Workplace

I recently went to my public library for an art show organized by The Stew Pot, an agency that feeds the homeless. The show featured homeless artists who created their pieces at The Stew Pot's art center.

As I studied the paintings and wall hangings, a gentleman approached me and proudly walked me over to his work. He told me art was his way of expressing himself; however, when he was in jail he had been forced to improvise. He used the fronts of unused envelopes for paper; shells of M&M's and Skittles for paint; and a toothpick as a paintbrush. By putting a dab of water on top of an M&M or Skittle, he was able to scrape the color onto the toothpick and apply it to the envelope.

I had not planned on purchasing any art that day, yet his paintings and story intrigued me. I purchased one beautiful envelope that now is framed and hanging in my office. This piece of art inspires me to embrace creativity. It also highlights three absolute truths about how to communicate to sell.

Truth #1

Say something worth saying. This artist grabbed my attention and shared his knowledge and passion in a short amount of time. He had good content. To communicate to sell, you must do the following:

• Share your knowledge. Your listeners need to know you have expertise in the roofing industry. But mind the fine line between bragging and sharing.
  
  
• Show your passion. You do not need to be an extroverted cheerleader personality type, but you do want listeners to realize you really care about your work and about them. The adage, "They don't care how much you know until they know how much you care" applies to effective communication skills.
  
  
• Be aware of the almighty clock. You are a busy professional with a schedule to follow. Your prospects and clients lead hectic lives, too. Still, they want to feel you truly are present. Be mindful of their time while assuring them you will take as much time as needed to achieve a mutually satisfying appointment. The Stew Pot artist was on hand to answer my questions but did not monopolize my time.
  
  
• Know your audience. Keep in mind your listeners' personality types. Your content will be more analytical depending on what your prospects or clients want to hear. This artist saw my interest through my eye contact and smile. He realized I was engaged, which encouraged him to continue selling.

Truth #2

State your message in a way that lets listeners know where you are and where you're going. The "envelope artist" explained his work in an organized fashion. He used examples, shared his story and answered questions. To communicate to sell, your thoughts must be organized. Following are some tips:

• Give your listeners a preview of what you're going to say.
  
  
• Use stories to make your message stick.
  
  
• Add examples or metaphors to aid with the understanding of your message.
  
  
• Show a picture. Your "envelope" is your warranty plan, list of past happy clients or easy-to-understand proposal.

Truth #3

Say it with charisma. This artist had enthusiasm. I knew he believed in himself. There are some proven strategies to demonstrate your pizzazz. Follow these tips to deliver a strong message:

• Believe in yourself.
  
  
• Smile.
  
  
• Maintain eye contact with your prospects or clients.
  
  
• Walk with presence.
  
  
• Sit forward when doing consultations.
  
  
• Shake hands firmly.
  
  
• Find commonalities with your prospects.
  
  
• Avoid repetitive nervous gestures, such as tapping your pencil or biting your lip.

C.O.D.

I dub these three absolute truths "C.O.D."—content, organization and delivery. For your business, be mindful of these truths. You will communicate to sell when you say something worth saying; say it in a way that lets your clients or crew know where you are and where you are going; and say it with charisma.

Karen Cortell Reisman owns a company called Speak For Yourself,® Dallas, and is author of The Naked Truth about Giving Great Speeches.