Sales Lisa McDonald
Building a Personal Sales Force
Move Beyond Titles to Engage People for Successful Networking I remember the first time I was handed my very own official business cards with my official title. Even my young son, Jake, knew my title. He could tell people that his mom was the BOM, literally, my title was Branch Operations Manager – I was the BOM! My wake up call was when I asked Jake if he knew what I did at work. He replied, “Sure, you dress up and go tell people what to do all day.” And so I learned two lessons: 1.) You can never be prepared for how a child will answer your question and 2.) Titles are worthless if the other person does not understand what you do. Not only can titles be vague and unclear, they can also put us in a box. For example what if I told you my dad was a mechanic: what do you immediately think of? Depending upon your own personal experiences you will immediately put a person
asking them to do so. But here is the caveat: people can not sell you if they cannot relate to or effectively communicate what you do.
Effective Networking
Networking builds relationships, relationships drive sales, and sales is everything. Successful networking requires us to have our personal commercial ready and adaptable to the situation, whether it is a 30 second sound byte or a two minute infomercial. The purpose of networking is not just to talk to the other person but rather to engage them. Then we can begin to form a bit of a relationship and gauge their understanding of what we do and how we add value.
ing me with his title, he first asked me if I have ever worked for a company that did an upgrade overnight and the next day I found my computer was dead or extremely non-responsive. I would answer an exasperated “Yes”. If he then told me that he was the guy that would sit down with me and explain that my computer does not in fact have a mind of its own and show me how to get back up and running; well, now there is something I can understand! I am now on his personal sales force. The next time I’m speaking to a business owner who says her upgrades are costing her too much down time, I can immediately say, “I know just the guy you need to talk to!” I am helping him build his business without even thinking about it.
For example if I am at a networking event where I meet an IT Manager, I honestly would have no idea what they actually do and what value they hold for me. When
How do you go about effectively building your personal sales force by fine tuning your personal commercial? Practice and Ask Questions! In my opinion the best audience is teenagers. They have the at…people cannot sell you if they cannot relate tention span of a gnat and they have no filter. If I ask my son’s opinion he will give to or effectively communicate what you do. it without reservation, good or bad. But this is exactly the feedback I need. If I give in a box or create a mental image based networking, consciously or not, we imme- my personal commercial to my son and he upon their title. In fact, my dad was the diately assess if the other person has value understands what I do and can relate it to head diesel mechanic for a major trucking to us directly (I, too, am guilty of this so I others then I know I have hit the jackpot. company. Bet you did not see that coming! am not throwing stones). But, if I underIf he does not, then I need to go back to stand what it is that you do and the value the drawing board. In lieu of a teenager, So what exactly is your personal sales that you add as an individual I am likely to ask and practice with a trusted friend or force? It consists of your family, friends, not only remember you but also refer you colleague. Once you give your commercial, acquaintances and those that you meet to someone I know who might have a need ask the other person what they think it is at networking events. They become a for your services. that you do. Just remember this: I cannot member of this powerful sales force by sell you unless I understand what you do understanding what you do and being able So how can this IT Manager recruit me and am able to tell others! to communicate it effectively to others. to be on his personal sales force? He must Once they comprehend what you do, and relate what he does to me in a way that I Lisa McDonald is a professional resume not just know your title, they will start sell- understand and can effectively communi- writer and job search strategist, and owns ing you by referring you, without you even cate to others. Let’s say instead of introduc- Career Polish, Inc. in Fishers. More at www.careerpolish.net
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October • November 2010/Hamilton County Business Magazine