Interview with Don Hutson - May 1, 2007


MW: Being a professional speaker for more than 30 years, how difficult is it not to rely on your fame and stick to the old stuff, but keep injecting new material into your presentations?  

DH Response:   This business is so invigorating that it really isn’t difficult.  I am continually re-evalulating my current content and seeking new ideas to share with my clients.  The reading habit is a must for anyone in any business wanting to stay on the cutting edge.  If we keep on doing what we have always done we will gradually suffer in productivity because old ideas work less effectively over time.  Reach out for new, client friendly approaches that give you a differentiated market position and your sales will soar!

MW: You have tutored and consulted most companies that consist of the Fortune 500 list. What was the most usual mistake regarding selling they were prone to make?

DH Response:  The mistakes have differed greatly over time.  One of the toughest transitions a few years ago was casting aside the old high pressure, hard sell tactics which simply don’t work any more.  They have been replaced by forward thinking sales professionals who are building solid relationships, doing in-depth needs-analyses, and building symbiotic relationships which their clients value greatly.

MW: What would you say to someone in order to persuade him to embark on the profession of sales?  

DH Response:  In most free societies throughout the world, the sales professional has a virtually unlimited opportunity to excel and generate impressive income.  If one can sell, and sell well, solving the challenges of their customers and clients, he/she has more security than any other job anywhere!  It has been said that the only security we have is our competence, and selling skills that work in today’s competitive marketplace are in high demand.

MW: You are famous for doing extensive research before each presentation. So, in your opinion, could you give a hint of what should be done, so as for the tool of sales to play a more pivotal role in the Greek corporate world?

DH Response:  I’d say rule number one is to see the big picture in terms of the globalization of most industries.  Many in the Greek corporate world have, over time, transitioned from local to regional to national to global enterprises.  The big key is to be respectful of their agendas, needs, and buying styles that may be different from us.  We must do our homework and understand such nuances as behavioral styles, and the varying needs of each, as well as the varying generational categories which vary greatly one from another.  It is incumbent upon all sales professionals to be skillfully adaptable if they intend to capitalize on the opportunities presented them.

MW: What does distinguish a successful salesman from one who is less effective? Could it be the emphasis he shows in details or whether he is aware of the needs of his client?

DH Response:  For years I have been asked in interviews what the principle differences are between the high performance salesperson and those who never reach the heights of greatness aspired.  Subjective answers on this critical question vary, I’m sure, but I will tell you what is most clear to me:  The superbly skilled salesperson has few or no weak links in their sales approach.  They understand and have identified all of the skill sets they need to excel in their business.  For most, such vital areas as prospecting, identifying prospect’s needs, relationship building, presenting creative, cutting edge solutions, gaining commitments, the implementation of adaptable sales approaches, extraordinary communication skills, and following up keeping all promises are key.  Once the skill sets are identified and clarified, the best professionals then develop and internalize the habits needed to perform them with exceptional expertise.

MW: On Arthur Miller’s “Death of a Salesman” the main character believes that being well-liked is all anyone needs so as to succeed in life. A hyperbole this is, yet do you believe that being a desirable, friendly person is a necessary ingredient in the sales profession?

DH Response:  Theologian Philip Brooks once said “Fewer things are more compelling than the contagion of a victorious personality”.  I concur.  Our skills of the interpersonal category must be excellent.  People skills will not make sales alone, but they will get us in doors to talk with people where the opportunities unfold.  There is not substitute for in depth knowledge of one’s products and services along with a powerful solution being presented.  Coupled with their ability to communicate these solutions supportively is key. Again, we cannot afford any weak links.  Personality and advanced people skills can help dramatically.

MW: Once upon a time selling was based on…amorally stretching the truth. Bearing in mind that nowadays consumers are tougher to persuade or impress, do salespeople have to be more straight-forward and more authentic than before?

DH Response:  Rule number is "Do Right!  There is no substitute for integrity, honesty and high morals.  To compromise them is to compromise the viability of our career path!  When those compromises are made, advanced relationship building becomes impossible.  Many years ago, salespeople everywhere were charged with questionable ethics to get a sale made.  That behavior was not about how to sell, but more about the lack of integrity of an individual.  Let’s keep in mind in all dealings that “what is right” is more important than “who is right”!

MW: You’ve been quoted saying that “people are more willing to pay for excellence than they have ever been”. What are the implications for the salespeople of the world?

DH Response:  On the serviced side of selling, I am of the opinion that today prospective buyers are willing to pay for the absence of hassle.  In the global economy all boats have been rising for a few years now and there is more prosperity than ever.  People want to do business with professionals today who have the best solutions to their problems and can provide them in a timely manner. Unprofessional people who lack the high level skill sets often do a poor job of serving their clients well and there is considerably less tolerance for incompetence than ever before.

MW: What are the probable future challenges salespeople might face?

DH Response:  The bar of excellence is rising on all of us in sales.  We must continue to get better than we used to be!  I think the best way is to not only possess a hunger for knowledge about our industry and company’s offerings, but also become an expert in maximizing the opportunities to create “positive, authentic, personal connections” with prospects and clients.  And we must do it better than our competition!  Remember that today’s competitive dynamic is tough!  All the weaklings have already failed!  Only the fit remain and out performing them is getting tougher every day. Be so good that you are making your competition irrelevant!

MW: Usually you advise people to give away their heart through extraordinary service and authentic care. For, “your heart will only get bigger when you give some of it away”. This is true for any kind of profession, yet people tend to ignore it, don’t you think?

DH Response:  Sadly, it is often the case.  Few things are more powerful than superb personal service delivered with a caring spirit in the process of exceeding a client’s expectations.  Our interviews reveal that the best of the best are doing this throughout the world

MW: How should a manager behave in order to inspire his partners, motivate them and contribute towards nurturing more effective salespeople?

DH Response:  Some people in leadership positions have limited enthusiastic followers.  Sales managers need a compelling leadership style to have an energized following.  Then they need to give their sales people everything they need to succeed, including the coaching to help them become extraordinary producers.  Their leadership should encourage the sales team to energetically participate in all training and development activities that will help them excel.

MW: A salesman should always be…(please complete the phrase).

DH Response: … ready to adapt to a customer’s stated need, and NOT with an “off-the-shelf” solution.  Customers today love a solution that is creatively tailored to their needs.  The degree to which a sales professional thinks out of the box and comes up with never-seen-before solutions is the degree to which he/she has truly differentiated himself/herself from the rest of the pack!

MW: You are looking forward to come to Greece and be the keynote speaker of the 2nd Sales Convention because…(please complete the phrase.

DH Response:  … I learn important lessons every time I venture outside of my usual comfort zone.  I have addressed over 5,000 audiences in 22 countries, but this will be my first visit to Greece! I am truly excited about meeting your people and experiencing a great land which is unsurpassed in rich history, culture and tradition.  

« Back