Marketing Institute of Singapore (MIS) Speech July 29, 2010

A brief overview of the challenging current selling and buying environment and how to deal with it. For presentation download: Trust-based™ Selling and Business Development

Please send an email to: trip.allen@egyii.com if you are interested in the article, Trust: The Core Concepts, which covers the 3 models that will help you develop trustworthiness and the article Can Trust be Taught?

For more information on the Marketing Institute of Singapore, please click here MIS.

Thank you for attending.

Trip Allen, Team Egyii, Singapore

Teamwork, a key to success in many business environments, works seamlessly at times, but does face numerous challenges. In team situations, there can be obscure amounts of jealousy, feelings of neglect, a lack of authenticity and the tendency to jump to quick conclusions, just to name a few of the complications.

What then transpires due to these and other challenges? Cliques are formed, feuds happen and morale is down. This then results in lower performance levels, a lack of productivity, and general negativity which, ultimately, causes the teams to fall apart.

How to keep teams intact? Trust. Trust is the backbone to teamwork.

..the most critical, foundational building block of a team is trust. Without trust most teams are really disparate collections of individuals called groups. The element that creates or erodes trust is your individual behaviour. Charles H. Green, Trusted Advisor Associates

Business team leaders therefore need to build trust, by behaving in a trustworthy manner. The team members won’t trust them for the sake of trusting. It is too risky. Therefore, the team leaders need to lead and exhibit the traits and characteristics that create trustworthiness. It is up to the leaders to drive two of the following Trust Principles:*

Collaboration: To work jointly with others or together especially in an intellectual endeavour. (Merriam-Webster)

A few examples:

Team leaders need to demonstrate trustworthiness by constantly involving the team member. Don’t speculate about what your team is thinking – ask them.

Value meetings over phone calls and phone calls over emails. Make it personal.

Practice putting all issues on the table for joint discussion.

Transparency: The art of being transparent. Transparent: 1) free from pretense or deceit: frank 2) easily detected or seen through: obvious 3) readily understood 4) characterized by visibility or accessibility of information especially concerning business practices. (Merriam-Webster)

Nothing destroys trust faster than the team leader who appears to be withholding information or trying to control the team member. Be willing to be open about your practices.

Most organizations recognize that trust is an important consideration in their company’s success, but many employees don’t feel it is being nurtured internally. The main culprit? Top management… Charles H. Green, Trusted Advisor Associates

Trust drives relationships which drives teamwork, therefore team leaders need to set the example and drive trusted relationships… to keep the teams together.

Trip Allen, Team Egyii, Singapore

*The Four Trust Principles, Charlies H. Green, Trusted Advisor Associates

The leaders who work most effectively have trained themselves not to think “I.” They think “we;” and they think “team.” They understand that their job is to make the team function. They accept responsibility and don’t sidestep it. But “we” get the credit. This is what creates trust, what enables you to get the task done. Peter Drucker.

So how do you measure the ROI on personal relationships?

And why invest in personal relationships?

Personal relationships drive business, no doubt. Personal relationships are also one of the most powerful tools in the executive’s tool kit, although executives rarely admit it, because it is soft and tough to measure.

You can see a direct affect on business, but from a metrics perspective, it may be difficult. But, we all know that it works. It works because companies do invest in means of building personal relationships. They invest a large amount in personal entertaining- dinners, drinks, sports games, etc. All for building personal relationships.

So why not invest more on skills and mindsets to cement those ever-so-powerful personal relationships?

As my third grade teacher, Mrs. Drake, used to say, “Sometimes I wonder.”

Trip Allen, Team Egyii, Singapore

Create the relationship first. Create an immediate strong relationship. Understand common goals and interests. Ensure that you gain concession- must be a neutral gain for both. You must bond and you must be sincerely interested in the person. You must understand the pain that could lead to resistance. Be proactive- lead first. Collaborate. Get person to talk and get him/her to talk first. Show empathy. Listen through active listening. Establish credibility. Encourage safety. Find out as much information as you can about the person and their situation.

What is this? Suggestions on building powerful business relationships from the get-go?

Nope.

These are tips for hostage negotiators. Hostage negotiators have an insane job which is to save the life of a hostage from an irrational hostage taker.

Wow.

Sales people and executives also have tough jobs- winning over both internal and external clients. Similar to the hostage negotiator, but one makes the difference between life and death.

So why can’t executives and sales people consistently exhibit these traits? Shouldn’t they do it naturally- like the hostage negotiator?

The problem is focus. Lack of focus. Business people are too focused on the business, themselves, their numbers, the outcomes, the sale, Etc. This is detrimental. It does not build the relationship needed to be successful.

Think about it. The hostage negotiator HAS to be focused. It is a matter of life and death.

So, sales people and executives have to think like the hostage negotiator. Think of it as a matter of life and death- not for the hostage in this instance, but for themselves.

