Chad Dyar wrote the book How to Talk to Humans, and has an extensive background in sales and managing sales teams. I had a few specific questions for him, digging deeper into the topic of GOOD communication.

United States


00:00:00Welcome to the sales manager playbook where we interview some of the leading sales managers who revealed tow us some of their very best strategies for sales growth chad dire wrote the book how to talk to humans and has an extensive background in sales and managing sales teams i
00:00:15had a few specific questions for him digging deeper into the topic of good communication chad how do you think about business communication in general all right well the way that i like to break out the way i think about communication is more like relationship building communications still skills
00:00:32like when you're managing people what type of what type of management tennis d said how do you communicate with them and that way to make people buy any more productive and also helping with professional development along the way and then i think the other pieces technology ah what's
00:00:46appropriate is appropriate when it's using technology whether it's instant messenger e mails things like slack all the different kinds of communication what's acceptable to use for what type of communication what's the most efficient and some of the problems and challenges that arrives from using different forms versus others
00:01:02and then the general overall piece of communication that i'm dialed into the most is just learning what motivates people and being able to have productive conversations with everyone across the board and that includes like friends and family how you communicate with yourself and understanding what's the most appropriate
00:01:18way for you to reach out and speak with people and then especially supplies in the workplace people that you manage people that have managed to on piers in the workplace in your opinion what is the key to good communication i think the fundamental key to communication is first
00:01:35of all to understand your style how do you like to be talked to how do you relate to people Are you more of an emotional listener Are you more of a type a task oriented person and when you're able to understand your style you khun melt it and
00:01:47develop it more into the other styles of other people that you're working with I work on ops team with people that are a lot of really strong type a project oriented detail oriented people that like to get things done and i have to approach them very differently than
00:01:59i speak to people on the sales team who are very much into conversation and selling and closing it's just a different style of communication that ghost in both those different directions so i have to see what's my skill set how can i relate to people what motivates those
00:02:13people and what can i really drill into when i'm talking to them and what how could i make the best use of that time What i've learned with my process people is i spend really quick meeting times with them like thirty minute meeting agenda set we get in
00:02:25and go through it if i'm going to meet with someone and talk more about cells philosophy or strategy that meeting could be sixty or ninety minutes because there's gonna be a lot of talking on both sides and it can be free flowing and going a lot of different
00:02:35directions do you change your communication style depending on who you're talking to Yeah yeah actually i do that with my team that i currently work on because i'm trying to transition them from just being specifically focused on like mnuchin process to thinking maurin a strategic sense so what
00:02:53i've done with them specifically is i do a one on one every week and one week it's a tactical one on one when we get out like a trailer board or like a google talk with a list of projects and we go through and we check how we
00:03:04doing on this project was to cadence what's what's the pace are we're rebuilding a generation process off of this and then the other week its strategy and i tie professional development into strategy so i asked them just leading questions about the company and things they see because they
00:03:17want to do projects they'd like to be involved in there a little bit more philosophical then like database administration and are a lot of the ops things that are just you know documentation and processes so that strategic meeting allows me to kind of tap into a different side
00:03:29of the people on my team and talk about what they think what they want what they hope and it helps me build a better picture of them in the future that they have planned out for themselves and then the professional development piece ties into that as well because
00:03:41that leads me down a road of saying ok you're next projects could be based around this topic that you're really passionate about it's different than what you're doing now but it kind of bridges you towards the direction you want to head into do you have any specific examples
00:03:51of that Yeah my operations manager is one of the smartest people i've ever met my entire life she takes on every project that comes within five feet of her and she kills it but she stay so in the weeds with so much like database administration things and building
00:04:05reports and you know stuff that a lot of people could do probably not as well as she could but they could do it and what i've challenged her with over the last quarter and even moving forward is what do you know about sales process What do you know
00:04:16about the account execs and what are some of your ideas and in that challenge she's given me some really articulate answer it because she's thinking through this and because she has such a sharp mind when i kind of refocused her and start thinking about big pictures she has
00:04:29really great answers and one of the things that she focused down on because we all work in the same environment and we share we share cubes and tables right close to each other so i hear he's on the phone all day long asked a she and she really
