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Effective Sales Communication and Sales Skills with Catherine Molloy

My name is John golden from sails pop online sales magazine and pipeliner CRM here in a lovely sunny San Diego afternoon and I’m delighted to be joined by Catherine Malloy, who was on the Sunshine Coast in Australia. Tomorrow, I’m here Thursday afternoon, Catherine’s there, Friday morning, bright and early. So I really appreciate you getting up early to talk with us today: Catherine’s international speaker and communication expert, 25 years of experience in business training and facilitation, and especially in especially in communication and neuro-linguistic programming.

I think you have your degree in as well as obviously all your business experience and what we wanted to talk today is how to optimize communication when it comes to sales, but not just in the traditional sense of face-to-face, but in all the ways that challenge salespeople Nowadays, in virtual communication, even in I mean people says, people in are communicating with prospects through text. We’re going to say excel mean what about what challenges are facing people today in figuring out how to be effective in their communication, when people are communicating in so many different ways.

Catherine, I always like to ask a big question and then just sit back. You know it’s really important. We all need to upgrade the number one skill on the planet and that’s communication, and so many businesses closed down because they don’t really know how to communicate to the customer. Now. The interesting thing is, technology has changed the way we grow food eat food, buy food, our furniture for our offices, all these wonderful things, but guess what the raw behavior styles of people haven’t changed, and I think this is the key to the way that we build Sales now I actually wrote a book called the million dollar handshake.

It’s just been published in three languages. It only was really. Last year, it’s in the northern and southern hemisphere. We’ve just picked up some books from England, they’ve released them under Seven Dials. We’ve got hash. Ed we’ve got two other companies releasing them around the world as well, and it really is about the way that we can make ourselves feel a million dollars. The way that we can make our customers feel great and create that win-win situation.

So when you say interesting thing is when, when you say, rob raw behavior style, what do you mean? Okay, so I’ve got a quote here that I wrote. What you believe doesn’t make you a better person mm-hmm. The way you behave does sure, because what we believe isn’t always right now we have natural behavior styles. I can connect and communicate with anyone anywhere. I went to China and within two days how to contract I’ve been back there every year to speak for the translators Association in the foreign ministers.

Now everyone says it’s very, very hard to get a deal in China takes a long time. I’ve worked in Saudi Arabia, UAE lots of countries that you know it’s. It’s got a lot of different culture, ruler aspects that we need to know about, so it really is about being intelligent when it comes to communication, so we do need to you know. What are you doing to upgrade your number-one skills in communication and I’m a body language expert, and I truly believe this is why I get better results with what I do so we need to study.

We need to learn. We need to immerse ourselves in communication and when we understand behavior styles, whether that person is dominant, are they breathing fast? Are they commanding whether they’re influential and they want you to be their best friend? They want you to like them. They want to tell you everything. That’s happening or whether perhaps are a little bit more steady and they need to build that relationship with you, so hopeful they’re going to give you anything.

So how can I go on last but not least, they might be the person that really wants all the facts and figures before anything is going to happen. Now you have a natural way that you want to do business yeah, but that might not suit the other. 75 % of people mm-hmm, so once you start to understand how you can connect and communicate, we can also do this through our emails, our social media, etc, but we’ll get into that in a little bit.

Sorry, what was the first question was, so how does a salesperson or anyone else? How did they establish there very quickly or early on the type of person they’re dealing with and the Preferences that that person has for how they want to be communicated with fabulous? It’s about being conscious. The first thing you need to do, though, is understand your behavior style. You need to understand your domino effect in every communication that you have, and you know it’s interesting because body language is in every communication experience you’ll ever have even when you’re typing that email you’re going to have a certain body language coming through, even when you’re speaking Even right now, when we’re speaking to each other or when we meet someone face to face, so we’ve got to start to understand who we are and even in in my book here I have a PDF, you can download, you can fill in or you can fill It in straight from the book and start to understand who you are, how you connecting communicates, what is going to be the best way for you, because, let’s face it, if you have a business, everyone in your business, you want them to be a salesperson for your Team mm-hmm people hate the word sales and we need to get over that.

