Just because someone is excellent at what they do doesn’t mean they understand why they’re excellent. But the ability to duplicate excellence is a very powerful aspect needed in every business. My background is in the automotive industry and applies primarily to sales for the last 39 years, but these principles can be applied to just about any business.
First of all, to be an excellent communicator, you have to know your audience. If you understand the bulk of your audience, then you know the way you present and what to present. 68% of the public has what is known as an ox personality type. Now an ox personality type desires security and stability, and in a lot of cases does not like being pressured. Now there are three other major personality types but when you put all of them together, they do not equate to half of the population of the ox.
Why is this important if you are one of the other three personality types? You probably believe that all people think like you and if you present to 68% of the population in a way that is appealing to you but does not appeal to them – you have a problem right out of the gate. So how do I want to present to an ox? I want to give them information that makes them feel safe and secure about their decision-making, I want it to be thorough, and I want to do it in a way that makes them feel like they’re in control but in reality, I’m helping control the decision-making process by playing to the needs and desires of my client. No, I’m not doing this to be a manipulator. I’m doing this because I care for them and I actually have a process that provides all the information that helps them make their decision so my heart of integrity is shown because I have done the research. I know what’s important to them and I want to do everything I can to make them feel comfortable and at peace in their decision-making process by creating trust.
When you have put together a beautiful presentation process with this documentation and you have the receipts to prove my processes, now you have to make it accessible to everyone on your team to communicate all of this information to every client at every intersection. It must be a teleprompter in front of them, reminding them of what your story and process of integrity are. It must be trackable to make sure that each team member is following your vision of touching each potential clients heart in such a way that it helps them make their decision. It must make them feel so wowed by how you are presenting it that they can’t wait to tell their friends and family.
Now you have created a process that multiplies excellence in the way your team communicates with your potential clients. This becomes a blessing to your team whoever they are communicating with and to your business. If you compromise in your thinking and say this is not possible, then you have made one of the most expensive mistakes you have ever made, because sales and communication go hand in hand, and excellent communicators and closing deals go hand in hand.
