Sharing the Gift
Make the communication before you make the sale

Nido Qubein is a great communicator, one of the finest communicators in the world. The best part about that is that he has dedicated his career to teaching others and sharing his gift.

How did he get to be a great communicator?

Nido had to deal with change, really big change. It seems that, for Qubein, the bigger the changes, the bigger the opportunities for achievement. Check out Nido’s change challenges:

1. Nido Qubein came to America from Lebanon in 1966 and could not speak a word of English.
2. He learned 10 words a day on three-by-five cards.
3. He worked his way through high school, college and graduate school.
4. He became a master salesman.
5. He joined three strategic organizations. Sales and Marketing Executives, Toastmasters and the National Speakers Association.
6. He has given 5,000 presentation in all 50 states and five continents.
7. He has stayed a student for life.

I went to hear Nido speak at the Peak Performance seminar series in Charlotte, N.C. His message began philosophically. “We are products of choices, not products of our circumstances. We must each take responsibility for what happens to us,” said Nido in complete command of the audience.
Qubein says success grows from four things:

1. Clear vision.
2. Solid strategy,
3. Practical system – plan,
4. Consistent (daily) execution.

The nuance of success – the biggest reason success escapes most people – is that they lack the ability to capitalize on the opportunities of an ever-changing world.

Nido defines change in three categories:

1. For the timid – change is frightening.
2. For the comfortable – change is threatening.
3. For the confident – the peak performers – change is an opportunity and is welcome.

Every seminar has a gem or two – Qubein’s seminar was a diamond mine of “wake-up calls” about the way we live our lives through communication. Here are a few to give you an idea of his wisdom:

• We spend 78 percent of our time each day communicating.
• Communication is not just a discipline – it’s an outgrowth of the way we live our lives.
• Set the mind to succeed – not just accumulate information.
• Ask yourself, “How does this piece of information build the bridge of understanding to the person I’m communicating with?”

Nido challenged the audience with three strategic communications and positioning questions.

1. Who am I? (Or in business ask – who are we?)
2. Whom do I want do become?
3. What is it that I must do to close this gap?

The Qubein seminar was a learning session that ended too quickly. He gave a masterful lesson presented in implementable bites. Afterwards, as I continued the interview, he was gracious, funny and engaging. Then it struck me – when you get to know Nido Qubein, you realize he possesses the most important of all communication skills – the ability to get along with others.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

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