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The Art of Enrollment
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FROM THE COACHES PLAYBOOK
Chapter Ten
The Art of Enrollment
Excerpt From:
Coaching Salespeople into Sales Champions (Hardcover)
By Keith Rosen, MCCCoaching Salespeople into Sales Champions - Keith Rosen
COACHING SALESPEOPLE INTO SALES CHAMPIONS
More Information and Resources
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Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 2Coaching Salespeople into Sales Champions - Keith Rosen
INTELLECTUAL PROPERTY AND LEGAL NOTICE
This content is licensed to the original purchaser (individual and/or company) ONLY for
his or her own personal and limited use and does not include any ownership rights.
Duplication or distribution via email, CD-ROM or floppy disk, network, print or other
means to a person other than the original purchaser is a violation of International
copyright law.
The material, content and concepts included in this handbook are proprietary
information and are the intellectual property of Keith Rosen, owned exclusively by Keith
Rosen.
Developed by Keith Rosen. Copyright ©, 2008 Keith Rosen. All rights reserved. No part
of this handbook may be reproduced in any form, by any means (including electronic,
photocopying, recording or otherwise) without the prior written permission of the
publisher. No sharing, distribution, adaptation, reselling, group use or repackaging.
You may not distribute change, repackage or resell this program without express written
authorization of the author. Any adaptation or corporate use requires express written
authorization of the author.
Express written authorization and a license to use this material is required if you lead a
workshop or develop and deliver a program such as a training program to a group or
company based on or including this material or these concepts.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 3Coaching Salespeople into Sales Champions - Keith Rosen
CHAPTER TEN
THE ART OF ENROLLMENT
It's All about Connection
I was sitting in a hotel restaurant having breakfast and
preparing myself for a day of back to back meetings.
While I was working on my Iphone, a waitress came
over and introduced herself. "Hi, I'm Maya and I will be
your server this morning. May I get you something to
drink?" she inquired. We've all heard this question a thousand times when
dining at a restaurant. But for some reason, the way she asked me was
different. "Let's start out with some coffee and orange juice," I said.
"Great!" she replied enthusiastically. "I'll get that for you right away and
will be back to take your order."
"That's what it was!" I thought to myself. She was smiling. "Big deal,
a smiling waitress," you may be thinking. "Waitresses are supposed to
smile. This doesn't sound like something that's so incredibly noteworthy."
Normally it wouldn't be, but this smile was different. You see, it
wasn't like one of those smiles you're forced to put on when talking with
customers, but a truly authentic smile. I could tell because it was coming
from the inside. This woman was genuinely happy. "Okay, duly noted and
dismissed." I acknowledged the observation, yet felt compelled to get
back to my e-mails as quickly as possible, before the coffee and food
came.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 4Coaching Salespeople into Sales Champions - Keith Rosen
Maya returned a few minutes later with my beverages and took my
order. "Another one out and 20 more to go," I thought. I had just hit the
Send button on the fourth e-mail I managed to respond to before
someone else came over to my table and began talking to me. "Good
morning!" a friendly voice said. This time, it wasn't the waitress, but
someone else who worked at the restaurant. A middle-aged woman had
intentionally stopped at my table rather than continuing to walk by. I
returned her smile and wished her a hearty good morning as well. I
wanted to get back to my e-mails. Apparently, this was not part of her
agenda. She didn't let me.
"I love your glasses," she said.
"Thank you," I answered quickly, doing my best to be polite while
trying to let her know I was a bit busy, knee-deep in my daily dose of
morning e-mails. "Couldn't she see I was working?" I thought to myself. I
sensed myself getting a little annoyed that my daily regimen was being
disrupted, then challenged that feeling for a moment. In a world where
we need to question people's motives, was this person being truly
sincere? I gave her the benefit of the doubt and began to further engage
her in conversation. She had made herself more comfortable, leaning
next to the booth beside me, obviously eager for a conversation with me.
"So, are you here on business?"
"Yes," still convinced I could cut this conversation short, until she
formally introduced herself and proceeded to talk about her children.
When that happens, I can't help but be interested.
"By the way, I'm Tracy. I manage this restaurant. Where are you
from?"
I put my Iphone down, surrendering to Tracy's persistence in
wanting to have a dialogue. "New York."
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 5Coaching Salespeople into Sales Champions - Keith Rosen
"Oh, what a fun place to visit. I have two girls. It's my youngest one
who goes to college out east. She's in her second year at Cornell. We had
a chance to go into Manhattan when we were visiting her at school."
"My oldest daughter is about to graduate from UCLA and has
already started the job interview process." Tracy continued, but with a
different tone in her voice. "It is so tough out there to find a job that you
not only love to do but can make a good living doing it." I could not only
hear concern in her voice but I could see it in her eyes: the concern and
protective instincts only a mother could project when worrying about her
children.
At this point, my Iphone was back in my coat pocket, and I was
practically ready for my second cup of coffee as Tracy continued telling
me about her kids. Tracy had enrolled me in a conversation with her, but it
was more than just a friendly exchange of words and pleasantries. Tracy
and I were connecting.
"I just don't get it," Tracy shared, allowing her frustrations to surface.
"These companies want to hire someone with a great education and
experience. But other than holding some entry-level positions or finding a
great internship, where are you going to get the experience if you can't
get an opportunity to learn on the job and prove what you're capable of
doing? They all say she has what it takes, except the experience."
I looked Tracy in the eye and said, "Tracy, I completely understand
how you feel. However, I want you to know, your daughters will do just
fine. They're not only going to make it, they are going to thrive. I know it."
