Sales people are always under pressure to meet their targets. In high pressure situations, this creates certain behaviours that are not in the client’s best interests. We know we should listen carefully to what the client wants, before we attempt to suggest any solution for the buyer’s needs. We know that by asking well designed questions, we can possibly come up with an insight that triggers a “we hadn’t thought of that” reaction at best and at worst, at least know if we have a solution for them or not. Under pressure though, salespeople can go temporarily deaf.

Even assuming they are smart enough to ask questions in the first place, they may fall over when it comes to listening to the buyer’s answers. They are not actually plumbing the depths of what the client is trying to achieve. In fact, they are ignoring the hints and nuances in the sales conversation. What are they doing? They are fixated on their needs, their target achievement, their big bonus, their job security.

The client may have outlined what they had in mind, but that won’t scratch because the salesperson needs a bigger sale to make target. They need to expand what the client wants regardless of whether the client needs that solution or not. Upselling and cross selling are legitimate aspects of sales, but the purpose has to be very clear. It is not about making the salesperson more money

The client may not have the full view of what is possible, because they will never know the seller’s lineup of solutions as well as the salesperson. They will also not have had deep conversations with their competitors. They won’t have been allowed behind the velvet curtain, to see what their competitors are doing and how they are doing it. They will not have had a broad exposure to what other firms and industries are doing in terms of best practice.

This is the value of the salesperson, because they are constantly doing all of these things. They are collectors of stories, problems, breakthroughs, successes and can connect many dots together. In this sense, they can see possibilities the client may not have know exist or may not have thought of. This is where the cross-sell and the up-sell add value, because the salesperson can expand the client’s world and help them to become more successful. That is a long way from ramping up the number value of the sale, to make target.

Nevertheless, this is what happens when the focus is on the wrong objective. If salespeople are trying to expand the complexity of the sale, to manufacture a larger sale, at some point the client is going to drop out. Unless they see overwhelming value in increasing the scope, they are well aware that this enlarged project is over budget.

Now budget is just a fiction and we all know that. It is an imaginary estimate of where expenses could be allocated and it occupies a cell in a spreadsheet line. Many times we have seen budgets miraculously appear from nowhere, when the perceived value is great. The “Rob Peter To Pay Paul” school of accounting.

The point about value comes back to listening skills. If the salesperson is focused on the client’s benefit, then they can rummage through their memory banks for best practices that could be applied to help the client achieve their aim. In the process, this may mean increasing the investment to get a bigger return.

If the salesperson is just focused on getting their monthly number, they are not really paying attention to the client’s needs at all. They just start padding the details of the project, so that the numbers are bumped up. Once the client feels they are being ramped up for the salesperson’s benefit, then the trust is gone and the deal won’t happen anyway.

Salespeople need to be really listening to the needs of the client and should forget about what they want. As Zig Ziglar said, “if you can help enough other people get what they want, then you will get what you want”. Zig was a great listener!

Basically your job is toast. There is a machine or there will soon be a machine that can do it faster, better and cheaper than you. Our skill set didn’t change much from the start of agriculture 12,000 years ago until the industrial revolution in the mid-18th century. This last 150 years has been busy. We have created a weapon that can destroy our race. Who thought we would be that stupid? Fifty years ago we didn’t believe machine translation of our complex language skills would get very far.

Driving cars and trucks requires us, because it is such a delicate, detailed and difficult set of tasks. What a ridiculous idea to imagine replacing those cantankerous, aging Japanese taxi drivers and punch perm truckers here in Tokyo with a self-driving, self-navigating vehicles. Internet of Things Komatsu tractors ploughing rice fields by themselves, nah, never happen. Apocalypse Now style “death from the air” requires top gun pilots and gum chewing gunners, doesn’t it. Killing each other can’t be delegated to drones. Robot vacuum cleaners, programmable pets, hotty droid receptionists, nimble stair climbing machines, adult men (many with passports) waving light sticks at holograph vocalists (Hatsune Miku) – not possible right?

Don’t worry, moral and ethical judgments, “the buck stops here” business decisions, hiring and firing employment protocols, creative brainstorming – there is a long list of actions which will always require people to be involved.

We need the human interaction, to hear stories, to share experiences, to be motivated, to aspire together against the rival firm, to set and follow our organisation’s Vision and Mission. We want empathy, collaboration, a sense of ownership, relationships.

Geoff Colvin in his book “Humans Are Underrated” references a recent Oxford Economics study asking employers which staff skills they will need the most over the next five to ten years. The top priorities were all right brain - relationship building, teaming, co-creativity, brainstorming, cultural sensitivity and the ability to manage diverse employees.

Henry Ford complained that every time he wanted a pair of human hands on his assembly line, he got “a brain attached”. Today, we want that brain that can feel as well as think. We have to be good at being human and good in our interactions with other humans. Colvin noted, “being a great performer is becoming less about what you know and more about what you’re like.

Here is the challenge for typical male CEO driver types, who are assertive and task, not people, oriented: how to lead organisations where technical skill is being outsourced to bots and the value of human interaction has become more critical to the success of the organisation?. Do you ignore it or do you decide to change? How do you change?

My eyes are closing. I am struggling to stay awake. There is something about this presentation that is not working. I thought, it must be me. I must be tired. Later however I realized the problem. I was being lulled into sleep by the monotone delivery of the presenter.

The brand by the way is gorgeous. This is seriously high profile, a name that everyone knows and respects. The name alone triggers images that are all first class. The slides and videos he presented were all quality. These people have money and they know about marketing very high end products.

Our speaker had all of this powerful support going for him, yet the actual presentation was sleep inducing. Why was that? The brand is a passion brand, but there was no passion. The brand is a great story, but the storytelling was minimal. The delivery was wooden. Measured, but wooden.

Fortunately, despite his lifeless delivery, the brand is so powerful it can survive his attempt to murder it. But what a wasted opportunity. It is not as if this brand doesn’t have competitors. He is their guy in Japan, so that is his job, every time, everywhere.

It was a good audience too. These are people who appreciate a good brand, who are influencers, who can spread the message. No one will bother though because they were not receiving any energy from this talk.

Brands are being recreated every single day. When the product is consumed that is a brand defining moment. If the brand promise is not delivered when the product or service is consumed, then the brand is that much lessened. If this continues, then the brand will disappear, vanquished by its competitors.

If our man in Japan had given a high energy presentation, extolling the virtues of the brand, that would have been consistent with the positioning of the brand. If you are representing a funeral home however, that would not be appropriate. So obviously we need to be congruent. This brand case though would be a great platform for enthusiastic storytelling and verbal passion for the brand. Where were the gripping stories of high drama and intrigue, as they duked it out with their competitors across the globe and over the decades? Where were the human dimension stories of the customers who were famous and fans.

There was little or nor energy being transmitted to the audience. When we speak we have to radiate that energy to the listeners. We need to invigorate them. We do this through our voice and our body language. It is an inside out process, where the internal belief is so powerful it explodes out to the audience. They see we are convinced, we are believers and they become believers too.

Let’s raise our energy levels up when promoting our company in a public presentation. Make sure our voice is using all the range of highs and lows to get full tonal variety. No monotone delivery please. We need to punch out hard certain key words and phrases, like the crescendos in classical music. We need our body language to be backing this up, our gestures in sync with what we are saying. We need to lift the energy of the audience through our personal power.