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Communication Skills

STOP BEING SO LOGICAL! HOWARD COOPER

I

am about to start speaking at another sales training day and, as I nurse my black coffee (hoping for the caffeine to kick in - I have two young kids who wake me up at ‘stupid o'clock’ every day), I look out at a room full of eager participants? NO... they are mostly NOT eager at all - they have simply been told to be there! And then to top it off, I proudly announce that “today is NOT a logical training!” You should see looks I get! In fact, I'm inordinately proud of the fact that my training is rarely logical and I'd like to tell you why. Is it not the case that more traditional sales training starts out by getting you to consider the following kind of questions? n What is your USP (Unique Selling Proposition)? n What is your value proposition? n Why should someone choose you and not one of your competitors? And yes, the traditional sales training model is... they split you up into teams and ask you to generate answers to these questions, and then in your groups you finish the ‘sales training’ by presenting your group's ‘findings’ back to the room. All because, if you know the reasons (the logic) behind where and why

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your product/company comes out on top then you’ll be better equipped to win more work… right? Well here's the thing... Whilst these are all great questions and I'm genuinely very pleased to hear that many organisations, start-ups and entrepreneurs spend a huge amount of time and energy considering these important areas, too often all that is yielded from this exercise is a list of marketing platitudes... and/or logical reasons why someone should buy from them. What is missing is the emotional aspect to all of this. And guess what? Emotions are more powerful than logic. Or to put more succinctly, emotion drives behaviour... NOT logic. Take a moment to consider this fully. Whilst a large proportion of my time is training businesses in sales, communication skills and the secrets of customer service excellence, the other half of my time is spent as a hypnotist and rapid change consultant helping people with all sorts of personal issues. So, let's look at phobic flyers as an example. They can know logically that flying is the safest form of transport but still feel terrified! ceo-mag.com / Summer 2017


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