My comment must have reinforced or reminded Tracy about the
peace of mind and confidence she always had about her kids. "Thank
you, Keith, but how do you know they'll be just fine? How can you say that
with such certainty?"
I smiled at Tracy and asked her a question I already knew the
answer to. "Tracy, are your children anything like you?"
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 6Coaching Salespeople into Sales Champions - Keith Rosen
She thought for a moment and smiled, "Why, yes, they are very
much like me. My husband says they get their drive and bubbly
enthusiasm from my side of the family."
"Tracy, your daughters are very lucky to have a mom like you. And
if they sell themselves, that is, come across the way you do and share who
they are naturally, people will notice the gifts, value, and talents they can
bring to any position they apply for."
"Oh, you are so sweet for saying that. Thank you." Tracy's response
was heartfelt. I could tell that she really listened to what I said and took it
in rather than hearing my observation on a superficial level and dismissing
it.
Tracy and I continued our discussion for another few minutes until
she got called away by the hostess to handle an issue with another
customer. I turned back to finish my breakfast. It had cooled off since the
waitress came by and served it during the time I was talking with Tracy.
But it was worth it. Yes, I made a difference that morning in someone's life.
As Tracy walked away, I glanced around the restaurant. Now that I
was out of my head, or should I say, out of my Iphone, I started noticing
more of what was happening around me than I had when I first walked
into the restaurant that morning. I took a visual inventory of each person
working in that restaurant. It was not just Tracy and Maya who were
smiling. Everyone who worked there was smiling. The two hostesses at the
front entrance were smiling, even if there were no guests for them to greet
at the moment. Every busboy, waiter, and waitress was smiling, whether
they were taking an order, serving a meal, or walking back to the kitchen
where nobody could see them (unless you were like me and were
purposely looking).
Every conversation you have is of vital importance. Even though some may
seem trivial to you, each is deeply influential when compounded over time.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 7Coaching Salespeople into Sales Champions - Keith Rosen
Making an Impact
How does this apply to your ability to become a great sales coach and
master the art of enrollment which is what this chapter is about? Think
about the restaurant experience with Tracy at the helm. She was the
manager. She set the tone. Tracy was the one responsible for developing
the atmosphere within the restaurant, which was a by-product of the
culture she promoted within her team. This, in turn, created the positive
experience every customer would leave with after dining at Tracy's
restaurant.
The atmosphere, tone, and culture created within a company lead back to
the efforts, actions, and behavior of one person–the manager.
Before you determine that you can't make a difference, before
you conclude that you don't have enough power, think about Tracy. She
is a manager who makes a difference every day with the people she
meets. Not because of her experience or her training. Tracy makes an
impact on people because she does something that other people, more
specifically, other managers, are not willing to do or care to do: establish
an honest, authentic connection with people. This is why I knew Tracy's
kids would be fine.
Leaving Your Legacy as a Manager
The experience I had with Tracy, a restaurant manager, made me think
about the other managers I know. Interestingly, the one thing I rarely, if
ever, hear from salespeople is how much they've loved their prior
managers. Think about your career and the path you've traveled, which
brought you to where you are today. Reflect on managers you have had
in the different positions you've held. Now, ask yourself the following
questions.
" How many managers have you had that inspired you to live
your greatness?
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 8Coaching Salespeople into Sales Champions - Keith Rosen
" How many managers throughout your career have you
connected with on a deeper level outside of what needs to
be done to maintain your sales numbers? A level where
loyalty, trust, friendship, and a mutual respect are
developed and cherished?
" How many of your prior managers have truly changed your
life and career for the better?
" Do you still maintain a relationship with any managers you
had in your prior positions?
If you want to make a difference, a positive impact that can be
felt and measured by your team, first start by making a strong connection
with your salespeople. Establishing a common ground and sharing
personal experiences foster a deeper connection, leaving your
salespeople with the feeling, "We are the same. He really understands
me."
This connection you develop with your salespeople then leads to
trust, loyalty, respect, and the authentic desire to want to succeed for
themselves, for their team, and for you as their manager.
Before you can make a difference, you have to make a connection. The most
effective way to make a connection is by sharing yourself, your humanity,
even your vulnerabilit y with others.
To build off this universal principle, we are going to discuss a
powerful and compelling communication strategy that, without
connection, would be very difficult to employ and benefit from.
The Art of Enrollment
Let's begin this section with a comprehensive definition of the word
enrollment.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 9Coaching Salespeople into Sales Champions - Keith Rosen
Enrollment: An authentic, powerful way of communicating that
grabs people's attention, stimulates interest, and empowers others to
embrace, support, and believe in your position, idea, or philosophy. This
motivates people to want to become part of your cause (a cause that
may be bigger than you and them), take ownership of it, and then act in
their best interest to create the possibility that you have introduced to
them and/or have taken a stand for. (For example: Creating a certain
corporate culture, selling or making a purchasing decision, trying
something new that hasn't been done before, or advocating for a
positive, yet difficult change, etc.)
What do you do to be different, to be unique, to be eternal in the mind of a
salesperson? True sales coaches leave not only a lasting impression but they
also create one.
Like traditional management, traditional selling is dead.
Unfortunately, many salespeople today are still using antiquated selling
strategies. They no longer offer a competitive edge that separates them
from every other company and promotes a healthy, winning relationship
with their customers. Rather than change their approach, salespeople
work harder and longer as they continually react to the changes in the
marketplace, only to produce the same results as before.
