You want to know what really makes you a top performing convincing communicator and sales person. Here's the answer you've been looking for, and it applies to both you individually and every team or organization you're a part of:You need to answer the WHAT questions!

Research indicates that it takes *** the best companies *** seven years to find their identity in the market place. Now, we're talking about high performance successful companies. Mediocre companies and organizations never do. That's why they are mediocre. The subject at hand is the paramount question of - WHAT - that makes all the difference:

• What are we about? What is our place and position? What is our purpose and mission?

• What is our unique offering to the market place? What problems do we help solve? What solutions do we offer?

Even though the "what questions" quickly lead to WHO and HOW, the process is like a spiral staircase, continually revisiting WHAT until it falls into place. And just when does WHAT fall into place?

Because of its spiral movement, WHAT can always be answered a little better. WHAT is a question that constantly needs to be addressed. The process of answering WHAT is the essence of the Operational dialog, an ongoing conversation on all levels that at any point in time always determines the value of an individual or company. When a company is providing "what answers" that the market place is willing to pay for, it increases in value. When it doesn't reply appropriately to WHAT, company value decreases.

The stock price is an example of a "what indicator", but merely indirectly so. The share value of a company, even though the world of finance claims it to always be immediate and an instantly "updated" reflection of value, it always will remain a rather sluggish - lagging behind - indicator of WHAT; how the Operational dialog is working. If WHAT is addressed we begin to OPERATE with value.

Thus, the question becomes: How good are we as individuals or as a company to constantly engage in the Operational dialog. When we are, a clear WHAT is always in front of us and we have purpose and direction. If the Operational dialog dies or becomes unfocused, we immediately lose sight of our WHAT and everything else is affected and begins to crumble.

The Operational dialog is the foundation, but only the first of three important dialogs which make up successful people and organizations:

Our research indicates that sales people and sales teams are only as good as they are able to answer WHAT - both for themselves internally and consequently externally to and with others. Only then will everything else fall into place. WHAT reflects our identity and is the source of all behavior patterns. It communicates:

• "I have a product and/or service that you need"

• "I'm a part of X (e.g. a company) and I have meaning and a powerful purpose driving me"

• ...or simply: "What I'm currently doing is important because X"

Only when WHAT has been identified will individuals and organizations operate effectively. Not only will operations be effective and with clear cut purpose, but it will also be automatize what currently is not working as it should. Inner conviction shines through and will permeate every action and make it more effective.

So what?

What does this mean to me or to our company? What actions can we take to apply it?

Answer WHAT once again today! I suggest we make it a habit and lifestyle to always identify WHAT and constantly revisit this basic question. When we do, we should remember to highlight honesty and respect, because these are the key characteristics that help us map out what we're looking for. Without honesty and respect, we'll only end up fooling ourselves, keeping us from finding the "right" answers.

But you say: The task is so unclear!!? Here's how you know whether or not you're getting close to the answer:

When the Operational dialog is as it should Passion begins to flow through your entire system. Passion is that number one energy most needed of all and is the source of a winning and unstoppable attitude. Passion cannot be defeated. Passion is what permeates a successful system - whether it be a single person, a team or an organization. Passion is the first energy, paving the path to another two powerful energies.

To view an online media presentation on this subject, click here.