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Why Emotions, Mindset And Timing Matter in Sales

Why Emotions, Mindset And Timing Matter in Sales

There is perhaps no business unit that relies on the delicate combination of science and art more than sales. Maintaining a robust data analysis operation can be extremely illuminating, and in fact is necessary for almost every organization to compete in the current landscape. However, there are integral parts of the sales process that remain hidden from even the most advanced metrics. To fill in these gaps and get a complete picture of the sales process and how it relates to your customers, it is important to understand the more human elements that come into play.

Many of us like to think that we approach our business decisions with a level head and a dedication to logic, keeping our emotional reactions undercover until we are back with our family and friends. In reality, humans can never turn off the part of the brain that causes us to react emotionally, and this has big implications when it comes to the relationship between your organization and your customers. The Corporate Executive Board (CEB) partnered with Google for a study of the role that emotion played for 3,000 B2B customers. They found that although branding is still an important component of a successful strategy, only 14% of the buyers perceived a valuable difference when it came to brands’ business value.

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All of this leads to the conclusion that you can be doing everything right from a product, pricing and marketing perspective, and still run up against a disconnect with your customer if you do not understand how their state of mind affects their purchasing decisions.

The customer experience is an accumulation of memories, emotions and relationships

A crucial ingredient to enterprise sales success is providing a superior customer experience, and your product or your pricing structure are not always at the core of this experience. Rather, it is an amalgamation of the various ways which your people and your company make the customer feel.

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In the sales process, this translates into storytelling. But it is not just about telling the most effective story about your product and your value proposition; the customer needs to easily understand where they fit into the story in order to maximize engagement. This is representative of a very human desire. We all want to feel like we are understood, and that our problems and concerns hold real weight for those with whom we are conversing. When you can successfully make your clients feel this it creates a long-term culture of trust that forms the backbone of the customer experience.

Customers perceive value differently than sellers

Salespeople are trained to have intimate knowledge of their product’s value: what problem it solves, why it is the best option for solving said problem and why the pricing structure makes sense for the client. But limiting yourself to this view fails to take into account the perceived value of the transaction for the customer.

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Some experts separate a customer’s perceived value into three categories. First is company value, which includes all benefits gained by the company such as efficiency improvements or cost savings. Then there is professional value, which covers the ways that a product can make the client’s job easier. Finally there is identity value, which many argue is the most important because it speaks directly to the customer as a person, not an employee.

Sales largely depends on recruiting mobilizers

One of the reasons that demonstrating identity value to your customer is so crucial involves the increasing dependence on mobilizers. Enterprises in the 21st century are becoming increasingly complex, technology now often links business units that previously had little interaction with each other, and managers and directors have access to more information than ever before.

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These factors result in an increase in the amount of stakeholders who have a say in the purchasing process, which is why it can be very advantageous to have a mobilizer who can advocate for you within the organization.

The customer journey is driven by small but significant moments

Aligning the timing of your sales process with the timing of the customer’s journey is one of the surest ways to close a deal. When the timing is off, it can derail a potential sale even when it seems like every other variable has been accounted for.

The problem is that evaluating the customer’s purchasing journey from start to finish can be a daunting task. Instead, it is better to consider it as a series of moments where something you do or do not do can have a significant impact. That way, you just have to pay attention at each stage of the journey to ensure that your timelines are still aligned.

Featured photo credit: VIKTOR HANACEK via picjumbo.com

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Last Updated on February 11, 2021

10 Secrets of Making Every Presentation Fun, Engaging, and Enjoyable

10 Secrets of Making Every Presentation Fun, Engaging, and Enjoyable

Not a lot of people are good at public speaking. You could even say that virtually everyone needs to get some practice, and preferably good guidance, before they can learn to stay calm when facing a room full of people. Having all eyes on you is an uncomfortable experience and it takes time to get used to. However, even if you can manage to control your stage fright and stay focused, it doesn’t necessarily mean that your presentation won’t put people to sleep. This is usually the case with long presentations on a very dull subject, with the presenter speaking in a monotone voice and dimming the lights to play a PowerPoint presentation.

You have to work hard to develop the right skills

If you want to be remembered and actually get people engaged, you need to make your presentation fun and enjoyable, without coming off as corny or desperate to please. I know, it doesn’t sound that easy at all! A good presentation during a promotional event or given to an important client can be a game changer for your business, so it is easy to get stressed out and fail to perform all that well. Luckily, giving an interesting lecture is something that can be practiced and perfected. There is plenty of advice out there on the topic, but let’s look at the most important aspects of giving a memorable and fun presentation.

1. Make your presentation short and sweet

With very long, meandering speeches you tend to lose the audience pretty early on, and from then on out it’s just a test of endurance for the few bravest listeners. Not only will people’s attention start to drop rapidly after sitting and listening to you talk for 30 minutes, but you also risk watering down your core ideas and leaving your audience with little in the way of key phrases and important bits of information to take away from the whole ordeal. Famous speakers throughout history have known the importance of condensing the information by using well thought out sentences and short phrases loaded with meaning.

JFK’s famous: ”It’s not what your country can do for you, but what you can do for your country,” expresses so much in very few words and gets the audience thinking. Ancient Spartans, for example were famous for their quick, dry wit, often demolishing their opponent’s argument with a single word or phrase. You’ll want to channel that ancient spirit and be as concise as possible when preparing your presentation.

