A recent blog by marketing guru Seth Godin reminded me of a true story that happened several years ago, which has particular relevance today as we all begin the new year.
I once did the following exercise with a group of media sales executives. (Try this along with me. You can be in any industry.)
Set Up: You are at a cocktail party and just meeting the person sitting next to you. After an exchange of names, each of you asks the other, “So what do you do at XYZ media company?”
Instructions: Answer the question.
After a few minutes, I asked people what they said. Most said something like,”I sell advertising.” or, “I call on advertisers and sell them integrated programs.” But one person, whose media audience was small and mid-sized businesses, had a quite different response. He said, “I am out there transforming the world!” A sudden silence descended on the room. What did he mean?
When asked to elaborate, he said “My market is so powerful that when a company advertises its message to it, it will lead to increased business, which will expand the economy and ultimately transform the world!”
Think he got his prospects excited about what he had to offer?… prepared well for his calls?… connected with his prospects and their goals and business issues?… handled any resistance with grace and re-assuring answers?…rallied all the influencers and decision-makers to his cause?.. presented persuasively and passionately?… met his goals?
Vision Drives Results
How we choose to see our jobs, our roles, and our relationship to our clients drives how we will behave and ultimately how we perform. You can see yourself as “selling stuff” or you can see yourself (depending what you sell) as moving markets, helping brands flourish, changing lives, increasing productivity, even saving the planet.
You are at a cocktail party. Someone asks,”So, what do you do at ABC company?” What is your answer?
