Unpacking Professionalism in Sales: A Conversation with Entrepreneur Jonathan Harmon

11/10/23 • 49 min

Drink Coffee, Make Friends (That's What Salespeople Do)

Recently, I had the pleasure of engaging in a profound conversation about professionalism with a local entrepreneur, Jonathan Harmon, during his visit to the Jones College of Business for Professional Week 2023. This event, showcasing our commitment to professionalism, is part of our broader effort to equip students with the 'It Factor' that employers actively seek.

The Jones College of Business initiated its Professionalism Initiative in Fall 2018. This initiative has been a journey of collaboration and development, involving stakeholders, the Undergraduate Programs Committee, and a dedicated Professionalism Working Group. As a result, the faculty at the Jones College crafted a robust definition of professionalism, which now forms an integral part of our operational framework. Our ultimate aim is to make professionalism an inherent part of our organizational culture.

At the Jones College of Business, we firmly believe that professionalism encompasses the following behaviors:

A robust work ethic, evident through thorough preparation, punctuality, active participation, and sustained productivity.
Respectful and courteous interactions with others, fostering a supportive and inclusive community.
Upholding the highest ethical standards in all endeavors.
Displaying professional demeanor through appropriate business attire, effective communication, and a poised disposition.

Jonathan Harmon's professional journey is a testament to his dedication and adaptability. He began as an educator, imparting knowledge in economics and various business-related subjects at Blackman High School. His ambition to become an entrepreneur steered him toward the real estate industry, where he successfully established the J. Harmon Home Team under Keller Williams.

Driven by his passions, Jonathan and his partners ventured into the realm of entrepreneurship once more, opening Cedar Glade Brews in 2021. This establishment has quickly evolved into a cherished community hub. Managing three Murfreesboro Airbnb rentals alongside his other ventures, Jonathan exemplifies versatility and astute business acumen.

His involvement in various community boards and committees further highlights his dedication to community development. As a member of the Main Street Murfreesboro board and the Blue Raider Athletic Association, he continually contributes to the betterment of our community. Jonathan Harmon is an esteemed alumnus of Middle Tennessee State University, holding a bachelor's degree in Entrepreneurship and a master's degree in Business Education."

At the Jones College of Business, we firmly believe that professionalism encompasses the following behaviors:

A robust work ethic, evident through thorough preparation, punctuality, active participation, and sustained productivity.
Respectful and courteous interactions with others, fostering a supportive and inclusive community.
Upholding the highest ethical standards in all endeavors.
Displaying professional demeanor through appropriate business attire, effective communication, and a poised disposition.

Previous Episode

Solving Customer Problems

At this stage of the sales conversation, the salesperson's role takes center stage. After emphasizing the importance of allowing the prospect to speak for the majority of the interaction (at least 80%), it's now time for the salesperson to engage actively.

Features, Evidence, Benefits, and Agreement (FEEBA)

Now that we've established the importance of selecting relevant features and aligning them with the prospect's challenges, let's delve deeper into the FEEBA framework—a structured approach to presenting your solution effectively.

Features: The Foundation of Value Begin by identifying the specific features that directly address the problems unearthed during the discovery phase. These features serve as the foundation of your solution. Carefully choose those that offer the most direct and impactful resolution to the issues at hand. Remember, quality trumps quantity; it's better to highlight a few pivotal features rather than overwhelming the prospect with an exhaustive list.

Evidence (Visual): Painting a Picture To add depth and tangibility to your solution, leverage visual aids from your marketing materials. These could include diagrams, charts, infographics, or images that visually depict how the identified features interact to resolve the prospect's challenges. Visual evidence not only clarifies the technical aspects but also engages the prospect's imagination, making the solution more relatable.

Old School Wisdom: Word pictures are particularly important when telling a story. A word picture is a tool to help the prospect visualize and connect with the story.

Evidence (Verbal): Storytelling for Relevance Conveying your solution through a compelling narrative enhances its impact. Share a real-world story where a previous client encountered a similar challenge and effectively utilized the features you're presenting. Alternatively, explain how the prospects could apply these features to overcome their obstacles. This storytelling approach bridges the gap between theory and practical application, making your solution resonate deeply.

Benefits: Translating Features into Value At this stage, transition from the technical details (features) to the tangible advantages they offer (benefits). Translate the features into how they directly address the prospect's challenges and contribute to their goals. Emphasize the positive outcomes, such as increased efficiency, cost savings, improved productivity, or enhanced customer satisfaction. Benefits are what truly resonate with the prospect, as they illuminate the value your solution brings.

Agreement: Confirming Mutual Understanding Conclude your presentation by seeking agreement from the prospect. Invite them to share their thoughts on how the presented features align with their challenges and objectives. This engagement fosters a mutual understanding and encourages an open dialogue. By confirming that the features you've highlighted indeed provide a solution to their identified problem, you solidify the value of your offering.

Incorporating the FEEBA framework ensures a seamless flow in presenting your solution. It guides you from the fundamental features through the visual and verbal evidence, culminating in a strong articulation of the benefits your solution delivers. Finally, by seeking agreement, you establish a collaborative rapport with the prospect, paving the way for further discussions and potential commitment.

Remember, each element of the FEEBA framework plays a crucial role in constructing a compelling narrative that resonates with the prospect's needs, ensuring that your solution remains not just a set of features, but a transformative and value-driven proposition.

Next Episode

Walking the Talk

Delving into the realm of ethics and integrity prompts us to ponder their significance. In my view, ethics encompass the rules we choose to govern our lives, while integrity measures how steadfastly we uphold these principles. Let's simplify this by examining two contrasting perspectives on ethics.