Executive presence is absolutely vital for sales leaders. Whether you’re a first-time sales manager or a member of the C-suite, executive presence will make you more effective at what you do. Let’s examine the most important benefits of executive presence in sales, and then how to set about cultivating it. You’ll also learn how to stop undermining your executive presence, according to research on executive presence.
Why do sales leaders need executive presence?
Here are several main reasons why leaders in sales need executive presence.
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Cultivating the power of persuasion.
Customers will understand your value proposition and believe it will change their lives, or how they do business, for the better. By projecting confidence and charisma, you’ll win over your audience.
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Communicating clearly with customers.
You’ll avoid disappointment and frustration if customers clearly understand what you’re offering. As you grow executive presence, you’ll learn to present your thoughts in a succinct, organized way that promotes clear understanding.
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Drawing upon your influence.
As you cultivate executive presence, you’ll firmly establish your credibility and broaden your influence among respected people. Clients will know your reputation, and that will lead them to trust you and rely on your opinion even more.
As you harness the benefits of radiating a strong executive presence, you’ll become a more effective sales leader—whatever level you’re starting from.
How to grow executive presence in sales
What steps can you take to develop executive presence as a sales leader? Here are 7 key ones you can start taking today.
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Reflect on your conversations with customers.
Take a few moments to debrief each conversation right after it happens. Did customers feel clear on what you were explaining? Did they seem enthused? And of course, did the purchase happen? Consider whether you shared information and answered their questions confidently and articulately. Did you fumble for words, struggle to make an emotional connection, or fail to drive your ideas home? If so, you need more executive presence.
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Ask close colleagues for feedback.
If a colleague was present during these interactions, ask them for feedback. You can each give each other feedback about your presentation.
If colleagues don’t typically talk with customers together, consider inviting a coworker to the table. You can each gain valuable feedback to share with one another by sitting in on sales conversations with customers. (Work your colleague into the conversation in a smaller way so they’re not just awkwardly sitting in silence.)
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Ask customers for feedback.
This might feel awkward at first, but it’s actually a cornerstone of a 360 evaluation. For a thorough understanding of how well you display executive presence, conduct a full 360 evaluation with customers, colleagues, direct reports, and superiors.
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Think of tough questions customers might ask.
Strive to empathize with their needs and concerns. You’ll exude insightfulness, charisma, and influence—key components of executive presence—when you speak to what’s on their mind directly. Role play different sales scenarios with a colleague, taking turns playing a customer firing hardball questions.
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Practice that sales pitch.
Share a compelling vision for how your product or service will transform how clients do business—or another aspect of their daily lives. Weave in persuasive stories that reach people on an emotional and logical level.
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Listen to customers.
Ask them what matters to them, and remember it. Speak to those concerns directly. Take careful notes after each meeting so you can remember these things while they’re fresh in your mind—then bring a relevant story or anecdote to your next meeting.
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Handle stress effectively.
When you’re trying to wrap up a big sale, do you feel flustered and anxious? Does it show in your voice and body language? Sales leaders with executive presence manage stress well by using techniques for staying calm and collected. Mindfulness exercises and meditation, stretching, walking, and breathing exercises can all help you achieve that presence of mind before a big meeting.
Taking these 7 steps will make you a more persuasive sales leader. Ideally, you’ll take them with the guidance of an experienced executive presence coach who can provide vital feedback and advice. With the help of an executive coach, most leaders start seeing more impressive results much sooner than when they take action alone. A coach will help you understand how people truly perceive you and offer specific guidance on how to shift those perceptions for the better, in order to maximize your impact as a leader.
Become a next-level sales leader by developing a strong executive presence. Contact Joel to start an executive presence coaching program or an executive presence corporate training. You can also purchase his book for your employees: Executive Presence: Step into Your Power, Convey Confidence and Lead with Conviction.
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