Tweet

Green Beret Negotiations- How to Influence Others and Defeat the Enemy

Written by: Brian Sullivan

Article Overview: This article teaches the negotiation tactics of some of America's Heros.

Green Beret Negotiations- How to Influence Others and Defeat the Enemy

I had a good day recently. On that day I got to meet one of America�s heroes. Like so many, Major Ed Croot, part of the Army�s elite Special Forces doesn�t look at himself as a hero. And while embarrassed at the tag, he appreciates the fact that throughout his short return home in the States, thankful Americans rarely let him pay for a haircut or a beer. And he says this unwavering support and gratitude is given almost everywhere he goes.

Just last week, I had Major Croot on my weekly radio program to talk about leadership, overcoming obstacles, setting objectives, effective communication and of course, a bit about the war. As Ed came into the studio in full camouflage and green beret, I expected a hard-nosed conversation about objectives, overcoming the enemy, never giving up and fighting to the end. Instead I heard words like caring, listening, loving, helping, showing and giving. While I might have been looking at one of America�s most skilled soldiers, more so I was looking at somebody whose supreme objective is to serve others.

I asked Ed to give me one big lesson he has learned during his time in Iraq and Afghanistan and he said, �I have learned a lot and our nation has learned a lot over the last four years. My directive as an Army Special Forces Soldier was to kill, capture, destroy, disrupt and deny the enemy. I now realize that is only 20% of what I do. Perhaps the more important 80% is to help Iraqi and Afghan people live normal lives. We want them to have schools, jobs and be able to provide for their families. If we do these things, we will gain their trust and then be able to help them even more.� As Ed spoke about his men, his mission and the people he was trying to help (Afghans and Iraqis), at times he got choked up. This man loves and believes in what he was doing, and it is his caring of others that is the fuel for his mission in the military. And the more I listened to Ed, the more I realized that many of the same principles that he was discussing apply to great salespeople and leaders. Ed was what I call PRECISE.

For example, let me share with you a story about a recent �sales call� Ed made. It was Christmas 2004 and Ed was making a call in an Afghan village. That day, he was selling his favorite product he called �trust.� He had a huge quota on that product in �04 and knew he had to make a ton of sales calls if he was ever going to have a successful year. But he also knew that many of his customers were buying from the competition known as Taliban Inc. Ed realized that if he came across as too pushy with his new prospects, they not only wouldn�t buy from him, they might even tell the competition what he was up to in their territory.

But Ed wasn�t alone. His amazing sales administration director (his wife Tracy) thought that he could win over some customers with a little TLC, so she mailed some books and toys for Ed to hand out. With sales objective and product in hand, Ed stepped out of his car (HumVee) and approached an important prospect. There was immediate interest in what he was doing as many of the younger customers seemed happy to see him. The gatekeeper (an older Afghan man), however, was a bit apprehensive. He had never done business with Ed�s company before and wasn�t sure what to expect. Ed handed the man some toys and books to give out to his employees (kids) with hopes of making the gatekeeper look good. He thought it might be helpful to develop a �coach� in the organization who might tell others how Ed and his company weren�t so bad. The gatekeeper accepted and let Ed �come on back.�

As Ed got past the gatekeeper, he got an appointment with some of the key decision makers in the village (teachers). He knew that if they bought his product, then they would tell all the future decision makers what a good company he worked for. That day Ed had to overcome some common objections that Taliban Inc. had planted in the marketplace but with great preparation, he felt confident that he could. He knew if he wasn�t well versed on his product, he might find himself in serious trouble in that sales call.

Ed didn�t get the order that day, but he did get an invitation to come again. He got back into his vehicle, confident that he would someday have a good customer, and then continued to his next call. He knew that to make his quota, it would mean long hours in the territory, great preparation, and perhaps more importantly, a genuine interest in serving the customer. Because he knew that once they truly believed that he was there to serve them and not �sell� them, he would have a customer for life.

Ed did such a good job in his territory that he was promoted to a middle management role and was accepted to attend a top sales and leadership university (US Army Command and General Staff College) where he will learn to teach others the art of selling a difficult product. And in June, he goes back on the road�back to his team of sales champions�back to his band of brothers. And Ed realizes that while his company may have recently gained some market share, he knows that to secure the long term viability of his company, he and his team need to keep selling�harder than ever. And he knows they will carry out the mission, because they are doing it for the right reasons.

So what can salespeople and business leaders take away from Major Croot. Well, think of the lessons he has learned. It is difficult to force anybody into anything. A �kill, capture, destroy, disrupt and deny� attitude in dealing with colleagues and customers only fortifies their defenses and makes it difficult to positively impact their lives. And just as Ed and our nation has learned that �selling� ideas is easier once a little trust is built, we also need to remember that rule also applies to us�regardless of whether we are selling a product or an idea.

So this week, while you are making your sales calls or managing your team, don�t forget that Ed and thousands of great salespeople just like him are out there right now, selling a product that will keep our nation and our families safe. And let�s say a prayer that Ed and his company meet their sales quota soon and return home safely. And when they do, it is going to be the biggest sales awards ceremony this company has ever seen. Oh�and Ed�tell your buddies we are forever grateful for your sacrifice. We will never forget.

Related Articles
  Beware greenwashing your business
  The Enemy in Sales
  3.0 Global Development Challenges for Africa in 2006: Economic Report on Africa 2007
  How To Avoid Discouragement in Sales
  Learning From Defeat

Article Tags: military negotiations, negotiation skills, negotiation tactics, sale training, sales negotiations



Related Forum Posts
New Kid in Town - Hi everyone, I am Mike Martel, a former Special Forces Green Beret who moved in the corporate world a few years back. I found that my training and experiences were very applicable in helping people get results. I wrote a book - "Get ER Done: The Green Beret Guide to Productivity." With my coaching, I work with people to achieve massive results for themselves and their businesses.
Motivational Books for Entrepreneurs - Searched but did not find a comprehensive list of books for us entrepreneurs: Here are some of my favorites: Napoleon Hill - Think and Grow Rich The greatest secret in the world- Earl Nightingale...listen to it, then listen to it again. Jeffrey Gitomers books- Red book of selling, sales bible, Green book of getting your way. Your Erroneous Zones - Wayne Dyer Thinkertoys - Michael Michalko How To Win Friends and Influence People - Dale Carnegie The Magic of Believing - Claude M. Bristol How to Talk to Anyone - Leil Lowndes Get Smarter- Seymour Schulich What are yours?
Re: 10 ideas to make you money in 2010 - I think Education would be hard to break into. Baby Boomers, Life Support and Trading Down, however, seem like good markets. As for Green technology goes, I don't think the business has to be entirely based on Green ideologies, but rather a business that embrace Green philosophies and use that as a marketing tool.
Favourite Business Books - The November PROFIT magazine looks at the favourite business books of Canada's most successful entrepreneurs. The top 4 are: 1) Good to Great by Jim Collins 2) The E-Myth by Michael Gerber 3) Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne 4) How to Win Friends and Influence People by Dale Carnegie
Re: Are you a Blue, Red, or Green? - Hum... a lot of reds responding... Business owners must be a very aggressive community. Now, I was surprised when I took the course personally to find out I was a Green, secondary Blue. Of course, not believing this, the first thing I did was turn to those around me to get their opinions on my colours (typical Green!). The only thing I can really say about STRUCTOGRAM is that it was fun to explore the depths of my social and physiological make-up... I did this a over a year ago now and still use it in my daily interactions (always be on your toes with Reds).


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Emotional Energy is Our Engine

Five Daily Marketing Habits to Increase Sales

The Right Job - Part Five 'Compensation'

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.