Imagine you have the perfect position, the highest trust and the most optimal behavior with a potential customer. Is there anything that could make you lose the deal? No, there isn't. These three covers it all. You see, when you know what 1) position, 2) trust and 3) behavior is about, then you know what needs to be done, with who you need to work and how you should do it. You're aware of any weakness and you either win the deal - every time - or quit trying early in the process.

								I'm serious. Whenever we lose a deal it's because we're perceived as being weak in one or more of these three areas: Position, trust and/or behavior. When we win, it's because in sum we have the strongest position, the highest trust and the best behavior. So if we want the contract, these three become the key to winning the deal. What are they about? Well, that's a huge question. But here's an extreme summary and a short sentence to introduce what they can be:

How do we leverage position, trust and behavior?

The strange thing is, each one of these - position, trust, behavior - is indirect. We can't tell someone we have a strong position. They need to sense and feel it by everything else that communicates this. The same goes for trust and behavior. Trust is indirect. We can't really effectively just tell someone they should trust us. Trust is the indirect result of consistent loyalty and good results. Likewise, behavior is also one third of the subliminal message we communicate. We cannot really behave what we don't truly perceive and mean. We only behave what we already believe and are inside. Our behavior only makes transparent what's already there.

Thus, the message is the result of what indirectly precedes position, trust and behavior. In other words, what you do to position yourself (PASSION), build trust (CONNECTION) and skillfully behave (INTUITION) well. You position yourself primarily by asking the WHAT questions. You build trust primarily by asking the WHO questions, and you skillfully raise behavior primarily by asking the HOW questions. You can read about each of them by clicking the links.

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So what's this energy thing in communication? Well, it's everything. How can you communicate and not relate what you're doing to energy? Communication is energy. But there's more to energy in communication than you might think. Let's take a quick look at energy again, and maybe we'll catch a glimpse of it.

There are different energy levels in communication. You may have felt it. It's real. It matters. It's something every successful individual intuitively knows and effectively applies. Most of all, it's quantifiable, specific and something you can repeat - over and over again - that is, if you know how to.

Since the term "energy" may sound a bit blurry or hard to "practice in real life", why don't we bring some structure to it. Just for argument's sake, let's say there are three levels. The first level would be ME, myself. It's when I begin to resonate with a particular kind of message. The second level is US, you and me. It's when we begin to resonate with each other. The third level is IT, something out there. This would be when we begin to resonate with the environment, the higher and invisible forces we're surrounded by.

(The third level doesn't need to be any more mystical than e.g. two individuals having a long distance conversation by the use of a cell phone. Are you able to explain the force or channel through which they're interacting? Unless you've studied it in school, you're probably not. But there's no immediate need to understand or explain how a cell phone works, only the fact that it does).

That third level

Most people can easily relate to the first two energy levels (i.e. ME and US). But to some, the third energy level (i.e. IT) sounds too mystical. That's OK, if you feel it that way. Just remember though, whatever the message you behave will be understood differently on each level (yes, "behave" is the appropriate word for it). You see, each level gives more information, because behavior takes on different and more meaning the higher up you communicate. When all the others around you are perceiving the world on "the third level", you'll be missing out on quite a bit if you're still only communicating on "the second level". Why don't you just go in faith for once and test yourself. You may discover there's more to communication than you originally thought. Quite frankly, what have you got to lose?

Even though level one (ME) and level two (US) are understood, most people seldom experience them for real in a professional setting. How sad this is! What's more, because there's no resonating ME, WE don't resonate either (i.e. US). Why? Because there's a natural principle based sequence to this. We can't resonate unless there's first individual resonance. And that's also why so few people understand the third level, which in turn is dependent on both ME and US. You get it?

Let's illustrate with an example to make sure I didn't lose you: Now that there's such a stir around Michael Jackson's passing away, why don't we consider him for a moment?

								First, do you think Michael Jackson ever went on stage without reaching some kind of "resonating ME"? Do you think his best concerts were without a burning desire to share his best self? Of course not. Did he like the songs he was singing? Indeed, we may suppose he did. Second, do you think his resonating with the crowds was significant to their musical experience or his performance on stage? I'd say, probably... Third, do you think his wildest fans might refer to something bigger than just music and dance while experiencing him first hand during a concert? Does their ecstatic behavior make sense to us? Maybe not. Does it make sense to them? In some inexplicable way, most likely. If in doubt, take a look at Michael Jackson for yourself.

It begins with the individual, spreads to those around and then becomes something intangible, but real. At this point, I'll quickly point out that effective communication seldom is a "performance", but rather a shared experience. It can be quietly done without any extravagance or even technique. The absolute minimum that it takes is sincerity (outbound energy) and sensitivity (inbound energy).

