Through involvement in a community group, I had the opportunity (or drudgery, depends on how you look at it, I guess) to sit through six companies presenting their “solution” to a need. After they were all done, it was obvious which company was the best. And everyone, meaning about ten people, who had heard the presentations, agreed. When was the last time you had ten people agree on something easily? Yeah, that’s what I thought; hard to think of a time when you have, right?

With this being said, the obvious winner knew what they were doing. But it wasn’t because the salesperson from the best company was the most dynamic or attractive. I think one company thought sending the most attractive and nicely dressed female was going to do it for them. They must have thought she was going to be able to distract us from realizing that their product was inferior… but I digress….

We often think that winning the award for best leader also involves characteristics like charisma and attractiveness. However, what hit home for me in seeing the round robin of presentations was a clear comparison and contrast of what makes a good sales pitch versus what doesn’t. Turns out, many of these things that make a good salesperson can also be applied to cultivating a great leader:

1. Know your audience. Who are your people and what makes them tick?  What are their pain points? Adapt your communication and style to address these things.  In other words, canned sales pitches usually aren’t that effective.
2. To get to know people better, ask good questions to calibrate your audience.  Clarify expectations and needs.
3. Shut up.  Ask good questions (#2) and then listen thoughtfully. Cater your responses to what you hear (back to #1).
4. Think like a marketer. People pay attention more when you talk in the form of analogies and visuals that tell a story. Facts are needed, but they are boring.   Appeal to the heart first through storytelling to grab people’s attention and then back up what you are saying with facts to make sure the head gets it.
5. Your facts should mostly be in the form of results achieved. I was blown away by how the best company framed their entire discussion around the key results factor the group was looking for (#1) and had multiple client examples to prove it.  Most of the others focused on the facts of how they would do what they do, not why to do it. The “what” doesn’t matter if you can’t capture the “why”.
6. Be authentic. People can spot a phony from a mile away and they can see past the short skirts and the corporate jargon. Being authentic involves:
   • Developing a distinct personality and brand (see #4) that is true to who you are and the company you represent.
   • Telling the truth.The best company was honest upfront about the things about their systems and offerings that weren’t perfect, but provided details on how they are working to address those issues.
   • Believing wholeheartedly in what you do and wanting to tell people about it not to make a sale, but because you know you can meet a need and help.

Are you a leader who thinks like a salesperson?