Market Dominance Guys

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Surf’s Up: We all stand equal before a wave.

January 24, 2020


You can learn a lot about market dominance by sitting in the sand…and watching surfers on the beaches of Southern California as they hone their craft. As a land-locked kid from the mean streets of Milwaukee, I would visit the beaches of Venice, California every summer and attempt to ride the relatively modest waves of the warm Santa Monica waters. 

Time and again I would bite it and tumble into the surf…learning a little bit each ride about balance…about the feel and the connection to the board beneath you…about timing. 

And later committing to a career in sales revealed many of the same techniques that I tried to master as Midwest kid first learning to surf. Certainly meeting with the Sales version of Point Break’s surf-master Bohdi, Chris Beall, over 15 years ago, has helped guide me in search of both riding the perfect wave and executing the perfect sales call. 

In this episode of the Market Dominance Guys, Chris argues that it’s the quality of the voice of the sales professional…and the obvious ability to emote sincerity of the human being who is conducting the first seven-second conversation with the prospect, which is really the key to market dominance. You are the surfer. And the scripts you ride – its purpose – with its first bits of information - is to be like a surfboard. Working with both a high-quality tandem is the only way to achieve dominance. 

But let’s remember that the job of the surfboard is not to ride the wave; that’s the surfer’s job. As I found out after many a spill, it simply can not ride the wave without a competent surfer. Having a Martin Scorsese-written script alone doesn’t guarantee success in your cold calling. 

That would be like chucking 1000 surfboards in the ocean…what would happen? Watch all day long and you will not have very many artistic or higher level wave riding experiences from doing this in spite of how expensive or expertly crafted your board is. The surfboard would just bob around at the pleasure of the waves. But every once in a while one of them could kind of come in on a wave and stay on it for a while… but nothing really very interesting happens.

BUT…you put a competent surfer on the board – who is now constrained by the confines of the surfboard (the script)…and if their skill is high enough and their courage is great enough, and they know what they're doing with their balance - or within that script - they can truly express their personality and establish trust…all in the first seven seconds. Their tone of voice, the prosody, what they sound like, “who” they sound like…all factors in the emotion that the prospects feel such as, Do you sound like somebody they can trust?

Hey…no one said Market Dominance would be easy. So welcome to this week's episode entitled, "Surf’s Up - We all stand equal before a wave."

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