I just came from working out at my gym. Although I really shouldn’t call it a gym because it’s one of those shiny places with new equipment, wallpaper, carpet and amazing equipment. Midway through my workout, they announced a special add-on membership deal through the end of the month. They closed with an invitation to see a Membership Engagement Associate.
Say what?
My first thought was, “Is my gym offering matchmaking services?”
Nope. A Membership Engagement Associate is a sales person. Their job is to sell—in an engaging way I’m sure—memberships.
That got me thinking about a discussion I had a while back with a site Leasing Consultant (aka sales person). We had just hired a corporate leasing consultant and given her the title of “Corporate Leasing Specialist” (aka sales person). This caused envy amongst the ranks. In fact the site Leasing Consultant with whom I was having the conversation had just had his business cards reprinted with the title “Leasing Specialist” under his name. He was pretty stoked about it. It struck me at the time that this simple title change had a hugely motivating impact.
Fast forward to a few weeks ago: During participant introductions in a training class I led, a leasing consultant proudly announced her title (it was far grander than Leasing Consultant) and her company name. Her pride struck a chord. I had seen similar pride in other employees from that organization in the past. The company is a good one but in her mind it is bigger than life! Her employer has done a great job of naming the position, training the staff that fills their sales positions and creating an amazing sense of team. The result of this has been an ability to close more Leases (sell) at a higher rate than their competitors.
How cool is that?
I don’t think that just the title resulted in all that. However, using a cool title as a starting point, the company has built an entire culture that values their sales people. This sense of value and esteem is reflected in all aspects of their work. They are able to represent themselves as elite professionals to their customers which is reflected in several ways: 1) the sales people have greater confidence in themselves, 2) the customers have greater confidence in the sales people and 3) the customers have greater confidence in the product being sold. It is a self-fulfilling prophecy that has resulted in a greater ability to close the sale.
So from now on, please refer to me as an Organizational Behavior Modification Advisor.
Cheers! Jim Baumgartner | Rent Soda





