The Hindu Business Line : Why do pros fare badly in selling?

Professionals increasingly dominate the economy, yet they are generally weak in selling. To help them, here is a book by Kim Tasso, Dynamic Practice Development, from Viva (www.vivagroupindia.com) . "I firmly believe that selling is relatively easy to those people who have the integrity to act in a professional manner and who are genuinely interested in helping clients by providing solutions to problems they face - or walking away when they cannot," says Tasso.

Why then do professionals fare badly in selling? Because of misconceptions and lack of confidence, diagnoses the author. "Selling - once you have found a style and the tools that suit your personality - can be as interesting, satisfying and as important as any other aspect of your professional life," she assures. You don't need to do anything distasteful or dishonourable to win in business, adds Tasso.

The book begins with a 2x2 grid, with `empathy' on the X-axis, and `projection' on the Y. "Good selling means you must have empathy with your prospects and you must be careful to match what you promote with what they need," points out the author.

When empathy and projection are low, the result is `no dialogue.' High projection and low empathy is only too common; it shows as `high-pressure selling.' When both the factors, empathy and projection, are high, relationship is good and sales are healthy. Alas, most professionals are in the `high empathy, low projection' quadrant, that is, no sales despite good relationship.

"Selling professional services can be a lengthy process," notes Tasso. "The sales cycle (the time from initial contact to winning some work) can vary significantly." For instance, it may take only a few days between telephoning an advocate and appointing him to make a will, while years may lapse before `a commercial organisation decides to appoint your firm as its auditors.' The author cites research to state that it takes on an average `eight separate contact points and an average of 18 months to win work from a new client.' Moral: don't get frustrated too soon!

One of the selling skills that the book discusses is networking, which has the potential to raise the profile of your firm, and also provide you with market intelligence about competitors and prospects. However, "networking is rarely effective if treated as a one-off activity or immediate results are expected." Prepare for the event by obtaining a list of delegates, so that you can be familiar with the likely participants, and avert badge gazing, advises Tasso.

"Many professionals worry that they will not remember names or points discussed at a networking event." Here is the antidote that the book prescribes: Occasionally excuse yourself to write rapid notes on the back of business cards or in your personal organiser. Helpful insight is to be a giver to gain. That is, "Develop a reputation for being someone who always has something to give - such as help in finding some information, ideas on other people who might help, useful introductions to possible clients and so on."

Apt quotes of Dale Carnegie to inspire are sprinkled among the pages thus: "You'll have more fun and success when you stop trying to get what you want and start helping other people get what they want." And, "You will win more business in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."

A chapter towards the end of the book states that one of the firm-wide issues to tackle is the `feast and famine' cycle that characterises most professional firms. This is the classic situation where `everyone is seriously over busy and then everyone is worried because there is no work.' Tasso observes that the natural reaction is to ignore business development activities whilst the firm is busy and then to get everyone involved in the process when things are quiet. "Your marketing strategy should address the current and desired balance of transactional versus ongoing work, and also the balance between cyclical and anti-cyclical types of clients and work," she counsels.

A book that can give a jumpstart to professionals in their effort to sell.

http://BookPeek.blogspot.com

D. Murali