AMA Voices captures conversations about marketing, diversity and more impacting our community in the Triangle. I am Rob Ainbinder VP of External Communications for AMA Triangle and your host.

On this episode we’ll be talking with Cynthia Barnes, CEO/Founder of National Association of Women Sales Professionals with a preview of AMA’s upcoming event the CMO Panel: Marketing in 2022 and Beyond being held Jun 16, 2022 5:30 PM at Method Savvy in Durham.

>Register online: https://www.amatriangle.org/event/cmo-panel-marketing-in-2022/<

Connect with Cynthia Barnes

on Linkedin: https://www.linkedin.com/in/CynthiaBarnes

Visit https://nawsp.org/

Transcript
Rob Ainbinder (:nt, :"CMO Panel: Marketing in:Cynthia Barnes (:

Thank you so much for having me. I am thrilled to be here.

Rob Ainbinder (:

Great. Well, we are thrilled that you could join us. Tell me a little bit about how you first got into sales.

Cynthia Barnes (:

Ooh, strictly by accident. I don't know anybody who wakes up as, you know, a six year old and says, I wanna go into sales. Most of us get into sales by accident, either a role that we took and it turned into be a sales role or nothing else was available. But once we get into sales, we love it. So my first role was as an enrollment counselor at a for-profit university. And I soon realized after my three month review that I was earning money based upon the number of students I enrolled. So I said, you need to tell me the more students I enrolled, the more money I make, I was hooked. I was hooked

Rob Ainbinder (:

. Wow. What a great story. And you're right. Nobody wakes up thinking they're gonna be in sales, especially as a six year old, but oftentimes we find our sales in sales or in a sales allied role, for sure. Yes. what do you like best about sales?

Cynthia Barnes (:

Oh my gosh. Um, the adrenaline rush is one thing. The money is another, but I think the best part about being in sales is that I get to call my own shots. I get to determine how much money I earn, therefore, the options that I have, the security I have and the people whom I can help.

Rob Ainbinder (:

That's that's a lot of the reason why a lot of people found their own companies too. Yes, yes. I was just speaking with another entrepreneur at lunch today. And we were talking about was time freedom and what it allows us.

Cynthia Barnes (:

Yes. That freedom and flexibility is priceless.

Rob Ainbinder (:

It certainly is. Tell me a time about a sales call that didn't go as expected and how you turned it around.

Cynthia Barnes (:

Oh my gosh. I was working in pharmaceutical sales and I thought I was the bees knees I went into this doctor after my six weeks of training and I said, okay, here's my spiel. Write my, write some scripts. And he said, okay, Cynthia, um, how many years did you go to school to learn about this drug? And I said, well, not actually in a year, as I went to six weeks of training, intense training. And since I had a business background and a business degree, all of that, um, medical knowledge was totally foreign to me. So I was really impressed with myself that I finished it and passed. So I still told him six weeks. And he said, do you know how long I went to school to be able to do what I do? And I said, I don't know. He said 12 years post high school. He said with your six weeks of knowledge, do you propose to stand there and tell me that you know more about my patient population than I do. And I, kind of gulped and didn't really know what to say, but he had a point

Rob Ainbinder (:

Mm-hmm

Cynthia Barnes (:

and he said, why don't you come back when you can give me some advice that is valuable to me rather than just a standard sales pitch.

Rob Ainbinder (:

Mm.

Cynthia Barnes (:

And I went home with my tail between my legs and I said, oh my gosh, this is terrible. And you know, I cried for a minute, but then I thought, you know what, what's, what's the purpose in the pain? What's the lesson mm-hmm . And that conversation made me into one of the top performers that year, because I was then able to shift my mindset from what is it that I wanted to deliver to that doctor, to what does he need from me to be the best advocate and best patient care advocate for his patient population. It was life changing and I'm so grateful for him. And as a result of that, I went back to him, delivered the value from the viewpoint of what is in it for him versus what was in it for me.

Rob Ainbinder (:

Right? Yes. That's such a great story, really such a great story, because too often in times when we start a conversation with someone who we might be able to do business with, we really do sometimes get lost in our needs over their needs or their pains. Yes. And connecting with their pains and helping them solve a real problem.

