Jennifer Deroin
When you were little, you probably got your mouth washed out with soap if you used naughty words. In my new position as the Director of Business Development at an accounting firm, I had suds on my taste buds for my first few weeks (perhaps months). I was always using the “S” word. It made the people I worked with uncomfortable. They weren’t used to that kind of language being used around the office.
But I said it openly, frequently, and quite frankly, with excitement in my voice. Why? Because I love SALES! To me, it’s an art form and a state of mind. My guess is that the hair on your neck twitched when you read the “S” word. That’s a common reaction. People have a negative affiliation with the “S” word because they equate it to high pressure, dishonest, unprofessional people pitching you a special deal that is only available today.
The fact is, we’re all involved in sales. As a parent, we’re selling good grades and vegetables. As a start-up CEO, we’re selling the concept of our business to potential investors. In courtship, we’re selling the best version of ourselves.
In the business world, and in my new role, it’s my job to help our team develop a new mindset. “Sales” for us means relationships. It means believing and knowing that we’re exceptional at what we do, and not being ashamed to share that. In fact, it would be shameful if we didn’t share it. If we could improve someone’s financial health but didn’t because we were afraid to open our mouths and “sell” something – well that’s just plain irresponsible.
Before you begin coaching your sales team (if you want great results), you need to make sure the fundamentals are in place to begin the process of a paradigm shift.
Step One: Creating an army of brand ambassadors. This is never-ending work, and it starts with culture. Do your employees have a reason to feel passionate about what they do? Have you helped them to see the big picture and why everyone wins in that photograph? The client, the company, and them?
Step Two: Client service. As my friend Justin Foster likes to say, “Are you selling poop sandwiches, disguised as a French dip?” Ey yi yi….nothing worse! Make sure your actions match your words. Is there a process in place to ensure promises are kept and delivery meets expectations?
Step Three: The lessons your mom taught you. She’s pretty smart and as it turns out, the rules of the playground apply in business. Play fair, keep your promises, treat others as you wish to be treated, be honest, do your personal best, and get your work done – then recess. Pretty simple.
My Mom
Now take that foundation and be great at the “S”word;
- Continually help your team identify ways to share the story, in words that feel comfortable to them.
- Discuss extraordinary ways to surpass the client’s/prospect’s expectation, that surprise and delight them, so they can remember you when need arises. For your customer or prospect, the intersection of need for what you do, and their moment of readiness will eventually come. Make sure you’re the name they think of when they get there, by staying connected in memorable ways.
- Deliver, deliver, deliver. Oh yeah, and deliver.
Help your team find the reasons and the words to express their company love. If successful, everywhere they go and to everyone they see, their company “love cup” can’t help but runneth over. Authenticity is the best “S” word tool that ever existed.
