A PMA Perspective
I recently had the privileged of being invited to a presentation by Dr. Jason Selk…a sports psychologist and “Director of Mental Training” for the St. Louis Cardinals. Dr. Selk’s new book Executive Toughness targets a daily 100 second mental workout to increase your leadership performance. His message is simple and direct… here are some of the key elements I took from this session:
The #1 obstacle to mental toughness is PCF
Problem Centric Focus…we have a biological tendency to focus on the PROBLEM before the SOLUTION. That which we focus on expands…Human beings’ thoughts, feelings, behaviours shape the way we think. If we focus on the PROBLEM it will always get BIGGER!
2. The opposite of PCF is RSF
RELENTLESS SOLUTION FOCUS. The objective is to replace all negative thoughts about a PROBLEM in 60 seconds with SOLUTION focused thinking.
3. How do I know if I am in need of RSF?
Well most of us in one form or another are in the PEOPLE business and when you are in the PEOPLE business you are in the EMOTION business. Our ALARM SYSTEM is driven by EMOTION… Anger, Stress, Fear…particularly when confronted by what may seem to be an insurmountable problem.
4. The answer is in the passionate pursuit of improvement
Even a little improvement to the PROBLEM is a small step to a SOLUTION. Keep moving in small incremental steps to a SOLUTION.
5. RSF is confirmed and accomplished often with one simple question
“What is ONE thing I can do differently RIGHT NOW that could make things better?”
Dr. Selk suggests that when you learn to live on the Solution side of life you will live a Healthier, Happier and more Successful life…and live 14 years an average longer than the poor soul who can’t get past the PROBLEM!
Great Book, Great PMA refresher
Source: “Executive Toughness” Dr. Jason Selk, and Andrew Brethour. Available on Amazon.com
PMA Sales Secrets
I asked the amazing Sue Di Ilio to provide me her insight into one of the current markets greatest challenges…having a competitive edge…here is what she said…
As a Sales Manager, I want my salespeople to always have a competitive edge over the other sites within their areas and one master salesperson I asked, Sue Ball who excels in this field. She taught me a lot with her unique approach via a Seven Step Process…let’s look at these 7 steps…we have incorporated this into our Sales Training programs.
1. Product Knowledge – First and foremost
Knowledge is Power! Having it will provide the salesperson with the confidence to overcome objections and it will in turn cause prospects to feel comfortable that they are in good hands.
2. Believe in the Product you are selling
Love it, Own it and this will translate CONFIDENCE to your prospects.
3. Practice what you Preach
Stay fresh and sharp by role playing with your team mates and with your sales manager. Brain storm ideas and discuss areas of concern. Be “ready” for your customers.
4. Keep your word. You are in this business for the long haul….go through it with integrity.
5. Return all calls and emails
Sometimes tough to do however we are all professionals short on time…make the time!
6. Maintain Sales Training
“cannot teach an old dog new tricks” is OBSOLETE. Learning is a lifelong process.
7. Be Positive
it is contagious!
A Market Story
Stafford Homes is a renowned Toronto builder with incredible experience passed on through three generations of GOLDMAN’S; Murray, Gary and Jonathan. PMA was indeed excited to be a part of their recent new townhome opening in Ajax called Elements, priced in the $350 to $400k range. Despite a very buoyant real estate market the project opened to a somewhat tepid market response.
The Goldman – Brethour team immediately reviewed price, specification, ethnicity, marketing sales approach and we looked for the “one thing we could do differently RIGHT NOW to make a difference… RELENTLESS SOLUTION FOCUS.
It was discovered that this particularly powerful buyer group often purchase by “alternative rejection”. Place the alternatives to purchase into the marketing strategy, allow them to reject and they select the desired option.
The product review revealed essentially that the same mix was modestly defined and separated by price and location in the development…the Classic and Ravine Series. A third option was created…the Staffordable Series, a new smaller design with a strong price lead. The change in the sales office to create the three options, signage and new product introduction took about three weeks. The new smaller product was priced from $299,900.
A “relaunch” occurred in March and over the next 60 days nearly 50 sales were achieved. Interestingly enough…the three options have sold in about the same level of absorption. The super sales team of Ken Berger and Melissa Bell did a remarkable job of taking the potential consumer through the various options…and once one was rejected another was always available as a solution.
I don’t think they have read Dr. Selk’s book on Relentless Solution Focus, but they could have helped write it!
Live Positive!
Andrew Brethour
If you could use a little PMA… connect with Andrew and his team at andrewb@pmabrethour.com or realdirt@pmabrethour.com.