Cynthia Barnes (:

Absolutely. Absolutely.

Rob Ainbinder (:

Yeah. What time of day do you get your best work done?

Cynthia Barnes (:

Mm, well, my day starts at four. Um, and then I, I get my tea. I journal meditate, get on the Peloton from six 30 to seven 30, walk my dog until eight o'clock and then my best work is, is in that morning period. Mm-hmm yeah.

Rob Ainbinder (:

Wow. That's really great. And, and definitely, it sounds like you have a pattern that you really like, and that feeds you.

Cynthia Barnes (:

Yes. Routine keeps us safe. Rob . Somebody told me that a long time ago as entrepreneurs or as salespeople, or actually as humans, we have a lot of decisions that we make the day. And if we're not careful we have, or can acquire what's called decision fatigue by 12 o'clock. That's where we're so tired of making decisions. It's hard to make good quality decisions. So if I have a routine in the morning, I get up at this time, I do this, I do this, I do this. Then I can save those important decisions for running my organization, becoming a thought leader or advancing women in sales.

Rob Ainbinder (:

So true. So true. What is the most important sales lesson you've learned over your career so far?

Cynthia Barnes (:

Hmm. That the true measure of whether or not we are a success in life is not based upon how well we do. It's actually based upon how many others we help do well,

Rob Ainbinder (:

So true. I have counseled many more than I care to admit along the way.

Cynthia Barnes (:

Yes.

Rob Ainbinder (:

And I'm sure you have to,

Cynthia Barnes (:

Yes. We've got to reach back as we aspire to reach up,

Rob Ainbinder (:

For sure. For sure. Three sales books or sales authors, um, that you'd recommend to our audience and why?

Cynthia Barnes (:

Mm. Shameless plug. I've got two books out there. Yes. Shameless plug. Okay.

Rob Ainbinder (:

Cynthia Barnes (:

Um, if I were to exclude myself mm-hmm um, Larry Long has a new book out called "Jolt" by Larry Long, Jr. Okay. He's from Raleigh and, um, Donald Kelly has a new book out called "Sell It Like a Mango". So those are two . And then the third book I would recommend Hmm. "The Psychology of Selling" by Brian Tracy. It's a really old book.

Rob Ainbinder (:

It is.

Cynthia Barnes (:

And the, the, the principles are timeless. Mm-hmm

Rob Ainbinder (:

fascinating. Fascinating. Well, thanks for sharing those recommendations with us and our audience. Mm-hmm what do you see is next for sales?

Cynthia Barnes (:

I think what's next is for us to go back to the relationship side of selling mm-hmm sales has become so transactional and people have forgotten that it it's not return on investment. Rob it's return on relationships. Right. When you can develop that relationship with your buyer mm-hmm they will not question the price because there'll be so much value. And because they know that you are in their corner, they trust you mm-hmm right.

Rob Ainbinder (:

Sure. Yeah. Yeah. Return on relationship there's power in that, for sure.

Cynthia Barnes (:

Absolutely.

Rob Ainbinder (:

What are you most looking forward to sharing the CMO panel event on June 16th?

Cynthia Barnes (:

I'm looking forward to asking those "Oprahesque" questions of the panelists, to get them to, to pause, think and drop so many golden nuggets that our attendees walk away thinking, man. I never thought about that and leaving with actionable tips that can implement immediately.

Rob Ainbinder (:

That's so great that you're gonna be asking the questions that seems like an ideal role from you, from what I understand from our short time together. Yeah. That's really wonderful. I think it's gonna be a fantastic event as well.

Cynthia Barnes (:

Oh, I have no doubt. I have no doubt. The panelists are amazing. I can't wait to meet everyone.

Rob Ainbinder (:

well, thank you so much for your time. Where can we find you online?

Cynthia Barnes (:

Oh, LinkedIn is, is where I spend the majority of my time on social media. So https://www.linkedin.com/in/CynthiaBarnes mm-hmm . Um, you can also find me on Ws p.org, which is national association of women's sales professionals.org.

Rob Ainbinder (:

Thanks so much for your time, Cynthia.

Cynthia Barnes (:

My pleasure. Thank you so much for having me Rob.

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