Trip Allen, Team Egyii, Singapore.

If we want become great communicators, we need to know how to step back and see the communication process as it happens. This means that we are able to notice the kinds of words, body language and voice qualities that a person is using and use this information to understand how that person thinks.

One of the most important understandings of Neuro-linguistic Programming (NLP) is that ‘the map is not the territory’. We take in information from around us through our senses, in particular our sight, hearing and feelings. We then interpret this information in our own individual way, depending on a whole host of things such as our beliefs, experiences, upbringing, culture etc.

In other words, we create our own individual map of reality – and this is always going to be different from what is  actually ‘out there’ i.e. the ‘territory’. Not only that, every person’s map will be different from everyone else’s.

To be great communicators, then, we must be great observers. Only when we have taken the trouble to stand back and notice how another person is communicating can we begin to understand their map. How do they express themselves? What kinds of key words and phrases do they use? What do their gestures and facial expression tell us? What are they saying with their tone of voice?

A final word: just being aware that other people’s maps are different from our own is a simple step towards communication excellence, as this creates tolerance and a desire to investigate and understand. This alone can help us to create great performance.

James Irvine, Team Egyii, Singapore

Influence: The Psychology of Persuasion by Dr. Robert Cialdini. A book review.

Dr. Robert Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and author of the best selling book, Influence: The Psychology of Persuasion. His extensive scholarly training in the psychology of influence, together with over 30 years of research into the subject, has earned Dr. Cialdini an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

Cialdini begins (and keeps the theme consistent throughout) with explaining what influence and persuasion really are: exploitation of instinct (he calls it the click, whirr phenomenon, which he covers in the book). He explains how people generally operate on a “fixed-action” pattern which is manipulated through some kind of “trigger feature.” Psychologists have determined what many of these trigger features are and Cialdini lays them out in the book, calling them “weapons of automatic influence.”

In his book he cites great examples of studies and stories based on the six weapons, which are detailed as follows…

1. Reciprocation: People are more willing to comply with requests (for favours, services, information, concessions, etc.) from those who have provided such things first.

For example, in my neighbourhood, a restaurant called District 10 offers free pizza with happy hour beer prices. This works on me because 1) I usually stay past happy hour 2) I frequent the restaurant more often because they have given me something upfront and I actually like the staff (see item 6, Liking/Friendship).

Reciprocity, through listening, is an important subject matter in the Trusted Advisor philosophy. See Trust Tip 35: Reciprocity, Sales and Suicide Hot Lines.

2. Commitment/Consistency: People are more willing to be moved in a particular direction if they see it as consistent with an existing or recent commitment. Once we have made a stand or position on an issue, we are then more willing to say “yes” to a request that is consistent with that commitment.

Consider how small that commitment can be and still motivate change forcefully: a Chicago restaurant owner was beset by the problem of no-shows—people who made table reservations but failed to appear and failed to call to cancel. He reduced the problem by first getting a small commitment. He instructed his receptionists to stop saying, “Please call if you change your plans” and to start saying, “Will you call us if you change your plans?” The no-show rate dropped from 30% to 10% immediately.

3. Authority: People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise.

One study showed that 3 times as many pedestrians were willing to follow a man into traffic against the red light when he was merely dressed as an authority in a business suit and tie.

4. Social Validation: People are more willing to take a recommended action if they see evidence that many others, especially similar others, are taking it.

One researcher went door to door collecting for charity and carrying a list of others in the area who had already contributed. The longer the list, the more contributions it produced.

Dr. Cialdini also quotes Cavett Roberts’ advice to sales trainees, “Since 95% of people are imitators and only 5% initiators, people are persuaded more by the actions of others than by any proof we can offer.”

5. Scarcity: People want what they can’t have and people find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability. Even information that is scarce is more effective.

One example is a US beef importer who informed his customers (honestly) that, because of weather conditions in Australia, there was likely to be a shortage of Australian beef. His orders more than doubled. However, when he added (also honestly) that this information came from his company’s exclusive contacts in the Australian National Weather Service, orders increased by 600%!

Stephen Worchel did a cookie experiment and found that cookies with a few in the jar were rated as more desirable than cookies with plenty in the jar. The testers admitted that they tasted the same.

As Cialdini says, ” The joy is not in experiencing a scarce commodity but in possessing it. It is important that we do not confuse the two.” Hence all the scarcity tactics.

6. Liking/Friendship: People prefer to say yes to those they know and like.

For example, research done on Tupperware Home Demonstration parties shows that guests are 3 times more likely to purchase products because they like the party’s hostess more than because of their liking of the products.

He also cites Joe Girard as the world’s greatest car salesman. He was General Motors best salesman 12 years in a row, selling 5 cars or trucks every day that he went to work. He says that he offers a fair price and someone that they like to buy from (ie. good looking/ good presentation/ flattery/ same as them/ on their side).