Motivating employees is often exhausting and time-consuming
work. Trying to get people to change or do things differently is even more
of a challenge. Managers struggle to get their staff to become internally
driven, self-motivated, and perform at their potential. Businesses are
closing their doors not due to a lack of effort but because they are still
attempting to sell, manage, or run their businesses the old way, not the
way it needs to be done today.
The next evolution in communication and in the way we coach our
salespeople is using the art and discipline of enrollment. Think about some
of the great leaders of our time: Dr. Martin Luther King, Golda Meir,
Gandhi, Nelson Mandela, Andy Grove (Chairman of Intel), and Oprah
(actress, talk show host, philanthropist). What do these leaders have in
common? Each had a cause that ignited them to act from a global
perspective. It was their innate ability that enabled them to enroll millions
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 10Coaching Salespeople into Sales Champions - Keith Rosen
of people to follow, not them, but what was bigger than them–their
cause. They used the art of enrollment to achieve historical,
unprecedented results.
What has been initially perceived as an inherent, genetic ability is
now a documented process that allows each of us to tap into this hidden
power we all possess. The dormant desire to want to express more of who
we are, what we want, how we feel, and what could be possible can
now be achieved through enrollment. Each of us can do so in a natural,
conversational way that honors our personal strengths, talents, goals,
values, passion, and style of communicating while remaining open to
cocreating greater possibilities.
Enrollment is a way to unleash each person's purest form of open,
honest, and authentic communication, using thought-provoking, curiosity-
based questions that generate worthwhile results in any setting. When you
uncover what you are passionate about, what you believe in, and then
take a strong, unwavering stand for whatever it may be, while respecting
the mutual differences of one another, only then can you start to
communicate and achieve more through the enrollment process: the
highest form of communicating and self-expression.
Enrollment Is a Universal Phenomenon
When top salespeople want to be better at their jobs while maintaining
their focus and desire to deliver rich value and serve their clients' best
interests, they stop selling and start enrolling. When an accountant, a
coach, a doctor, contractor, financial planner, attorney, mortgage
broker, or salesperson wants to build their practice or their sales, they
enroll. When universities want to attract more students, they enroll. When
parents want their kids to change or do something, they enroll them.
When managers hire someone, they enroll that person in the position.
To make this more relevant, think about it in terms of your position.
When handling internal conflicts or sharing a policy change that affects
every salesperson's commission, managers must enroll people toward a
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 11Coaching Salespeople into Sales Champions - Keith Rosen
positive, mutual mindshare. If you need your team to make radical
changes in their behavior or in their thinking, you enroll them in that
change. Here are some situations that would warrant an opportunity to
use the art of enrollment.
1. Needing to get salespeople to relocate.
2. Developing an incentive program.
3. Defusing hostility and finding a common ground.
4. Making changes in company policy or procedure, such as a
price increase, a change in commission or compensation, or a
change in a person's job function.
5. Changing how salespeople will be developed and trained,
such as taking part in a coaching program.
6. Recruiting and hiring a new salesperson.
7. Firing a team member and reducing collateral damage as well
as toxic gossip.
8. Requesting a change in people's behavior or activity.
9. Getting people to own a certain problem which they have
been avoiding.
10. Holding people more accountable around their performance
goals as well as any administrative responsibilities.
11. Requesting someone to take on a task or do something they
may normally be reluctant to do.
In practically any scenario where it requires opening up someone's
thinking, modifying behavior, or taking action around something, the art
of enrollment will become your primary communication strategy to bring
about the changes you want without pushback, prodding, or resistance.
Creating the Possibility for Change
You may recall from an earlier chapter that coaching is the art of creating
new possibilities. Enrollment allows you to communicate those possibilities
in a way that people will be receptive to and motivates them to change.
At its core, enrollment is all about facilitating positive, long-term change.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 12Coaching Salespeople into Sales Champions - Keith Rosen
Whether you're selling a product, service, idea, or philosophy, no
one likes to be sold. Everyone loves to feel as if they are making the
decision themselves. If your salespeople perceive you as someone who is
focused solely on helping them make their own decisions, they are going
to want to be enrolled by you and will enjoy the process.
Take any situation or conversation in which there is a group of
people who have conflicting interests, a conflict that needs resolution, an
idea that needs to be communicated and embraced, a change initiative
that needs to be launched, or a mutual goal that needs to be attained.
Whether each person possesses a separate agenda or information that
needs to be communicated, has a misunderstanding of each other's
goals or has no business talking to each other in the first place, mastering
the Art of Enrollment will unlock the door to full self-expression for all. It will
enable you to communicate more powerfully, more authentically, and
more confidently with everyone.
People don't want to be sold. They want to be enrolled.
The Six Steps of an Enrollment Conversation
Even though there is a systematic process of enrollment that you can
follow, keep in mind that this is a guide and does have some flexibility.
Therefore, depending on the flow of each conversation, you may tailor
these steps so they fit each situation.
Step 1. Get Connected. Share a story, either about yourself
or someone else who might have been in a similar situation. This
cultivates the relationship, creates a safe atmosphere to share
more, and makes the other person more comfortable opening
up to you.
Step 2. State the Possibility. Here's where you share a general
possibility the other person can realize. Typically, this is a broad,
compelling statement of a desired outcome. Start off with a
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 13Coaching Salespeople into Sales Champions - Keith Rosen
word or phrase that encourages the other person to suspend
any doubts or limiting thinking when introducing what it is you
want for this person or for the company as a whole. Here are
some examples of words and phrases you can use: "Imagine,"
"Think about," "Picture," "Envision," "Consider," "What would it
mean to you if," "What would be possible if," "Wouldn't it be
great if," or "What if." One way of stating a possibility could
sound like this. "Wouldn't it be great if we all came to work
every day feeling motivated, fulfilled, and satisfied in our jobs.
