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Paul Logue hails from near Glasgow in Scotland and boasts a 25-year career as a professional bass guitarist in a heavy rock band alongside a career in IT. He spent 21 years at IBM with half of that dedicated to Travel & Expense Management Software. Paul moved to Emburse five years ago and rose from the first Solutions Consultant in the UK to leading the International Team as Director of Solutions Consulting. He is also known as The Pre-Sales Rockstar.
The way to became a presales rockstar
A musician at heart, Paul chased his musical dreams in his early twenties while working a bank job. His father, however, pushed him towards a stable IT career which led him to IBM. Despite starting a family and rising in IT, music remained a constant passion as he played gigs on weekends. His most successful band, Eden’s Curse, emerged alongside fatherhood, but the realization that music couldn’t fully support his family led him to prioritize his flourishing IT career. Although his band continued for another 15 years, he ultimately focused on IT, becoming a top sales presentation performer.
Mastering the rock musician skills
Rock musicians aren’t inherently distinct from other performers. Musicians, actors, dancers, or even athletes, share key skills. These skills are built through dedication, refining their craft in private before ever reaching a stage. Paul highlights the importance of practice using Lady Gaga as an example. Stage presence, the ability to captivate an audience, is another shared skill that develops through experience. Finally, improvisation is also crucial for performers, Paul concludes by emphasizing the importance of authenticity, bringing your whole self to the table, even if it includes a passion for music.
The rock musician model for presenters
As a rock musician, Paul emphasizes the importance of practice and preparation. Here are the key points:
- Practice makes perfect: Just like musicians rehearse their songs countless times, presenters and salespeople should thoroughly prepare their material. This ensures a smooth delivery and allows for audience engagement.
- Eye contact is crucial: Connecting with the audience through eye contact is essential for both performers and presenters. It builds rapport and helps gauge audience reaction.
- Learn from improvisation: The ability to adapt on the fly is valuable. Just as a musician might have to adjust their performance based on audience response, presenters should be prepared to adapt their delivery based on audience feedback.
- Feedback is key: Seek feedback on your performance and use it to improve. Watch recordings of yourself, ask for feedback from colleagues, and be open to learning from both positive and negative reactions.
The Setlist Strategy for a sales demo
Demos are like rock concerts. Paul compares some similarities between a sales demo and a music setlist: The core idea behind a “Setlist Strategy” is the comparison between how a musician plans a performance and how a salesperson structures a demo. Both involve:
- Planning the order: Just as a musician arranges songs in a specific order to keep the audience engaged, a salesperson structures a demo to deliver key messages in a logical flow.
- Tailoring the content: Similar to how a band might choose songs based on the audience or venue, presentations can be adapted to resonate with a specific audience.
- Strong opening and closing: Both demos and musical sets benefit from a captivating opening and a memorable conclusion.
Related: What Speakers Can Learn from Songwriters
Favorite quotations
“Sell the problem you solve, not the product you have.” — Sales Presentation’s quote
“It ain’t final ’til it’s on vinyl.” — Musician’s quote
Recommended book
The Six Habits of Highly Effective Sales Engineers by Chris White
Routine to Shine
Write names and position of people in the table: Paul emphasizes the importance of personalizing the sales presentation. Achieve this by tailoring content to your audience’s specific needs and use details like names and job titles to make the message resonate on an individual level.
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