3
O P I N I O N
Selling is good
Ditch the sleazy misconceptions. When you’re talking about how much enjoyment and pride you take in your work, and making connections, you’re selling.
W hat sets you apart? That question is asked of all of us quite a bit, right? We talk to firm leaders all the time who bemoan the lack of interest their staff has in selling – heaven forbid the very concept of cross-selling – and I never understand it. I find the work of AEC firms downright fascinating, and it’s because staff at all levels absolutely love the opportunity to talk about what they do and how much they enjoy it.
Jamie Claire Kiser
Regardless of the firm, what sets you apart is the way you treat people, and the genuine connections you make when you take the time to excitedly explain your work to someone who has nothing to gain from hearing the story. That desire to connect and drive to inspire could be called by another name – selling. Throw off the sleazy misconceptions. This industry is full of some of the most polite, genuine sellers I’ve ever met. And it’s easy to be good at selling, too. When a potential client asks what sets you and your firm apart from your competitors, seize the opportunity to talk not about your resume, your pedigree, or your experience. Focus instead on what you talk about when you’re in your office and you meet a stranger like me – why you do
what you do, and how much enjoyment and pride you get from your work. “No matter the circumstance, there is always an opportunity to treat people right, and that investment in people is something you do because it is the only way you operate. It’s also an effective way to sell.” When a firm recently inquired about why they should hire us, I responded with a story (a “true
See JAMIE CLAIRE KISER, page 4
THE ZWEIG LETTER February 26, 2018, ISSUE 1237
Made with FlippingBook Annual report