Are you a leader or THE leader?

Here is a blog post by our new marketing and sales coordinator, Amy Zamostny:

Ryan Avery presents at the Apartment Association of Metro Denver's September Power Lunch

Yesterday, Lance and I went to the monthly PowerLunch hosted by the Apartment Association of Metro Denver.  Normally (or so I’m told!) they have just average speakers that don’t really make an impact on you, but yesterday was definitely different.  While it was geared towards sales and leasing consultants, Ryan Avery’s message resonated with everyone, because he gave small pieces of advice that are easy to change and better yourself. 

The title of Ryan’s seminar was “Go from “A” to “THE”: Stop being a leader and start being THE Leader.   Immediately my thoughts went to my alma mater, The Ohio State University.  People will ask me where I went to school, and I always say “The Ohio State University.”  I’m not trying to be snotty about it, but it’s the legal name. Back in 1878, they were on to something. With over 125 colleges and universities to choose from in Ohio alone, and with 2 other prominent nationally known OSUs, The Ohio State University knew that they were THE leader:

“The “The” was actually part of the state legislation when the university was renamed in 1878. The following excerpt is from the Board of Trustee minutes: ”...the educational institution heretofore known as the ‘Ohio Agricultural and Mechanical College,’ shall be known and designated hereafter as ‘The Ohio State University.” Those who wanted the name change thought the original name was too narrow in scope, and that it was inadequate for the institution that was the only beneficiary of the land grant act. President Edward Orton was insistent that a new name would separate the institution from other colleges in Ohio. Legend also has it that “The” was used to show the other colleges which institution was supposed to be the leader in the state - both in size and in financial support from the legislature.”

— The Ohio State University

And Ryan’s program started out with examples similar to that.  They showed a football team (my beloved and frustrating Cleveland Browns) and then they showed THE football team (your beloved Super Bowl Champions Denver Broncos).  They showed a football player (I can’t even remember who it was) and then they showed THE Peyton Manning.  They showed a basketball player (a Denver Nugget, maybe Carmelo?) then they showed THE Michael Jordan.  You get the idea.  You can be a builder, but you want to be THE builder, the one we want top of mind when anyone thinks of THE builder is Stonebridge Builders.

Here are a few of his thought processes to turn you from a leader to THE leader in whatever your job position is.  Once we are all THE leaders of our field, then overall Stonebridge becomes THE leader of apartment renovations in Denver.  Think about how each of these can apply in your daily life.

• When a leader talks, people pay attention.  But when THE Leader talks, people take action.
• A leader gets ready, but THE leader stays ready
• A leader has confidence, but THE leader demonstrates confidence.
• You should always be prepared with the “4321” for your conversations.
  • 4 stories to share at any time:  1 personal success story, 1 professional success story, 1 personal failure story, 1 professional failure story (but never tell a story that does not add value to your situation).
  • 3 facts related to your industry
  • 2 quotes related to your industry
  • 1 question that you can always ask anyon
• Confidence creates competence
• People remember what they see first and feel last.
• 90% of first impressions don’t change
• Silence is the most powerful tool to use in sales
• How your body moves dictates how you speak: Every time you move backwards, it’s a sign of weakness.  Step/project your body forward as you speak.  (Try this in the mirror.  The results are pretty amazing!)
• Eliminate 2 words from your vocabulary: Just and Only. Lose those words and your confidence will soar. i.e. It’s just me in the marketing department.  I’m the only one in the marketing department. I am the marketing department.
• Words are free, but they cost you a lot
• “Do what you love because people are going to criticize you anyway.” -Eleanor Roosevelt
• Do not let one thing ruin everything
• Confidence is the by product of you being courageous.  Where can you be more courageous?

A link to the preview of his speech:  https://www.youtube.com/watch?v=RDKPPbt2PP4

Listening: The Secret to Great Selling and Client Retention

Regardless of the industry, the same principles apply to ensure successful sales and a winning client experience.

We’ve all had a nightmare sales experience in one form or another. How about the one when the sales rep starts talking, and doesn’t stop? They give every detail about the product and service without taking a breath. It’s even worse when what they’re explaining in every last detail has no relevance to your wants or needs.  We know when we’re simply being “pitched” and it doesn’t feel good.

On the flip side, every one of us that has ever held a sales position has inadvertently done the very same thing that feels so bad to be on the receiving end of. And unfortunately, it’s the very thing that most likely prevented us from getting the sale. We know the product so well that we overload our prospect by explaining every detail, but we don’t take the time or make the effort to get connected to their needs. We talk too much, don’t ask enough questions and we don’t listen.

If we’re savvy enough, we might actually catch ourselves talking too much and then shift to ask a question or two. But so often, even if we do manage to catch ourselves, we just continue our pitch where we left off. 

We talk too much because we know our products and services inside and out and we don’t want to leave anything out that could end up being important to the prospect. We don’t have to share every detail. Instead, we should tune in to what’s important to our client and speak directly to that.

So, how do we know what to share and what to leave out? Ask questions that get your client talking. Shift into genuine inquiry and discovery mode to uncover what their true needs are and which pain points you can address and solve.

Start with the question that will align you with their most critical issues. For example,  “If I were able to meet your most pressing needs, what would they be?”

Once you have identified your prospects needs, you can tailor the conversation to speak directly to solving them. However, when you think you’re clear and ready to move on with your presentation, before you start talking again, pause and ask clarifying questions. It’s your responsibility to make sure that you have not only listened, but have also truly heard, understood and integrated what they said. Ask, “I understand your most pressing issues are X and X. Did I get that right?” 

If they answer yes, then you know which direction to go in and the specific information you need to share with them. If their answer is “no” or “not exactly,” then seize the opportunity to get clear by asking more questions.

A successful sale starts with listening, listening with a great desire to learn. It takes awareness, attention, intention and tremendous effort, but the pay off is well worth it in the end. If you truly listen to your clients, they will be clients for life!