That's what I want to create for you."
Step 3. Ask Permission to Have a Conversation. Follow up
step 2 with a question that will give you permission to have this
conversation. This question confirms that it is a good time for this
discussion: what it is you want as well as whether the person is
open to hearing it. Here's what that question could sound like.
"Are you open to discussing how we can achieve/create this for
you?" or "Is this a good time for you to discuss this now?"
Step 4. Take a Stand. Whereas step 2 is a broad, compelling
statement of a desired outcome, here's where you identify the
specific proposition of the possibility that you want to create for
that person. State your purpose clearly and concisely by using a
wanting for statement. Here is one way to say it. "What I want
for you is to come to work with a smile on your face, knowing
that every day you're making a difference, delivering value,
and enjoying the financial reward of your efforts."
Step 5. Have the Conversation. Here's where you deliver the
idea or request you want them to hear. The conversation may
include a new concept or philosophy that you want them to
buy into, a request to do or change something, or an invitation
that may be more optional than mandatory.
Step 6. Get Complete. This final step of the enrollment
process is to establish the next course of action, gauging the
person's feelings or response and determining a completion
time. What are the next steps? How did this person respond to
your ideas? How open was he? Here are some questions you
could ask. "How do you see handling this?" "How are you going
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 14Coaching Salespeople into Sales Champions - Keith Rosen
to handle this?" "In order to complete this, what steps are you
going to take that make sense to you?" "How have you handled
something like this before?" "What's your strategy going to
be/look like?" "When do you think you can have this back to
me?" "Is there anything that would get in the way of completing
this by next Wednesday?" "How is this sitting with you?" "What
concerns do you have?" "What are you most excited about?"
"What can I do specifically to support you around this?" "How
should we determine evidence of positive change?" "What
criteria do you suggest we use?" This is the time to confirm the
person's level of buy in or the clarity of your conversation. This is
also the opportunity for you and the person or people you are
enrolling to develop a strategy and deadline or finalize any
steps to produce the result you seek to achieve.
From The Sidelines
To ensure that your enrollment efforts lead to the positive,
worthwhile changes you seek, here are some final tips to keep in mind
when using these six steps of enrollment. We have already discussed these
observations and principles in preceding chapters, but it's a good idea to
review them before attempting to enroll someone.
1. Surrender your agenda. When enrolling someone, there is no
attachment to the outcome.
2. It's never about you but about a greater goal or good. The
benefit that results from what it is you want to enroll them in will
either be specific to that person, your team, your company as a
whole, or for the greater good of society.
3. Sharing and being vulnerable (without putting yourself in harm's
way) is the purest form of self-expression.
4. Focus more on the pleasure, vision, and dreams you want to
create rather than the consequence of not doing so.
5. Whether you are enrolling and engaging a group or just one
person, you have the power to continually create new and
greater possibilities by harnessing your creativity.
6. Be sensitive to people's attitude and state of mind when you
are attempting to enroll them. That is, are they receptive and
open to hearing your message in that moment or did they just
find out that they might be losing one of their largest clients?
Their mood and mindset will affect the results of your efforts.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 15Coaching Salespeople into Sales Champions - Keith Rosen
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Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 16Coaching Salespeople into Sales Champions - Keith Rosen
ABOUT THE AUTHOR
KEITH ROSEN, MCC
THE EXECUTIVE SALES COACH
Keith Rosen is the President of Profit Builders and the executive sales coach that
top managers, sales professionals, and executives call first. As a prominent,
engaging speaker, Master Coach, and well-known author of many books and
articles, Keith is one of the foremost authorities on assisting people to achieve
positive, measurable change.
For his work as a pioneer and a leader in the coaching profession, both Inc. and
Fast Company magazines named Keith one of the five most respected and
influential executive coaches in the country. Software Sales Journal named
Keith's company, Profit Builders, one of the Top Nine Best Training Firms. Keith also
sits on the advisory board for several technology companies that are leading the
Sales 2.0 evolution.
A best selling author, Keith has written several books including, Time
Management for Sales Professionals, The Complete Idiot's Guide to Cold Calling,
The Complete Idiot's Guide to Closing the Sale and Coaching Salespeople into
Sales Champions.
Keith is one of the first out of only a handful of trainers and consultants who has
earned the distinguished Master Certified Coach designation and most
important, walks his talk.
Keith's articles can be found in Selling Power and has appeared in feature stories
in the New York Times, Inc. magazine, The Wall Street Journal, The New York Post,
The Washington Times, TheStreet.com and Entrepreneur radio. Keith is also a
frequent contributor on Selling Power Live, CBSNews.com, Sales and Marketing
Management and has been appointed as the Expert Sales Advisor for
AllBusiness.com.
Keith lives in New York with his wife and three children.
