It’s not about your sales “pitch,’ it’s about connecting on a higher level that tells them you are truly interested in what is important to them.

-Michael McDonald
Founder of ATO Records and Mick Management and
Manager of John Mayer, Natalie Merchant and Others. Also former stage manager for the Dave Matthews Band

The music industry is big and the competition can be fierce, but listen to music industry executive Michael McDonald talk about his advantage over the competition and he will tell you it is simple. Questioning, listening, understanding and a touch of humility will help you better server others. In addition, do for your customers what others won’t do. In other words, look at nothing as a hassle but instead as an opportunity to once again show them how much you care about their business.

This week on my weekly radio show, Michael shared a story about an up-and-coming artist who was interviewing potential managers. Michael jumped in his car and drove to a remote part of New England to meet with his prospect. This prospect lived in the “sticks” with his wife and kids, had no running water or electricity and was more interested in his music than in living the lifestyle of the rich and famous. Prior to Michael visiting, this musician had met with a few other management companies but could not find one that “felt right.” They promised him big time success that included fast cars, fast women and fast money. What they didn’t do was take the time to understand that those things had absolutely no value to the prospect.

Michael, on the other hand, did the following:

•    Prepared by doing his homework on the prospect
•    Built respect and trust before selling his services
•    Engaged the prospect with questions and listened to fully understand what the prospect wanted
•    Conveyed his Mick Management solution, assuring the prospect that his family’s interests were his priority
•    Made a friend, won an account!

So this week, let’s make some music of our own by connecting with customers on a higher level than our competition. And while the competition is busy “pitching,” let’s get busy learning. Because by learning what our customer is thinking and feeling, we can then design the perfect solution to make them happy for years to come. And by doing that well, our careers will also connect on a higher level!