A NEW KIND OF INFLUENCER

Next to the August Harvard Business Review’s cover article on influence – and how to wield it, the type of confidante-companion-influencer we’re thinking about is less dramatic.  But potent, nonetheless.

Our idea stems from the personal shopper hired, usually, by department stores, often, by high-end boutiques.  Popular in the ‘80s, image stylists’ employment waned during the 90s and ‘aughts, but now is flourishing.

The reasons are many:  To bridge the gap between on-line retailing and stores.  To offer consumers a winnowing of the humongous variety available on the Internet.  To give shoppers a one-on-one friend who will validate their choices, naysay any non-figure flatterers, and, in general, become her go-to buddy for purchases – and other paraphernalia.

That last reason is the critical one.  Sure, apps now exist that can take the place of this personal shopper, in many cases linking an actual salesperson via texts and images to a potential buyer.  There is, though, no substitute for a “live-and-in-person” friend, one who will be frank about what you’ve selected.

Why not, then, a similar live app for work? Gallup has long advocated for a best friend at work, citing it as one important employee engagement criterion.  Yet a best friend won’t always truth-tell, especially in corporate America.  Mentors, too, exist in a different sphere; their function is more coach and sponsor than confidante and companion.  The buddy system usually works during the onboarding of a new hire, left behind when that newbie finds his/her grounding in the business.  And our manager is, well, our manager.

Combine the best of personal shopper with work friend, though, is our thinking.  All of us can use an objective sounding board, an individual who also understands us and our interests.  No one we know would turn down the opportunity to spend time with an influencer, and that mutual investment of time.  An inside confidante will know the players, understand the context, and act as a trusted guide when gut and experience aren’t clicking.

Call it MyInfluencer.com – and make sure it’s real.   [PS:  Please credit us.]

ABCs* WE NEED TO MASTER

The days of Willy Loman are gone.  Long gone.

Along with, we hope, Ricky Ross and his colleagues from Glengarry Glen Ross.

Yet Arthur Miller and David Mamet’s plays continue to be revived year after year.

Perhaps it’s because today’s sales pro is still a breed apart.  These highly skilled practitioners live for meetings, listen with care, present dynamically, overcome objections, excel at negotiations, and drive for the deal.  Rightfully so, their contributions to the bottom line can be easily calculated. 

Many of us might not immediately accept that selling has become part of our job portfolios.  “Not my competency,” we’ll say.  Or simply sidestep the issue, knowing that handling rejection and mastering cold calls is integral to success.

Wait.  Ever accompany your deal-making counterparts to a prospect or new client meeting?  If you have, no doubt you’ve noticed a few similarities:

• Preparation is first and in-depth, well before the initial meeting.
• They ask great questions – and listen hard to the answers.
• Their to-the-point presentations zero in on benefits and value added.

Which is what we do.  Or should do.

To aspire to become trusted advisors in marketing, in branding, in design, in communications, we need to think about, first, when we sell – and second, how well we do it.   How often have you negotiated for more resources or a longer lead time?  When advocating that a new tool be implemented, do you develop a business case to present for leadership buy-in?  Are you comfortable with an “ask” of any kind?

Selling is now a science, with rigorous processes to adopt.  A few dozen business schools offer courses.  More than a handful of companies and coaches specialize in teaching industry-specific skills – to those working in professional services, within healthcare, for high tech.  Our consulting friends and colleagues have gone through innumerable strategic selling sessions to better their client skills.

It happens every day, in email, on the phone, with a presentation.  Are you ready?      

*Otherwise known as Always-Be-Closing.