If you're ready for better results quickly, contact Keith about personalized, one-
to-one or team coaching and training at 516-771-1444 or email
info@profitbuilders.com. Visit Keith Rosen at www.ProfitBuilders.com for Podcasts
and videos and be sure to sign up for his free newsletter The Winner's Path here.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 17
Chapter Ten
The Art of Enrollment
Excerpt From:
Coaching Salespeople into Sales Champions (Hardcover)
By Keith Rosen, MCCCoaching Salespeople into Sales Champions - Keith Rosen
COACHING SALESPEOPLE INTO SALES CHAMPIONS
More Information and Resources
Tips from the Sidelines
About the Book
Reviews
About Keith
Buy the Book
Personal Coaching & Training
Video Interviews, Live Coaching and Training
The Executive Sales Coach Blog on AllBusiness.com
Articles
Have Keith Speak at Your Next Event
Coaching Top Producers - Overview
Subscription to The Winners Path Newsletter
More Books by Keith
Contact Keith Rosen
The Executive Sales Coach
www.ProfitBuilders.com
info@profitbuilders.com
516-771-1444
Interim Coaching B Coach the Coach Boot Camp
Executive and Leadership Coaching B Corporate Coaching B Sales and Business Coaching
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 2Coaching Salespeople into Sales Champions - Keith Rosen
INTELLECTUAL PROPERTY AND LEGAL NOTICE
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information and are the intellectual property of Keith Rosen, owned exclusively by Keith
Rosen.
Developed by Keith Rosen. Copyright ©, 2008 Keith Rosen. All rights reserved. No part
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photocopying, recording or otherwise) without the prior written permission of the
publisher. No sharing, distribution, adaptation, reselling, group use or repackaging.
You may not distribute change, repackage or resell this program without express written
authorization of the author. Any adaptation or corporate use requires express written
authorization of the author.
Express written authorization and a license to use this material is required if you lead a
workshop or develop and deliver a program such as a training program to a group or
company based on or including this material or these concepts.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 3Coaching Salespeople into Sales Champions - Keith Rosen
CHAPTER TEN
THE ART OF ENROLLMENT
It's All about Connection
I was sitting in a hotel restaurant having breakfast and
preparing myself for a day of back to back meetings.
While I was working on my Iphone, a waitress came
over and introduced herself. "Hi, I'm Maya and I will be
your server this morning. May I get you something to
drink?" she inquired. We've all heard this question a thousand times when
dining at a restaurant. But for some reason, the way she asked me was
different. "Let's start out with some coffee and orange juice," I said.
"Great!" she replied enthusiastically. "I'll get that for you right away and
will be back to take your order."
"That's what it was!" I thought to myself. She was smiling. "Big deal,
a smiling waitress," you may be thinking. "Waitresses are supposed to
smile. This doesn't sound like something that's so incredibly noteworthy."
Normally it wouldn't be, but this smile was different. You see, it
wasn't like one of those smiles you're forced to put on when talking with
customers, but a truly authentic smile. I could tell because it was coming
from the inside. This woman was genuinely happy. "Okay, duly noted and
dismissed." I acknowledged the observation, yet felt compelled to get
back to my e-mails as quickly as possible, before the coffee and food
came.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 4Coaching Salespeople into Sales Champions - Keith Rosen
Maya returned a few minutes later with my beverages and took my
order. "Another one out and 20 more to go," I thought. I had just hit the
Send button on the fourth e-mail I managed to respond to before
someone else came over to my table and began talking to me. "Good
morning!" a friendly voice said. This time, it wasn't the waitress, but
someone else who worked at the restaurant. A middle-aged woman had
intentionally stopped at my table rather than continuing to walk by. I
returned her smile and wished her a hearty good morning as well. I
wanted to get back to my e-mails. Apparently, this was not part of her
agenda. She didn't let me.
"I love your glasses," she said.
"Thank you," I answered quickly, doing my best to be polite while
trying to let her know I was a bit busy, knee-deep in my daily dose of
morning e-mails. "Couldn't she see I was working?" I thought to myself. I
sensed myself getting a little annoyed that my daily regimen was being
disrupted, then challenged that feeling for a moment. In a world where
we need to question people's motives, was this person being truly
sincere? I gave her the benefit of the doubt and began to further engage
her in conversation. She had made herself more comfortable, leaning
next to the booth beside me, obviously eager for a conversation with me.
"So, are you here on business?"
"Yes," still convinced I could cut this conversation short, until she
formally introduced herself and proceeded to talk about her children.
When that happens, I can't help but be interested.
"By the way, I'm Tracy. I manage this restaurant. Where are you
from?"
I put my Iphone down, surrendering to Tracy's persistence in
wanting to have a dialogue. "New York."
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 5Coaching Salespeople into Sales Champions - Keith Rosen
"Oh, what a fun place to visit. I have two girls. It's my youngest one
who goes to college out east. She's in her second year at Cornell. We had
a chance to go into Manhattan when we were visiting her at school."
"My oldest daughter is about to graduate from UCLA and has
already started the job interview process." Tracy continued, but with a
different tone in her voice. "It is so tough out there to find a job that you
not only love to do but can make a good living doing it." I could not only
hear concern in her voice but I could see it in her eyes: the concern and
protective instincts only a mother could project when worrying about her
children.
At this point, my Iphone was back in my coat pocket, and I was
practically ready for my second cup of coffee as Tracy continued telling
me about her kids. Tracy had enrolled me in a conversation with her, but it
was more than just a friendly exchange of words and pleasantries. Tracy
and I were connecting.
"I just don't get it," Tracy shared, allowing her frustrations to surface.
"These companies want to hire someone with a great education and
experience. But other than holding some entry-level positions or finding a
great internship, where are you going to get the experience if you can't
get an opportunity to learn on the job and prove what you're capable of
doing? They all say she has what it takes, except the experience."
I looked Tracy in the eye and said, "Tracy, I completely understand
how you feel. However, I want you to know, your daughters will do just
fine. They're not only going to make it, they are going to thrive. I know it."
