WCS 14-Podcast-You're in the People Business
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[00:00:04] Grace: Hi everyone, and welcome back to our mini-series , What Makes a Great Salesperson. I’m your host, Grace.
[00:00:11] Grace: Today’s episode is called You’re in the People Business. It's a powerful reminder that selling isn’t just about products, features, or even strategy—it’s about people.
[00:00:22] Grace: Jason and Marissa explore this important chapter of Roy Chitwood’s book, revealing the seven essential people skills that often get overlooked—and the four factors that truly shape success in any human interaction.
[00:00:35] Grace: You’ll hear real-world stories, practical techniques, and a mindset shift that could reshape how you approach not just sales, but every relationship in your life. Whether you’re brand new to sales or a seasoned pro, this episode will leave you thinking differently about what really drives results.
[00:00:52] Grace: Let’s get into it.
[00:00:57] Jason: Have you ever stopped to think about what really makes someone great at what they do? I mean, we often get caught up in the what don't we? The product details, the service features, the technical stuff. We pour hours into mastering the specifics, thinking that's the key. But what if the real difference maker isn't the what at all?
[00:01:14] Jason: What if it's actually about the who. Today we're doing a deep drive into some, uh, really eye-opening insights from Roy's book. We're looking closely at Chapter 21, which kind of flips that conventional thinking on its head. Our mission here is to explore why, just as Roy's book argues, your people skills are maybe the ultimate advantage, the thing that makes all that other knowledge you have truly count.
[00:01:38] Jason: And honestly, you might find this stuff applies way beyond just sales or business.
[00:01:42] Marissa: Absolutely. And that's the central paradox. Roy's book brings out so clearly for so many professionals, the biggest blind spot, maybe their greatest weakness, isn't about lacking technical skill. It's being product focused instead of people focused.
[00:01:55] Marissa: And what's tricky is often people aren't even aware of it. This part of the book really shifts the lens, doesn't it? From what you sell to who you are in that interaction.
[00:02:05] Jason: Yeah. Let's unpack that a bit. Think about how most professionals, maybe especially in sales, spend their time. They're detailing every single feature, every spec. But is that really what works? Does that land with you when you're on the receiving end?
[00:02:19] Marissa: Well, Rory's book is pretty clear on that. Not nearly as effectively as we might think. People don't make decisions, especially big ones, just because they understand every technical detail. They buy, or they connect, because they feel you understand them.
[00:02:33] Marissa: That's the crucial part. It's fundamentally emotional. People engage because they like you, because they trust you. It really reframes what success means in these interactions. I mean, Roy's book puts it bluntly. You are not really in the product business. It doesn't matter if it's insurance, computers, cars, banking, even, you know, imported tea.
[00:02:55] Marissa: Mm-hmm. Fundamentally, you're in the people business. And that's not just semantics. It's a core mindset shift. It changes everything about how you approach your work, maybe even how you approach life.
[00:03:06] Jason: Roy's book gives this great, really relatable story to illustrate. It talks about a new salesman who was actually an avid gardener, and he said he felt really uncomfortable with, uh, schmoozing, as he called it. He liked people, but that sort of traditional sales approach felt fake to him. Then he learned something. Roy's book calls the Track Selling System.
[00:03:26] Marissa: Right! The Track Selling System, and it's important to understand this isn't about tricks or being pushy. It's really a framework, a human-centered way to engage.
[00:03:35] Marissa: It guides you through building genuine rapport first, asking those open-ended questions, finding facts, but also critically finding out how people feel. Understanding comes way before presenting any kind of solution.
[00:03:49] Jason: Exactly. And learning this system totally changed this gardener's perspective. He realized it wasn't about being some smooth operator. It was about sincere curiosity, asking honest questions, and maybe most importantly, really listening. He found his place, connecting with what he called the "down to earth kind of people" in horticulture. It just reframed his whole idea of what selling even was. It became about connection. That story really hits home the "why" behind this people first idea.
[00:04:16] Jason: But thinking about you, our listener, how could shifting from being product centric to people centric actually work your world? Whether you're negotiating, collaborating, or just trying to build better relationships, what changes when your main goal becomes truly understanding the other person first?
[00:04:32] Marissa: The great thing about Roy's book here is that it doesn't just point out the issue. It gives practical, actionable things you can do. Roy lays out seven techniques, he calls them quick and easy, to boost your people skills. And he stresses these aren't about needing some magic personality or becoming manipulative. They're basic, fundamental human interaction skills anyone can get better at.
[00:04:55] Jason: Okay, so if the big idea is being people-centric, how does Roy's work, say, we actually do that? What What are these practical steps? Because honestly, they sound almost deceptively simple.
[00:05:06] Marissa: They do sound simple, yeah. But their impact can be huge.
