Recently, I struck up a conversation with a seasoned sales professional at the hotel bar at the Hyatt Regency Hotel in Columbus, OH. My intent in going to the bar (aside from having a glass of wine) was to watch my beloved Illini beat Michigan State on ESPN. Fate intervened, as very quickly it was obvious that the gentleman next to me was far more interested in striking up a conversation than watching the game. Since my wife Lori had TiVo-ed the game for me back home, I reluctantly chose to engage in casual chit chat. I am glad that I did.
Tony is a 65 year old sales executive for a family owned logistics company in St. Louis. As is often the case when two road veterans meet, each with business development responsibilities, our dialogue quickly turned to the art of selling. Typically, I do more listening than talking in this dynamic; a fact that would stun many who know me casually, but not surprise those who know me best. After listening to many ideas, opinions, and stories shared from my increasingly enthusiastic and inebriated new friend, he asked me an intriguing question. He leaned into my personal space a bit too assertively and inquired, "What do you think is the most important ability a sales person can have?"
For a moment I contemplated sharing the concept of metacognition. Metacognition is the process of thinking about how you think. The greatest sales consultants have a psychologist's knack for understanding how other people process information, how they view the world and other people. They can compare other's process to their own and adapt appropriately. By observing the behavioral cues of others and asking open ended questions that provide insights to what others value (relationships, impact, accuracy, innovation?), great sales consultants can adjust their approach to their clients and the way they frame their products and services. Of course, to suggest this concept of metacognition to my new friend would require me to launch into a long explanation of how people make meaning; how we are all fundamentally delusional and how our own unique experiences have forged our schemas that ultimately determine what we perceive and value.
I could already imagine the buzz kill that conversation was going to be.
So, I went with my short answer. "The most important ability a sales person can have is the ability to smile genuinely at others regardless of what is going on in their own life," I offered. I thought to myself; as I travel around the country, most people are nearly invisible. They avoid eye contact, have a flat countenance and leave no impact on others. A simple smile can brighten another person's day. It is memorable. It identifies you. It is your brand.
Sure, there are more sophisticated skills that require hours of effort to learn and apply. And merely smiling alone won't make you successful. But it will make you more noteworthy. And that is a large part of sales; standing out from the competition. It also helps to spread joy. Spreading joy is contagious. Sales success is too.
A huge grin spread across Tony's face in response to my answer. "You," he said with an index finger in my face and a pat on my shoulder, "are exactly right."
