Death of a Sales Process

by Anne M. Bachrach

What's the difference between a good interview and a bad interview? When Sam Donaldson asks pointed questions that make people squirm, is that a good interview? Or when Barbara Walters makes people feel so comfortable, so trusting that they completely confide in her and express their deep, true emotions, is that a good interview?

You could debate the journalistic merits of Donaldson’s blatantly agenda-driven interrogations and Walters’ subtle persuasion, but my point is this: Who would you want to interview you?

Donaldson’s approach is like the old-school sales techniques. He has pre-determined his outcome and knows exactly what he wants the interviewee to say; therefore, he tries to formulate the perfect question to elicit the answer he’s looking for so he can get the story (“make the sale”). This is just like the salesperson who asks "disturbing" questions about paying too much tax, outliving your money in retirement, losing buying power to inflation, becoming disabled, or dying prematurely. The purpose is to create discomfort so you can manipulate people's behavior. Walters, on the other hand, is more like the Trusted Advisor. She formulates her questions with one prime objective: to draw out her subjects and hear their story. She usually gets a great interview because she creates a positive emotional connection, builds trust, and people reveal themselves because they want to.

The purpose of an interview, I believe, is to establish trust and connection and determine if there is a fit — not to do whatever it takes to make the sale. When there is no fit Trusted Advisors disengage, even if they could make a sale.

Instead of constantly thinking about what you should say to make the sale, be a Trusted Advisor and focus on the kind of person and professional you are. Jim Rohn has said, that success is not something you pursue but something you attract by the person you become.

Remember, salespeople pursue; Trusted Advisors attract.

Anne M. Bachrach is President of A.M. Enterprises in San Diego, CA. Anne has 23 years of experience training and coaching. The objective is to do more business in less time through maximizing people's true potential, and ultimately leading them to an even better quality of life. For more information on our services and learning tools, and to take advantage of at least 9 FREE life quality resources, visit www.AccountabilityCoach.com or click this link (http://AccountabilityCoach.com/signupa). Begin with the 30-day self-study course and experience a more balanced and successful life (http://www.accountabilitycoach.com/bw/30dayStudyCourse.php).

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