Page 6 - NBIZ October 2021

From five decades of professional sales experience, sale. Hence, we again return to this strategy often. But,
I have encountered all these aspects within the industries being strategic in our communication, be it verbal or
of warehouse distribution, training and development for written, is essential to increase sales.
leadership and sales, executive coaching, and now real Possibly the KISS Theory had some influence
estate. If I go back further when I worked in my father’s on sales scripts, which in many instances come off
sundry store at the very young age of 11, these aspects emotionally cold and distant. Zig Ziglar said, “Sales is
were also present. the transference of feelings.” Again, returning to Maltz’s
The other key aspect of Mr. Maltz’s presentation is his earlier statement of “thought and knowledge,” are
contention that “consciously or unconsciously, epistemology feelings, not thoughts?
guides everything that we do (beyond the physically An agreement that one’s knowledge (think
reflexive). If we render his words down to their basic experiences) has embedded itself into our thoughts
elements, I believe what he is saying words matter because is needed. Ziglar also stated, “Attitudes are habits of
how we use words is either conscious or unconscious. thought.” In sales professional experiences, one is aware
His contention ties into emotional intelligence and that one’s attitudes and those of the clients can either
how words have meaning to others. Remember earlier increase or decrease sales.
Maltz stated “perception”? Emotional intelligence I recently attended a real estate con-
is how others perceive the words we used ference and both keynote speakers
based upon their own experiences. focused on increasing sales.
Emotional intelligence travels They received a loud round
beyond perception into how we of applause, yet I wondered
manage those perceptions both if others in attendance
others and our own. understood the subcon-
In sales, understanding “ scious ramifications of
the emotional perception statements like “make
of what I call “judgmental Remember, the “KISS” more money” or
belief” that is carried within theory of Keep It Simple “bring in those
each word is essential to big bucks?”
earning a successful sale. and Short? The more Would those
For example, ponder the words one uses, the thoughts increase
word “need.” In sales, there greater likelihood sales or turn into
is much discussion about attitudes, which
“wants versus needs.” to create additional when not balanced
Yet, how the word “need” problems, which in turn with emotional
is used can be viewed rather derail the sale. intelligence and
negatively. Remember your positive core beliefs,
parents may have said “You turn potential buyers
need to make your bed” or “You off? How often have we
need to get better grades.” The word been turned off by “pushy
need may carry a negative thought salespeople”? If one reflects,
and this thought may be based upon one’s many of those interactions lack
knowledge and have a judgmental element to it. emotional intelligence because the
One may consciously or even unconsciously react to this salesperson was more concerned about making
word when he/she hears “You need to…”. money than the buyer.
To avoid this mostly subconscious negative reaction, Yes, Halloween is a scary time for some scrambling to
one can replace the word need with “You may wish meet sales goals. And for others who have achieved or will
to consider…”. Now, the seller is asking permission soon achieve their goals, it is relaxing since the next two
which is viewed as being emotionally intelligent and is months are just more icing on that Halloween cupcake.
seen as a suggestion and not a demand. When sellers As we move closer to the end of 2021, please consider
incorporate emotional intelligence into his/her sales re-thinking how you may think about strategy, strategic
conversations, he/she accepts those conversations may thinking, and planning. Now is the time to build a
be longer as we are using more words. Using more strategic plan so next year, you can smile instead of
words may violate some sales training we have or saying, “Boo HooHoo!” N
instructions from our leadership/management but can
be effective. Leanne Hoagland-Smith is a clarity strategist, solving
Remember, the “KISS” theory of Keep It Simple and people and process problems. As a thought leader who
Short? The more words one uses, the greater likelihood challenges the status quo, she turns tomorrow’s goals
to create additional problems, which in turn derail the into today’s results. Follow her on Twitter @CoachLee.

6 NBIZ ■ October 2021