More Sales Lessons from Dancing With the Stars

As last season's finale was approaching, I wrote an article on Sales Lessons from Dancing with the Stars.  With another season finished and Olympian Kristi Yamaguchi as the new champion, it's time for some more learning from this fun TV series.

That's why I was delighted when, from out of the blue, I received the article below from sales expert Deidre Newman of Easier Sales. Hopefully you'll enjoy it as much as I did!

 10 Sales Lessons from Dancing with the Stars

1. It’s not just about the judges; the viewers’ votes count too.
All good salespeople want to build relationships with decision makers (the judges), but great salespeople understand the importance of getting to know the viewers too—the assistants, secretaries, end users and employees who are part of the judge’s network. 

These people know the inside scoop on the prospect, such as why Len is in a bad mood today. They know the real “pains” within their organization and how those pains affect productivity. Take an interest in the viewers’ experience and they'll become your best fans. 

2. Listen and understand the decision-making criteria of the judges.
If judge Len keeps saying how important precision is and that he wants to see the dances as they are classically performed (without all of that "mumbo jumbo”) then give him classic and give him precision.

You may love the “mumbo jumbo”, but it is not about you, it's about the prospect. Listen carefully to what your prospects ask for and understand why it's important to them.

3. Dancing is a team effort.
When Christian injured his arm and decided to stay in the competition, he knew he could only succeed if his partner, Cheryl, could choreograph great looking dances that downplayed his injury.

She did. They went on to the finals and Christian thanked her publicly for her excellent work. Recognize those that contribute to your success and be sure to thank them.

4. The costumes and the muscles matter.
Whether you like it or not, your appearance counts. Perception is reality, so pay attention to how you present yourself, your company and your product/ service offering. Spell check email before sending, organize your thoughts before placing a call and record a clear and professional outgoing voice message.

Stand tall, smile, shake hands firmly and make eye contact. Choosing professional, properly tailored and current attire adds points to your score.

5. Befriend your fellow dancers.
Get to know the competition. The dancers always talk about what great friendships they’ve made with the other dancers. You'll see your competition at trade shows, industry events and sometimes in the lobby of your prospective clients’ offices.

Say hello. Introduce yourself. Why not? Check out their websites and blogs; you never know what you might learn. And guess what? People like to do business with people who get along well with others.

6. Keep your eye on the mirrorball trophy, but enjoy the dancing.
Of course you want to win all of your sales deals, but remember to enjoy and learn from the process too. Marissa danced with joy; it was infectious and kept her in the competition. When her scores weren’t good, she listened to the judges’ feedback and made improvements accordingly.

If you lose a deal, don’t just walk away, talk to the prospect to understand what happened and make adjustments for your next opportunity. “Shake what your Mama gave you.”

7. Be mindful of what you say on camera.
When Shannon Elizabeth started bawling her eyes out on camera and complaining because the judges criticized her, it was all over. Nobody likes a crybaby. If you have an issue with something a client, employee or employer has said or done, bring yourself to a place of calm and then directly address the person. 

Before speaking, know your intention: what do you hope to achieve by saying what you are about to say. If it isn’t nice, necessary and true, then maybe you don’t need to say it all.

8. Be professional and have fun.
People like doing business with people they respect and trust. They also want to do business with people they like—people with whom they can connect. Early in the season when Kristi Yamaguchi danced, she executed clear, precise movements—certainly professional, but it was no fun watching her because her smile did not come from within. She was stiff and didn't connect with her partner or the audience.

Once she was able to let go, feel the music and enjoy the experience, her performance improved dramatically - and she won!

9. Practice pays. Be prepared.
Dancers Jason and Edyta practiced for 10 hours a day Wednesday through Sunday to make it to the finals.  Salespeople need to practice too: script calls, rehearse presentations, confirm meeting agendas, follow-up as promised, and research prospective companies before calling on them.

Decision makers appreciate salespeople who demonstrate professionalism and take pride in their work. Don’t lose points for sloppy performances, be prepared and score high.

10. Your success or failure can be a self-fulfilling prophecy. 
After a winning performance one week, Jason Taylor announced that he'd be giving the winning spot back to Kristi the next week and that is exactly what happened.

Be positive and confident.  If you do an excellent job and people congratulate you, say “thank you” and know that you deserve it. Use the opportunity to ask for referrals, recommendations or a testimonial. The dancers ask for what they want (“call and vote!”) and so should you.

Sales expert Deidre Newman coaches & trains sellers on what it takes to win big contracts in the highly competitive B2B marketplace. For more info, contact her by email: mailto:[email protected]

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[Dancing with the Stars]

Dancing with the Stars is the name of a group of worldwide television series based on the format of the British series strictly come up to Dancing.