(If you don’t have Project Managers in your firm–and instead, have Customer Service agents or Technicians, then substitute that title for PMs)

Well of course, you know the answer to that question before we start.

But I’d like to share some observations that may make it easier for you to train your PM’s in communication skills. It seems that companies are relying more and more on their PM’s to manage the client relationships and generate referrals so this topic might be relevant for your firm.

One chapter in Same Game New Rules is titled Process Makes Perfect, and it’s about how engineers and technical sellers make the best sales people. Mainly because they are in the right place to bring tons of value.

1. Need for Good Communication. In most projects, there are many tiny details that can spin out of control. Since the relationship is only as good as the project process, then it is necessary for PM’s to know how to communicate issues to clients. The PM must have a “relationship awareness” all the way through.

This includes: bringing up sensitive topics PRIOR to them becoming problems; knowing how and to whom to communicate these issues at the client; knowing how to keep the atmosphere open and honest so bad matters don’t get worse; and having a paper stream of promises so that there is nothing left to memory.

2. Having a Problem-Solving Attitude. I like to think of selling as problem-solving. And nowhere does that get stated like it does in project management. The PM is always solving problems and keeping things on course. It may be that they don’t want to be in front line sales (and they shouldn’t) but it doesn’t mean that they can’t have the same attitude that the top flight sales person has.

3. Referral Generation. Most times, the PM is the exact person who should be cultivating referrals. In most B2B businesses, referrals make up 60-80% of new business. It’s a bit of a stretch to think that a sales person who sold the deal, but does NOT have the relationship, can waltz in and get referrals. It should be the PM. So any training you do for that group, should have ‘how to generate referrals’ as part of the curriculum.

Fewer Sales People-More PMs
Many companies are hiring fewer new account sales people, and relying on their subject matter experts (the PMs) to do more of the value communication. I think it makes sense in certain industries. Just make sure you train those people on the principles of selling and good communication. They ARE trainable. Just don’t try to turn them into sales people.