Sprint CEO Dan Hesse is the company's most effective salesperson  When Netflix CEO Reed Hastings decided to change his company’s DVD and streaming offerings, he didn’t realize the pushback he would receive from investors, analysts and consumers. Among Hastings’ missteps was his failure to get buy-in from these constituents in addition to his management team. What Hastings apparently forgot is that being a CEO means being a salesperson -- selling a vision, ideas and a management style to those around you. I like the way Electronic Arts Chief Executive John Riccitiello described it in this Sunday’s New York Times.
He noted that being a leader means ‘painting a picture’ for everyone in a clear, genuine and consistent manner. “When you’re working on a business and it’s small, you’re a clear part of the equation yourself. When you get the scale, though, you’re mostly painting a picture for a lot of people for whom you’re just a concept, as opposed to a friend. So, you’ve got to find a way to be incredibly consistent, so when other people repeat the same thing it conjures up the same picture, the same vision for everyone else.” When we look at the world’s most successful leaders they are not necessarily the smartest, most creative or dogged, but they are great communicators. Witness President Ronald Reagan. Even those who did not care for his politics admitted that he knew how to communicate his vision for America clearly, consistently and succinctly. This was his greatest strength. Steve Jobs was another example of a person who could communicate his vision to Apple employees who would follow him anywhere. Ditto GE's Jack Welch and Statbucks' Howard Schultz.Some of the most compelling commercials feature a company’s CEO looking into the camera and explaining why you should buy his products or services. Chrysler Chairman Lee Iacocca starred in one of the most successful TV ad campaigns ever. And, when a firm's sales team is trying to nail down the ‘big deal,’ the CEO is often brought in as the closer because clients appreciate negotiating with the company's top salesperson. Successful CEOs already know that they are salespeople but up-and-coming leaders need to prepare themselves for this role before they reach the top slot. If you don’t have the qualities inherent in a good salesperson, learn them or forget about being an effective leader. The William G. McGowan Charitable Fund provides grants in three program areas including Health care and Medical Research; Education, and Community Programs for Those Most Vulnerable. It gives priority to programs that have demonstrated success, measurable outcomes, have a plan for sustainability, and aim to end cycles of poverty and suffering. |
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Why Every CEO is a Salesperson in Disguise By Larry Kahanerposted Nov 29, 2011 7:10 AM by Jacqueline Lara [ updated Nov 29, 2011 7:12 AM ] |