A few weeks ago I was asked to do a presentation for a corporate group in Dallas on “sales techniques and leadership.” When my friend approached me about presenting, I immediately questioned myself, 'what can a ‘summer camp guy’ really teach a corporate group about sales?’

He is a close friend, so I obliged and began putting my thoughts together. I knew that if I was going to get corporate America to buy into my thoughts, I was going to have to sell them quickly on the idea that the stuff I’m doing actually works.

I thought about all the areas I’ve worked in typical sales scenarios…athletic club memberships, home appliances, network marketing, summer camp, retreats, and now RV experiences. 

Then I turned to think about sales from a different perspective…simply stated: INFLUENCE.

My perspective in sales differs from how many think about the concept. A trip down memory lane…The slicked-back hair behind a receding line, a coffee-stained, plaid jacket and presenting a distinct odor somewhere between a half pack of Marlboro Lights and Waffle House. He “drops by” to sell the vacuum cleaner you don’t need. He struts up the wooden porch steps to knock on your screen door during dinner time…Que: Dim lights, draw blinds immediately, lock door and “kids, be quiet until he leaves.” 

The “what do I need to do to get you in this car today” approach has never been my style. 

For me, sales has always been more about genuinely influencing someone. Helping them clearly understand, accept and buy into a particular product, idea or experience that will benefit them and those around them. 

I also consider sales a key and foundational piece of the puzzle in any leadership position…and everyone is leading something or someone all the time…kids, spouse, friends, fellow employees, employers, neighbors, etc. 

Without taking you through the entire corporate presentation (reach out if you want me to do it for your organization), there was one key factor in my presentation that feels worth noting. It begins before you even leave your own home.

This vital sales piece has nothing to do with any one product. It’s universal. It works in any area, with any business, any product, and any experience or idea you want someone else to buy.

The concept begins with a simple truth:  Humans are a VERY intuitive & an instinctive group of animals.

We are extremely sensitive to our surroundings and can sniff out an inconsistency in a situation almost immediately. It’s what’s kept us alive for millions of years. Humans know when they feel safe or unsafe, comfortable and uncomfortable, in control and not in control, at peace or not at peace. They are conditioned to be cautious and with the ability to protect themselves and the people they care deeply about. 

They are acutely aware and normally on some level of defensive mode until they truly feel they are in a good, safe and healthy space. 

Let's use a nightclub scene as an analogy. Why would anyone be looking to make great choices (as in their long-term mate) in a space created to challenge all their natural senses and numb their ability to make good decisions? 

It's dark (can’t see), the music is loud (can’t hear), the lights are flashing and alcohol is being consumed in large quantities (can’t clearly focus). The entire experience is preventing you from feeling, tasting, hearing, smelling, seeing, or moving with ease. You’re not aware, not in control, and not genuinely. at peace (Though you may be too distracted to even notice.).

To the contrary, and when working to produce quality sales, influence & leadership, it’s vital to create the opposite environment. You want people to feel safe, comfortable, alert, alive, fluid and in control. 

The foundation of that environment starts with you.

You see, humans are extraordinarily sensitive to their environment and the people around them that. In their interactions with you, they’ll sense your natural security level about you, your position within your company, the depth of your relationship with your spouse, the quality of time you spend with your kids, your comfort level about what you watched on television last night, the words you use, what you think about, and what you’re choosing to view on the internet. They’ll pick up on everything. 

If you’re operating in your personal life, or behind closed doors, in the same healthy way you're operating in your sales presentation, you’re more apt to create influence or make the sale. It’s natural. I either trust that person or I don’t. When I do, and I know the product is something that will benefit me, well, here’s my credit card. 

It happens in small and large businesses. I believe Walmart has probably had a harder time selling its concept and products (and henceforth forced to dramatically spend more on marketing) since Sam Walton stepped away. Not because of pricing, systems or products…but the culture changed. 

The company is no longer run by the happy old man with a dream of growing a 5 and 10 cent store. Mr. Walton was known to get out of his old, single engine airplane in rural Arkansas with 4 hunting dogs. He would climb into a rusty, pickup truck, and stop at the local gas station for a cup of coffee and a chat with “the boys.” Then proceed to hunt quail by himself for a few hours. 

The Walmart culture seems to have changed. It’s still possible to sell products, but the sales and marketing tactics (with increased expense), have most likely changed as well.

If you’re hiding anything or pretending to be someone you’re not, the human in front of you will FEEL something. They’ll immediately begin trying to figure out why they feel the way they do (most of the time without even realizing it). They’ll also spend less time listening to you talk about the thing you're trying to convince them to buy, and more time trying to pull themselves to safety.

They may never be able to put their finger on exactly why that feeling exists, but the damage is done…the concern is there. And rest assured, it's not the way you want them to feel before you ask them to join your team. 

In an effort to build a reasonable amount of trust between two people, it is imperative that your personal life and your professional life mirror one another. You’re one authentic person…the same, consistent, in all spaces, areas and situations.

It doesn’t mean you need to wear a suit or a tool belt to coach your son’s little league team, but it does mean that your son’s baseball team should be subject to the same level of respect, encouragement or style you share with your team at work.

Once this is accomplished, just go share the experience, product or idea with as many as you can. Your marketing costs stay low, your energy resources remain high, and you have a better chance of walking off the porch having sold one more vacuum cleaner.

Share with authenticity. Listen with a genuine desire to understand. Empathize as if the world depends on it.

Remain encouraged,

Brian