Why Superman Sales Reps Sell Less – Embrace Your Kryptonite

How to Use Vulnerability to Make Human Connections

b y J o h n K r a t z a n d R o b S t e n b e r g , of Mike Bosworth Leadership

SALESMASTERY

“I can’t think of a mistake that I have made with a customer.”

This was the statement from “Ted” a salesperson from a multinational company attending a recent Mike Bosworth Leadership Workshop. We were conducting a small group exercise in which each participant was to share a story about a work mistake. “That’s alright; we will come back to you” was the workshop facilitator’s response.

The five other participants went on with stories about mistakes they had

made with clients. Some were powerful and hard to admit, but you could feel the connections being made in the group. We circled back around to Ted who now had the examples of the other group members (some of them co-workers) to lean on. His response? “I still can’t think of a mistake that I have made at work.” The looks from co-workers gave us another impression.

The purpose of this group exercise was two-fold; one, to show the hidden power of vulnerability to create affinity, which means we sometimes need to admit that we make mistakes. Two, being the first to own up to your vulnerabilities is an important part of getting

your client to admit their problems and shortcomings. This is the way to make a real human connection. Why do salespeople fear being vulnerable when it is one of the most powerful ways to influence and gain trust with prospects or buyers?

not many people identify with perfection. Ted had a fear of being vulnerable in front of the group and probably has the same fear in front of his clients. He also feared inserting the human element into his sales approach.

Salespeople would be enlightened to revisit the story of how the Superman comic

book character was born and what factors led to its popularity and eventual national syndication. There is a powerful lesson for salespeople who fear vulnerability.

A Brief History of Superman Superman started off in 1933 as a bald-headed villain, but in 1934 his creators, Jerry Siegel and Joel Shuster, changed his persona to be that of a hero. The problem for Siegel and Shuster was that publishing houses were just not interested in their idea for this comic strip.

Why do salespeople fear being vulnerable when it is one of the most powerful ways to influence and gain trust with prospects or buyers?

SALESMASTERY

In March, 1938, after being unable to sell their Superman story for newspaper syndication, Siegel and Shuster sold their first Superman story and all the rights to their character to DC comics for $130.00. not an auspicious beginning.

One month later, on April 18, 1938, DC’s first publication Action Comics #1 introduced two new characters to the Superman Universe, Clark Kent and the character that turned out to be the romantic interest, Lois Lane. The first run of the comic sold 200,000 copies priced at 10 cents and by issue #7 would sell 500,000.

What did DC do that Siegel and Shuster did not to make this

comic a sudden success? They introduced a vulnerable alter ego for Superman. With the addition of Clark Kent, our hero is no longer simply super, he is somewhat bumbling, makes mistakes and seems to fumble his way through the day, in other words, he’s human.

Back to Our “Superman” Sales Rep Ted

Do you think Ted wanted to present himself as Clark Kent or Superman? How do you think his co-workers viewed him? Do you think they could make a

human connection with him? How about his potential clients?

Many salespeople, like Ted, are trained to project their infallible expertise to potential clients. They are taught to control the conversations with S.P.I.N. questions. They are now even taught to challenge the buyer’s thinking! Think about your own company training? Are you training to be Superman or Clark Kent?

Who would you rather buy from: Superman or Clark Kent?

Transforming from Superman mode into Clark Kent in sales means overcoming your fears of being vulnerable. You need to be able to question why you fear being vulnerable in your sales conversations with a prospect. The fact is, outside of the corporate world, the power of vulnerability is well known. What is not well known is that showing vulnerability first is crucial to making a human connection.

Emotional ReciprocityIn his classic best selling book: Influence: The Psychology of Persuasion, author Robert Cialdini lays out six immutable laws of influence, one of them being the law of reciprocation- the expectation that people will respond in similar ways. For example, if a person were to give a gift or act kindly towards another person, that person would feel psychologically obligated to respond with similar benevolence of his or her own.

In our Story Seekers™ workshops, we talk about emotional reciprocity. For

What is not well known is that showing vulnerability first is crucial to making a human connection.

SALESMASTERY

example, if you smile at another person, they’ll probably smile back. Be critical of others, and they’ll be critical to you. As you give, you will receive. Provide a story to your client where you show vulnerability and get one back. We believe emotional reciporicity is the basis of trust and genuine power.

It is our belief that women in sales are especially successful

Emotional reciporicity is the basis of trust and genuine power.

The Traits of Superman vs. Clark Kent SalespeopleLet’s contrast the traits of Superman style salespeople with Clark Kent style salespeople.

