Style or Substance; which is more important in selling?
Style: Relates to form. Can be a particular, distinctive, or characteristic mode of action or manner of selling. Style is consistent.
Substance: Relates to function. Technical competency. The the reality or actual makeup of recommendations, as opposed to the packaging or hype. Substance changes.
So which one trumps the other? What is the most important for financial advisors, wholesalers, bankers, and other professional service providers; Style or Substance?
One of the top wholesalers of the last 20 years lives in northern Wisconsin, and travels the entire state. In terms of substance, he KNOWS his products backward and forward, inside out. In addition, he knows his competitors products as well as his own. He is an industry expert, and has a solid, insightful grasp of economic issues and the complex relationships of market dynamics.
When it comes to style, he is an eloquent speaker, an adaptable teacher, and a top-shelf salesperson. His distinctive look makes him appear successful without being ostentatious. Others come to him as a mentor. He willingly gives his time and talents for professional and personal causes of significance.
So, in a word which matters most; the Style or the Substance?
NEITHER. You need BOTH!
His dedication to his art and his craft make him rise to the top of his peers and his industry. He has built $100 million dollar territories in multiple territories from scratch, and done so in different geographies. He proves the highest and best success come from Style AND Substance.
THE most important thing, as always, is EVERYTHING. Thanks for the inspiration, Eric.
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