Focus Magazine - Fall 2011 - 36

SELLINGSKILLS

Coaching the Amiable Rep
I By Scott Moldenhauer

ike customers, sales reps come in all types. Some are analytical. Some are expressive. Some are drivers. However, most sales representatives fall into the category: amiable. Amiable reps are diplomatic, provide superior customer service and have a high degree of empathy. ere’s only one problem: Amiable reps lack assertiveness, one of the most important traits of any great salesperson.

amiable reps need another pep talk. ere’s no need to have another pep talk. You need to address the amiable rep at the gut level.

Making It Happen
Want to help your amiable reps? Here’s a great place to start: Step #1: Create Emotional Intelligence. Amiable reps confuse assertiveness and confrontation. ey fail to execute because they are afraid of rocking the boat. Your job is to help them develop emotional intelligence, especially when it comes to being assertive with physicians. Step #2: Focus on the Transition. Getting amiable reps to go for it is like getting someone to skydive for the rst time. Once they take the rst step, the rest is easy. Your job is to help them take the rst step, by helping them transition — into the close, into product talk, into critical conversations. Step #3: Find the “Phrase that Pays.” When I teach emotional intelligence, I help reps nd the “phrase that pays.” One of the best reps I ever met had an amiable personality. He learned to become a better closer by nding a transitioning statement that worked for him. Before closing, he said, “Doctor, to make sure I’m doing my job, can I ask you a question?” e phrase helped him transition into the close. He won President’s Club three consecutive years. I

Identifying the Amiable Rep
Want to know if your sales are at the mercy of amiable reps? Look for the following signs: • Rep has di culty initiating “heart-to-heart” conversations with physicians. • Rep has di culty closing the sale. • Rep has di culty transitioning from building rapport to discussing product. For sales leaders with amiable sales reps, there is good news. If you can help amiable reps execute critical parts of the sales process, you can build an unstoppable team.

Coach to the Emotion
e key to coaching amiable reps is to help them get over their emotional sticking points. If you have seen the movie e Blind Side, you remember the scene where high school football player Michael Oher refuses to hit the other guy — despite his innate ability to dominate the opposition. Sandra Bullock plays Oher’s adopted mother. She knows that Oher has an amiable personality. Instead of teaching him to crush the opposition, she teaches him to “protect” his quarterback. From that point on, everything changes. Are you able to adjust your style to meet the needs of amiable reps? Most managers think

Scott Moldenhauer is president of Persuasion Consultants, LLC. Contact Scott at (888) 878-3055.

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Focus Magazine - Fall 2011

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