Lead With Why The Conversation Matters
Tony J. Hughes
Sales Leadership for a Better Business World - Keynote Speaker, Best-selling Author, Management Consultant and Sales Trainer
One of the laws of influence and sales is that we’re delegated down to those that we sound like. This means that we have about 20 to 40 seconds to create the right impression and hook the audience with whom we are seeking to engage. This is especially true in the age of social media and sound bites and executive ADD.
Buyers and decision makers are incredibly busy. The very best salespeople focus on why and conversation matters rather than with what they do and how they do it.
'What' and 'how' are mere details and it's a mistake to lead with these elements of detail when you’re seeking to engage with someone senior.
By focusing on why and when we overcome the worst of competitors, the option to do nothing, we overcome client apathy, and we focus instead on helping them build a strong, compelling business case for going ahead with change inside their organisation. The language of leadership is actually business outcomes and managing risk, that’s what leaders and salespeople need to learn to talk about.
But here’s the most important question you need to ask yourself as you’re planning for a meeting, ask yourself, “What's the business problem that we solve for the client and why is it important for them?” Then ask, “How do we create compelling business case value better than anybody else?” And finally, “How can I lead with insight?” because leading with insight is how you earn the right to have a conversation with a senior person. Think about this fact:
The way we sell [engage] is more important than what we sell [our message].
Become masterful at opening rather than focusing on closing, because opening sets the agenda, it is how you can build trust and credibility with how you engage. Once you've anchored an initiative with purpose (the 'why'), you can then be an engineers of value rather than a warrior of persuasion.
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Passion | Humility | Dedication
4 年Tony so often salespeople are measured on activity instead of results. Having half the activity and twice the effectiveness is always better. Planning sales calls, researching targets is always key. Thanks for posting.
Consulting Specialist at IT Consulting
8 年I am take a training offered by Jeremy Miner and his thoughts on sales are very similar to this
In a world of empty suits, I’m leading a movement of authenticity, integrity, and trust inside the sales profession
8 年If you can't open up meaningful conversations (prospecting) then you never get to closing.
Australia's leading Authority on selling to senior executives & the C-suite. Executive Sales Coach, Devil's Advocate, contrarian, writer. I help salespeople & sales leaders sell lots more by doing less - but better.
8 年Hi Tony J. Hughes Nice article as usual. Those first 20 seconds are critical and the key question that needs answering (from the recipient) is "why should I give this person some of my valuable time?" That's the Why? I try to answer first.
Teaching the Body to Heal Itself
8 年This is exactly the focus of where modern sales techniques should take us