I was finishing up the masterful book, The Ultimate Sales Machine, by Chet Holmes the other day and one phrase really leapt of the page. In the context of a sales presentation Chet said…
So turn those mirrors into windows and you will be a much better presenter, salesperson, trainer, executive, or leader.
The whole idea is to change the focus 180 degrees. To stop looking in the mirror at yourself and instead look through a window to other people’s needs, wants, and desires.
This is a brilliant idea. One that has been around for years, but put into such a simple phrase. I remember a similar idea presented in Dale Carnegie’s timely work, How To Win Friends and Influence People.
Dale Carnegie wrote…
Become genuinely interested in other people.
It is a simple concept, but one that will pay huge dividends.
In fact the idea is one of the key tenets of word of mouth marketing…
What’s In It For Them?
So the next time you are in a sales call or standing in front of a group of people in a presentation… Turn your mirrors into windows.