Conclusion: The book is well worth the read if you are interested in ways to influence and to understand what influences people. In fact, Fortune Magazine lists Influence: The Psychology of Persuasion in their “75 Smartest Business Books.”

Influence: The Psychology of Persuasion ISBN 0-688-12816-5

http://www.influenceatwork.com/

Trip Allen, Team Egyii, Singapore

Four ingredients that turn any client interaction into an opportunity for exceeding expected results while simultaneously building trust. For more, click here.

Trip Allen, Team Egyii, Singapore

Ask any sales or non-sales executives (consultants, small business owners, etc.) what part of business they most dislike and they will almost universally answer with two words: business development (in other words, prospecting). No matter the overall business experience or training or overall capabilities, business development or thereof is typically abhorred. Not only is it difficult, but many of the processes hurt the business (and the individual’s efforts) as they are typically:

Short term focused

Utilizing techniques that are uncomfortable to both the prospects and the sales people

Product focused (and not client focused)

Over automated and under personalized

..only to cause dissatisfaction with the client in the short and long term- which subjects you to losing their business.

Disliked

This distaste reflects (or perhaps causes) one of the most troubling and intractable problems in business: despite spending time, effort and money encouraging, supporting and demanding that salespeople maintain a decent pipeline, these efforts produce low returns and poor morale.

We also observe that non-sales executives are typically experts in other areas such as consulting, engineering or marketing and are just not geared up for filling up the pipeline.

After all, who likes making (and receiving!) “cold calls.” That includes the client, who is typically annoyed with an overly automated under personalized script or technique that turns them off from the start.

What is an easier route?

There is no easy route. But there is an easier one. Everyone agrees that it is easier to get business from your current client base than chase new clients, and you should proceed along this path. If you have built a trusted relationship with your client base, you can capitalize on referrals.

But what happens when your business sees a big drought and dries up? Who can afford this scenario when things are uncertain? Nobody can.

Rewarding and Fun… What?

Here is a solution…

Business development does not need to be woeful. In fact, it can be rewarding and fun with the right attitude and approach.

One means to do this is through trust and the models that establish trustworthiness. When you understand and utilize the models of trust, you can see the power of it; it actually eases the stress and elevates the confidence in both you and your client, so that you can become more confident, comfortable and aligned with prospects.

Trust does take some time to establish, but the beauty of it all is you can start establishing trust through the structure of your dialogue (engage and listen) with your prospects right now. And, if you understand the Trust Equation, it only takes a little bit to build trustworthiness by heightening your credibility, reliability, intimacy and by lowering your self-orientation. Put these efforts in effect now and the results will endure.

Trust is ever so important in business commerce today and it is believed that trust-based business relationships are the single best route to corporate and personal success. And this different approach works for business development, too.

What could be better in times when clients or prospects are dissatisfied with the “quick turnaround” and “smile and dial” techniques that are often used today?

Results

When you develop business by initiating with trust (and therefore building trustworthiness), you get an engagement that is more personable and client focused, which allows for:

Less stress in your interactions and therefore more productivity

Faster results

Less “second guessing”

Less competitive bids

More referrals

After all , if the client trusts you, you get immediate credibility.

High impact results with low impact techniques.

For a sampling of the programme, see Trust Edge: Business Development Programme for Banking and Insurance Sales

Take the following  Trust Quiz and think about how the 4 areas of the Trust Equation can help your immediate business development and long term relationship development.

Trip Allen, Team Egyii, Singapore

Whether you are a working for a large consulting company or an IT/Telecoms vendor, chances are you may be wasting one of your best resources to win business- the resources that are the least “threatening” with the most potential to influence; your professional services, consulting or sales engineering team.

Buyers buy from a non-rational (emotional) approach. Most companies (salespeople, consultants, engineers and services) approach it from a rational approach- that is positioning on a technical and/or a needs base basis. There is nothing wrong with this, however it needs to be recognized, because if it only goes to a technical or needs base basis, then chances are opportunities are missed and wasted.

As you build your relationship and the client relationship progresses, it moves from the  technical or needs base basis and  reaches its peak at the next level, the relationship level. Again, there is nothing wrong with this, but rarely does it reach the trusted advisor status, the highest status of all relationships.

Reaching a trusted advisor status opens up more opportunities by easing the lines of business and the relationship highways that need to be built for current and ongoing business.

It is also a BIG differentiator in today’s competitive services world, that everyone wants a part of.

What keeps most companies from meeting the trusted advisor status?

The sales organization’s “processes.”

The pressure of sales organizations tends to drive salespeople to be very “seller” centric, which then tends to drive the buyer away. This gives the professional services team the opportunity to be more customer or buyer centric (focusing on the buyer’s personal needs), as they don’t have the pressure to sell and close.

