| Effective communication skills are essential to | | | | desire. It's manipulative. Try shifting to a |
| successful business development. Yet they're | | | | consultative approach where you're seen as a |
| often under-emphasized and sometimes | | | | advisor or problem-solver.4. Failing to adapt to the |
| completely ignored. Why? Because we | | | | situation. The problem with using a sales script is |
| communicate so much and so often | | | | that it assumes too much. It assumes similar |
| (approximately 20,000 words per day) we often | | | | motivators, perspectives and situations in life. A |
| take it for granted. But regardless of how good | | | | financial planner I know has developed a very |
| your product or service is and how much | | | | clever approach to meeting clients. He places |
| expertise you have in your area, it all goes to | | | | bowls near the cash registers of higher-end |
| waste unless you can communicate it to others. | | | | restaurants in his territory. On each bowl, he |
| When you actually get the chance to sit down | | | | places a small sign encouraging patrons to drop |
| with a potential client and discuss doing business | | | | their business card in for a chance at a free meal |
| together, don't blow it by committing one of | | | | at that restaurant. He goes through the cards |
| these big five business development blunders.1. | | | | periodically and invites someone to lunch with the |
| Talking about your product or service. | | | | understanding that he'd like a few minutes to talk |
| Infodumping is simply telling someone all there is | | | | about his services. When I met him for lunch, he |
| to know about what you're selling. You probably | | | | presented his sales talk that assumed A. I had |
| cover how long you've been in business, who | | | | taken on a big mortgage to finance my house (I |
| developed what, your philosophy of business, your | | | | didn't) B. I had to save for a child's college fund (I |
| market share and all the choices you have | | | | don't) and C. that my parents might someday |
| available. This approach is likely to leave the | | | | need assisted living care (they're both dead). |
| potential client in exactly the same place on the | | | | Treat each meeting as unique and don't assume |
| sales continuum as when you started. Your | | | | too much.5. Failing to distinguish features from |
| objective should be to get him to gravitate | | | | benefits. Salespeople often focus on telling |
| towards you. Go into your meeting with a | | | | someone what a product or service is or does at |
| strategic goal. What specifically do you want him | | | | the expense of what problem it solves or what |
| to know, do or believe after meeting with you. Is | | | | pain it takes away. I once observed a commercial |
| it to place an order, sign up for a trial or believe | | | | leasing agent show office space. As he met the |
| you're the only logical choice? Once you have a | | | | clients in the building foyer, he commented on the |
| strategic goal, your destination is in sight and you | | | | large parking lot outside. That was a feature |
| can begin mapping a route to get there.2. Not | | | | statement. A benefit statement would have |
| listening. No salesperson has ever listened herself | | | | focused on how clients would never have to |
| out of a sale. Yet, when asked a simple question, | | | | search for parking or that people could always |
| many salespeople take it as a license to deliver a | | | | park close to the building in bad weather. Let's say |
| monologue. Here are three tips to practice better | | | | your product includes a video-that's only a feature. |
| listening. First, use questions to discover what's | | | | The benefit is that someone can see exactly how |
| important. If the potential client says "tell me | | | | to use your product. Apply this test to the |
| about yourself (or your product or service or | | | | statements you make-ask the "so what" question. |
| company)", respond with "what would you like to | | | | If you can't answer it, you've got a feature |
| know" or "what aspect is most important to you | | | | rather than a benefit.Developing good |
| in making a decision?" Second, never talk | | | | communication skills is a result of thinking more |
| continuously for more than a couple of minutes | | | | strategically about how communication affects our |
| without giving the other person an opportunity to | | | | interactions with others, then putting those |
| speak. Third, don't correct the other person | | | | strategies into play. When you avoid these top |
| unless it's absolutely essential for the discussion to | | | | five blunders of business development, you'll not |
| proceed-it rarely is and no one likes to be told | | | | only gain more business, you'll lose less. |
| he's wrong.3. Using sales clichés. People | | | | Remember, if your idea is important, it deserves |
| usually begin to lose interest the moment they | | | | to get heard.As the leading authority on the |
| feel they're being sold. They usually begin feeling | | | | language of influence, Dr. Joseph Sommerville |
| that way when they hear stock phrases such as | | | | shows professionals how to increase sales, |
| "That's a great question" or "What will it take to | | | | visibility and credibility through more persuasive |
| get your business today?" People need to feel like | | | | communication. He is the President of Peak |
| individuals, not like pieces in an assembly line. Sales | | | | Communication Performance ( a Houston-based |
| clichés operate on a Pavlovian model-use a | | | | firm that helps professionals develop skills in |
| specific phrase and you'll get the response you | | | | strategic communication. |