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2. Open up with a good ice breaker

At the beginning, you are new to the audience. There is no rapport, no trust and the atmosphere is fairly neutral. Even if some of the people there know you personally, the concept of you as an authority on a particular matter giving a speech will be foreign to them. The best way to encourage a warm and friendly atmosphere is to get some kind of emotional response out of the audience right at the beginning. It doesn’t matter what emotion it is, you just need to connect with them on a more personal level. It can be shock, curiosity, laughter, knowing smirks, nervousness – whatever gets them out of that initial feeling of indifference. There are different kinds of effective ice-breakers, but generally speaking, the most successful ones utilize one of these tactics:

  • Joking
  • Tugging on their heart strings
  • Dropping a bombastic statement
  • Telling an interesting and relevant anecdote
  • Using a metaphor or drawing comparisons

You can make a small, self-deprecating comment, stir the presentation one way and then suddenly surprise the audience, use sarcasm, open up with a short childhood story that taught you a lesson, quote a famous person and elaborate on it from personal experience, use an inspirational anecdote or hit them with a bit of nostalgia. Just remember to keep it short and move on once you’ve gotten a reaction.

3. Keep things simple and to the point

Once you’re done warming up the crowd you can ease them into the core concepts and important ideas that you will be presenting. Keep the same presentation style thoughout. If you’ve started off a bit ironic, using dry wit, you can’t just jump into a boring monologue. If you’ve started off with a bang, telling a couple of great little jokes and getting the crowd riled up, you have to keep them happy by throwing in little jokes here and there and being generally positive and energetic during the presentation. You need a certain structure that you won’t deviate too far from at any point. A good game plan consists of several important points that need to be addressed efficiently. This means moving on from one point to another in a logical manner, coming to a sound conclusion and making sure to accentuate the key information.

4. Use a healthy dose of humor

Some of the best speeches and presentations in the world, which have been heard and viewed by millions, all feature plenty of humor. No matter the subject, a great speaker will use natural charisma, humor and beautiful language to convey their points and get the crowd excited about what they are saying. A great example of building rapport with the audience through the use of humor is Barrack Obama talking about the government building Iron Man.

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It is silly and fun, and absolutely not something that you would expect from a man in a position of power speaking in such a serious setting – and it’s exactly why it works. The more serious the situation and the bigger the accent on proper social behavior, the harder your jokes will hit.

5. Try to tell a story instead of ranting

Some people can do all of the above things right and still manage to turn their short and fun little presentation into a chaotic mess of information. You don’t want your speech to look like you just threw a bunch of information in a blender in no particular order. To avoid rambling, create a strong structure. Start with the ice breaker, introduce the core concepts and your goals briefly, elaborate on the various points in a bit more detail, draw logical conclusions and leave your audience with a clear takeaway message. You want to flow naturally from one part to the next like you are telling a big story chapter by chapter.

6. Practice your delivery

Standing in front of the mirror and practicing a speech or presentation is a technique as old as mirrors – well, come to think of it, as old as human speech, since you can see yourself reflected in any clear and calm body of water – and that means that it is tried and true. The theory is incredibly simple, yet the real problem is actually putting in the effort day in and day out. Work on your posture, your tone of voice, accent, pauses between sentences and facial expressions. The most important thing is to talk slowly and loudly enough to be heard and understood clearly. Many famous speakers, such as Demosthenes and King George VI, overcame speech impediments through hard work.

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7. Move around and use your hands

Although you won’t instill confidence in your project if you are very jittery, moving around erratically, not knowing what to do with your hands and making fast movements, standing dead still can be just as bad. You shouldn’t be afraid to use your arms and hands when talking as it makes you seem more passionate and confident. The same goes for moving around and taking up some space. However, try to make slower, calculated and deliberate movements. You want your movements to seem powerful, yet effortless. You can achieve this through practice.

8. Engage the audience by making them relate

Sometimes you will lose the audience somewhat in techno-babble, numbers, graphs and abstract ideas. At that point it is important to reel them back in using some good, old-fashioned storytelling. Make comparisons to events from everyday life that most people are more than familiar with. By making things look simple, not only will you help your audience get a better understanding of the subject by enabling them to visualize the information more clearly, you will also draw a connection between you. After all, you are all just regular people with similar experience, you just happen to be performing different roles at the moment.

9. Use funny images in your slides

Although slides are not really necessary at all times, if you do need them to make your point and present your information more effectively, it’s best to liven them up. They say that facts aren’t always black and white, and your presentation should reflect this. Add a bit of color, make the information stand out and use an interesting animation to switch from slide to slide. You can use the slides to add some more humor, both in terms of the text and the images. An image that is used to elicit a positive response needs to be funny within the context of what you are discussing. For example, if you are discussing the topic of authority, an image of Eric Cartman from South Park in a police uniform, demanding that you respect his “authoritah,” is a nice way to have a bit of fun and lighten things up.

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10. End on a more serious note

When all is said and done you will want the audience to remember the core concepts and keep thinking about what you have said after the presentation is over. This is why you should let things naturally calm down and end with an important idea, quote or even a question. Plant a seed in their mind and make them think. Let us turn to Patrick Henry for a great way to end a speech: “Is life so dear or peace so sweet as to be purchased at the price of chains and slavery? Forbid it, Almighty God! I know not what course others may take; but as for me, give me liberty or give me death.”

As you can see, there is quite a bit to learn when it comes to giving a good presentation, one that is both memorable and fun. Be sure to work on your skills tirelessly and follow in the footsteps of great orators.

Featured photo credit: Austin Distel via unsplash.com

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