If you don’t sell, you don’t have a business yeah. Well, what I always say what I would say to people when they have a problem with the whole sales moniker is, I say you can call yourself whatever you want, but guess what the person you’re selling to they know you’re a salesperson. We have to remember that as well, and you know I always think to sell is to serve because if someone comes to you or you go to someone and you don’t provide that service for them, then you haven’t really served them.

Have you know and a lot of people you’ll go and buy something, and then you go home and someone will say: oh, you should have got this or this or you could add that to it. They didn’t even tell you about it. Now you’ve got to waste. Your time going back to fine that what you need and perhaps you’ll go somewhere somewhere else because they didn’t satisfy your needs. So what are what are some of the simple body? Language cues? That you can pick up on the either about yourself or about the person that you’re communicating with okay.

So the first thing I’ll talk about is yourself mm-hmm, okay, very important to understand the cultures you’re going into because body language is different around the world. You know if you did this here in Australia that would be okay or on Facebook. You might like it in India, maybe you’re going to get a 7-up if you’re a scuba, diving – and you said yeah, I’m okay, they’d shoot you to the top. You’d have to do that if you did that in some countries, they’d be very rude and you might get you know put in jail.

So it’s really important number one to understand that, but there’s a few things that we can do that will make a difference anywhere with anyone. So a lot of salespeople you’ll ask them a question or a customer service and they might go like this. Oh yes, do this now straightaway we know they’ve got a pain in the neck and they’re, not really sure, and when somebody does that I go, would you please you know find out for me it’s very very important because I know straightaway they don’t really know mm-hmm.

Now body language is very subjective. If I touch my nose now, it’s probably because it’s freezing, cold and and it wants to drip right – or perhaps I want to sneeze or maybe ever smelt – something really bad. But what’s interesting is most time when salespeople are speaking. They touch their nose because they’re a little frustrated and uncomfortable right now so you’ll see people online, telling you how fantastic their product is it’s true and when they do that, I know at that time: they’re not comfortable with it.

Now I can train people not to touch their face to make great eye contact, not to blink a hundred times, but you know what I rather coach them to understand: why they have a frustration they’re. What makes them uncomfortable mm-hmm and if it’s not great for the customer, what can you do to make it great for the customer, because those frustrations and movements will go away once you have great product knowledge and – and you believe in the benefit to that customer yeah? No, I totally agree with you.

I think it’s an interesting it’s an interesting concept that you brought up there, because I do think that how you present yourself, how you go into a room, how you go online, whatever, how you’re feeling and how you approach it is going to translate in one way Or the other yeah, obviously through nonverbal communications and through and through how you sound and – and so you kind of have to make up your mind before you start about.

How do you want to show up right correct? Absolutely we react in 125th of a second before we speak, and that’s why husbands and wives can fight for two days without saying a word because of the raise of an eyebrow at the wrong time. And this happens in your offices as well, and you might even see a client, you know, and you think, oh here they come again. What am I going to do and straightaway you’ve told them that even before you’ve opened your mouth and that’s why we have so much miscommunication? And you know it’s interesting because when we’re talking about behavior styles, before even in your emails, you can start to tell who the person is.

Are they dot pointing do they want you to do this this and this? Are they, after your facts and figures, do they put Smiley’s everywhere because they want you to be happy with them, you know, or are they going to tell you all about everything and you don’t even really understand what is that question they want right, but it starts To tell you who they are yeah, and I guess then the worst thing you can do right if, for instance, right if you email me with very concise bullet points – and this is what you want and I email you back a novel right, I’m we’re pretty misaligned Right, correct, correct, so it really is about, like I believe, to sell, is to serve and when you do find out who that customer is because they’ll, let you know you’ll hear it in their voice.

You’ll see it online, you might meet them face-to-face or you’ll. Get it through that email, you start to find out who they are and you need to respond, so you need to match them because guess what there’ll be something about you that they like, but they won’t know what it is right. That’s actually the fact that you will like them, people like like: don’t they yeah they do. I was telling someone. I was interviewing somebody of the day and they tell me this this interesting story.