[00:05:10] Marissa: Let's start with number one. Smile. Seems almost too basic, right? But Roy's book isn't just talking about being polite. It's pointing to a really primal signal. A smile communicates safety, friendliness, openness, almost unconsciously. Roy even includes that Chinese proverb, "Man who cannot smile, should not open store."
[00:05:29] Marissa: The insight here is how often we forget this simple thing, especially in professional settings. We think being serious looks professional, but actually a real smile can break down barriers and open up connection.
[00:05:40] Jason: Hmm, that makes sense. And, building on that initial openness, the second point is, develop a genuine interest in others. Now, I know some people might think, well, obviously. Mm-hmm. But the key distinction Roy's book makes is critical. The secret is to be interested, not to try to be interesting. How often do we find ourselves just waiting to talk or interrupting, instead of really trying to get where the other person is coming from?
[00:06:05] Jason: Roy talks about looking at people directly, showing interest with your expression, asking those good, open-ended questions that invite them to share their perspective.
[00:06:14] Marissa: Yeah, and that flows right into number three. Talk in terms of the other person's interests. Roy makes this great point. You'll pretty much never meet anyone who doesn't have time to talk about what they wanna talk about.
[00:06:25] Marissa: We're often so focused on getting our point across, presenting our idea or solution, but Roy argues your time is much better spent encouraging them to talk about their needs, their view, their priorities. It builds rapport naturally because you're showing their perspective matters more than your agenda in that moment.
[00:06:41] Jason: And number four, this one's quite specific. Use the other person's name. It does more than just show you remembered it. It creates an instant personal link, it shows respect. Though Roy's book adds a really important warning. Don't overdo it. Saying someone's name repeatedly can feel a bit forced, even a little creepy sometimes.
[00:07:00] Jason: So, use it naturally for genuine acknowledgement.
[00:07:04] Marissa: Good point. Moderation is key there. Okay, number five. Give compliments. Again, sounds simple. Everyone appreciates a sincere compliment. But Roy stresses, this isn't about empty flattery, it's about genuine appreciation. He actually suggests making a real effort, like try to give at least three sincere, honest compliments every single day. It's amazing how that can shift the energy and reinforce positive things you notice.
[00:07:28] Jason: Three a day, that's a good challenge. Okay, number six. And I think this one might be the most powerful and maybe the hardest for a lot of us. Listen, Roy's book calls listening, flat out, the greatest compliment you can pay someone.
[00:07:40] Jason: When you truly step into that active listening role, it just changes the whole dynamic. It relaxes the situation, whether it's a big meeting or just a one-on-one chat, you're showing you genuinely care. And as Roy points out, everything they tell you is gold. It's information you can use to really understand their problem or need.
[00:07:57] Jason: It makes it seem like a warm, likable person. It's active engagement, not just waiting.
[00:08:02] Marissa: Absolutely. And a final one, number seven, make the other person feel important. Roy's book really emphasizes that every single person is important, and we need to convey that we recognize that. Show respect. Be willing to serve their needs.
[00:08:16] Marissa: If you're genuinely impressed by something about them or something they've done, say so. Roy quotes the philosopher, william James. "The greatest need of a human being is the need to feel appreciated." And there's that profound insight from the book too. You can tell a lot about someone's character by how they treat people who can't really do anything for them or to them. That's a real measure, isn't it?
[00:08:38] Jason: Wow. Those seven points, they seem simple individually, but together they paint a really clear picture of what people centered looks like in action. Mm-hmm. But for our listeners who kind of get these basics, is there a deeper structure, Roy's book offers? How does it tie these habits into maybe a broader strategy?
[00:08:56] Marissa: Yeah, there is. That's where Roy introduces what he calls the four factors. He identifies these as four critical elements that really shape your success in dealing with people, and it's not just about sales, it's about any human interaction. These factors really build towards empathy.
[00:09:12] Jason: Okay. The four factors, let's get into them. What's the first one?
[00:09:15] Marissa: The first is your impact. Basically, first impressions. Like it or not, they happen and they matter. Roy's book suggests a very practical exercise. Stand in front of a mirror, dress how you'd normally be for an important interaction, holding whatever you usually carry. Then just honestly, look, what's the visual message you're sending? What does that first glance say about you before you even open your mouth?
[00:09:38] Jason: That's a useful exercise. Yeah. Okay, what's factor number two.
[00:09:42] Marissa: Number two is your sensitivity. This is all about how well you tune in to other people, their personality, their mood, what's going on underneath the surface. Can you read between the lines? Can you sense their feelings, even the ones they aren't stating directly? And crucially, can you respond in a way that shows you actually get it? It's about picking up those subtle cues, body language, tone, not just the words.
[00:10:08] Jason: Right? Being attuned. Okay, number three.
