The health nuts
are gonna have a field day in exactly half a second.
They’ll say, “That’s poison. You
shouldn’t drink it!”
But hey, you can’t
deny Redbull does a helluva job getting you through a day like today.
I couldn’t go to sleep
till 8 in the morning and had to be up an hour later to catch a lecture on
Cryptography, network security, and corporate IT auditing procedures. Even for
a technical guy like me, that stuff is DRY compared to my typical day.
So I chugged a Redbull
and zombie’d on.
You see, I’m
diversifying my business with my family.
We’re in the early
stages of developing a Thought Leadership Institute in the Middle East. Since
November, we’d planned a meeting with the keynote speaker who flew in last
night from the US.
I’m meant to come up
with an Internet Marketing curriculum for an event in June aimed at training corporate employees in collaboration with the professor of Cryptography who was
I sat at the back of
the room taking notes and observing the procedure.
The attendees, who
ranged from IT professionals to managers from both the government and private
sectors all seemed to be facing the same struggle.
How to communicate their
need for larger security budgets from senior management at their organizations,
so they can do their jobs.
Although the lecture
was highly technical, it amounted to a specialized training in communication.
I couldn’t help but realize
that, in the end, effective communication comes down to sales skills.
That’s a skill everyone
needs and few people have.
But here’s the thing…
Selling is all about
communicating what you want in a way that makes other people want to give it to
And as simple as that
sounds in theory, it requires a shift in mental-context that is very difficult
for just anyone to pull off without a great deal of training and experience.
What I mean is, you
have to be able to take yourself outside your selfish thinking about what you
want and how it benefits your own agenda…and start thinking in terms of what the
other person wants and how it benefits them.
Most people don’t get
trained to think like that.
wrapped up in what we want and our own reasons for wanting it, that we often
forget the person receiving the message is ALSO thinking about what they want.
What reasons are relevant
to the other party?
For example, senior corporate
management is very concerned with profitability and meeting financial targets
to keep their jobs and get hearty end of year bonuses.
But if the head of IT
security is a poor communicator, as most technical people tend to be…
They’ll ask senior
management for money to fund additional security measures using TECHNICAL reasons
and industry jargon unfamiliar to senior management.
However, if the head
of IT security fails to communicate that not getting the budget-bump puts the company in
jeopardy from cyber-terrorists, hackers, and corporate spies…then it means giant losses to the company and risks that their superiors would find
Instead of focusing on
how they can’t do their job because there isn’t any money…
A better “head of IT security” would be able to show the magnitude of risk in quantifiable dollar expenses. From
there, senior management can easily translate to personal concerns about
end-of-year bonuses and targets that affect them.
That’s a skill which gets results.
It’s a skill that eliminates
many of IT’s frustrations.
silver-lining in all this.
Everyone can be
effective at selling and getting what they want.
Everyone is expertly knowledgeable
And if you’re
knowledgeable AND capable of communicating what you want in terms easily understood
by others not as knowledgeable in that field, there’s a place for you in the
Few specialists are also
capable of communicating effectively with people outside their field of
But if you learn to
communicate what you need in a way that makes others want to give it to you,
then you can have anything.
The Internet Business
Academy has a jam-packed chapter on this topic of Communication and Sales.
Another chapter helps you find your area of expertise where you can excel.