The One Thing Better Than Selling with Enthusiasm

"Enthusiasm really IS contagious, and many times your customers buy your belief in your product as well as the product itself."

-Mike Brooks

"People naturally get swept up into excitement and enthusiasm when they are surrounded by what they think is natural and authentic excitement."

-K.B.

"...come to the realization that enthusiasm is the ultimate secret weapon of all the great salespeople in this business."

-Jeffrey F. Knott

* * * * *

Enthusiasm transfers emotion from the salesperson to the prospect, right? Enthusiasm is contagious, yes? Enthusiasm breeds more enthusiasm, correct? Enthusiasm sells, doesn't it?

I'd say the answer is "sometimes."

And sometimes not. Have you ever witnessed a sales interaction with a salesperson who is inappropriately enthusiastic talk to someone who is naturally reserved, even when they're enthused? Ouch, it hurts just to think about it.

All humans have a natural "enthusiasm comfort level" whether we're talking about someone working in the sales profession or a customer who doesn't work in our field. Everyone has high, low, or medium propensity to feel and communicate enthusiasm. This enthusiasm comfort level helps determine how we'll react to enthusiasm in others, including salespeople selling to us.

The mother in the front row of the auditorium at the piano recital who is standing up and cheering for her seven-year-old as he finishes "Scale Study No. 6" probably will react to a salesperson's enthusiasm differently than the father of another child in the back row who zones out during his daughter's performance of the "Sonatina for Piano."

So with this in mind, enthusiasm from a salesperson can be either an engaging or an off-putting element during a sales interaction.

Let's say all individuals can be charted on the following "Enthusiasm Propensity Scale":

 
 

The enthusiasm propensity ratings of five individuals have been placed on the scale. Rachel has the greatest propensity to feel and show enthusiasm, while Josh has the least. The remaining individuals lie somewhere between those two extremes.

We can easily relate to others who have the same or similar comfort with enthusiasm as we do. I propose that one's enthusiasm will have a positive effect on anybody that is within two points on either side of that individual's rating on the scale. Therefore, if Jose or Linda are selling to me, or vice versa, we should be in pretty good shape, because both lie within two points on either side of my score.

 

But the farther apart two people lie on the scale, the greater the potential negative effect on the sales relationship. 

I'm a fairly enthusiastic individual at 7.5. But, simply put, Rachel's enthusiasm is going to irritate me. She's too enthusiastic for my tastes - we're just too far apart on the scale. Rachel selling to Linda is going to be an even greater challenge, because the separation is more pronounced. And it would likely be a disaster if Linda were selling to Josh.

So where does this leave the role of "enthusiasm" in selling?

I think we can safely conclude that appropriate enthusiasm is an asset in the selling profession, and inappropriate enthusiasm is a negative factor, and that the appropriateness we are talking about here is determined by the prospect/customer. The one thing better than enthusiasm when selling is appropriate enthusiasm when welling.

So as the three quotes at the top of this article point out, enthusiasm can be helpful in working with sales prospects. But be aware that you may need to moderate your enthusiasm to prevent unintended negative consequences!

If you like this post (or don't) please leave a comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, and the financial, real estate, and insurance markets.

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Comments

[S. Anthony Iannarino]

You are so so right, Skip. I have seen reps that are a 10 on the enthusiasm Richter scale roll over a low key prospect. I have also watched in horror as a low key salesperson bored an enthusiastic prospect to sleep.

As professionals though, we really need to be able to work within a comfortable range, and that means being able to force ourselves out of our natural comfort zone.

I like the idea of working within a couple points. If you are a 4, maybe you should be able to will yourself to a 7, and vice versa.

A

[Daniel Waldschmidt]

Love it... Why not sell something you can't wake up in the morning excited to talk about? But there is no reason to suffer from "babbling" on and on and on and on about you want to talk about.

After all, isn't it supposed to be about the prospect anyway?

[Natalie Giddings]

Top Tip Skip.I hope people really get this.Setting the right tone and 'Reading' a person is such a vital step in making a connection. It is actually part of effective listening.

Thx
@nataliegiddings

[FearlessSelling]

Good post Skip.

I would also contend that using the appropriate amount of enthusiasm for the situation, not just the person you're selling to, is critical.

I recall a conversation with a new prospect and I overreacted (in a positive manner) to a statement he made. His eyebrows lifted and he looked at me with a curious expression on his face. The conversation didn't last long after that.

Cheers!
Kelley
http://www.FearlessSellingBlog.com

[Skip Anderson]

Kelley, that's a very good point. The degree of enthusiasm does need to be appropriate for the situation in addition to the person.

Great insight.

I think I've seen that curious expression once or twice in my career, too, come to think of it.

Skip