SUPERMAN STYLE SALESPEOPLE

� Excellent product knowledge and able to provide “bullet-proof” logistical justification for his/her “solution.”

� Has anxiety at the idea of not having all the answers.

� Uses diagnostic questioning too early in the sales conversation.

� Positions product offering or company as “hero” in success stories.

� no display of vulnerability. � Little or no emotional connection with the client.

CLARK KENT STYLE SALESPEOPLE

� Willing to display vulnerability. � Understands people buy for emotional reasons and justify their decisions with logic and reason.

� Positions past buyers he/she has helped as the “hero” in success stories.

� Goes first! � Feels comfortable not having all the answers.

� Listens well and tends the buyer’s story.

� Understands the importance of gaining trust before attempting to diagnose and prescribe their solution.

because they are much more likely, and in our opinion more comfortable, in showing vulnerability. Jill Konrath, a sales expert and author of three best-selling books on sales says, “A sales career plays to a woman’s natural strengths of connection, collaboration and preparation.” We think women connect because of their willingness to show vulnerability.

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It’s Not B2B, its H2H.In the B2B world, Super Salespeople have a tendency to put on a suit of armor, just like Superman puts on his cape. What they fail to recognize is they live in a world of humans that possess faults, make mistakes and where perfection does not exist. They live in a “human to human” world. Companies do not buy from other companies. People from one company buy from people who work at another company. People trust others who are more like themselves. Remember, that suit of armor you put on to keep vulnerability in also keeps out the vulnerability that your client could otherwise be showing you. You won’t receive from them the actual issues they really want to address.

Let’s illustrate our point with a story that Mike Bosworth tells in his book, What Great Salespeople Do – The Science of Selling Through Emotional Connection and the Power of Story.

The Story of Bob PopulorumBob is a friend of Mike’s who, like most parents, found himself with other parents at social events – PTA meetings, school fundraisers, etc. He didn’t like the one-ups-man-ship that we have

all probably experienced in these situations. So, he began to experiment at these gatherings. Instead of starting with a boast about his kids, he’d start with a little humor.

“I have five kids,” he’d say, keeping a straight face. “One of each.” Then he would say, “the first four are all doing great – good grades, well rounded, do volunteer work, you name it. But oh that number five” He would proceed to talk about his youngest son’s problems: flunking out of school, shoplifting, drug rehab, the whole nine yards.

Whenever Bob would do this, without fail, the other parents would open up and share stories about their difficulties with their kids. Suddenly, Bob and the other parents weren’t engaged in a “top this” contest; they were forming real emotional connections.

Companies do not buy from other companies. People from one company buy from people who work at another company.

SALESMASTERY

This is a TestSo, we have a challenge for you. Go out and try being vulnerable to see if you receive vulnerability in kind. The next time you find yourself in a social situation, be willing to go first with a story involving you being human and vulnerable. See what type of reaction you receive and don’t be surprised if you are on the receiving end of the same type of story involving vulnerability from the person you are speaking with. (You can even share these stories with us at rjs@mblstoryseekers.com.)

Being that all superhero stories have a moral, it’s only fitting that ours has one too—if you want to increase your sales, show your clients that you are human.

Be willing to share stories that show you are not perfect, that you make mistakes but that you have learned from them and

others can learn from them also. We know what the story of Superman looks like today. He is still the Man of Steel, but he has also become much more human over the years and with increasing popularity.

Make the human connection that few people receive in this “big data” world. People like dealing with people they trust and the only way they are going to trust you is to see you as you really are! Don’t be afraid to share your vulnerability with prospects because they have vulnerabilities too. The more vulnerable you are, the more you remind your prospect of themselves.

If we do this, we will have more upfront and honest human connections that will build trust. Don’t be afraid to show the human side we all have. Treat being a Superman Salesperson like your personal kryptonite. Think Clark Kent.

John kratz is an Instructor of Marketing at the Labovitz School of Business & Economics

at the University of Minnesota Duluth teaching fundamentals of selling and business-to-business marketing. John is a Mike Bosworth Leadership Certified Affiliate teaching storytelling and listening as an influence strategy to business executives, salespeople and job seekers. John served 15 years in Corporate America as a revenue rainmaker in both Fortune100 and early-stage companies

rob Stenberg is Director of Sales at AMSOIL InC and a Mike Bosworth Leadership

Certified Affiliate teaching storytelling and listening as an influence strategy to business executives, salespeople and job seekers. Rob is a John Maxwell Certified Speaker and Trainer. He has over 25 years of experience in leadership, sales and sales training.

If you want to increase your sales, show your clients

that you are human

SALESMASTERY