00:04:40focused down on hey you know what I think i'd focus on discovery like i don't think we're getting enough information on the front end to really taylor our product to the desires and needs of the people that we're talking to our prospects and we started having those types
00:04:52of conversations and now i'm really excited to have her and leadership meetings alongside me bringing those kind of ideas to the table whereas before she was just taking notes and thinking about ways to build reports and and be able to show people through the numbers and through basically
00:05:06everything that operations does what we are doing and now she's leaning more towards thinking about what we can do what advice would you give to someone who is trying to improve their communication in general i think the best advice for anybody when it comes to improving communication is
00:05:22a be honest with yourself I think the people that i get along best with the people have the best conversations in the best discourse whether the people that are the most candid i think everybody's everybody is a lot of ambition that things to prove they want to climb
00:05:35the ladder but people that sit down with me and i just completely candid false in all works and also say down south and those of the people that i'm able to create a really strong dialogue and we usually both get something out of that conversation when i'm talking
00:05:47to someone and i'm in a leadership position and they may be you know a title or two below me and they're more of a yes man where they're just telling me i agree with you i like your ideas that's not really challenging me so i'm not pushing myself
00:05:58i want somebody that's going to come in and challenge all of my thoughts and ideas and pushed me to be a stronger leader a better communicator challenge me with processes and say hey you could be better this and being being willing to be candidate to challenge people i
00:06:11think helps the communication cycle the other part of it is define it there's no problem when you come into a new job or a new role working with the people around you and defining with that communication style is going to be hey i'm pretty laid back i like
00:06:25to sit down in the meeting and just talk through a couple of different concepts or hey i prefer a really specific agenda i'd like you to come in with five topics planned i like there to be takeaways i want to know what my action item is after this
00:06:36and when you set that precedent beforehand you know who you're going to be dealing with and how you're gonna be deemed dealing with them as you move forward in that relationship and i find that people that are really candid and honest and set up basically a specific cadence
00:06:48of how they liked to be worked with it's a lot easier to move forward with those people and achieve a lot together i noticed that you had your ah myers briggs personality type on your linkedin profile ii find those really interesting as well do you do you do
00:07:03anything else with those in your communication with other people yeah actually i have to jump back into my last role to get into this a little bit more because and sells office i'm way more on the process side that i am working directly with salespeople but at two
00:07:15she but where i worked in the aftermarket had a really big sales team and they were really diverse and i had people performing at all different kinds of levels and i really want to understand a little bit more about them what drives him what challenges them how to
00:07:27communicate with them and myers briggs was one of the tools i use i also use strike finders two point oh i bought everyone on my team that book i had them take the assessment of unread the specific strengths that they all had and then we sat down in
00:07:39the group meeting and we talked about it and i set them in little circles of people that shared similar strengths and we talked about how to use those and then we talked about howto leverage those across the team like if you have a strength someone else doesn't have
00:07:50how do you work together and what can you learn from that person and we got a lot out of it and it actually helped this our team building a ton for everyone to understand each other and their strength beyond just looking into themselves in their relationship with me
00:08:02on dh myers briggs is a piece of that as well i love those studies i love that people buy into their personal profile i look at mine and think oh yeah that's me and i know a lot of people do that as well so when you read those
00:08:13and you look at people and say hey i'm going to communicate with you like you like to be communicated with because you took this assessment and you agree with it agree with it enough to put it out into the public conscious that gives me just another tool when
00:08:24i'm working with people especially when i'm new to someone everybody over it krystal knows which is a sight that actually scrapes data from the internet from social media and then puts profiles of people together so if you're going to reach out to someone new you can look at
00:08:39their resource and see kind of what's the best way to communicate that with every email how you work together with them on projects and i love that is the resource to it's just i love knowing as much as i could know about other people's personalities and passions as
00:08:51i'm doing business with me which i'm working with him internally or externally as a vendor of prospect or even a client that we're managing because it just teaches me how to build that relationship that's going to be long lasting and not just set for a specific circumstance to
00:09:03close business yeah that's a great point about having the different types on your profile it is crazy how accurate some of those types khun b yeah i love it because it's i also feel a kinship like you see my profile i put i'm a capricorn i buy into