I think they were. They would right, along with the salesperson right and the salesperson, got a text from their prospect and immediately they picked up the phone and started calling them calling the prospect and the prospect was like. Well. Can you just text me back and the coach turned round and said: why did you call him when he texted you clearly that’s how he wanted you to communicate so you’ve got a match: people’s communication style.

You do, and I do believe, though, that someone might email you in asking for information and you, if you just email that back guess what you might lose that deal, because you haven’t been able to speak or add value. So in that text that you send back. You could say: look I’d, love to have a quick chat just to do a discovery and make sure what would be the best time for you so text them, email them back in their format, but think in that time that you can actually do a real discovery.

In that value, no absolutely I no 100 % agree, but don’t presume that you can just switch their mode just like that without any. I remember somebody wanted me and they sent me a message, a message, err and then they sent me something on LinkedIn and then they sent me an email and by the time we were supposed to meet. I had no idea where I had to go to get the information so surprised they didn’t turn up outside your window.

The placard [ Laughter ] in those situations. You know you’re responding, I’m messenger been LinkedIn there. You know it’s like. Oh, let’s agree to to have which is the best form of communication for you, but don’t think just to come back to, because I think it’s it’s a really really fundamental and an important point and not just for sales. But I think in the world that we live in today, because communication has gotten so messed up is that we all have to start with ourselves right.

The onus is on us to to to be conscious of how we communicate and how we show up, and rather than put the rather than as it seems, the trend in the world today is to push everything off on everybody else and say: well, it’s all about Everybody else’s fault, but it’s you got to start with yourself right, absolutely and look the reason that after all these years, we are still such bad communicators, no matter how many forms of communication we create is, I believe, there’s a couple things with human nature and we Understand it once we understand the behavior styles, each one will have their own little basements that we have to work through.

Ah, but there’s a thing called ego, hmm and also laziness, and I believe, when you’re a salesperson, you really want to eradicate those two things – and you know, laziness is just sending out spraying information to everybody. If you’re a salesperson which we all are, we need to have that communication, we need to pick up the phone, we need to ask questions and not just read someone create a story for that person.

Oh, I don’t want to disturb them or they’re too busy. You know one of my biggest clients, I got them as a contact first of all and I get a lot of business through LinkedIn, so it is great out there and I contacted them and they said, Oh fantastic. Can you send, through some information, sent that through months later, did my follow-up are yeah we’re not ready yet you know please get back in contact with us, so I’d I read for six months following up and contact them and then I said because we’ve start to Build a bit of a relationship, I said, I’m so sorry, I’m feeling like a stalker.

Do you still want me to communicate with you? Yes, yes, but that’s that was that person’s behavior style there was Ned eNOS, it’s going to take them a little longer. Thirteen months later, we sealed the deal mm-hmm five hundred thousand dollars worth of training that was ongoing over the next 18 months. So the interesting thing is that we feel we should give up or we could make stories or they don’t really want want this.

But you don’t know unless you ask the question: no make up story that just leaves us. Oh, what can we do? Yeah? No exactly, but it’s a great point, because it’s it’s because people do have a tendency to you know either to give up, and I think the point that you came up about did you meant laziness is a good one. It’s because, unfortunately, again coming back to technology, we’ve spoiled we’re spoiled with all these spray-and-pray spam tools out there.

So I could sit here all day and I can fire out stuff all over the place and if nobody comes back to me or I can just put them into nurture Kanban – and I don’t have to do anything right – I can sit down then I can go Well, I’m trying I’m really trying I’m doing follow-up but nobody’s contacting me. So it’s not my fault again. I’ve got this great little thing that I’d love to share with your listeners yeah, and I call it digger and I believe, if you are a sales person getting paid for Commission, we’re not always the best with admin and paperwork.