[00:10:10] Marissa: Third is your perception. This is about whether you can genuinely see the situation from the other person's point of view. Is your thinking aligned with theirs? Are you seeing the reality they see, the challenges they face? Or are you maybe unintentionally projecting your own assumptions or agenda onto their situation? This is where things often go wrong, isn't it? We just assume they see things the way we do.
[00:10:33] Jason: Definitely a common pitfall. And the last one, number four.
[00:10:37] Marissa: Number four is your judgment. So after you've understood them, how good are the solutions you propose? Are they practical? Are they really hitting the mark based on everything you've picked up from them, what they said and what they didn't say? This is where your understanding translates into helpful, relevant action or advice.
[00:10:56] Marissa: And what Roy argues, quite compellingly, I think, is that these four factors impact sensitivity, perception, and judgment. They all combine to create empathy. Empathy being that ability to genuinely put yourself in someone else's shoes, see the world from their perspective, feel what they might be feeling. And it's this understanding of people, this empathy, that makes all your technical expertise, all your product knowledge actually effective. It's what makes it pay off. Yeah. Without empathy, the knowledge is just data.
[00:11:26] Jason: That's a really important point, and we should probably clarify. Roy's book isn't saying technical skills don't matter. Of course they do. Being knowledgeable about your product, your service, whatever it is that builds your credibility, yeah, you need that foundation. But the payoff, as you said, the real success comes from the people skills, from that empathetic connection. So it's really about balance, right? Not one or the other.
[00:11:50] Marissa: Exactly right. It's both hand and out. Speaking of communication, it's not just words. Roy's book also briefly touches on body language. It's a huge field, obviously, but he points out some general principles. Things like upward gestures, holding your head high, using open hand gestures, leaning in slightly. These tend to signal confidence, enthusiasm, interest. They invite connection.
[00:12:16] Jason: And the opposite, right? Downward gestures, maybe head down, slouching, closed off, posture, those can signal defeat, boredom, lack of interest, even defensiveness. Roy's book really encourages learning more about nonverbal cues because they're constantly sending signals, often louder than our words. It's another whole layer of perception.
[00:12:36] Marissa: It really is. And you know, after all this deep thinking about empathy and connection, Roy's book actually boils down, "What is selling," into something incredibly simple. Just three parts. One, find a problem or discover a need. Two, offer a way to solve that problem or fill that need. And three, persuade the other person to accept your solution to buy or act now.
[00:13:00] Jason: Simple definition.
[00:13:01] Marissa: Yeah.
[00:13:02] Jason: But even within that basic framework, the message keeps coming back, doesn't it?
[00:13:06] Marissa: It does.
[00:13:08] Jason: You're in the people business, your technical know-how. Yeah. Essential for credibility. Essential for good judgment, your product knowledge. Yeah. Vital for offering real solutions. But it's those people skills, the empathy, the listening, the genuine interest that make it all work. That's what delivers the payoff.
[00:13:25] Jason: You know, this whole deep dive into Roy's book really drive home that idea he mentions. Successful selling and successful living should be pretty much the same. The skills that help you connect and succeed professionally, they're basically the same skills that make you a more effective, connected human being in all parts of your life.
[00:13:41] Jason: It's about being good with people, fundamentally.
[00:13:44] Marissa: It really is. And it leads to maybe a final thought, tying back to that bit about character. Roy's book says, you can tell a lot about people's character by the way they treat the people around them who can do nothing for them or nothing to them. How? So, maybe the question for you, our listener is, "How do your people skills show up in those everyday moments?" Not just when you need something, but just generally. What might that say about your character?
[00:14:10] Jason: That's a powerful question to sit with. Maybe think about which of those seven skills, or perhaps one of the four factors, feels like the right one for you to focus on today.
[00:14:20] Jason: I hope you enjoyed this discussion. We've covered a lot. If we did our job, you'll find some valuable nuggets to take back to your professional and personal life. For Marissa and me, Jason, we'll see you next time.
[00:14:37] Grace: Thanks for listening to this episode titled, You're in the People Business.
[00:14:41] Grace: I'm sure Jason and Marissa gave you a fresh lens on how vital your people skills are—and how empathy, listening, and connection aren’t just nice-to-haves—they’re essential.
[00:14:51] Grace: Remember, you’re not just selling a product. You’re in the people business.
[00:14:56] Grace: Next time, we’ll be tackling the Impact of Your Appearance—what your visual presence communicates before you ever say a word, and how you can make intentional choices that build trust, confidence, and connection from the first glance. It can make a big difference now that we're back to in-person meetings, and can even effect your virtual meetings.
[00:15:16] Grace: Until then, keep practicing those people-first skills. You never know whose life you’ll change just by truly seeing them.
[00:15:22] Grace: Good luck and good selling!