My comment must have reinforced or reminded Tracy about the
peace of mind and confidence she always had about her kids. "Thank
you, Keith, but how do you know they'll be just fine? How can you say that
with such certainty?"
I smiled at Tracy and asked her a question I already knew the
answer to. "Tracy, are your children anything like you?"
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 6Coaching Salespeople into Sales Champions - Keith Rosen
She thought for a moment and smiled, "Why, yes, they are very
much like me. My husband says they get their drive and bubbly
enthusiasm from my side of the family."
"Tracy, your daughters are very lucky to have a mom like you. And
if they sell themselves, that is, come across the way you do and share who
they are naturally, people will notice the gifts, value, and talents they can
bring to any position they apply for."
"Oh, you are so sweet for saying that. Thank you." Tracy's response
was heartfelt. I could tell that she really listened to what I said and took it
in rather than hearing my observation on a superficial level and dismissing
it.
Tracy and I continued our discussion for another few minutes until
she got called away by the hostess to handle an issue with another
customer. I turned back to finish my breakfast. It had cooled off since the
waitress came by and served it during the time I was talking with Tracy.
But it was worth it. Yes, I made a difference that morning in someone's life.
As Tracy walked away, I glanced around the restaurant. Now that I
was out of my head, or should I say, out of my Iphone, I started noticing
more of what was happening around me than I had when I first walked
into the restaurant that morning. I took a visual inventory of each person
working in that restaurant. It was not just Tracy and Maya who were
smiling. Everyone who worked there was smiling. The two hostesses at the
front entrance were smiling, even if there were no guests for them to greet
at the moment. Every busboy, waiter, and waitress was smiling, whether
they were taking an order, serving a meal, or walking back to the kitchen
where nobody could see them (unless you were like me and were
purposely looking).
Every conversation you have is of vital importance. Even though some may
seem trivial to you, each is deeply influential when compounded over time.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 7Coaching Salespeople into Sales Champions - Keith Rosen
Making an Impact
How does this apply to your ability to become a great sales coach and
master the art of enrollment which is what this chapter is about? Think
about the restaurant experience with Tracy at the helm. She was the
manager. She set the tone. Tracy was the one responsible for developing
the atmosphere within the restaurant, which was a by-product of the
culture she promoted within her team. This, in turn, created the positive
experience every customer would leave with after dining at Tracy's
restaurant.
The atmosphere, tone, and culture created within a company lead back to
the efforts, actions, and behavior of one person–the manager.
Before you determine that you can't make a difference, before
you conclude that you don't have enough power, think about Tracy. She
is a manager who makes a difference every day with the people she
meets. Not because of her experience or her training. Tracy makes an
impact on people because she does something that other people, more
specifically, other managers, are not willing to do or care to do: establish
an honest, authentic connection with people. This is why I knew Tracy's
kids would be fine.
Leaving Your Legacy as a Manager
The experience I had with Tracy, a restaurant manager, made me think
about the other managers I know. Interestingly, the one thing I rarely, if
ever, hear from salespeople is how much they've loved their prior
managers. Think about your career and the path you've traveled, which
brought you to where you are today. Reflect on managers you have had
in the different positions you've held. Now, ask yourself the following
questions.
" How many managers have you had that inspired you to live
your greatness?
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 8Coaching Salespeople into Sales Champions - Keith Rosen
" How many managers throughout your career have you
connected with on a deeper level outside of what needs to
be done to maintain your sales numbers? A level where
loyalty, trust, friendship, and a mutual respect are
developed and cherished?
" How many of your prior managers have truly changed your
life and career for the better?
" Do you still maintain a relationship with any managers you
had in your prior positions?
If you want to make a difference, a positive impact that can be
felt and measured by your team, first start by making a strong connection
with your salespeople. Establishing a common ground and sharing
personal experiences foster a deeper connection, leaving your
salespeople with the feeling, "We are the same. He really understands
me."
This connection you develop with your salespeople then leads to
trust, loyalty, respect, and the authentic desire to want to succeed for
themselves, for their team, and for you as their manager.
Before you can make a difference, you have to make a connection. The most
effective way to make a connection is by sharing yourself, your humanity,
even your vulnerabilit y with others.
To build off this universal principle, we are going to discuss a
powerful and compelling communication strategy that, without
connection, would be very difficult to employ and benefit from.
The Art of Enrollment
Let's begin this section with a comprehensive definition of the word
enrollment.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 9Coaching Salespeople into Sales Champions - Keith Rosen
Enrollment: An authentic, powerful way of communicating that
grabs people's attention, stimulates interest, and empowers others to
embrace, support, and believe in your position, idea, or philosophy. This
motivates people to want to become part of your cause (a cause that
may be bigger than you and them), take ownership of it, and then act in
their best interest to create the possibility that you have introduced to
them and/or have taken a stand for. (For example: Creating a certain
corporate culture, selling or making a purchasing decision, trying
something new that hasn't been done before, or advocating for a
positive, yet difficult change, etc.)
What do you do to be different, to be unique, to be eternal in the mind of a
salesperson? True sales coaches leave not only a lasting impression but they
also create one.
Like traditional management, traditional selling is dead.
Unfortunately, many salespeople today are still using antiquated selling
strategies. They no longer offer a competitive edge that separates them
from every other company and promotes a healthy, winning relationship
with their customers. Rather than change their approach, salespeople
work harder and longer as they continually react to the changes in the
marketplace, only to produce the same results as before.
