As I write the four words in the headline of this article, it seems like an oxymoron. Is there really any wisdom to be gained from war? Perhaps yes… read on. A coaching client recently sent me a copy of a poster he saw in one of his customer’s offices, which has now also been reproduced on t-shirts and coffee mugs. This poster was one that was used extensively in England in 1939 during the Second World War. It simply says, “Keep Calm and Carry On.”
Knowing English culture as we all do, this speaks volumes. The stereotypical English approach is “stiff upper lip, get the job done, stay focused, no excuses”. In times of trouble and in times of stress, this approach is certainly invaluable in the world of sales. The alternative (panic and drama) does not work very well in dealing with the emotions of many customer situations.
The majority of all sales transactions follow a predictable cycle. One of the components of this cycle is often drama, emotion, even irrational behaviour. At some point it usually shows up. Decision-making is stressful for many of your customers. Here are some reminders to help you, the sales professional, stay on the right side of the “emotion scale”:
1. I consider myself to be the calming influence in all transactions. Keep Calm and Carry On.
2. Every time I act like I “need a deal”, things go sideways! Desperation is a dangerous element. Keep Calm and Carry On.
3. I perform at my best when my mindset is clear and I have my customer’s best interests at heart. This is where my mental toughness is such a valuable asset. Keep Calm and Carry On.
4. When I practice my craft in advance – when I really know my stuff – my confidence level is at its highest. This confidence is what gives me the ability to keep my emotions out of the equation. I am like a surgeon in the operating room. Keep Calm and Carry On.
5. Drama has no place in my sales mentality. That is not me. Keep Calm and Carry On.
The best salespeople follow this mantra: “I am the calming influence in all negotiations and transactions.” This does not mean that you do not use emotion as part of your sales style. Understand one very important issue here. The best salespeople use emotion to help the customer move forward in their decision-making. The difference is that this emotion is a controlled emotion…not drama! The enthusiasm and the energy you bring to the table are infectious. Just make sure to use them in a planned and positive manner. No excuses.
Bruce Keith, the “Results Coach” has over 23 years of experience. He is a sales and marketing coach and seminar leader in the real estate business, teaching what to say and how to say it. His high-energy, high-impact training style is sought after and acclaimed across North America. He says, “Success is possible; there are no excuses.” www.brucekeithresults.com
