By Steve Lapa
Lapcom Communications Corp
This important trait in every top seller and top talker is present on every sales call and in every show. It is not a skill or learned technique, but if this one trait doesn’t shine properly, performance will suffer. Pause here as we zoom back.
Pro-level sellers often need reminders to improve the skills necessary to stay on top. In my experience, only the top achievers will discuss how to improve_______, when the seller feels the skill misfiring.
Prospecting, planning, organization, proper use of questions, unique benefit presentation, closing, even collection technique are all learned. The skills necessary to excel must be reviewed and refined regularly as the competition and new media change regularly.
Learned selling skills are performance-based through daily activity. When your activity doesn’t deliver he results you want, it’s time to step back, refocus and zone in on what needs fixing. What we just reviewed is all learned, nothing natural here, just acquired and refined skills.
Your leading talk show hosts go through a parallel experience. The skill sets are of course totally different, but just like the seller, performance is measured. And when the results — whether ratings or live read response — falters, it’s time to step back, refocus and isolate what needs to change. Topical content, too much reliance on callers, boring guests, TSL technique, show prep — all learned skills refined with experience. See where this is all heading? It’s on to that one, critical, shared personality trait. Look in the mirror. Is your ego drive healthy?
Every top seller I’ve ever coached, met, or competed with, showed a healthy, positive ego drive. Earning the business in a positive way was their ultimate goal, along with impressive earnings and client relationships that lasted longer than anyone expected. The same is true for top talkers. Your talk radio talent is expressing a point of view or an opinion that may not be everyone’s cup of tea.
Keep in mind the positive self-confidence it takes to stay focused during any emotional, opinion counter reaction. How different is that feeling from the point blank sales rejection you feel?
Maybe that healthy ego drive and the need to be positively persuasive bonds you and your talk host more than you realize.
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com