Motivating employees is often exhausting and time-consuming
work. Trying to get people to change or do things differently is even more
of a challenge. Managers struggle to get their staff to become internally
driven, self-motivated, and perform at their potential. Businesses are
closing their doors not due to a lack of effort but because they are still
attempting to sell, manage, or run their businesses the old way, not the
way it needs to be done today.
The next evolution in communication and in the way we coach our
salespeople is using the art and discipline of enrollment. Think about some
of the great leaders of our time: Dr. Martin Luther King, Golda Meir,
Gandhi, Nelson Mandela, Andy Grove (Chairman of Intel), and Oprah
(actress, talk show host, philanthropist). What do these leaders have in
common? Each had a cause that ignited them to act from a global
perspective. It was their innate ability that enabled them to enroll millions
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 10Coaching Salespeople into Sales Champions - Keith Rosen
of people to follow, not them, but what was bigger than them–their
cause. They used the art of enrollment to achieve historical,
unprecedented results.
What has been initially perceived as an inherent, genetic ability is
now a documented process that allows each of us to tap into this hidden
power we all possess. The dormant desire to want to express more of who
we are, what we want, how we feel, and what could be possible can
now be achieved through enrollment. Each of us can do so in a natural,
conversational way that honors our personal strengths, talents, goals,
values, passion, and style of communicating while remaining open to
cocreating greater possibilities.
Enrollment is a way to unleash each person's purest form of open,
honest, and authentic communication, using thought-provoking, curiosity-
based questions that generate worthwhile results in any setting. When you
uncover what you are passionate about, what you believe in, and then
take a strong, unwavering stand for whatever it may be, while respecting
the mutual differences of one another, only then can you start to
communicate and achieve more through the enrollment process: the
highest form of communicating and self-expression.
Enrollment Is a Universal Phenomenon
When top salespeople want to be better at their jobs while maintaining
their focus and desire to deliver rich value and serve their clients' best
interests, they stop selling and start enrolling. When an accountant, a
coach, a doctor, contractor, financial planner, attorney, mortgage
broker, or salesperson wants to build their practice or their sales, they
enroll. When universities want to attract more students, they enroll. When
parents want their kids to change or do something, they enroll them.
When managers hire someone, they enroll that person in the position.
To make this more relevant, think about it in terms of your position.
When handling internal conflicts or sharing a policy change that affects
every salesperson's commission, managers must enroll people toward a
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 11Coaching Salespeople into Sales Champions - Keith Rosen
positive, mutual mindshare. If you need your team to make radical
changes in their behavior or in their thinking, you enroll them in that
change. Here are some situations that would warrant an opportunity to
use the art of enrollment.
1. Needing to get salespeople to relocate.
2. Developing an incentive program.
3. Defusing hostility and finding a common ground.
4. Making changes in company policy or procedure, such as a
price increase, a change in commission or compensation, or a
change in a person's job function.
5. Changing how salespeople will be developed and trained,
such as taking part in a coaching program.
6. Recruiting and hiring a new salesperson.
7. Firing a team member and reducing collateral damage as well
as toxic gossip.
8. Requesting a change in people's behavior or activity.
9. Getting people to own a certain problem which they have
been avoiding.
10. Holding people more accountable around their performance
goals as well as any administrative responsibilities.
11. Requesting someone to take on a task or do something they
may normally be reluctant to do.
In practically any scenario where it requires opening up someone's
thinking, modifying behavior, or taking action around something, the art
of enrollment will become your primary communication strategy to bring
about the changes you want without pushback, prodding, or resistance.
Creating the Possibility for Change
You may recall from an earlier chapter that coaching is the art of creating
new possibilities. Enrollment allows you to communicate those possibilities
in a way that people will be receptive to and motivates them to change.
At its core, enrollment is all about facilitating positive, long-term change.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 12Coaching Salespeople into Sales Champions - Keith Rosen
Whether you're selling a product, service, idea, or philosophy, no
one likes to be sold. Everyone loves to feel as if they are making the
decision themselves. If your salespeople perceive you as someone who is
focused solely on helping them make their own decisions, they are going
to want to be enrolled by you and will enjoy the process.
Take any situation or conversation in which there is a group of
people who have conflicting interests, a conflict that needs resolution, an
idea that needs to be communicated and embraced, a change initiative
that needs to be launched, or a mutual goal that needs to be attained.
Whether each person possesses a separate agenda or information that
needs to be communicated, has a misunderstanding of each other's
goals or has no business talking to each other in the first place, mastering
the Art of Enrollment will unlock the door to full self-expression for all. It will
enable you to communicate more powerfully, more authentically, and
more confidently with everyone.
People don't want to be sold. They want to be enrolled.
The Six Steps of an Enrollment Conversation
Even though there is a systematic process of enrollment that you can
follow, keep in mind that this is a guide and does have some flexibility.
Therefore, depending on the flow of each conversation, you may tailor
these steps so they fit each situation.
Step 1. Get Connected. Share a story, either about yourself
or someone else who might have been in a similar situation. This
cultivates the relationship, creates a safe atmosphere to share
more, and makes the other person more comfortable opening
up to you.
Step 2. State the Possibility. Here's where you share a general
possibility the other person can realize. Typically, this is a broad,
compelling statement of a desired outcome. Start off with a
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 13Coaching Salespeople into Sales Champions - Keith Rosen
word or phrase that encourages the other person to suspend
any doubts or limiting thinking when introducing what it is you
want for this person or for the company as a whole. Here are
some examples of words and phrases you can use: "Imagine,"
"Think about," "Picture," "Envision," "Consider," "What would it
mean to you if," "What would be possible if," "Wouldn't it be
great if," or "What if." One way of stating a possibility could
sound like this. "Wouldn't it be great if we all came to work
every day feeling motivated, fulfilled, and satisfied in our jobs.
