My friend Don Hutson has a career in speaking, management, and sales that spans time, geography, and industry. His client list includes over half of the Fortunate 500. He’s the CEO of U.S. Learning and has appeared on numerous national television programs. He previously served as the President of the National Speakers Association.
Given this extensive background, I wanted to talk with Don about two subjects: sales and communication.
In this first video interview, I talk to Don about sales.
What’s In and Out
He shares that closing is out while gaining commitment is in. Overcoming objections is also out replaced by dealing with concerns. Even listening is upgraded from a passive activity to power listening, requiring action.
“Let us move from the era of confrontation to the era of negotiation.” –Richard Nixon
I recently spoke with Amanda about her work and her new book.
What is driving the need for fearless growth?
We all know growth is essential to a business’s health, but no matter what industry you’re in, you probably feel stress brought on by new technologies, changing customer behaviors and preferences, and new competitors that threaten your business’s ability to grow. Here are a few examples:
The food industry is investing to keep up with sometimes capricious trends in public perception regarding low-fat, low-carbohydrate, non-GMO, gluten-free, organic, alternative sweeteners and grains, and other choices.
The consumer products industry must continuously seek to find new and better ways to interact with their customers digitally. They must respond to changing consumer buying behaviors and even to consumers’ concerns about political, social, and environmental issues.
The entertainment industry is being upended, with companies that formerly were just conduits for content—like Netflix, Amazon, Google (via its YouTube subsidiary), and AT&T (via the Time Warner merger)—now creating their own original series.
The auto industry is changing gears to adapt to the way ride-sharing services, such as Lyft and Uber, are reducing people’s desire to own a car.
The banking industry is scrambling to adjust to new modes of consumer-to-consumer payment (such as Venmo) and new forms of lending and credit assessment.
The transportation and logistics industry is responding to trends in globalization, automation, and the rise of e-commerce giants like Amazon and Alibaba.
Industrial products companies are struggling with decisions about how best to deploy sensors and artificial intelligence to improve their products’ performance and reduce cost.
The energy industry is coping with low oil prices, new government regulations, and emotional consumer sentiment on both sides of the fracking, renewable energy, and coal debates.
If your business hasn’t felt the effect of massive market changes yet, it’s likely that you will soon. And if you wait until disruption occurs, it will be too late to respond effectively.
You must grow your business, but most growth initiatives entail risk of one kind or another. I often hear company leaders saying things like, “Our core business is at risk of disruption. We need to branch out into new businesses to grow, but we don’t have all the capabilities we need—they’re not in our DNA,” or, “We’re in unfamiliar terrain and aren’t sure that customer demand will materialize. There are lots of unknowns.”
To pursue growth, leaders and employees must learn to do things they have never done before, and they must grapple with new threats. All of this adds up to the fact that trying to grow a business in today’s turbulent markets is pretty scary—it’s perfectly reasonable and rational for company leaders to be worried. I developed the new rules of fearless growth to help leaders create organizations that have the courage, speed, and agility to succeed, no matter what the future brings.
“To pursue growth, leaders must grapple with new threats.” -Amanda Setili
What can companies do to grow fearlessly, even when their business environment is changing fast?
When leaders encounter risks in their business environment, the natural human response is to hunker down, tighten the controls, and defend the existing business. What is needed, however, is not tightening controls, but the opposite. You need a fearless approach to learning and adapting to market change, and that means giving up a degree of control—to employees, business partners, and customers—in order to gain control. It’s like learning to ride a bike. At first, the bike seems tipsy and unstable, but once you start going, the movement itself creates stability.
It’s a thoughtful book, not the type to read in one sitting, but one filled with experience and perspective that will change the way you think about the world and your role in it.
Dov Seidman is the founder and CEO of LRN, an organization that helps companies navigate complex legal and regulatory environments and build ethical corporate cultures. He was also named one of the “Top 60 Global Thinkers of the Last Decade” by Economic Times.
What inspired you to update and release this new version of How?
When HOW first appeared, I argued that we were entering what I called the Era of Behavior. I felt compelled to update and enhance HOW because since then, it has become clear that we haven’t just entered the Era of Behavior. We’re way deep in it. Our behavior matters even more than I thought when I wrote the book, and in ways I never imagined.
Our world is not just rapidly changing, it has been dramatically reshaped. We’ve gone from being connected to interconnected to globally interdependent. Technology is bringing strangers into intimate proximity at an accelerated pace, affording us richer experiences, but also demanding new levels of empathy and understanding. These same technologies are granting us MRI vision into the innermost workings of traditionally opaque organizations and even into the mindsets and attitudes of their leaders. We’re now living in a no-distance world where our moral imagination has exploded.
To thrive in this reshaped world, how we behave, lead, govern, operate, consume, engender trust in our relationships, and relate to others matter more than ever and in ways they never have before.
“Leadership is about how we get people to act and join us.” -Dov Seidman
What leadership lessons can be drawn from “The Wave?”
