Candor: Part 3 of 8 – The Evolution of the Modern Day Sales Professional
If you seek out the opinions and perceptions of others about who you are you will generally find a lot of consistency in those responses. If you can look at that objectively and take it for face value then it can be a true eye-opener to confirm the things you already knew about yourself or things that weren’t so obvious and you might want to consider working on to improve.
To that end, I couldn’t pinpoint exactly how I changed over the past handful of years but I knew I changed a lot especially in how I was speaking to all various types of people. I had one friend recently say that I had a great balance of “compassion and confrontation” which came off as very genuine and honest and they knew that I was trying to help.
That’s where I fell on Candor as a trait I believe has made me successful in sales and have seen this in many of the folks I have been lucky enough to be around in sales roles and otherwise.
Candor – the quality of being open and honest in expression; frankness.
I think it’s a 2-part equation to get there, though.
Growing up I remember hearing something on a TV show, and can’t recall the name of the person now, but I remember them saying that they don’t tell any lies at all and are completely truthful in most situations. When pressed, they added “I never have to remember my lies” and that clicked for me. I was sold. I’ve been that way ever since.
Am I going to sit here and say I haven’t lied, of course not, I certainly have at times but I’m not speaking about a “white lie” that we all tell to save a friend from embarrassment or our kids from the joys of Santa Claus. I am speaking about your communication of facts and information to the other people you are around, both personally and professionally. What has always been interesting to me is that we get upset when others deceive us or lie to us but then we can turn around and do the same exact t thing on a call to a potential client.
Deceiving a potential client to “get the sale” always comes back to bite you in the end. That could be if you are setting up an early discovery call, product demo, or bringing in the business, deceiving at all levels is a bad practice. Listen, we all know there are a lot of bad actors out there and one of the reasons why sales get such a bad rap. Don’t let that be you.
Answer questions about what your product can do completely honestly and be proud that you were able to provide the client with the correct information to make the informed decision. More times than not, that questions about features they need may end up not even being that important and they’ll appreciate your honesty in sharing the correct information. But if they needed that feature and you blatantly lied then that will be found out during implementation or early use of the product.
Remember, whether you believe it or not, most people don’t think you have the perfect product because they’ve been scorned in the past so don’t front and act like its the greatest thing in the world. It’s good to have a few warts and it’s okay to share those.
And that is why this is a two-part equation. Honesty is great but when used with Directness, it becomes much better.
Being direct has always been a skill that I’ve struggled with until much recently. I grew up a shy, unconfident, and an out of place kid and always had a hard time expressing myself to others. Additionally, when having conversations that were highly important I tended to succumb to the pressure of it all and give in. I never pressed the situation, I never came back and asked the really tough question, I crumbled.
My confidence grew slightly as I got on my own as an adult but I really don’t think the directness piece became a strength until just the last few years. I had the great fortune of being around a couple of key people that would shape the way I looked at interactions with others and how to communicate much more effectively. One of the things I learned from them is how to take my honest approach to sales, coupled with the relationships I was building, and be confident that I could make the room awkward and be okay with it.
That’s at least how I framed it. Being okay with the awkward silence or look by asking a very direct but needed question. Boy was this a tough task. But it was so needed and it was refreshing the more times I’d do it. Not thinking this would be the case, but people appreciated that I was asking the difficult questions and wanted to uncover all the issues even if they were difficult to talk about. The by-product of it was that I was also more respected when I left the room versus when I came in. My stock would go up in their eyes and merely because I was intentional about solving a problem, doing it in an honorable way, and doing it together.
For that to happen, you must inject honesty and directness into each and every one of your conversations or said more simply Candor.
The most important takeaway I want to share is that this might be the most difficult of all the attributes needed to be successful in working with potential clients. It generally is the most difficult because you may be good at one side of the equation versus the other. It doesn’t work so well that way.
As I shared above, honesty without candor is good in a way because you are giving truthful answers but if you can’t rephrase the question, pose additional prying questions, ask the importance of it all and do it in a way that comes of genuine, it can fall flat. If you take the opposite and just have directness without the honesty, then you may just come off like a complete a**hole. You haven’t shown that you are honest and trustworthy so therefore you don’t have the long leash to pry and prod deeper.
I’m not sure where I’d be without candor. It matches my personality so well but I didn’t realize I had it in me until surrounding myself with people who perfected it and helped me pull it out. That is why it is so important to listen to “top performers” on calls if you can. You are not so much trying to dissect what they say but how they say it and what the reaction is from the person on the other end. I can almost guarantee, if they are one of the top sales professionals, they have a tremendous amount of candor and you can too if you put in some time to focus on the simple equation.
Honesty + Directness = Candor
Thanks for reading!