Welcome back for the second part of the D.E.A.D. principle.
Diving right in, the “E” stands for enthusiasm. The second component, enthusiasm, builds nicely upon the first which was, desire. Let’s face it, if you aren’t excited about your products or services, why should your customers be? In fact, if you are just joining me in this series, you might want to stop right here and go read part 1. The reason is that if you have read and understood part 1 with regards to desire, then enthusiasm should be a natural progression.
For the sake of example, I will continue sharing the scenario of a car salesperson. You can adapt the particulars to whatever industry you are involved in. Remember, it is the principle you are looking to learn. Once you learn the principle, application will fall into place naturally. So, if you are following your desire to participate in the lucrative world of automotive sales you will want to consciously have a very enthusiastic mindset.
How will this look in practice? As a sales professional you will want to eat cars, drink cars, sleep cars, breathe cars, etc. You will need to completely immerse yourself in your product in order to gain the knowledge it takes to intelligently communicate their every benefit, feature, and have a command of ever bell and whistle. You will want to get so excited about the cars you sell that it literally is infectious! Of course, your enthusiasm will show in terms of excitement and love of the vehicles, but you will also be armed to address every question, comment and concern that comes your way. Also, you will be so intimately familiar with what you sell that you will instinctively know what is the right car for your customer.
There are so many different ins and outs with this idea that I could go on for pages and pages! I believe you likely get the idea though.
True success comes to those who diligently pursue it. It doesn’t just happen. Making certain that you are following your desire will lead you to a place of proper levels of enthusiasm. Be a good student of what you are selling, promoting, building, or teaching. Learning everything you can will be one of your biggest assets in the pursuit of success. Be sure to be real. Enthusiasm is a wonderful and contagious thing, but, forced or fake enthusiasm shines like a beacon telling your audience you are not genuine and, therefore, not trustworthy. Don’t make the mistake of equating enthusiasm with over-the-top craziness! You don’t want to come across as a clown.
Enthusiasm is best served with a smile, and what I like to call controlled excitement. You don’t want to explode on people. You do want your excitement to be leading your customer somewhere. Think of it this way—if your customer is at an excitement level of a 4 on a scale of 1 to 10 you probably don’t want to come across as a ten! Stay a couple steps ahead. Lead them, don’t drag them.
Genuine enthusiasm will ultimately create a follow me scenario where people will gravitate in your direction. Just make sure your enthusiasm is following your desire and you will be well on your way to following the D.E.A.D. principle.