Selling

I have two what I will call very close relatives that are self-employed. One in particular has been doing this for several decades while the other is still new at it - a little over two years. The one with the greater experience is well established while the other is still facing a learning curve and start-up challenges that come with such a new undertaking. Despite the difference between the two in experience, I am struck by the similarities they have when it comes to communication. Specifically, each spends much of their time selling their expertise. This requires being "on" much of the time when interacting with others, including folks they have known for a good while and folks who they are meeting for the first time.

This means, like most of the rest of us, they often do not have the luxury of having what I would label a regular conversation. For instance, if I engage with someone and talk about such easy topics as the weather or local traffic, I do not have to worry about going beyond that unless I want to. Thus, whatever pressure I might feel from such interaction is slight. But in the case of my two relatives, when they discuss the weather or traffic with another, they have the challenge of trying to come up with a way to introduce their business/service in a manner that is smooth and not off-putting.

To do this and do it well requires two primary things from them: they must have a clear idea of what it is they want to say about themselves and they must listen well. Both of these are key elements when it comes to effective communication. If you do not know exactly how to verbalize what it is you want to say about yourself, then the chances are when you do give it a try you will be inarticulate and even difficult to understand. Further, if you are not listening well, then the best moment of when you introduce your business into a conversation will come across as forced, thus making you look unprofessional and the other person feel uncomfortable. When it comes to selling successfully, message and a good sense of timing are the keys. (Of course, delivering well on what you are selling is equally vital.)