Southwestern Sales Talk
Recently I was meeting with one of our students who had sold books with The Southwestern Company for the summer. We chatted about his experiences and I congratulated him on what had been a challenging and rewarding time in our summer program. Then he asked for some advice on how to become a Great Presenter. (The assumption was that I had attained this level of expertise.)
I thought about it for a moment. And replied, “First, you have to prepare, then you have to visualize what you want to happen, then you have to practice.”
Before giving a talk at The Southwestern Company Sales School or anywhere else, I had to know everything I could about the audience: who they were, what their expectations were, what the main message should be. In other words, I would adapt my message to the audience. You can’t deliver the same talk to a group of college students and to a group of Estonian real estate agents (more on that in a future blog).
After drafting and redrafting, I would visualize the audience-how they would receive the talk-engaged, taking notes, laughing, enjoying themselves. I would spend a few minutes picturing what I wanted to happen.
Finally, I’d practice. Sometimes in front of a mirror, sometimes outloud in my office. Always, I would look for opportunities to speak. You have to try finally; you have to get in front of people and execute to improve.
Later I thought this little 3 step formula for success in public speaking also applied to the art of selling. First, you have to prepare-you have to spend time with your product. It would be a great idea if the Southwestern students would read through and use the books they sell before the summer. Also, knowing their sales presentations would be key. Obviously, a good salesperson would sell books to a wheat farmer differently than to a university professor. In other words, they would adapt to their audience.
Second, before each sales situation, it would be wise to visualize what you wanted to happen. So many salespeople run the wrong DVD (or Blu-ray) in their heads before they knock on a door-instead of picturing success, they run a video of what might go wrong…not the best mental strategy. We don’t get what we want, we get what we picture.
Lastly, to be successful in sales you have to actually talk to a prospect-you have to try! I can read lots of instructional books on golf, but until I actually pick up the clubs and attempt golf, well, it’s all academic. Surely, you make mistakes, but these provide feedback as to how you can improve as you practice. As Ken Blanchard said, “Feedback is the Breakfast of Champions.”
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Great post, Public speaking/preseting is an area I need to work on and it is good to get some real advice. It is also good to know that even if we view someone as being a great presenter, they still have to work hard every time before presenting instead of a mindset that good speakers are just naturally good. Just like a common theme always heard; Putting the work in makes the results happen.
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Lee McCroskey Reply:
February 19th, 2009 at 1:53 pm
Right! I was in a classroom in front of people for years as a grad student. I’m sure my first attempts at a group presentation left a little to be desired. Keep practicing and thanks for the comment.
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I read Og Mandino’s book The greatest Salesman back in college. Recently, I checked the library and found that he wrote a book about motivational speakers. It details a person running a speaker’s bureau. The book really gives you a taste of the life of a professional motivational speaker. Check it out!
“The Spellbinder’s Gift”
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Lee McCroskey Reply:
February 21st, 2009 at 11:26 pm
Jon–I wasn’t aware that Og had ventured into this realm and writing about it. Thanks for the note–I’ll check out The Spellbinder’s Gift!
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Lee,
You forgot one aspect of public speaking/selling that you have mastered. I call it finding your own voice. Your sarcasm (shall I say for lack of a better word) is who you are. This comes across as “real” and not “fake or drummed up.” Sometimes, people are duped into thinking that public speaking is somehow different than talking on the phone with one of your friends. Be who you are and that will show through in your selling and public speaking and you do that better than most.
You did a talk at a Sunday meeting one time, A LONG TIME AGO, about changing the words we use, like instead of Hate use prefer etc. Do you still have the outline of that talk? It was brilliant.
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Lee McCroskey Reply:
February 25th, 2009 at 2:36 pm
Brad: thanks for the nice comment–and you are dead on: just like in selling, you need to be yourself! You do need to “find your presenting voice” that is natural, that is you. Thanks for the input.
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Great stuff Lee and great comments.
One other quick tip…Ledwith was talking about finding your voice. The best speakers are the ones who are the most present when they speak. Nervousness is usually the biggest reason people check out mentally on stage.
For conquering nervousness, I focus on my comittments vs. my concerns.
Concerns have a way of slowing down action. It’s all the things you’re worried about (they won’t like me, I sound stupid, this isn’t working.) When you’re focused on what you’re concerned about, you clench up, get more scared and mentally check out.
Instead, focus on what you’re comitted to. Even if you’re speaking and it isn’t going well, you can get things back on track. Stay relaxed and keep looking for solid actions that will get you closer to what you’re comitted to, your goal.
Typically, your comittment is something you want to contribute to your audience (knowledge, inspiration, training.) Focusing on what you’re comitted to keeps you moving and moving forward.
Pretty much everyone gets nervous when they speak to groups. Remember that the best speakers you’ve seen or been trained by were rarely perfect. More likely they were present and comitted to making a difference for those of you in the audience. It’s not the mistakes that count, it’s the difference you make–that’s what we all loved about Lee and the other great speakers at SW right?
(*Of course I am in no way implying that Lee McCroskey is anything BUT perfect.
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Good luck!
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Lee McCroskey Reply:
March 5th, 2009 at 11:12 pm
Alecia–wow. This is some great stuff. I’m feeling a blog from you on this conversation would help a lot of people. Great insights! Ninja suggestions to stay focused. Thanks!
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