After posting the blogs related to sales over the past few weeks, I have been asked by my friends and readers – why are you openly sharing your “secrets” with the world?
My answer to this is simple- I only share my views based on experiences spread over 18 years of engagement at different levels as a sales professional. The points mentioned have real stories behind them and by mentioning these points I give nothing away. The only way to really understand these points is to know the context behind each and every point mentioned, which is only possible if you know the stiry behind that point.
Therefore in order to become a great sales trainer you also need to be a great story teller, a great explainer.
NOW being a great expainer is a skill that not only helps you train a crack team, BUT also helps you sell well to your clients, including your C-suite executives.
A speech is only so many pretty words until you drive home the message in a way that connects with the audience. That’s why you need to pay more attention to how you use explanation to describe benefits, challenges, and to set expectations.
“Explanation is a key attribute of leadership communications. Leaders know to inject their communications with verve and enthusiasm as a means of persuasion, but they also need to include an explanation for the excitement. What does it mean and why are we doing it are critical questions that every leader must answer with straightforward explanations.”
There are three ways to become an effective explainer:
- Define what it is.
- Define what it isn’t.
- Define what you want people to do.
But a great explainer doesnt just list a slew of benefits.
Too much detail can put an audience to sleep, but too few details won’t be convincing. It calls for a fine balancing act that comes only with practice.
I cite a recent example – Obama explained in an interview the importance of using taxpayer funds to assist GM and Chrysler in 2009.
“Our auto industry is the foundation for economies all across the Midwest and ultimately, for the country as a whole. And had we allowed GM or Chrysler simply to liquidate, that would have been a huge anti-stimulus on the economy as a whole, and could have dragged us even deeper into recession or even depression.”