Practical and doable

To help understand each level, a long time ago, I put together three scenarios visualising what essentially takes place every time there's a shift in energy. The three scenarios explain each level more precisely. If you haven't heard them explained during a training session or read them I suggest you do so now, before reading the conclusion of this article.

What's the big deal? Well, my message and claim is simple: YOU CAN, it you want to, communicate in a much more exciting way than you're currently doing. It's possible to trigger enormous amounts of energy on three levels. First of all inside yourself. Secondly, in others. And third, and most of all, in unison by the use of power in your environment. And to what purpose? To get a much deeper commitment in yourself and others. If you're in selling, knowing about this is simply a must.

So how do we apply it? Here's how to put it into action. Always stay focused on three areas (one for each level respectively):

Position + Trust + Behavior = Message

Each of these is very concrete and measurable. We dive deeply into each of these areas in my book The 3 Energies Behind Sales Success, but if you'd like some other examples (and they're merely examples) of books written on each topic, you may consider the one's listed below. Note! These authors don't necessarily explain how to unleash the energies, but they tap into the do's and don'ts:

• Level 1: Position - Strategic Selling, Miller Heiman
• Level 2: Trust - The Speed of Trust, Stephen M.R. Covey
• Level 3: Behavior - SPIN® Selling, Neil Rackham

Conclusion

To trigger energy - the stuff that adds real power - and makes communication become really powerful, you'll have to work on answering the WHAT (position), WHO (trust) and HOW (behavior) questions. This is the secret to energy in your communication. There's no shortcut, but hard work. However, once the energy's there, it sure feels like a shortcut.

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Communication can be powerful if you do it the right way. The wonderful thing is that "the right way" varies with each individual. Our research indicates that as long as key principles are intact the style with which you apply them is completely up to you.

To help appreciate the power of The 3 Energies (Passion, Connection, Intuition) at this time we'll share with you three different scenarios. Feedback from 3E participants seems to suggest that these scenarios quite dramatically clarify the effect and breakthrough we can experience when 3E principles are applied correctly - i.e. in line with your own individual way and style:

Scenario # 1: LIFE

Imagine that you are visiting a new potential customer. You're in a comfortable office in the top floor of a prominent skyscraper. Everything is going very well and you're currently seated doing small-talk with the CEO of the company. She is approximately your age. The setting is very promising. As you move through the preliminaries of the meeting the conversation takes an unexpected turn. From what is being said you suddenly realize that the person on the other side of the table will die by the end of the day unless you help her with your product and service.

What is your immediate reaction? How does this affect you and your style? What happens inside of you? How does it show on the outside? What becomes your primary concern? Is there a shift in balance? How would you describe the feelings you have? What kind of energy are you experiencing?

Scenario # 2: FAMILY

We continue where we left off in "The LIFE Scenario". As your conversation becomes more intense another unexpected piece of information surfaces. You both discover you're family. This distinguished lady is in fact your twin sister. The two of you were separated at birth and you didn't know.

Now, what is your immediate reaction? How does this affect your interaction? What happens with your relationship? How does it show? What becomes your primary concern? Is there a shift in balance? How would you describe the feelings you have? What kind of energy are you experiencing?

Scenario #3: ECOSYSTEM

...but there's more to come. You've just had an incredible experience in "The FAMILY Scenario". While you are speaking yet another surprise hits both of you. The building starts shaking and you realize that you're in the middle of a serious earthquake. Even though the building does not collaps, you're both strikken with fear of a devastating catastrophe.

Again, what is your immediate reaction? What happens with your interaction? What do you do? What becomes your primary concern? Is there a shift in balance? How would you describe the feelings you have? What kind of energy are you experiencing?

These three scenarios each illustrate the essence of what The 3 Energies are about, respectively Passion, Connection and Intuition. Next time I'll comment on each and how they enable energation. Energation is the setting - the atmosphere - where all three paradigm shifts are taking place.

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Successful selling is about three breakthroughs that each unleash a specific type of energy. What are these energies and how do we unleash them?

When we consider the tree illustration from last week it should be easy to see that successful selling consists of three major breakthroughs (read: paradigm shifts). Every seed breaks out: from underground to fresh air from sprouting to reaching for the sky from growing up to fruit-bearing

We call them root route fruit, being respectively 1) the root structure and then 2) the route to 3) the fruit. Each one of these is most successful when going one-on-one. Root, route and fruit each deserve separate training and attention, but at this time, let's cut to the chase and extract the essence only - a summary so short it's almost impossible to explain with fewer words.

Root Our number one mission is strategic positioning, which figuratively speaking is "growing the root structure". That sounds great, but what does it mean? It means answering the WHAT questions. When we breakthrough with answers to WHAT we create context and experience inner conviction that unleashes the first energy we call Passion. Passion represents gasping for air and getting it (see bullet # 1 listed above) and maybe most of all clear and solid identity.

