Winning Hearts and Minds

Mark Frasco - President

In a truly American tradition, we are now in that cycle of searching for the candidate that resonates with us. You’ve read the position papers of each candidate, understand their policies and votes, visited their websites, searched the candidate comparison pages on the internet, and have made your decision on the facts that are lining up, based on your analysis. What, you say you haven’t done this? It would be very uncommon if you have.

We see the news feeds, we watch the debates, and some of us dare to discuss our feelings in friendly circles. Without ever meeting the candidates, we begin to establish relationships with them. Body language, dress, tone, style, vocabulary, oratory skills, leadership traits, personality, and sense of humor attract or repel us, based on our preferences.

If sales is your profession and you’ve been at it for a while, eventually people will ask you, “How have you been so successful?” Or, “In your experience, what is the key to a long, prosperous sales career?”

If you know me at all; if you’ve read more than two of these letters, it would be hard for you not to associate my business growth message with putting process at the center. Strategic process, installing messaging in the market, building processes designed to manage quality interactions with prospects, and so much more – brainy work.

As much as we’d like to think we make up our minds based on a strict list of facts, most of our brain power is limited to those things or people that we are uniquely attracted to, or with which we associate. Those associations gain our attention and deep assessment follows – mostly to support our feelings, our heart.

So, get that process tuned up. Arrange your metrics to help you assess your progress and results. Build repeatable, predictable interaction systems. Then, when you’ve done all the brainy work, look around. Are you and your organization friendly, likable, helpful, caring and focused on producing meaningful outcomes for your customers?

Except for those highly mechanized selling systems (and even those try hard to strike you emotionally), the most successful sales departments are populated with people who have an uncanny ability to make heart connections. Over the years, from their upbringing, through their social development, they’ve learned how to help people, solve problems, and care about quality outcomes, not for themselves or their organization, but rather for the buyer and buying system. They know that winning the heart engages the mind, moving buyer thought into favorable assessment of their solution.

Whoever your candidate, get out and vote. There is no citizenry in the world that has the freedom of choice and responsibility that we have… one vote at a time. One heart and one mind at a time.

Questions or comments? Please contact Mark Frasco at