That's what I want to create for you."
Step 3. Ask Permission to Have a Conversation. Follow up
step 2 with a question that will give you permission to have this
conversation. This question confirms that it is a good time for this
discussion: what it is you want as well as whether the person is
open to hearing it. Here's what that question could sound like.
"Are you open to discussing how we can achieve/create this for
you?" or "Is this a good time for you to discuss this now?"
Step 4. Take a Stand. Whereas step 2 is a broad, compelling
statement of a desired outcome, here's where you identify the
specific proposition of the possibility that you want to create for
that person. State your purpose clearly and concisely by using a
wanting for statement. Here is one way to say it. "What I want
for you is to come to work with a smile on your face, knowing
that every day you're making a difference, delivering value,
and enjoying the financial reward of your efforts."
Step 5. Have the Conversation. Here's where you deliver the
idea or request you want them to hear. The conversation may
include a new concept or philosophy that you want them to
buy into, a request to do or change something, or an invitation
that may be more optional than mandatory.
Step 6. Get Complete. This final step of the enrollment
process is to establish the next course of action, gauging the
person's feelings or response and determining a completion
time. What are the next steps? How did this person respond to
your ideas? How open was he? Here are some questions you
could ask. "How do you see handling this?" "How are you going
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 14Coaching Salespeople into Sales Champions - Keith Rosen
to handle this?" "In order to complete this, what steps are you
going to take that make sense to you?" "How have you handled
something like this before?" "What's your strategy going to
be/look like?" "When do you think you can have this back to
me?" "Is there anything that would get in the way of completing
this by next Wednesday?" "How is this sitting with you?" "What
concerns do you have?" "What are you most excited about?"
"What can I do specifically to support you around this?" "How
should we determine evidence of positive change?" "What
criteria do you suggest we use?" This is the time to confirm the
person's level of buy in or the clarity of your conversation. This is
also the opportunity for you and the person or people you are
enrolling to develop a strategy and deadline or finalize any
steps to produce the result you seek to achieve.
From The Sidelines
To ensure that your enrollment efforts lead to the positive,
worthwhile changes you seek, here are some final tips to keep in mind
when using these six steps of enrollment. We have already discussed these
observations and principles in preceding chapters, but it's a good idea to
review them before attempting to enroll someone.
1. Surrender your agenda. When enrolling someone, there is no
attachment to the outcome.
2. It's never about you but about a greater goal or good. The
benefit that results from what it is you want to enroll them in will
either be specific to that person, your team, your company as a
whole, or for the greater good of society.
3. Sharing and being vulnerable (without putting yourself in harm's
way) is the purest form of self-expression.
4. Focus more on the pleasure, vision, and dreams you want to
create rather than the consequence of not doing so.
5. Whether you are enrolling and engaging a group or just one
person, you have the power to continually create new and
greater possibilities by harnessing your creativity.
6. Be sensitive to people's attitude and state of mind when you
are attempting to enroll them. That is, are they receptive and
open to hearing your message in that moment or did they just
find out that they might be losing one of their largest clients?
Their mood and mindset will affect the results of your efforts.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 15Coaching Salespeople into Sales Champions - Keith Rosen
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Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 16Coaching Salespeople into Sales Champions - Keith Rosen
ABOUT THE AUTHOR
KEITH ROSEN, MCC
THE EXECUTIVE SALES COACH
Keith Rosen is the President of Profit Builders and the executive sales coach that
top managers, sales professionals, and executives call first. As a prominent,
engaging speaker, Master Coach, and well-known author of many books and
articles, Keith is one of the foremost authorities on assisting people to achieve
positive, measurable change.
For his work as a pioneer and a leader in the coaching profession, both Inc. and
Fast Company magazines named Keith one of the five most respected and
influential executive coaches in the country. Software Sales Journal named
Keith's company, Profit Builders, one of the Top Nine Best Training Firms. Keith also
sits on the advisory board for several technology companies that are leading the
Sales 2.0 evolution.
A best selling author, Keith has written several books including, Time
Management for Sales Professionals, The Complete Idiot's Guide to Cold Calling,
The Complete Idiot's Guide to Closing the Sale and Coaching Salespeople into
Sales Champions.
Keith is one of the first out of only a handful of trainers and consultants who has
earned the distinguished Master Certified Coach designation and most
important, walks his talk.
Keith's articles can be found in Selling Power and has appeared in feature stories
in the New York Times, Inc. magazine, The Wall Street Journal, The New York Post,
The Washington Times, TheStreet.com and Entrepreneur radio. Keith is also a
frequent contributor on Selling Power Live, CBSNews.com, Sales and Marketing
Management and has been appointed as the Expert Sales Advisor for
AllBusiness.com.
Keith lives in New York with his wife and three children.
If you're ready for better results quickly, contact Keith about personalized, one-
to-one or team coaching and training at 516-771-1444 or email
info@profitbuilders.com. Visit Keith Rosen at www.ProfitBuilders.com for Podcasts
and videos and be sure to sign up for his free newsletter The Winner's Path here.
Copyright ©, 2008 ù Keith Rosen, ù 516-771-1444 or info@profitbuilders.com ù www.ProfitBuilders.com 17
