“Seek first to understand, then to be understood.” —Stephen Covey

Covey speaks of one of the most important aspects of professional selling. Far too many sales people are focused on their ‘presentation’, jamming the prospect with all kinds of features and benefits, and reasons why the person should buy. Instead, the primary focus should be on understanding the prospect’s unique situation. Only then can you propose your customized solution.

Our human tendency seems to be to seek first to be understood; you want to get your point across. Unfortunately, you may ignore the other person, pretend that you're listening, selectively hear only certain parts of the conversation or attentively focus on only the words being said, but miss the meaning entirely. So why does this happen? Because most people listen with the intent to reply, not to understand. You listen to yourself as you prepare in your mind what you are going to say, the questions you are going to ask, etc. You filter everything you hear through your life experiences, your frame of reference. You check what you hear against your autobiography and see how it measures up. And consequently, you decide prematurely what the other person means before he/she finishes communicating. Do any of the following sound familiar?

"Oh, I know just how you feel. I felt the same way." "I had that same thing happen to me." "Let me tell you what I did in a similar situation."

You might be saying, "Hey, now wait a minute. I'm just trying to relate to the person by drawing on my own experiences. Is that so bad?" In some situations, autobiographical responses may be appropriate, such as when another person specifically asks for help from your point of view or when there is already a very high level of trust in the relationship.

When the focal point of your sales interactions is learning as much as you can about the person’s unique circumstances, your overall sales results will be far greater and longer lasting.

Please feel free to contact me, or your BERN consultant; help is only a phone call or email away!

Al

Allen Rigby CSP
Business Consultant, SEA Program
(705) 792-0989 or 1-866-963-7327 al@selfemploymentassistance.ca

www.selfemploymentassistance.ca

A Definition of Success by Zig Ziglar (excerpted from his new book, Born to Win! Find Your Success Code)

Here’s a short list of the characteristics of what I believe success isn’t and what I believe success is. Let’s start with what success is.

What Success Is:
1. Success is knowing that you did a great job when you close the door to your office at the end of each workday and head for home.
2. Success is having a home and people to love who love you in return.
3. Success is having the financial security to meet your obligations each month and the knowledge that you have provided that security for your family in the event of your demise.
4. Success is having the kind of faith that lets you know where to turn when there seems to be no place to turn.
5. Success is having an interest or hobby that gives you joy and peace.
6. Success is knowing who you are, and Whose you are.
7. Success is taking good care of you and waking up healthy each day.
8. Success is slipping under the covers at the end of the day and realizing with gratitude that, “It just doesn’t get much better than this!”

You see from this list that success is more than a one-sentence definition. Success involves the whole person, and if you skimp on one area, you will limit your success in others. Now, let’s take a look at what success isn’t.

What Success Isn’t:
1. Success isn’t missing dinner with the family several times a week because of working excessively.
2. Success isn’t rushing home from work and hiding out with the TV thinking, “After the day I’ve had, I need my space!”
3. Success isn’t about how to make more money when you already have more money than you can spend.
4. Success isn’t about going to church and ignoring everything you hear.
5. Success isn’t all work and no play.
6. Success isn’t about being so busy that you live on unhealthy fast food, served to you through little windows.
7. Success isn’t spending mental energy worrying about late projects, being home on time, your health, missing your child’s school play, being able to pay your bills, or finding joy in your life.
8. Success isn’t texting while you drive to catch up on your overloaded schedule.

Please feel free to contact me, or your BERN consultant; help is only a phone call or email away!