The Sales Gene

Posted October 29, 2014

Some people are just naturally good salespeople. Why is that? Well, it may be that they have a particular gene that is responsible for that talent. I had never thought about genetics’ role in being a good business developer but sure enough I read an article that stated that the 7R allel of the DRD4 gene is associated with “customer orientation.” In other words, it allows those with the gene to have a willingness to interact with customers and learn about their problems in order to meet their needs. BINGO. In that same study, led by Richard P. Bagozzi of the University of Michigan’s Ross School of Business, the team found that the A1 variant of the DRD2 gene, sometimes makes people cognitively inflexible, that is they tend to try to persuade customers to buy a given product rather than listen to their needs. UGG! We know in this day and age the ability to listen to clients and understand their needs is HUGE. Now I am curious about what gene controls buying decisions! Crazy huh!

Business Development, Customer Service, Genes, Genetics, Salesman

Ann Banning - Wright

CLIENT:	Large Engineering Firm
CHALLENGE:	Extend and secure new contracts in the area of Data Centers for telecommunication, finance and media industries.
RESEARCH:	Designed face-to-face interviews that reveal the challenges and the breakdowns that cause the most pain in data centers.
DISCOVERY OF UNTAPPED POTENTIAL:	Identified “downtime” as the most critical concern evidenced by a financial institution losing $260 million dollars a minute when their check processing centers went off line. A variety of well- intentioned vendors, designers, departments and process operators were responsible for getting back online but we discovered they were often working independently in silo’s – a cumbersome and inefficient response to an expensive problem.
HARNESS POTENTIAL:	Plucked individuals from across departments and disciplines to assemble a team dedicated to “Collaborative Design and Operations for Data Center Uptime. Newly formed team collaboratively built and marketed a unique practice promising result. Data Center Uptime Named the Offer > OnlinEnivronments. Specified all the moving parts of the OnlineEnvironments Design Solution and the cost benefit. Geography of Facility – Architecture and Engineering of Facility – IT Infrastructure and Facilities Management – Process Design and Outage Prevention Management
RESULTS:	Out-of-the-gate this untapped potential accelerated growth and generated 14million dollars of new revenue. This success demonstrates how a distinctive solution accelerates a company’s capacity to become market leaders, to choose their clients and to charge more for it. The optimum result of working with Bright Operations is the creation of a structural and operational eco-system that is sustainable over time, producing preferred transactions and smart market extensions over and over again. In other words, “Wow, we’ve done it again!”

The Sales Gene

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Did you know… An experiment reveals that elephants not only cooperate but that they understand the logic behind teamwork. Now that’s a smart human lesson learned from the animal kingdom!

In his book, The Speed of Trust: The One Thing That Changes Everything, Stephen M. R. Covey writes that trust is an essential element in business: “When trust goes up, speed goes up while costs come down.” Conversely, “When trust goes down, speed goes down and costs come up.”

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The Sales Gene

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