Frank Romano Profile

When you’re green you’re growing, when you’re ripe you’re rotten.

Frank Romano is a Certified Master Facilitator and creator of the Precision Selling Program for sales professionals and Quality Conversations Program for customer centre agents. He took time out from his ‘Roman’ holiday to talk about his passion for the professional sales industry, customer service and why sales people must amp up their skills to be at the top of their game.

What drives Frank Romano?

Helping salespeople become more effective in their sales efforts. My goal is to give them a clearer understanding of the process involved in making a sale that the customer enjoys.

What fascinates you about sales?

Thanks to studies in neuroscience and gaining a deeper understanding of the processes that people use when buying, I’ve learnt that something needs to occur within our nervous system to let us make that decision. If you don’t understand how to read what’s going on in the customer’s mind, then you may be getting in the way of the customer buying that car. But somebody who recognises the verbal cues and is trained to understand why the customer likes to buy is facilitating those naturally occurring neurological processes. There’s a certain science to sales that is deeply fascinating.

How did you get into sales training?

I left school at 16 and was totally unqualified, ignorant, and illiterate. The only job I was qualified to do was selling…and that meant encyclopaedias door to door. The discovery for me was that selling is about connecting with people first and foremost. If you don’t understand that, you’re never going to be a successful salesperson. I wanted to share that with others.

What are the qualities that make a successful sales person?

Integrity and a genuine desire to put the customer first – also believing that you have something of value to add to their lives.

Are salespeople born salespeople?

Definitely not! Great salespeople are trained and educated, they are not born.

What does Frank Romano do to relax?

Being at the top of your game is stressful. You have to concentrate, you have to be alert, you have to be focused and you have to be able to manage your state of mind consistently… and that wears you out! So, you do need time out, and for me, that’s a game of golf and I also love to travel.

Who or what inspires you?

Innovation…and the ongoing ability to discover new and better ways to do things, as well as what the world has to offer.

What are your plans for the future?

I’m promoting new technology and continuing to make fine distinctions on how to achieve better outcomes in a business environment. Looking at the impact that social media and other evolving technologies are making really demonstrates that, if you’re not up to date you’re going to be out of business.

What have you learned about yourself over the course of your career?

That I’m like everybody else – when you’re green you’re growing and when you’re ripe you’re rotten.

Is there a next big thing in sales leadership?

We have to make sure that our coaching is up to date and that it’s formalised. You must have one-on-one coaching sessions that are goal-orientated and incorporate role playing.

What are you looking forward to?

I’m looking forward to continuing what I do now. Also to change the negative perception a lot of people have towards sales people. The profession of selling is one of the most challenging that exist. You need to master human relation skills, negotiation skills, communication skills and rapport building skills. And of course, I’m definitely looking forward to being at this year’s AADA National Dealer Convention.


Charles Bayer

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