November 2012

In This Issue

A Leader Is

Clear Purpose

Excellent Listeners

Memorable Stories





You are a sales leader. You move fast, multitask and work hard to meet deadlines and manage a busy schedule. To stay on top of your game, reflect on your current state and consider where to realign your practices and routine to improve your effectiveness. It is easier to achieve your sales and business goals if you have a well-defined strategy to hold yourself accountable against.

The best sales people lead their clients to an informed buying decision rather than sell them something. Consider the following definitions of a sales leader to see how you can reposition yourself in the mind of your clients.


  • a person who guides clients towards a common goal, showing the way by example, and creating an environment in which they are actively involved in the entire sales process
  • committed to carrying out the mission of his/her firm and living the values and principles by which they do business
  • demonstrating integrity and honesty in all interactions and transactions
  • committed to provide intrinsic and extrinsic value in each purchase of a product or delivery of a service


The best sales leaders know exactly what they are trying to achieve during each client interaction. Because of well-defined personal values, standards and ethics they constantly make “go / no go” decisions and assess every situation to ensure they can deliver value to the client. Each conversation, meeting or email moves them toward achieving these goals. They also possess the ability to quickly assess whether or not the opportunity will enable them to achieve their goals by providing value to the client in the form of a product, service or solution. They recommend options and alternatives or respectfully end the conversation in order to focus their energy and time on opportunities with the potential for success and benefit to all parties.


Sales leaders know that it is more important to listen to what the client has to say about their needs, wants or desires rather than overwhelm them with irrelevant information. The adage of having two ears and one mouth in relationship to listening more than speaking is not lost on them. They realize the more they know about the client's requirements and aspirations, the greater the probability of offering a beneficial solution. They also know how to use effective questioning combined with the proper body language to demonstrate interest, understanding and build rapport.


People will remember a powerful and moving story over facts, figures and dry data. Stories connect you with your client on a personal level. You become real, trustworthy and credible every time you share something that the client can relate to personally. The best sales leaders are able to reference relevant stories and strategically use them to build personal bonds and connect with others.


Sales leaders don't try to talk a client into buying something just to make a sale or get an order. They are focused on providing customized solutions uniquely tailored to each client's specific situation. They know that a well-designed solution will deliver value to the client that may last a lifetime. They also know satisfied clients tell others about their positive experience which often creates opportunities for new business through referrals.


Sales leaders aren't actors or outside observers. They make a point of connecting on a personal level with their clients. They are real people that reveal enough about themselves to let the client know they are interested in them as a fellow human being. They don't shy away from difficult or awkward conversations. Handled effectively, a difficult conversation can increase trust and build deep lasting relationships.


Sales leaders are in it for the long haul. They realize that you have to give before you get. Understanding the dreams, goals and aspirations of their clients and collaboratively working together to achieve them is a source of great satisfaction. They know resistance, patience and focused determination lead to success.


Sales leaders constantly look for new and innovative ways to improve their service and assist their clients. They initiate conversations that lead to breakthrough thinking and are able to challenge the status quo in intelligent and respectful ways. Constant innovation with a healthy respect for different viewpoints and current practices enable them to lead their clients to explore new perspectives while still addressing the realities of day-to-day business challenges.


Written by Kent M. Keith back in 1968

People are illogical, unreasonable, and self-centered.
Love them anyway.
If you do good, people will accuse you of selfish ulterior motives.
Do good anyway.
If you are successful, you will win false friends and true enemies.
Succeed anyway.
The good you do today will be forgotten tomorrow.
Do good anyway.
Honesty and frankness make you vulnerable.
Be honest and frank anyway.
The biggest men and women with the biggest ideas can be shot down by the smallest men and women with the smallest minds.
Think big anyway.
People favor underdogs but follow only top dogs.
Fight for a few underdogs anyway.
What you spend years building may be destroyed overnight.
Build anyway.
People really need help but may attack you if you do help them.
Help people anyway.
Give the world the best you have and you'll get kicked in the teeth.
Give the world the best you have anyway.
The world is full of violence, injustice, starvation, disease, and environmental destruction.
Have faith anyway.

© Ralph Kison


Kison   Suite 35, 10551 Shellbridge Way    Richmond BC V6X 2W9    604.284.5133