Page 144 - enLIGHTenment Magazine - January 2017

on the mark

Being con dent
communicate and helps to reduce “style bias.”
This is not manipulation (being nice for a personal
is the lynchpin
gain) or conformity (withholding your point of
view). Communication style bias happens when
to being a
the salesperson and customer have di erent – and
sometimes opposite – ways of communicating. A
successful
failure to connect with a client – with both the

salesperson.
customer and the sales associate misinterpreting
what the other wants or is doing – will o en result

in lost sales and missed opportunities to build
relationships.

fInDInG THe rIGHT LIGHT

In the end, it is all about selling the proper lighting

solution to your customers. Even when they come
into your showroom armed with their online edu-

cation, they are at the test-and-trial phase of their

buying journey. I call this the brick-and-mortar ad-
vantage since it’s at this point where you can make

an impression by discovering their needs and the provides you with a level of accessibility for the
results they want to achieve. It’s the fuel for your engagement and transparency that your customer

selling engine.
or prospect is looking for.

It is all about pu ing people rst in this human-
to-human process. With so many outlets where ➠CONFIDENCE

customers can purchase lighting, you are the most Being con dent is the lynchpin to being a success-
powerful in uence in assisting these clients to buy ful salesperson. Having con dence in yourself,

their products from you.
your company, and your product will come out in

Will you do what it takes to help them buy everything you do. This is an important skill you
from you and your company?
can develop.

A few ways to increase your con dence is by
wHaT IT Takes
keeping track of your accomplishments. By listing

More than ever, the interest you develop in your your results, you will have a history of the barri-

customer and their needs, the more interest they ers that you encountered and overcome. You can
will have in you — and this directly impacts your refer to these journal entries when self-doubt

sales. Hone those digital skills that will most e ect creeps in or when the naysayers are ge ing to you.
your job. Know how to use your preferred digital Mark Okun is When you see yourself as con dent, you will be

device and join the proper social networks, even if Business Contributor con dent. On the ip side, if you lack con dence,

it is for work only.
to enLIGHTenment that message will also be sent to the customer
Magazine and loud and clear.

be parT of an enGaGeD Team
President of Mark
This article is wri en with a focus on salespeople Okun Consulting & FLEXIBILITY
➠
and their management, but it is the entire team Performance Group. As sales professionals, we must increase our ex-

in a store that makes the shoppers’ experience He has more than ibility. Now, this doesn’t mean you’re working on
memorable, whether that’s good or bad. Each 30 years of hands- yoga poses, but focused on your communication

member of your team must be willing to partici- on retail experience exibility. Adapting your personal style to be er
pate in creating an exceptional experience.
training and coaching match the client’s style has many signi cant ben-

The goal is to wow your buyer at every sales associates in the e ts for both of you. The power of being exible

touchpoint. It’s not easy: Modifying your sta ’s lighting and furniture comes from emphasizing the similarities in your
behaviors takes work, hard work, and di erent industries. communication styles and those of your customer

work to become the experience customers want Mark@bravo while downplaying the di erences.
and expect today. businessmedia.com
This is a deliberate adjustment to the way you


142 enLIGHTenment Magazine | january 2017
www.enlightenmentmag.com