00:09:18that i believe a lot of people i know that capricorns have a lot of similarities to me i put that i'm a superhero enthusiast because that's something people can lash onto because if you're passionate about something you share that passion other people so all those personality archetypes i
00:09:30like to throw out in the public consciousness and see kind of who reaches back from that and this helped me become really successful in networking on linked in because of that material on my profile much more so than my work history believe it or not you have a
00:09:42book how to talk to humans can you give us a few actionable tips from the book Yeah i think one of the actual items is and i said this early in one of the questions is when you start a new role or even when you've been in a
00:09:52role for a while and have like a new manager someone that you're building a relationship with have a conversation about communication don't just go in and feel like you need to brag about your work history and talk about the things you need to do our set up justin
00:10:03agenda of items that are actionable sit down and talk about your communication i love doing this when i started to roll and say hey this is who i am this is how i like to talk this is this is what i do i mean i come in and
00:10:13say i'm southern i'm very talkative sometimes you have to keep me on track because i love to go off topic and just philosophizing about the things that i'm passionate about what you're all things sales and building relationships with people building relationships with people that look into closing great
00:10:25business is something i've become passion about over the last ten years so having that conversation i think is one big tip the other tip is have a plan of attack for yourself understand the ways that you can communicate What i like to do is i make a list
00:10:40of things that i used like example now we use e mail at work so i have g chat up you slack i have slack up we send emails were an email culture we're leavin sort meeting culture and other things that i do is i like to sit down
00:10:52and communicate with people with the best way is to use my time do you need to schedule an hour with me to be in a room with a group of people to act on things maybe sometimes that's appropriate you need to email me about everything coming and going
00:11:02do you need to see mia privatised the message to we need to set up a slack channel with all the right people involved in a party so i do a lot of setting up streams of communication and outlining what's appropriate for each of those streams a communication to
00:11:13make sure that everything's coming cross that's important is being handled and everything that's coming across its fluff will go in the same direction and you deal with it when it's time to but it helps you really prioritize the communication that you have with the people that you work
00:11:26with when you have all of your streams built out and the priorities and the way that you use those streams can you give another quick example of how that first tip they communicate about communication of how that might go Yeah i know it sounds pretty meta actually this
00:11:41conversation with someone i work with this pretty new to the company a couple of weeks ago where i sat down and said hey there's a general perception of you that's x because you've come in and you're really ambitious and want to take it by storm but here a
00:11:53couple of the challenges that i see with your communication style as it's impacted me and the people that i've been in meetings with who brought it up you know and one on ones with me which is you're coming on really strong you're not putting a strong agenda forth
00:12:04if you come to a meeting and present all of your own ideas about incorporating any ideas from other people there they don't feel like they're time is being used valuable e so i went through it just kind of built out of structure and said here's how i prefer
00:12:14to be worked with if you're gonna invite me to a meeting i love there to be a pretty set agenda i love for the agenda to be tied to my role so i understand what i should be prepared for when i walk into the meeting and then i
00:12:24also like you to have some ideas of some takeaways like what's my action item when i'm leaving i'm going to spend an hour with you we're going to we're gonna have a strategy but when we leave do we leave it on the room was it just a good
00:12:33talk or they're things that are going to come out of it they're going to actionable that are going to really help us as we build our processes in close revenue do you give all your team members these different personality tests or how do you go about doing that
00:12:46I haven't done that in my role cart roll a greenhouse because now that i'm in sales operations i'm really kind of focused down on the process side and really supporting the sales team and all the processes revenue ops salesforce administration like very in the weeds in the numbers
00:13:01at two sheba when i was working in managing people and i was in the trenches managers so i was selling right alongside of them in helping them build up their territories i worked really strongly on their personality assessments i had some challenges they call me the axeman i
00:13:13fired a lot of people my first couple of years there because they're people just weren't getting their numbers and at one point i had a really talented group and some of them were struggling but i knew they were really talented so that's when i pulled out the strength
00:13:23finders two point oh and said i'm going to build up some confidence here i'm gonna have to help people understand maybe they have strength they're not even using maybe they're not the biggest closer on the team but they know processes upside down so we could just put them
00:13:35in a role where they're going to be able to focus on that on then maybe i don't know who my strongest closer is and whom i process people are i need to take these evaluations seriously and put those people together and say hey i'm gonna put you together
