We´ve been hearing form Ed Brown, III, chief executive officer of Core Edge Image & Charisma Institute about, well, charisma. If you´re a regular reader of this blog, then you probably know that once I´m focused on a particular topic it´s a little hard for me to let go, especially when I´m discovering something new about the way one concept can affect the way people do their work. So in the spirit of sharing what I´m finding out here´s more about charisma from Mr. Brown . . .
LGL: How does charisma affect profitability and increased earnings?
Brown: A 2004 University of Florida study suggested that CEOs who are described as charismatic earn more money than less charismatic counterparts. CEOs are deemed charismatic who have high creativity, drive and energy. Charismatic leaders thrive in times of volatility and uncertainty by shaking up the status quo for improvement.
LGL: What factor does charisma play in business success?
Brown: Unquestionably, research and observation suggest that people who are deemed charismatic are more fun to be around, connect with more people and develop relationships that can sometimes result in greater income potential and more inner circles where opportunities present themselves.
LGL: Must you have charisma to be successful?
Brown: No, you don’t need charisma to be successful. In the Information Age where many people are vying to be heard and recognized, those who possess charisma will have an edge. Merit alone was never the sole criterion for success. With the expansion of the Internet and media, the individual has gotten smaller and smaller. Consequently, skills like charisma help individuals enlarge themselves.
LGL: How can charisma increase sales, close more deals and win more contracts?
Brown: The success of a company, venture or enterprise begins at the individual level. In contemporary society, people are buying customer service and personalities. Consumers and clients are buying experiences. When you possess charisma, you are creating an experience with people. Your ability to connect with engaging stories and anecdotes that help clarify a problem as well as produce solutions resonates into buying and selling power. Human nature is such that people like doing business with people who make them feel good. If you are in an organization where opportunities are derived, your charisma propels you into positions of leadership, which demonstrate your abilities as the “go to” person. Winning contracts, proposals and closing deals increase when a person has great charisma coupled with competency.
LGL: How does charisma play into the traditional selling approach?
Brown: Traditional selling has a personal component to it, but it often lacks authenticity. When a salesperson calls you around dinnertime, he/she is usually friendly and engaging. However, you know right away that she has no real concern for you or your challenges but merely wants to make a sale. Charismatic people often opt for the “consultative” sales approach where she is helping you identify a problem and helps you find a solution that is beneficial for you which generates revenue for her. These opportunities are best found within organizations where people are working on a similar mission creating a bond through the experience. Once you are recognized as a person who can get the job done, your reputation will precede you. Traditional selling is based on a “numbers” game where the more people you approach, the more viable the potential for sales. A “burn-out” component readily sets in, because you have to develop a high immunity for rejection. The average person abhors disappointment and rejection, particularly when it happens consistently. The traditional selling approach incorporates rejection as part of doing business, but leaves off the human need for acceptance.