The Difference

When I was in school, it seemed like the teachers fell into one of three categories: average, boring, and fascinating.

by Brock Henderson Principal, Henderson & Associates [October 30, 2008]

Most were average. You could stay awake, but it didn't take too much to distract you from the lecture. Several were outright boring. You hated going to class, and it took extraordinary effort to stay awake, let alone pay attention. You wondered why the clock on the wall ran so slow during that hour.

Then there were the handful of teachers that made you not only enjoy the class; you looked forward to it, and time would fly by.

I've had history teachers that bored me to tears, while others made history come alive. What was the difference? Why did a few teachers generate such universal appeal for their specific class? Was it the subject matter? No, it was the level of enthusiasm the teacher had for the subject. Teachers that felt like they were talking about the coolest subject on the face of the earth could usually transmit their excitement to the student. Teachers who were bored transmitted that boredom to the student as well.

What does this have to do with sales and marketing? Everything.

The enthusiasm your sales people have about your company and your products and services is a key element in their (and your) success.

Salespeople come in three types
Just as there are three general types of teachers, there are three general types of sales people: average, boring, and fascinating.

Most will fall into the average category; they have "normal" success and make a sufficient amount of sales to keep you and themselves happy.

As for the boring, these are the ones who probably have a memorized sales presentation and you can tell they're not using their own words. They will have some success, but it will be a continual struggle. This type of sales person doesn't seem to understand that if they are tired and bored and uninterested in what they are presenting, the prospect will feel the same way.

If the sales person is bored, so is the prospect.

The fascinating sales person walks into a prospect's office and is genuinely excited about what they are presenting. That enthusiasm does a number of things. First, it usually makes for a more animated and interesting presentation, which means the prospect will be paying attention and not so easily distracted. Beyond that, enthusiasm is infectious. The sales person's excitement is transmitted to the prospect, who becomes excited about what they are discussing. This greatly aids the sale.

However, just because you've got an excited and energetic salesperson doesn't mean the prospect will buy; it means the prospect will be engaged during the sales process and they will remember the sales person for a long time. This, in turn, means they will be thinking about your company and its products and services for a long time. And that's good.

Genuine enthusiasm for a subject is contagious.

Let me repeat, the sales persons enthusiasm and excitement must be genuine. If it isn't genuine, the prospect will spot it in a heartbeat and the sales person will be considered a phony. You can't fake sincerity or enthusiasm, so don't try. It will kill the sale, and the long-term relationship every time.

You can help the salesperson generate that enthusiasm by being enthusiastic yourself. By offering products and services that are innovative and easy to get excited about. By maintaining a corporate climate that is open, happy, and focused on the customer. By focusing on the positive and not the negative in your company and in your people.

It is easy for staff to be excited about a company when the company is doing exciting things. So keep innovating. Make the business something you care about and your salespeople will care about it too.

—End