Reading the Walls

READING THE WALLS

The following was written in 1983. I was doing National Sales training for the Dialogue Consulting Group. As part of that training, I wrote and taught courses on psycho-neurolinguistic programming and observation. I have been asked by several candidates in the past to include this information. You may find this concept interesting, especially just prior to an interview on site at a potential employer. I think it holds even greater application to candidates, than it did to sales people.

I finally was able to locate a first draft while rummaging through some old files. I have not rewritten this draft, it is not as good as the finished product, as I remember, but, I hope you enjoy it and find it helpful. Please let me know if it was!

Note: Each time you we refer to the sales pro, rep, etc, translate it to read candidate and each time you come upon the term client, translate it to mean the hiring authority.

This was an addendum to a two hundred plus page sales manual that I had written for a client:

The detailed information below should also apply to the foyer, the outer office, the parking area, and the restrooms, kitchens, and break areas. See: Site Impressions Do Matter, Candidate's Section

Reading the Walls: 1983 S.A.L.E.S

The below is a very cursory explanation, for a more detailed discussion please see Personal Marketing Strategy Program for Transition Candidates©

One of the most valuable cues about a prospective client is by merely reading his/her inner office, walls, desks, and bookshelves. Although it is one of the most basic learned skills in sales, it can and sometimes is the most difficult for any sales professional. Without this arrow in our sales quiver; no sales professional can long succeed. We must learn to interpret the public, private and concealed office area. We can gain a unique, invaluable and vital portrait and perspective of our prospect. No single source of information can be so effective or deliver such an impact as the "personal atmosphere" that our clients construct for themselves.

Our ability to interpret the "ego wall" can be a major determinant of our efficacy in making effective sales calls. Although not always completely indicative of the message, it is one of the best guidelines that we might have to read our potential clients. The position of the desk, chairs, tables, types of desks, plaques, decorations can broadcast loudly and clearly the inner motivation of the client, or other even more muted messages.

When we first enter the inner office of our client, we should immediately begin to take mental inventory and note of the "ego wall".

Wall One:

1. Does it face us?

2. Are we placed in a position to admire, bask and sit in awe of the accomplishments of our clients?

Wall Two:

1. Does the "wall" face the client? If so we can be lead to make two possible conclusions.

a. One, that our prospect is so comfortable with their skill, background, etc., that they need not glow in its light.

2. How often does our client gaze at his "wall" in conversation with us?

Wall Three:

The third arrangement can be viewed as having the greatest possible impact on our interviewing. When we enter an office that is designed to have both the representative and the client facing the 'wall'. This statement is quite clear, we are to venerate, admire, and receive inspiration from their accomplishments.

Wall Four:

The fourth arrangement is very difficult to read. We must be very aware of obscure clues. That arrangement is no "ego wall' at all, or at least, none that is apparent or discernible. This client either has never bothered to, or does not care to, or is in no position to establish an ego identity in his present surroundings. They are either very secure, or in a position of working for a superior who will take umbrage at an inferior having better credentials or are not committed and as such have not taken possession.

Wall Five:

The fifth and final arrangement can be even more an indicator than all the others, this is the hidden, covered, or concealed "ego wall". Some clients are so comfortable with themselves, their surroundings, and their positions, that they will decorate their walls with their plaques, and then either because of time or deviousness will allow other things, i.e. cabinets, charts, etc., to cover or almost conceal them.

Review: The ego wall will be:

1. Facing you

2. Facing client

3. Facing both

4. None apparent

5. Hidden

Each arrangement demands a different approach, and a different reaction system. Study, record and practice your reaction to each.

Now that we have discussed the walls, lets look quickly at the other accouterments of the office, the desk, phone, chairs, and tables and what statements they make. Ascertain if this is their office before making assumptions about presentation types. See "Painting Your Interview" in the book.

As part of this concept, we now have a new twist prompted by an article in the Wall Street Journal, July 27, 2005, Ellen Bryon. This intriguing article discussed the training of newly promoted officer rank police officers in observation techniques by using portrait art at a local museum. The same concept can be used by the candidate by using either art work or pictures collected from magazines. The job is in a 30-60 second period is to practice "seeing" what is there. Interpreting the information and interpolating it to an interview setting.

For more information please see the PMSP© book.

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