When I was a teenager, I worked at a telemarketing company setting up appointments with homeowners for thermal window presentations. We were each given a very small cubical, a phone, a few torn-out pages of the reverse directory phone book, and instructed to call everyone up and down each street until someone said “yes.” One of the very few tools we were provided with was a mirror mounted directly in front of us, so we could see our facial expressions as we spoke with people. Underneath the mirror, there was a small sign that said, “smile and dial,” because people can indeed hear a smile in our voices. Try this with your friends. Speak on the phone with a smile and then without. Have them tell you when you are smiling. Invariably they will guess correctly. Remember, our clients can hear our smiles too!
It’s been said that a smile only has value after you give it away to someone else. That’s not just touchy-feely, tittle-tattle either; there is a plethora of hard, scientific data to back that up with facts.
A 2001 study from Jörn P.W Scharlemann shows that a smile increases trust amongst people by 10%. A 1991 study by Hinsz & Tomhave shows that when you smile, you get reciprocal smiles from 50% of people (pretty good odds!). A 1978 study by Tidd, Kathi L.; Lockard, Joan S., titled the “Monetary significance of the affiliative smile: A case for reciprocal altruism.” showed that service staff earned significantly more than their slack-faced, bovine-like peers. If you’re not sold yet, a 1952 study by Abel & Kruger suggests that smiling people outlived their forlorn friends by an average of 7 years!
The eyes are also powerful communication tools. More than that, our eyes tell people if our smile is genuine or not. A smile that engages only the mouth is forced. A smile that includes the eyes is real. These genuine smiles are called a “Duchenne” smiles, named after a 19th-century neurologist from France who figured all this stuff out. Also, make sure when you smile, that you proudly display your crow’s feet–we all have them! It’ll show the world that you are indeed happy to see them and that you have been smiling for a long, long time!
Let’s begin each day with a big smile, wear it on the way to the bank, and enjoy a longer and happier life.
My good friend and coach, Dave LaRue, shared a phenomenon with me that is common to many achievers:
“That worked so I well, I stopped doing it!”
At first blush, the statement seems whimsical or quaint, but it’s exceedingly profound. The lesson is consistency. Don’t let your drive to succeed be modulated like the AC/Heat on a thermostat (on and off and on and off, etc.). If something works, keep doing it and don’t stop doing it. Too many of us close the deal, lose some weight, achieve the goal, get the girl (or guy) and then stop doing the things that made us achieve those things. If we want to keep closing deals, keep the weight off, achieve more goals and keep the girl (or guy), we have to keep doing what got us those things in the first place, or they go away. Jim Rohn reminded us years ago, that if we don’t use something, we lose it. Disuse equals loss; every time. Personal development means growth and in order to grow, we can never go back to what we did in the past if it didn’t serve us. But if it worked, by all means, keep doing it and keep finding new ways to improve upon it!
For more information on Dave LaRue and his philosophy, click here:
For more information on me, click here: http://www.pauledgewater.com
Thanks for reading!
Polonius made reference that brevity is the soul of wit in Hamlet and it’s still true today. I maintain that we are either born with wit, or not. It’s not a teachable skill, but we can learn to be brief and a great book for learning the art of brevity is, How To Get Your Point Across In 30 Seconds Or Less by Milo Frank. I highly recommend it. It’s vital to understand and appreciate how busy prospects are these days. An example I like using to illustrate the importance of brevity today is with TV advertisements. In television’s infancy, commercials could be as long as two minutes. Viewers were so enamored of their TV sets in those days, that even watching commercials was entertaining. It didn’t matter that they were watching a pitch. What mattered was that they were watching anything at all. The 2 minute spot evolved into 30 to 60-second spots which were the norm for decades. Fast forward to the present day. I recently gave a talk to an entrepreneur class at Columbia College and asked the students for a show of hands: “Who has watched a network television commercial in the last 12 months?” Not one student raised their hand. The advertisements young people are noticing (or ignoring) these days are online and when the ads give the viewer the option of skipping the spot in five seconds, almost all the students exercise this option. Does that open your eyes? It did mine. We have to respect our prospect’s time, and we need to get to the point and get to it fast.
When we are communicating on any level-be it with advertising, or calling someone on the phone-we have to be as brief as humanly possible. A good rule of thumb is to communicate what what needs to be said and not what we want to say.