00:13:47as project partners on this that it had a rep named cindy who was the best talker i've ever known she'd been selling for decades and i knew any time she got on the phone or talk to anyone she was going to close business she also had seventy note
00:14:01pads on her desk was scribbled notes everywhere so she wasn't very organized all the time then i had another rep whose name was janet who knew how to use every system and had the most detailed inarticulate salesforce records of anybody i saw so they were in the same
00:14:13territory put him together help them work together and kind of home their communication styles janet learned a lot of tips about talking to people handing objections and cindy learned how to do some of those processes that were more challenging and janet really helps sell the r o i
00:14:28on the process because cindy's argument was always i want to be on the phone because that's where i closed my business but janet showed her the our ally and actually building out the sales force and the processes in the time management piece that helped her be more efficient
00:14:39and then every time she was on the phone she was closing business but she closed the whole lot more of it yeah that's that that makes sense i enjoy those personality type so much if i had it my way i think i would just give everybody a quiz
00:14:51that the first time i met them that becomes a little awkward though is it could have imagined germany tips for reading people and determining their some of their personality traits well i think one thing that i do and it's something i focused heavily on at greenhouses i really
00:15:04help people build out their story into their linked in profile i do a little lecture on business media which is kind of the crossroads between social media and doing business with people but there's a lot of best practices i think people miss out on because they make it
00:15:17their job resume they list their responsibilities the companies they work for there's no summary of who they are and what they want to accomplish in their careers just a couple of facts and figures then onto the next thing and there's no challenge in that i don't know a
00:15:29lot of information from that when people apply to work for me and i look at their leads and there's not much effort given to it especially nowadays since that's a major tool for most businesses i kind of passed on by so what i did and if you go
00:15:41on to lengthen look at greenhouse for anyone ourselves development representatives we all went through an exercise together where they built out their profiles they were summary talking about who they are and what they what they're passionate about what they hope to achieve in their careers because their young
00:15:54in their careers they don't have a ton of work history behind them and then they went into each level of their experience every job they've had they told a story about it here's what i did here here's what i learned here here's what i took away from it
00:16:04and here's what i got to get to the next level and those stories actually built their personalities out in detail so when i'm looking at them i could read their links in page and get a really strong sense of who they are and what's happened is we're working
00:16:16account based selling in our company so that people are going into arlington says navigator reaching out people those people are looking back at their profiles and their connection rate has gone up their views have gone way up and their ranking in the top of our company for views
00:16:30right now above some of our vps and director level people because they have these wonderful interesting profiles that people are reading and those profiles they're helping people to respond to them so i think that's one huge tip you can build that you're linked in to tell a really
00:16:42specific story i mean mine is like a novel at this point it's got so much information because i've built it out through the years and i updated every single week because i want to make sure that i'm keeping it in real time with what i'm working on what
00:16:52i'm passionate about now and that's something that i really respond to with people the other toe tip i would add to that is i mentioned earlier but krystal knows it's a tool that scrapes all through all kinds of social media and gives you a pretty specific picture and
00:17:05there's actually a little assessment that it does on different personality types as well that i think is really useful i did that with someone i worked with in my office there was a guy who is one of the smartest guys i worked with on the on the sales
00:17:16team he's an account executive we have very different personalities and i haven't really gotten a chance to know him because he's just a little bit harder to get to know he's a little bit more to himself and but he's a strong contributor so i wanted to get a
00:17:29little bit more about him i went on krystal knows i looked and saw wow he's the exact opposite personality type of me like literally were a sfar at both ends of the spectrum is we can be and it really gave me a useful resource to look and see
00:17:40some things that ways i could communicate with him talked to him away i could build a friendship with him inside the office so i could leverage a lot of skills more than i had been able to before and it worked like a charm we've become great friends we
00:17:53laugh about how different we are but we have a good dialogue going now and i understand more about how delivered to skill set and his incredible knowledge about our industry our business and really about our product as well yeah i love that idea of weaving the narrative of
00:18:06your ah your past in a swell is your future plans into that linked in profile certainly guilty of copying pacing some generic company sniff it past things but i let you have any other to any tips is for is how to best tell that story yeah actually i
00:18:23put a little best practice scenario together for everyone on the team if i used that as an example because i want to lead by example i don't ever tell anyone to do anything that i'm not willing to do myself so the first thing i do is a great
