The Role of Leadership in Selling

Leadership. Webster's dictionary defines it as the act of leading. Warren Bennis defines it as "a function  of knowing yourself, having a vision that is well communicated, building trust among colleagues, and taking effective action to realize your own leadership potential." John C Maxwell, in his 21 Irrefutable Laws of Leadership,  sums up his definition of leadership as "leadership is influence - nothing more, nothing less." I say that leadership is a compelling intellectual or spiritual force that moves people. However you define it, leadership is either effective or ineffective.

John McKenna writes of leadership on his blog, The Leadership Epidemic. His premise is that "most leadership sucks, including yours." I disagree. While there is certainly evidence to support that some areas of leadership are ineffective and perhaps lacking, there is also a great deal to get excited about. Leadership requires leaders. Are you up to the task?

Take for example tennis legend Andre Agassi. His passion in life is educating kids, both in areas of academic excellence and personal development. He is an incredible inspiration and has been featured in former President Bill Clinton's book Giving. He has a proven formula for transforming the public education system into a working, successful institution. Agassi has provided stunning leadership in this area, making a real difference in the lives of countless children and their families. He used his resources and celebrity to springboard his efforts. He has developed a winning system that can be transposed elsewhere.

This same kind leadership example is necessary in the selling arena as well. We must take charge and lead the selling conversation. We must demonstrate for our customer that we seek what is best for her as we work with others to provide a solution for her needs. How do we do that?

1. Take responsibility for the process.
2. Genuinely desire to be of service.
3. Ask probing questions and listen carefully.
4. Take action and make progress.
5. Demonstrate commitment.
6. Follow through and follow up.
7. Communicate effectively through each selling stage.
8. Represent your customer's best interests to others.

Customers are looking for your leadership. They want and need solutions. They want to feel confident that once they expose their need to you, the solution process commences under your watch-care and leadership. They will never consider your competitors when you demonstrate this kind of commitment and leadership.   

...........................
Daniel Sitter
Author

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Comments

[Brad Shorr]

Great post. Do you think salespeople naturally tend to think of themselves as leaders of customers? I would say no.

[Damon]

I like this idea.

As I went to buy my new computer today I thought about this and watched the sales rep as he failed to take leadership in the process. I declined to purchase the computer today, and I'll get one later.

On another note, I was paying some of my bills and their was a problem with one of them. I called the customer service rep and he DID take a leadership role. I appreciated that because I was thinking about this post as I was talking to him.

It seems that more companies should talk about this during their sales training.

[Daniel Sitter, Idea Seller]

Brad and Damon,

I would agree, that unfortunately, most salespeople do not naturally take this position, but the best certainly will. This is a topic Damon, that is somewhat lacking in sales training.

I believe that leadership is a crucial element in the sales proces. It certainly bears further discussion!

[John R. Ingrisano]

Daniel, you are right on in terms of leadership. I would phrase it in terms of "active" or "passive." Whether in sales or running a business, it is crucial to stay ahead of the curve, to anticipate and to take a leadership position.

One problem today is that many of us are afraid of being called "controlling" or bossy. That is not the same as taking a leadership position, of being proactive.

Good work. Keep up the excellent ideas and material.

-- JRIngrisano (www.TheFreestyleEntrepreneur.com)

[Daniel Sitter, Idea Seller]

Thank you John. I appreciate your comments. I like your word "proactive" regarding leadership. Instead of "controlling or bossy," think of the word "directing."

Directing implies proactive leadership with integrity.