ACTION 4: CHECK YOUR MIRROR AND MATERIALS

What message about your credibility, professionalism, and your level of interest do you want your buyers to take away when they look at you and the materials you provide? Remember, your appearance, body language, voice, and handouts convey a message. Whether you are face-to-face or on the telephone, it’s important to check your mirror and materials before you engage.

Present Yourself Professionally and Credibly

The first indication that you believe your buyers matter to you is made with your personal presentation. For face-to-face meetings, they often see you before you ever speak a word, so take time to ensure you give off the physical impression that you are credible and a professional. Send the message that you find them valuable.

When I was in banking, although our branch managers were very knowledgeable on operations, our products, and customers, their personal presentation did not always match their expertise. To boost their confidence and credibility, we hosted a day-long image event. We brought in speakers who taught dressing for success and gave hair and make-up tips. Then we gave each participant a surprise cash bonus to put the tips into practice. The results were astounding. The managers showed a higher confidence in how they carried themselves and began having more credibility with the business customers. The board of directors declared it a wise investment.

Please don’t ignore the tips for face-to-face meetings that follow because you think that “everyone in sales already knows this.” You just may find a golden nugget that helps you present your best.

• Before visiting a company for the first time, ask whoever is scheduling the meeting about the dress code. You can be sure that the owner of a social media consulting firm learned that lesson when he arrived at a Fortune 500 company presentation (for a $150,000 project) in jeans when everyone in the company wears a tie and jacket. The buying committee even questioned him on his dress. He was quickly moved to the last spot on their list solely based on his disconnect with their culture.

• Keep your vehicle clean. If you transport your buyers, they will notice the condition and cleanliness of your vehicle. Your vehicle is an extension of you and who you really are. (Even if you don’t transport buyers, note that one company I know of has its receptionist report on the salesperson’s vehicle.) Ensure your vehicle is clean inside and out, with no wrappers or papers on the floor or seat. Often participants in my training will help me carry out my supplies at the end of the day. Even though my children are now driving and use my car, their trash or sports clothing would not leave a positive final impression.

• Ensure your breath and personal hygiene are odor-free. Although this is common sense, you may be surprised by the stories buyers have shared with me about the odors of sellers. Common complaints are too much cologne, body spray, perfume, coffee breath, and cigarette smoke smells. Take it easy on the sprays and ensure your breath is not offensive.

For telephone conversations, though you may not be seen, checking yourself and the materials you may use, access, or share is important. When conversing by telephone:

• Eliminate sounds around you whenever possible; what the caller hears is part of your personal presentation.

• Organize any documents you may need and have paper and a pen available to take notes or list action items. The sounds of shuffling papers can make you appear unprepared or disorganized.

• Clear your throat or have a drink of water to ensure your voice is clear and professional.

• Do not eat or chew gum. Even chewing on a pencil or having a mint in your mouth is heard by the caller.

• Use a landline when possible to reduce the potential of a bad cell phone connection.

• Give your caller your full attention and don’t drive and dial. Tempting as it may be to return calls while on the road, it can also send the message that you are squeezing them in or that you are not focused (and in some states, it’s illegal). Pull to the side of the road or into a parking lot before calling a buyer. If you use a Bluetooth or speaker phone, reduce the noises in your vehicle. If someone else is in the vehicle with you, let your caller know. If you aren’t behind the wheel, have a pen and paper available for note-taking.

These common-sense tips are effective reminders to ensure you are sharp and ready to make a positive first impression that engages your buyer.

Determine the Right “Stuff” for Your Conversation

Any materials you share with your buyer, virtual or printed, represent the level of professionalism and quality that they will associate with you. So does the “stuff” you bring with you—briefcase, computer, portfolio, marketing materials, and even your pen.

For years I had a laptop that I loved. Unfortunately, the black shiny outside shell was prone to fingerprints. I didn’t realize how awful this looked to anyone sitting across from me, including a room full of training-course participants, nor did I think to wipe down my computer top before my presentations. Then one day, when a colleague was presenting and I was in the back of the room observing, I noticed how sloppy the fingerprints looked. It was an easy fix with a computer sleeve, yet it reminded me that all my materials and equipment are an extension of my personal presentation and need to look clean and professional.

Evaluate the documents or items you will share with your buyers as you are collaborating to verify whether everything presents the image or message you want. To ensure your “stuff” represents you and your solution positively, first determine what you need for your conversation:

• Brochures

• Technology-based visual aids

• Briefcase

• Handouts

• Samples

• A laptop or tablet

• Demo kit

• Paper, pen, and portfolio

Then evaluate from the buyer’s perspective whether each item presents the image you want. If it doesn’t present a positive image or advance the relevancy of your solution, make the necessary adjustments to elevate its appearance or eliminate it.

As a buyer I was searching for a marketing advisor/consultant—a huge financial commitment for me at the time. I asked those I trusted for referrals and liked one in particular. We talked by telephone, she put together a recommendation, and we met to review her initial recommendations. Believe me, I was more than a little surprised when she presented her ideas to me on recycled paper from her office.

No, I don’t mean store-bought recycled paper; this was paper with unrelated print on the other side. At that point, her credibility as a marketing consultant plunged. I wanted to increase my image and market my company, and that meant help from someone who practiced what they preached. The presentation of her work did not support the top-dollar requirement for her services. Over the years, she had done very good work for other clients in the local area, but she lost my business and willingness to refer her that day.

The right materials may be very different for the different Tribal Types. For Commanders and Reflectors who like to “see and touch,” prepare information, supporting data, and a process layout in print. They appreciate tables, graphs, and detail. For Expressers and Achievers, the right material is less detailed, yet it needs to capture their attention. Simplify your message with a picture, simple model, or graphic to keep them focused.