Sales Moves: Music soothes the soul, lifts the spirit, and fills the wallet

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November 22, 2009

Sales Moves

My partner Jessica and I have spent the last 24 months attending as many musical concerts and events as time will allow.

Panic at the Disco, Gladys Knight, Justin Timberlake, Kanye West, Rhianna, Bruce Springsteen, Maroon 5, Stevie Wonder, The Police, Smokey Robinson, Les Paul, Elvis Costello, The Beatles LOVE (Cirque du Soleil), Jersey Boys, Tony Bennett, a '50s Doo Wop revival, The Cure. And on Nov. 12, we witnessed the great Leonard Cohen.

Of course, the last event is the most prominent, but for more reasons than one. Leonard Cohen is an original. My first exposure was in the '60s. He is influential both as a poet and a songwriter-performer.

Leonard Cohen's concert made my emotional cup run over. For 31âÑ2 hours, I screamed, sang along, clapped, cheered, lit a match (I shined my iPhone), laughed, and cried. At 75 years young, he and his band evoked cheers, tears, wild applause, three encores, and made a timeless musical statement that stamped my mind and heart.

SIDE NOTE: I went online to find reviews of the tour, and came across a New York Times review by a self-proclaimed music "critic" who probably can't play an instrument or carry a tune in his pocket. While he gave the concert high praise, he managed to get in a few cynical remarks and individual digs to make himself look good and justify his pathetic existence. More sad than maddening.

It always brings to mind the Glenn W. Turner quote, "No statue has ever been erected to a critic, but the people they have criticized, many statues have gone up."

These concerts have helped my attitude and my sales. They have given me an emotional and inspirational charge. And if you want the definition of diversity, re-read the list.

Music makes all of my emotions deeper and all my thoughts sharper. And not just in concert — also before sales calls and appointments. I play up-beat music on my way to give a presentation. I inspire myself. I set my own soul on fire. And I walk into the prospects office rocking and feeling great about the meeting.

How about you? If you love music, why not incorporate more of it into your business life?

Music makes a memory. If I play the right song, I can take you back to an exact place in time. First date, first kiss, first husband, first wife, summer vacation, high school, college, and affairs of the heart — the list of memory through song is endless.

Here's a simple exercise: List your current five favorite songs. Now list five favorites from your past. Next to each song, put down what it means to you. The current songs probably won't mean much other than you like them and listen to them often. The ones from the past are another story. They will present you with times, places, people, and clear memories.

PERSONAL SECRET: I learned my presentation skills singing karaoke in bars.

If you doubt the power of music, consider these facts:

Music inspires your thoughts and thinking.

Music affirms your memories and truths.

Music helps you smile and recall pleasant experiences.

Listening and singing sets an internal musical mood.

Music reinforces your internal positive attitude.

Music creates a feeling of rhythm.

Music creates an emotional surge that enters your mind and soul when you hear certain songs.

Music is transferable and transformational.

Music is familiar. Even if you can't sing a note, when you're alone in the car, you're singing along.

Music is mystical. You can't really explain what it does, other than it makes you feel good — sometimes great.

SALES LESSON: Repetition is the mother of mastery. If you hear a new song you like, you tap your foot. After you hear it five times, you can sing along. And after the 10th time, you can sing it (at least the chorus) on your own. It's the same in sales. If you learn a strategy or technique, at first you like it, then you use it a few times and become proficient, and after the 10th time, you have mastered it.

Go out and find your music. Listening and singing will give you mental, physical, and monetary rewards.

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Jeffrey Gitomer is the author of The Sales Bible and The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at 704-333-1112 or by e-mail at salesman@gitomer.com