Route Mission leads to strategy. Our number one strategy is a network of trusting relationships, which figuratively speaking is "branching out like a tree". That sounds great, but what does it mean? It means seriously asking the WHO questions. When we breakthrough with answers to WHO we stir feelings and experience shared conviction that unleashes the second energy we call Connection. Connection represents reaching your highest potential (see bullet # 2 listed above). Potential is directly linked to your success with other people.

Fruit Strategy leads to network. Our number one way to network is consistently practicing technique and tactics, which figuratively speaking is "maturing and becoming fruitful". That sounds great, however, again what does it mean? It means working with the HOW questions. When we breakthrough with answers to HOW we identify technique and experience discovered conviction that unleashes the third energy we call Intuition. Intuition represents seeing the ultimate fruits of your effort (see bullet # 3 listed above), but more than that individual talent will surface.

A generic model for every perspective

Root, route and fruit is an allegory to explain 3E, which can be applied in every single setting. 3E is easily applied in both macro and micro perspectives, that is e.g. sales management (macro) or daily selling activities (micro). We can also apply 3E for internal or external activities. 3E also effectively enhances both organizational and personal improvement programs.

And here comes my personal highlight: After two long years we're finally ready to publish my next blogpost. Coming up next are the three scenarios that clarify the exceptional power of the methodical 3E approach to energy based selling. It will become clear what this really is all about. Yes, you may expect some of the best stuff you ever saw when it comes to sales theory!

Here's an overview of what we just covered in a simple matrix:

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Are you in a world where people say "yes"? Are you surrounded by positive people? Or just maybe... do you ever find that whoever is in a position to ignore or deny your humble petition in fact responds with a clear and unmistakable "NO"?

The world of only "yes" doesn't exist. I'm sorry to be the one that has to break the bad news to you. The world needs "no", even though being in sales it can hurt - BAD! But you know what? Being in a world that doesn't care isn't quite so tough if you're positive and - over time - seek out likeminded people.

Can you see the flower?

...and that's just it! Inevitably, during all my years in sales, I believe the greatest comfort I've experienced is the ability to fall back on the good people around me. If you're going to be good at sales, of course you'll fail, and if you're going to be VERY good you'll fail even more. I don't believe any of us are super heros, but I do believe that those who stick around and succeed have family and friends that are there to support them when they need it.

Maybe you didn't know, but the best sales people have a sales strategy inside the sales strategy. The inside strategy outlines how you deal with failure (as well as success, for that matter). The inside sales strategy is almost like selling yourself to your own peers, but it's not what we tend to think of as being traditional selling. This kind of selling can be compared to "sincere goodwill".

You want to know more about that - have more of that..? Well, stick around this blog, and you've begun a journey that will lead you to understanding how to attract positive people that will say "yes" when you desparately need it and a network of people that will pick you up when you get too many "no's". Better yet, why not become the "yes person" the "no people" intuitively turn to when they themselves are rejected?

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One-on-one is the best way to do your selling. Nothing beats one-on-one! However, to be successful it's crucial to understand the depth and complexity of one-on-one interaction. Every sales cycle will include three levels of one-on-one dialog.

In reaching any kind of result we move through three levels or stages. The mental picture was originally introduced by Dr. Sephen Covey where he highlights natural law.

Sometimes we tend to think that social systems differ from natural systems, but really they don't. Just like growing a tree, moving from root structure to eventual fruit and harvest every human interaction has the same characteristics. Just like nature will not let you cheat, so it is with social systems. If you try to force the process, you'll fail.

Each level demands attention, and one-on-one is the basic most powerful and effective way to go about it: a) One-on-one to strategically position yourself, b) one-on-one to build a network of valuable relationships and c) one-on-one to skillfully apply tactics in reaching agreements.

We will continue dealing with this subject in the next post coming up.

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In striving for excellence every so often we tend to forget the basics. It has always been like that... We see this in all sales people, too. When there's a dip in performance, you can be sure, 80% of the time it's due to forgetting some of the basics. What lesson can we learn from this? If we're careful to be aware of and stick to the basics, we can save ourselves an awful lot of pain and failure.

So what are those basics? There are a few! In stead of naming a number of them, let's just consider one and one only; face-to-face one-on-one conversation. Ultimately, the most basic interaction and sales activity is one-on-one contact with another individual. You can make a lot of mistakes, but if you fail to go one-on-one mistakes will usually do unnecessary and greater damage.

I once had a CEO that intuitively understood the principle of one-on-one. It was a beauty to witness! Almost on a regular basis he would come for a quick visit in my office and discuss some of the difficult issues coming up in our next management meeting. By the time he left my office he would know perfectly my feelings and viewpoints. Knowing him well, he did the same thing with all the other managers, too. Then, when the time came to meet and discuss, he would have no difficulty reaching an agreement.

In short, he exercised a form of one-on-one sales, and it worked very well for him.

