"I was new to sales, but I had been in the insurance industry for several years, giving me a good background on some of the legal issues involved in the profession. I really enjoyed showing off how "smart" I was -- even though I certainly was not an attorney.
"I got a great lead -- a law firm -- then landed the appointment with them. What a great opportunity to show off my legal knowledge and insights!
"The offices were beautiful, the boardroom opulent. Introductions were made around the table.
All the partners were there. There was very big potential in handling these high-income individuals' policies, at both the individual and corporate levels. At a convenient pause in the conversation, I began to explain how well our insurance company understood the law. I had done my homework before arriving. As an example, I described a noteworthy case and how we had worked with our client to help them win this tough litigation.
"One of the attorneys in the room spoke up: 'Was that the XYZ case?'
"I proudly answered: 'Yes, it was!'
"'Yeah, thanks for reminding me. I lost that case.'
"I didn't get the account."
The moral: Remember when you were a young sales "toddler"? Showing off was part of the package; it was a big piece of what you presented. As we grow up in sales, however, we realize that it's not what we say, but what they say that matters. At first, let your prospects direct the conversation -- then, when appropriate, take control of the reins. Then, you can grow up and play with the toy you really want -- a commission check.
Sales from the Dark Side is compiled by speaker and trainer Dan Seidman. For more tales, visit www.salesautopsy.com.