So I truly believe setting up the night before so that when you come in the next morning, you can just now those first three things you know, we’ve all heard you know swallow the frog eat the spider, doing the things you don’t really want to do. First up but digger in Australia were the men that went to war and they they had a person with them that helped them get through everything. And you know that was like the word mate and in Australia, and you don’t call anyone a digger even if they they’re your mate, because that was war and, like I lost my grand-grandfather there as well.

But digger for me is daily income generating activity, say that again daily income generating activity, and so that’s my best mate in business. So I write down three things: each day, whether it’s doing the blog, whether it’s doing the article, whether it’s making a hot call, a cold call, maybe getting some of those warm leads. But every day you should be doing something that really will bring in money.

For the business yeah yeah, I think that’s a fantastic piece of advice because I think we’re all very good, sometimes at busy work or finding things to occupy our day and sometimes avoiding the tea. As you say, the digger the daily income generating activities first time because they maybe are the harder things to do yeah yep, and we get that out the way. Then the the day’s amazing plus it starts to unfold.

You know – and it really is, if we want to be successful in business, we need to upgrade that number one skill of communication. Well, that’s fantastic, perfect way to bookend the conversation here, Catherine, we’re bumping up against the end of our time, but before we go I’d like you to tell people a little bit more about yourself what you do and how they can learn, learn more about you! Oh okay, fabulous so obviously Catherine Malloy and I am an international speaker.

I work all around the world and I speak in communication and body language because I really believe in business growth. I wrote the book, the million dollar handshake, because what happened was ten years ago. My husband felt very ill. We had to sell our business, we lost over a million dollars that was tied up in the belly business. We had three children still at a private school and we were then left with a big mortgage on the house.

That also left us with no jobs, so there was a big decision time and I was sort of that person that I thought wow. This is almost a chance to to open the door to what’s possible in life. What do I really really wanted to and back when I was 21, I started studying body language by the age of 22. I was topping sales in Westpac, one of our biggest banks here in Australia, and I really understood how that product knowledge equalled customer service and from customer service sales cloud.

But when you could understand people and not just read body language and make up stories for them. But understand what your body language was communing communicating to others. Then I really started to Nollan and I went into training. I wasn’t having children, my husband said he couldn’t have kids and we had three and four years so that kind of changed everything sounds like you learned plenty, but anyway it was interesting.

So I started this business as pack business advantage and it was really dealing with soft skills. We also had government funding to deliver diploma of leadership management, so I wrote units for that. I won awards in management and leadership of won awards in America with our Stevie. For our sales and leadership training and I also wrote the conscious connection framework, which won a pacific award back in 2017.

So what we’re doing was making a big difference for four people, and so now, we’ve also with our million dollar handshake book, because in my first year of business by myself, I signed over a million dollars in training deals face to face. So that’s how that began. It’s got body language, the handshakes, behaviors mindsets and how to connect and communicate with anyone anywhere taste other’s stories and there’s online training at the end of each chapter.

So if you want to go a bit deeper in any of those you can you can download PDFs for your team for your family. I just really want to get this message out to as many people as possible and now a third of that book goes to our charity that I started in 2010. When I started my business, I said to my husband, ten percents going to charity and he’s like you can’t we’ve lost all this money. I said I need that because for me I need to be doing more than just just for us and now a third of it goes to our charities in Uganda and this year.

We’re writing a book of life worth leading and we’re also working with doctors in Mumbai for cancer patients, children that would actually die because they don’t have money for to treat cancer and now they’re getting 12 months in this amazing hospital being looked after with their families. Coming in so that they can go on with their lives as well, so I think that once we use our skills to the best that we can yeah, we can make a difference anyway.

That’s fantastic! Well there. So it sounds like you’re. You know you’ve got a lot of spare time on your hands, Katherine well, yeah, that’s really! Quite a fantastic, obviously scatter malloy calm, a you. We will have your profile on sales pop, so people can learn more about you and I and the book will be up there too, and congratulations on all your Awards and the fantastic were charity work that you’re doing it’s been a great conversation.

My name is John golden sales. Pop online says magazine, pipeliner CRM, CEO friend, our expert interview really soon. Thank you. Thank you.


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