surrounded by the beautiful illustrations of one
of the masters.
Being
silent in selling means that you make what your prospect has to say the single
most important part of any conversation. This means that you remain silent
while the prospect answers your questions, while he or she questions or objects
and immediately after you’ve asked for the order. The beauty of this silence is
the message you convey, that the prospect, not your product or service, is the
most important ingredient of any sales conversation.
I once
accompanied a veteran sales professional as he presented a proposal to a
prospect. When the prospect made it clear that there would be no sale on what
my friend had offered, the prospect began to describe
his situation and his efforts to make improvements. In the course of that
conversation, my friend interrupted twice, valuing more what he had to say than
what his prospect was saying. While silence in that situation would not have
changed the outcome of this particular sales call, it would certainly have
added to the relationship and enhanced the possibility of gaining agreement in
the near future.
6. Look
up – There’s a very good chance that visitors indoors in
Rome can lift their eyes to the ceiling and
discover anything from colorfully detailed paintings to ornate sculpture.
Decorated ceilings are the norm in Rome’s
churches and museums, so much so that we found ourselves a bit dizzy from time
to time after long gazes above us.
Looking up
in selling means that you remain conscious of things going on around you. If
you’re so busy with your presentation that you fail to notice your prospect’s
lack of attention or look of concern, you may have already lost him or her.
Once again, this requires a thorough knowledge of what you sell, because you
must be able to integrate that understanding into a singular focus on the
prospect and how he or she can benefit from your offering. Keep your eyes and
ears open, make eye contact with your prospect on a regular basis and be sure to
remain aware of circumstances and events happening around you.
7. Watch
where you’re walking – In walking Rome’s
streets and paths built centuries earlier, we noticed the uneven surfaces
typical of such places. We even joked about how we spent a great deal of our
time tripping around the city as we would catch a toe or heel of a shoe on a
stone and have to regain our balance before we could continue walking.
Watching
where you’re walking in selling means that you exercise caution in your
questions to a prospect or customer. This is a prime principle set forth in
SPIN Selling®: don’t ask questions that could lead you to dead ends in your
sales effort. All it takes is one errant question to trip you up and stop your
progress. Such a mistake forces you to risk losing more than the sale. By
asking questions that take you off the track, your credibility suffers and you
can damage the very relationship you may be trying to build or enhance. Prepare
your questions to build toward a solution you can provide. Make every question
count in your favor.
8. Be
visual – Rome
is a visually stunning city. The contrast of the ancient and modern, the scale
of buildings and other structures and the breathtaking beauty and detail of art
in its many forms create a virtual feast for the eyes. It can be so rich that
you may feel the need for a visual break now and then from all the stimulation
you get.
Being visual in selling means that you take advantage of your
prospect’s eyes by illustrating the benefits of your product or service.
If you’re fascinated by the workings of your product, that’s wonderful and it
likely adds to your enthusiasm. Make sure your visuals focus less on the
workings and more on the benefits. Ask yourself this question: “How can my
presentation illustrate the value my prospect will receive by using my product
or service?” Make your prospect the star of your visual show, helping each one
see himself or herself enjoying the outcomes of buying and using what you
offer.
In today’s
world of computerized presentations, you can differentiate yourself by using
your own homemade visuals. One of our colleagues carries a sheet of white
plastic that sticks to a wall, allowing him to diagram and “chalk talk” the
value of what he offers. This sheet remains with the prospect, who now has an “original” rather than a canned slide show.
9. Slow
down – Do you pack your vacation or holiday full of activities and find
yourself at times literally running from one attraction or activity to another?
We tend to do just that. We learned on this visit that, while
Rome is a bustling, 21st century
city, we were able to enjoy some of its greatest treasures by a slower pace, an
occasional lingering and a still moment to absorb its history.
Slowing
down in selling involves taking the time to listen to and digest what your
prospect or customer tells you. Whether it’s an explanation of a production
problem or an objection about the timing of the buying decision, listen as if
it’s the first time you’ve ever heard it and allow a few seconds of silence
before you respond. Fast replies can come across as defensive or contrived,
while the short period of “dead air” followed by a restating of the problem or
objection coupled with a confident response can effectively convey that you’ve
received the message in full. A rush to respond may also betray a greater
interest in the current transaction than in the long-term relationship.
9. Enjoy
yourself – While this seems redundant as a
vacation lesson, I found myself tightening and tensing occasionally as we moved
through unfamiliar territory. Once we became a bit more familiar with the lay
of the land, it was easier to relax and enjoy.
Enjoying yourself in selling means that you appreciate the trip that
is the sales process and enjoy the view along the way. Value the budding
relationship, reflect on the opportunities and soak up the lessons that come
with setbacks. Sales is very much a journey and the sooner you realize that
your happiness comes en route rather than only at the destination, the more fulfilling
you will feel in your profession of selling. Appreciate the privilege of
helping others, the ability to be compensated for your chosen level of
performance and the freedoms that selling affords you when you do it well.
10. Put three coins in the
fountain – At the Fontana di Trevi, legend says
that if you toss a coin into the fountain over your shoulder, you will one day
return to the eternal city. Since we had three days to discover only a
fraction of what Rome has to offer, we would all enjoy an encore.
Tossing a coin into the fountain in
selling means that you make sure to plant the seeds now for your continued
relationship with this prospect or customer. This includes scheduling your next
appointment before you leave, suggesting some further improvements that you can
discuss once you get the current order or work under way and requesting that
your prospect be thinking about others who can benefit from your product or
service.
Visit Rome
for all its beauty and many pleasures. If you can’t make it to Rome, do as the
Romans do and apply these lessons to improve your sales results.
John Carroll is an author, professional speaker and
consultant and president of Unlimited Performance, a Mount Pleasant firm
specializing in high-performance cultures to help leaders and organizations win
the game of business and life. He is the author of Sales Illustrated:
68 Sales Lessons from Everyday Life. Contact him at 1-877-755-8844
toll-free, e-mail at jcarroll@uperform.com
, fax at (843) 881-6746 and find him on the Web at www.uperform.com.
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