The Human Sales Factor

About the Author

Lance Tyson, a seasoned businessman and sales expert, has dedicated over 30 years to mastering the skills of connecting and influencing people. Tyson is the CEO of Tyson Group, a company that offers sales training and consulting services to help organizations improve their sales performance. His extensive experience and in-depth understanding of human nature and sales dynamics have made him a sought-after speaker and trainer in the industry. In his book The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal, Tyson shares his wealth of knowledge and practical insights to help readers become more effective salespeople by focusing on the human aspect of sales.

Main Idea

The Human Sales Factor emphasizes the importance of human-to-human (H2H) interactions in sales. Tyson argues that selling is not just about presenting a product or service but about connecting with people on a deeper, more personal level. He introduces the H2H equation, which involves understanding how people think, process information, and make decisions. The book provides a comprehensive guide on how to harness enthusiasm, credibility, and emotional intelligence to influence and persuade others effectively. By mastering these skills, salespeople can build genuine relationships with their clients, ultimately leading to greater success in their sales efforts.

Table of Contents

1. Introduction
2. Part 1: Unleash The Salesperson In You With A Proven Formula
3. Part 2: How To Become A Master Of Influence And Persuasion
4. Part 3: Preparation And Presentation Of Persuasive Communication
5. Conclusion

Introduction

In the introduction, Tyson sets the stage for the book by highlighting the significance of human connections in sales. He explains that understanding human nature and utilizing it effectively can significantly enhance one's ability to sell. This section provides an overview of the key concepts that will be explored in depth throughout the book, including the H2H equation and the role of emotional intelligence in sales.

"Every interaction we have with others and how skillful we are at utilizing our relationships determines the overall quality of our lives." - Lance Tyson

Part 1: Unleash The Salesperson In You With A Proven Formula

Selling From The Inside Out

Tyson emphasizes the importance of self-awareness and personal development in becoming an effective salesperson. He argues that before one can connect with others, they must first connect with themselves. This involves understanding one's goals, motivations, and mindset. He uses the metaphor of looking in the mirror to reflect on and improve the inner self.

"H2H selling, at its heart, means first connecting with the human inside the mirror before you can connect with any human outside your window." - Lance Tyson

Tyson introduces the Greek Mirror concept, inspired by Aristotle's pillars of influence: ethos (character), logos (reason), and pathos (emotion). He explains that credibility, logical appeal, and emotional engagement are crucial in influencing others. Salespeople must develop sincere enthusiasm for their products or services and ensure their actions align with their words to build credibility.

• Ethos: Establishing credibility through character and consistent actions.
• Logos: Using logical reasoning to make a compelling case.
• Pathos: Engaging emotions to create a strong connection.

Rudiments Of The H2H = EQ5 Equation

Tyson delves into the concept of Emotional Quotient (EQ) and its critical role in sales. He defines EQ as the ability to recognize and manage one's own emotions and those of others. According to Tyson, EQ is essential for building and maintaining effective relationships. He describes EQ as a three-legged stool comprising self-control, interpersonal skills, and communication.

• Self-control: Managing one's emotions and reactions effectively.
• Interpersonal skills: Building positive relationships through empathy and understanding.
• Communication: Conveying messages clearly and effectively.

Tyson outlines five major strategies for developing EQ in the context of sales:

1. Maintain a positive mindset: Approach sales with optimism and confidence.
2. Turn self-deception into self-awareness: Recognize and address personal biases and limitations.
3. Turn self-focus into other-focus: Prioritize the needs and perspectives of clients.
4. Become a more rewarding person to deal with: Strive to be pleasant and engaging in interactions.
5. Control your temper tantrums: Manage frustration and maintain professionalism.

"When you start seeing the Human Sales Factor as simply connecting with another human being, filtered through the lens of EQ, you will reach your goals to persuade and influence." - Lance Tyson

Part 2: How To Become A Master Of Influence And Persuasion

The Read-Offense Mindset

Tyson introduces the Read-Offense Mindset, a flexible and adaptive approach to sales that prepares individuals to handle any situation confidently. He explains that this mindset is essential for navigating unpredictable market conditions and adapting to changes in consumer behavior.