Most sales organizations treat their clients as “competitors,” often holding information back and not collaborating. They are often afraid to open up and share too much. Buyers value openness and openness build trust. Professional services team don’t typically feel the “heat” of the corporate led competition attitude – this gives them the opportunity be transparent and to collaborate.

Most sales people are not good listeners (and it’s not always their fault). They are focusing too much on the sales process, the outcome of the meeting, the “advance” and their own “seller focused” agenda. Professional services teams have a better opportunity to listen (once they get over their rational, technical product approach) and the power of listening builds relationships.

Most salespeople are short term focused- whatever it takes to close the deal to meet monthly or quarterly objectives. Buyers sense this and know it- and don’t necessarily like it. Professional services teams can capitalise by looking medium to long term- to build the relationship, to keep the client long term.

(I am not blaming the sales people for their faults- it is typically the system that drives their behaviours. The system, or sales process is typically a “one size fits all” process. A process is OK, it just needs to be flexible)

All of these models build trust. And trust transforms relationships, which transforms business.

The Personal and Risk Aspect

Trust and relationships are personal. Professional services teams appear to be less threatening in the eyes of the client, and therefore have great potential to become more personal, to build trust and relationships, and therefore influence, without changing the professional services teams status quo and making them feel “uncomfortable.” After all most professional services people are not salespeople and many don’t want to be.

The risk in buying professional services is also very high. Why?

The product is partially intangible and partially comprised of people knowledge and skills

The overall stakes are high

The range of outcomes can be wide and unclear

The seller typically has command of technical expertise that the buyer does not (which makes it somewhat threatening to the client)

There is financial and business risk–but there is great emotional and political risk as well. In a trusting relationship, risk is mitigated because the “transactions” become personal.

Is it time to look at your business, transform it and fill your pipeline by releasing your hidden weapon of influence- your professional services team? Give it a think. A big think.

Trip Allen, Team Egyii, Singapore

….and Other Secrets to Success, One Relationship at a Time”

Ok so this book is about 5 years old. Maybe I am a bit slow getting to it. Doesn’t matter. After about a half dozen people recommended it, I bought it “used” on Amazon.

It is the best book on meaningful connecting and networking I have yet to encounter. There are no voodoo tactics. It is all real. OK, so Keith is smart- he is extraordinary. Doesn’t matter, he is real.

Read it early in your career. Read it when you near the middle or end of your career. Read it. Please.

The following quotes sum the book up better than I can. Why reinvent the wheel?

Ferrazzi grew up in rural Pennsylvania, the son of a steelworker and a cleaning lady, yet his ability to connect with others led to a scholarship at Yale, a Harvard MBA, and a prestigious partnership at Deloitte Consulting. His skills at creating and maintaining a network of contacts are nothing short of those of a serious presidential contender. All business hopefuls seek to enter a sphere of players more powerful than themselves, and Ferrazzi says that sometimes all it takes is asking. The book is dense with suggestions. Seek out mentors to guide you and introduce you to the people you need to know and then become a mentor yourself. Use your initial conversation to show the other person what you have to offer them, and never keep score. Make others feel important by remembering their names and birthdays. And don’t be afraid to open up and show vulnerability–it’s a great icebreaker. Ferrazzi presents a whirlwind of ideas to widen your circle of contacts that goes way beyond the usual stale concepts of “networking.” David Siegfried
Copyright © American Library Association. All rights reserved

The youngest partner in Deloitte Consulting’s history and founder of the consulting company Ferrazzi Greenlight, the author quickly aims in this useful volume to distinguish his networking techniques from generic handshakes and business cards tossed like confetti. At conferences, Ferrazzi practices what he calls the “deep bump” – a “fast and meaningful” slice of intimacy that reveals his uniqueness to interlocutors and quickly forges the kind of emotional connection through which trust, and lots of business, can soon follow. That bump distinguishes this book from so many others that stress networking; writing with Fortune Small Business editor Raz, Ferrazzi creates a real relationship with readers. Ferrazzi may overstate his case somewhat when he says, “People who instinctively establish a strong network of relationships have always created great businesses,” but his clear and well-articulated steps for getting access, getting close and staying close make for a substantial leg up. Each of 31 short chapters highlights a specific technique or concept, from “Warming the Cold Call” and “Managing the Gatekeeper” to following up, making small talk, “pinging” (or sending “quick, casual” greetings) and defining oneself to the point where one’s missives become “the e-mail you always read because of who it’s from.” In addition to variations on the theme of hard work, Ferrazzi offers counterintuitive perspectives that ring true: “vulnerability… is one of the most underappreciated assets in business today”; “too many people confuse secrecy with importance.” No one will confuse this book with its competitors.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Trip Allen, Team Egyii, Singapore (go get ‘em, tiger! 虎 )