Deon Basson – Sales Communication: Success is all about how we persuade and influence people, not just processed communication.
The way we Pitch is what makes the difference in the boardroom, in sales, in teams, between people.
Deon’s talks on sales or communication are highly applicable to any sales team and any team or company that needs more effective communication.
Deon Basson is the CEO of 2interact and has been doing his doctoral studies on what really differentiates the top performing salespeople. And the common denominator is …. The psychology of sales.
Applying the right psychology is far more important than the process of selling.
Running the first training to address this issue some people could make the shift to greater conversations while others could not. It became apparent that there was another skill salespeople need. Having spoken to numerous people, companies and academic institutions it became obvious that the key was to understand and apply how people differ. The focus at that time was to make sure that salespeople understand how people differ.
So the Psychology of Sales was born.
This initial program focused very much on showing salespeople how people differ in the way that they think as well as how personalities differ. This program from Deon Basson was run for about 18 months, but from the experience it was realized that commonly found personality profiles did not serve the communication purpose effectively as they were not built for that (square peg in a round hole).
2interact and the people associated with the company realized that the true issue that they were trying to address was improving communication skills of salespeople and not personalities. In 2006 this was put into practice when the first form of the 2interact communication framework was defined and used in training programs.
In 2011 Deon Basson and 2interact was conducting training with an international bank. After the training the sales director approached 2interact to run a workshop for management and executives. That was the first step outside of the sales field and the real birth of what we stand for today.
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Tshiamo Matibela is an award-winning retail architect with over a decade of experience in revitalising and growing retail businesses. Her expertise lies in crafting innovative store designs and delivering strategic, end-to-end management solutions.
Tshiamo’s dedication to empowering local businesses has seen her collaborate with leading South African brands like Bathu and The Drip Group, playing a pivotal role in their growth, sustainability, and brand presence.
As the founder of StratScape, Tshiamo offers turnkey retail solutions that address every aspect of retail operations. From designing impactful retail spaces to implementing comprehensive management strategies, she ensures her clients achieve both functional efficiency and a compelling brand identity. Her innovative approach has made her a sought-after partner in the retail industry.
Furthering her commitment to the growth of local enterprises, Tshiamo established The Retail Girl, a Retail Academy focused on skills development and empowerment. Through this initiative, she equips local retailers with the tools and knowledge they need to enhance profitability and sustainability in an ever-evolving market.
Tshiamo Matibela’s work is a testament to her passion for driving excellence in retail. Her unique ability to blend creativity with strategic thinking has positioned her as a transformative force in the industry, inspiring businesses to achieve their fullest potential.
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Over the past decade Jon Kroeger has consulted with various clients on addressing challenges within the world of Sales and Retail Experience – both locally and abroad. Traveling to Europe and Asia on strategic learning and implementation programs, Jon has insights around global sales and retail strategies – those that work and those that don’t.
In the ever-evolving consumer driven world with multiple buyer profiles, mass choice and instant gratification, the sales profile, job description and internal sales processes & support are incredibly outdated and often suffer from the ‘one shoe fits all’ syndrome.
Working with his clients, Jon develops bespoke Sales Processes & Support structures, Sales Strategies and Sales training programmes based on his clients individual business definition of Customer Experience.
Jon is known for his entertaining and relatable real-world Storytelling when talking about Customer & Retail Experience, improving your Sales Experience, growing your Business and Authentic Leadership. Through his Stories, Jon encourages a change in perspective of his audience by giving them an alternative narrative to think about. His ability to simplify complex business and sales concepts into relatable day-to-day experiences keeps his audiences fully engaged throughout his talks.
Jon Kroeger infinite passion is to improve the image of Salespeople and once again positioning a career in Sales at the top of the ‘most respectable careers in the world’ list.
Over the past decade (and some), Jon Kroeger has been involved with sales on multiple levels, and within multiple disciplines.
Having had a career in Sales, Sales Management and as a Branch Manager for many years, Jon knows his way around the Sales Process, Sales Management, Sales Coaching, Strategic Selling and Retail Experience Improvement Strategies.
Jon Kroeger is currently responsible for running multiple Businesses, and sales has been, and still is a daily task. As the saying goes, he eats, breaths, sleeps and dreams sales and the Customer Experience.
But Jon also a professional Customer – buying stuff all the time! Be it Online, face- 2-face or browsing through a store, Jon is buying stuff all the time.
We all love listening to or telling a good story! And it’s generally agreed that we use Storytelling as a way to transfer knowledge and learning experiences from one generation to the next.
And everyone loves a good Story.
It’s the reason why Netflix, YouTube, Showmax and many other streaming services not only exist, but flourish! Stories that seem to ‘talk directly to us’ and that we can relate to on a personal and aspirational level, are stories that we remember the most.
These memorable Stories are often linked to how the Story made us feel. Our own experiences, both good and bad make us feel a certain way, and we remember more the way we feel then what actually happened. So to communicate the context around these feelings and to tell others what happened to us that made us feel the way we felt, we use Storytelling. And its these personally relatable stories that leave a lasting impression on us.
In Jon Kroeger talks he use relatable stories of real-world, day-to-day experiences when talking to people about Customer Experience, improving your Sales Experience, growing your Business and Authentic Leadership.
Through his Stories, Jon Kroeger – Retail encourage a change in perspective of his audience by giving them an alternative narrative to think about.
Every encounter I have as either a Salesperson or a Customer, the total Customer Experience and additional transactional value is foremost in my mind.
As a Salesperson, in this vastly competitive consumer driven world we sell in, you are often up against the retail store down the road, the frustrating and misunderstood discount war, economic cycles and how do you convince your Customers to rather buy from you?
As a Customer, I’m asking myself “why should I buy from you?” It’s so competitive out there, with many options, Brands, products etc. that all promise to ‘solve my need’ – and many can fulfil this promise. What is it that creates a compelling enough reason for me to buy your solution or take you up on your offer as a Salesperson or your particular retail store?
And the answer is hardly ever the amount of discount offered. Discounted pricing is only ever the bargaining chip in the absence of additional transactional value. The compelling reason for Jon Kroeger – Retail Sales to do business with you is largely dependent on the overall level of Customer Experience and additional transactional value offered by you (the Salesperson) and perceived by me (the Customer).
Arguably, the most valuable skill any Salesperson has is there ability to offer an authentic, memorable Customer Experience with enough compelling reasons for your Customer to confidently do business with you. One thing is for sure though, if you don’t know everything about what it is that you are selling and what you are selling against, don’t expect your Customers to trust your sales pitch – they will buy not because of you, but in spite of you – and probably at a demanded reduced transactional value.
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