“Empathetic Selling” ©2014 Paul Edgewater All Rights Reserved
the ability to understand and share the feelings of another.
noun ( pl. -thies)
1 feelings of pity and sorrow for someone else’s misfortune : they had great sympathy for the flood victims.
• ( one’s sympathies) formal expression of such feelings; condolences : all Tony’s friends joined in sending their sympathies to his widow Jean.
What we are doing here is empathizing with the consumer not sympathizing.
It has been said that if we can see the world from John Q. Public’s eyes, we can sell John Q. Public what John Q. Public buys.
Everyone likes to get an education, but no one likes to be schooled. When we are selling, we are educating our prospects. If and when they have concern or an objection to our proposal (erroneous or otherwise), it behooves us to educate them gently. Dale Carnegie taught us that “A person convinced against their will, is of the same opinion still.” Tom Hopkins teaches a great method to address this; it’s called the ‘Feel-Felt-Found” system.
If someone raises a concern, immediately agree with them and tell them, “I know how you feel.” Incidentally, you can say this with conviction because they indeed shared their concern with you, ergo you know how they feel. This works because it takes the ‘fight’ out of the prospect. The last thing they expect a salesperson to do is not throw a clever rebuttal back at them. It also shows them that you are listening to them and acknowledging their concern as valid. We then follow up with something akin to, “most folks I speak with have felt the same way.” This lets the prospect know that they are not the only ones with this concern. The last part of this equation is to preface your response with, “But what we have found is…” and here you can list all the reasons why your prospect need not be concerned. Take special note of the word “we” in:
“But what we have found is…”
If you say instead:
“But what I have found is…”
…your prospect will still feel as if they are being schooled. Present your facts as if your are both on the journey of discovery together and that you’re not preaching to them from on high.
If you skip the ‘Feel-Felt-Found’ method and go right into your rebuttal, it’s going to feel like a game of ping-pong to your prospect. They will think you have a ‘canned response’ for everything they say and you’ll lose them. The ‘Feel-Felt-Found method gives you an opportunity to really hear them and give them the best solution for their needs and wants, which is what selling really is all about.
©2013 Paul Edgewater All Rights Reserved
You started a company offering a product or service that you believe in strongly; something you knew had alluring features and useful benefits that outweighed its retail cost. The concept of your product or service was so exciting to you that it kept you up nights. You wanted to share it with the world and you couldn’t contain your enthusiasm. You knew that if you could transfer your enthusiasm for your product or service to the marketplace, almost everyone would feel as you do about your offering and gladly purchase it from you.
As Peter Drucker said, “There are only two basic functions in business; Innovation and Marketing”. At this point, you have the innovation part down. Now the marketing part kicks in. How do you do this? What are the best ways to inform and educate potential customers? Will your website, Facebook or Twitter page convey this enthusiasm? Will traditional channels do the trick, i.e. print, radio and TV media? Maybe you can advertise on YouTube? How about signage, such as billboards or other placards? Finally, let’s not forget experiential marketing; high quality, face-to-face interactions with brand ambassadors (at Busy Bee Promotions, we call our BAs ‘BEEs’ or BEE-As). The best approach is to implement as many marketing techniques as your budget allows (that are applicable to your offering) and then measure the results of each. All of the above can communicate enthusiasm, but in this article, we’ll examine experiential marketing, as it’s the most effective way to transfer enthusiasm for your offering to the marketplace.
There is no substitute for face-to-face, human interactions. One enthusiastic person communicating with another person will always have far more impact on the marketplace than any static advertisement, or web presence will ever have. It’s akin to the difference between seeing a band live and seeing a billboard for the band; there is no comparison. When marketing with BAs the trade-off is that the cost-per-interaction is higher than other methods, but the conversion to sales or other opt-ins is so much greater that the curve is in favor of the brand ambassador. Suffice it to say, the key to having a successful transference of enthusiasm with a street team of BAs is to have the right team; a dynamic, vibrant and energetic team that shares the enthusiasm you have for your offering and can effectively communicate that to your marketplace. With every interaction they have, your market penetration will grow exponentially.
For more on the value of word-of-mouth marketing, read the “Face-To-Face Book” by Keller and Fay. I highly recommend it.
The image below is courtesy of: http://www.3sdcmetro.com/2013/02/15/how-to-keep-your-enthusiasm/