The speed of trust

Make sure to keep in mind how today's screaming need for efficiency may lure you into a dead end. E-mail, Facebook, LinkedIn, Twittering and other similar online tools - even the phone - may increase the frequency with which we are in touch, but quality conversations can never be replaced. The time and place to share intimate or private matters is face-to-face. One-one-one may not be the only way to build trust, but it certainly is the most effective way, even-though it may feel oldfashioned and slow.

While recommending Stephen M. R. Covey's book The Speed of Trust, David Neeleman, Founder and CEO of JetBlue Airways says it so well: "With high trust, success comes faster, better and at lower cost."

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Management and their sales people measure success mostly in monetary value. Of course, this is the main driver behind corporate sales activity. However, getting the money alone is a misplaced focus and will inevitably represent long term failure if you don't keep in mind the other five measurements of sales success.

Keeping track of results is everything!

Why don't we say it again. Keeping track of progress and results is everything! Whatever we measure receives attention. So what are we to measure and keep track of?

Personally I'm a fan of several programs, among others The 4 Disciplines of Execution by Franklin Covey. It introduces you to how we facilitate execution in individuals and teams. However, in generic terms, what is it we seek to accomplish?

There are many ways to measure success, but we've found the most effective perspectives to be individual and organizational. That's both to keep it simple and focused on daily and weekly measurables.

Individual success

The perspective of individual progress is based on The 3 Energies (3E) Passion, Connection and Intuition. Looking at each individual they become:

• Personal insight (mission statement and goals)

• Improved balance (planning and personal considerations)

• Sharpened skills (empirical data based on observation and recordings)

Organizational success

The perspective of organizational or team progress is also based on The 3 Energies (3E) Passion, Connection and Intuition. Considering results from an organizational view they become:

• A better position and reputation (Key Performance Indicators - KPI's)

• An improved relationship with key people (CRM and personal considerations)

• Sales numbers (budget compared to actual numbers)

Measuring results is crucial, but measuring poorly or ad-hoc tends to demotivate individuals and teams. It can in fact hurt more than do good. The first steps of sales success is deciding WHAT to measure, WHO to measure, HOW to measure and then stick to it.

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Without moderation, I believe Marit Breivik may well be among the best coaches in the world. Her management has brought about outstanding results. She's widely known for creating a phenomenal team spirit. What are some of the distinctive principles behind her success?

		From left: Marit Breivik and Vidar Top at Grenland EXPO						I was asked to speak at the same conference as Marit Breivik last week and had the opportunity to ask her a few questions about her tremendous success. The similarities between sports and business became curiously apparent. As Breivik is the lady behind the most amazing team spirit I've ever seen, it should be worthwhile to spend a few minutes adhering to her advice.

One of the key factors she points out is the importance of supporting each player individually, making sure to highlight key strengths that fit into the whole. Teamwork is not only about bringing each player to flawless expertise, neither is it possible to create synergy by itself --unless-- each player and the entire team knows WHY and WHAT they are about.

Humble and teachable

I also appreciate Marit Breivik's humble approach. During her career she has stressed the importance of taking counsel from others and making sure the entire culture is one of constant learning. There are few world champions, but as a team we can create complimentary strengths that collectively come close to world class performance and passion. Being the best takes daily effort, and staying ahead of the game demands ongoing and intense attention.

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Last month I did a quick webcast on This is Selling. If you look closely you'll find that a complete summary on selling is grouped into three areas. If you focus on all three, you'll discover that your skills begin to work as they should.

Regardless of what topic or expertise within sales you are looking into, it will always be one of the following three: Context (WHAT) Feelings (WHO) Technique (HOW) Whatever you say and do it will be perceived by others in three perspectives: (1) The context in which you say it, (2) the feelings behind what is being said and heard, and (3) the way you say it (i.e. technique or method). Consequently, to influence others, these three perspectives will decide your degree of success. All three of them!

Focusing only on technique is less effective

Context, feelings and technique are basic principles of communication. Context is WHAT you do to create the best possible setting and position. Feelings is WHO you talk with and the emotions you are filled with. Technique is HOW you say it and when.

These three areas are numbered because context outweighs feelings, and feelings in turn are more dominant than technique. Without context and feelings in place technique suffers. People often want to challenge the order of this, but without exception they fail.

Sales technique is not even secondary

Let's be very clear, especially because it really is this simple: Technique helps, but fails when feelings stand in the way. Also, feelings are powerful, but ultimately must give way to context and the bigger picture. If you want to influence others, even influence influential people, first work on context - your position, secondly work with feelings - your relationship with others, and thirdly practice technique - say it right and at the right time.

Remember this, unfortunately most sales training is aimed at technique only. Yes, technique indeed is poor out there, and technique is also mostly weak on a stand-alone basis. The deciding factor that gives technique real power is when context and feelings are taken care of first.

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