00:18:34summary my summer if you look at it it gives you my professional highlights like here's what i bring to the table if you're looking for this guy that's me the second one is here's what i'm passionate about if i'm not sitting in the office here's where you'll find
00:18:46me for me it's the arts i was an opera singer for years is a lot of musical theatre i still support the arts in a really big way and now that i live in new york i get to go to see a lot of shows and i'm really
00:18:54excited about really contributing that community and then down in the last paragraph it's i call it the corky fax the quirky facts they're like i love superheroes i'm a capricorn has my myers breaks it has my strength finders has my insights colors it just has anything that i've
00:19:08taken that i feel like give someone specific inside into the kind of person i am so when you look at my summer you really get like all three quadrants you get like who i am professionally who i am personally and then you get a lot of fun assessments
00:19:20on the type of personality that i have so that's just a great starting point and then when you get into the experience part tell a story about who you are and what you learned at the cos you work for and not just a list of responsibilities you have
00:19:32a resume for that i mean there's always going to be the resume with the bullet points and i did this and that and the other and i'm certified for these things lincoln's a great place to tell a story hey i work for a company that i really like
00:19:42and here's why i'm excited to work for them here's a little bit about our product there's a little bit about our ideal customer profile here's a little bit about what i've learned here i've been promoted through this roll here and there and it gives you a good good
00:19:53idea of what you actually do it the company dated dick and why you like working there more than just the ten responsibilities that fell onto your plate yeah it's awesome i'm goingto creatively swipe that pro fire that framework for my own profile yeah haven't circle tea and one
00:20:10final question what have you learned about managing people kind of managing the sales team in particular i think managing the sales team is a man on man sport it is not a come in with a concept the biggest skill set that i think i've adapted to over the
00:20:26last decade and i'm really thankful for the world i grew up in in music and performance for this is i tried to build every group i work into a team i like to have a team mentality i liketo leverage resource is across the entire group i like for
00:20:38everyone to feel like they're contributing their adding something their unique and different they have a point of view no one else has and it's not just a manager in the room barking down orders and yelling out numbers and you know get here get here get here it's what
00:20:50can you do what can you do where do you want to go and tying everybody's dreams ambitions their personalities to their absolute goals i talked to people about the next thing when you're done with this what's the next thing you want to do you know do you want
00:21:03to be an enterprise stills guy forever do you want to be a ceo Do you want to run a company You want to be a pro golfer like one guy i work with let's be pro golfer fantastic salesman he must get a pro golfer but that gives me
00:21:12something to think about a way to communicate with them so i think it's about just discovering on an individual level what people bring to the table way i'll talk about this we need to know what motivates people we won't all these money motivated people in sales but we
00:21:24don't always get him we get people who want to work hard and we get people that have lives outside of sales then we get people that want to work twenty four hours a day but you have to understand you have to meet every single one of those people
00:21:34where they are at this point in time and find those triggers to help them get to their best selves and help them figure out what the latter is going to be for them and then stand behind it would help him get there helping build that plan out because
00:21:45one of things i've learned about sales people they're really great at what they do but a lot of them that i've worked with through the years just in my experience don't all have a master plan they kind of live in their moment because they're so spontaneous and their
00:21:57cells and closing and there's a lot of money to be made so it's really good to sit down with them and help map out what that plan looks like especially the younger people in sales that maybe it's their first or second job they're in a e they're really
00:22:08great on the phone but they haven't really fought through like do i want to be a manager one day do i just want to keep doing this so i want expand maybe move somewhere we're going to sell something bigger and better s o just figuring out what really
00:22:18people are after in the long hall and the mapping that backwards to where they are now in helping them put a plan together to be successful when i dial into that part of people and what motivates them it helps them trust me and we have a better relationship
00:22:30and they understand that everything i'm doing with them isn't just for the company and the bottom line but it's also to help them get to the place where they're going to be their most successful selves working people find mohr about you chad i say go to my linked
00:22:43insight Because my websites offer that my boudicca slinked off of that you could get more information about me You can read people's recommendations endorsements so i make that might go to spot I have a twitter handle it chad tv one so i'm accessible a lot of different ways
00:22:57but i think linked in is my biggest and best way to reach me and to communicate with me as well is to learn more about me and what i bring to the table Cool Thanks again She had a really really cool to hear that perspective Yeah you could
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