An act like The Wave is such a perfect metaphor for the style of leadership we need today. At its core, leadership is about how we get people to act and to join us. When you think about it, there are really only three ways to do this. You can Coerce, Motivate or Inspire. Coercion and motivation, threatening with sticks or bribing with carrots, come from without and happen to you. Inspiration, however, comes from within. When people make a wave in a stadium, what makes them express themselves by standing up out there is what comes from inside. In business, what inspires others to join in waves is the sense that they are on a journey worthy of their loyalty that embodies their deeply held beliefs and ideals.
Further, if you consider the Wave as a process of human endeavor, you realize immediately that anyone can start one—an enthusiastic soccer mom, four drunken guys with jellyroll bellies, or eight adolescents who idolize the team’s star player. You don’t have to be the owner of the stadium, the richest or most powerful person there, or even a paid professional like Krazy George Henderson, the Oakland Athletics cheerleader who invented the Wave in 1981. No one takes out their business card and says, “My title is the biggest; let the Wave start with me.” Anyone can start a Wave; it is a truly democratic act.
These rare teams build with care and intention. They operate at an incredibly high level of productivity and achieve extraordinary results.
Dysfunctional teams are unproductive, draining, and stressful. You’re always watching your back, focused on managing up, and fighting outside your silo.
Linda Adams, Abby Curnow-Chavez, Audrey Epstein, and Rebecca Teasdale honed their expertise inside some of the largest and most powerful businesses operating today. The four authors have led the human resources, talent management, leadership development, and organizational effectiveness functions of multiple Fortune 500 companies including Ford Motor Company, Pepsi, and Target. Currently, the four comprise the TriSpective Group, catering to companies like PetSmart, Kaiser, Orbitz, and others.
The best teams perform so well it appears they are one single organism.
What are some of the characteristics of a great team?
We studied thousands of teams in dozens of industries and found that the highest-performers had the same set of traits and characteristics. On these teams, individuals trust each other without reservation and assume positive intent, put the team agenda ahead of any personal agenda and hold each other accountable. We call them Loyalist Teams because they are loyal to one another, to the team, and to the organization as a whole.
Study: high performing teams put the team agenda ahead of personal agendas.
You outline four different types of teams in this book. If you’re the new leader, how do you know your team’s persona?
A new leader can use one of our team assessments, including the Loyalist Team Snapshot that’s available for free on our website. We also suggest learning about the characteristics of Loyalist Teams and looking for them on the new team.
Leaders can ask themselves a series of questions including: Are there only pockets of trust on my team or do all team members trust one another? Do team members believe that “We only win together,” or are they more likely to think, “I look better if you lose”? How often and how well do team members put the real issues on the table and discuss them candidly and productively?
If trust is consistent across the team, individuals know their success is tied together, and they readily discuss even the tough issues, then the new leader is starting in a great place. If those elements are missing, we suggest the leader learn more about the less effective team types and determine actions to take to move the team along the spectrum to becoming a Loyalist Team.
Team is not a destination you permanently reach, but more a way of working together.
On the other side of the equation are the toxic, dysfunctional teams. What characterizes them?
We call the least effective teams Saboteur Teams because on these teams, someone is always trying to sabotage someone else’s effort. Team members spend as much time watching their back as doing their own work. There’s a “Get them before they get me” mentality, and people often dread going into work. Bad behavior and poor performance go unchecked, and there is an overall sense that nothing will change.
What most contrasts a Saboteur Team with a Loyalist Team?
Loyalist Teams face winning and losing together. When the heat is on and the team is under pressure, Loyalist Teams find ways to come together and prevail. They learn from mistakes and losses, adjust and move on. Saboteur teams, already splintered, disintegrate into heated factions and waste time assigning and avoiding blame during the toughest times. While individual team members focus on self-preservation at all costs, the team’s performance spirals out of control.
Leadership Tip: Consistent trust allows team members to discuss the tough issues.
“It’s a myth that a leader’s personal qualities must remain separate from their professional identity.” You share a story of an awful tragedy and how you kept that private during a leadership retreat. Tell us more about the intersection between the personal and professional.
The core premise of my work is that leaders personal and professional identities aren’t separate. They are inextricably linked. Leaders have been fooled into thinking that being impersonal and rational leads to success. It doesn’t. Poor engagement and alienation results. Without personal qualities, leaders are faceless bureaucrats, and their staff find it difficult to connect with them. Our experience of being with any leader is greatly influenced by their personal qualities.
My book deals with leaders’ professional identities. By thoughtfully choosing what is personal, what is private, and what they let come to the foreground in their interactions, leaders influence how others experience them. I coach leaders to bring helpful personal qualities into their interactions. Leaders with personal qualities like contempt, demanding, and cold create anxiety and emotional turmoil around them. People don’t like working with them. Leaders with personal qualities such as being insightful, approachable, and succinct have powerful effects in inspiring others to action.
The secret in my book Leadership Material is that if you don’t know who and what has shaped you as a leader, you won’t be able to lead people. The key lever for developing as a leader is through your earlier life experiences. By uncovering the likely source of unhelpful behaviors, you then have a choice of your current authentic response which builds relationships and produces results.
“When people feel understood and accepted, they flourish.” –Diana Jones