The Sales Whis­perer

Per­min­der Cho­han, man­ag­ing di­rec­tor of Des­jardins Fi­nan­cial Se­cu­rity In­de­pen­dent Net­work, trains and men­tors sales­peo­ple to help them reach their full po­ten­tial

BC Business Magazine - - Crowd Funding -

“Idream like a crazy per­son.” Th­ese are not the kind of words one ex­pects to hear from a but­toned-down fi­nan­cial-ser­vices pro­fes­sional. But as Per­min­der Cho­han, man­ag­ing di­rec­tor of the num­ber-one-sell­ing of­fice in the Des­jardins Fi­nan­cial Se­cu­rity In­de­pen­dent Net­work, says: suc­cess­ful peo­ple dream dif­fer­ently. They think about how to change, grow and im­prove ev­ery sin­gle day.

“I check my sys­tem four to five times a day, and I am al­ways think­ing about how I can tweak what I do to get to the next level,” he says.

The story of Cho­han's own suc­cess be­gan in In­dia, where he lived un­til he mi­grated to Canada in 1990. When he ar­rived, like many im­mi­grants, he took what work was avail­able. He found a job at a plas­tic factory, but was later laid off, go­ing on to own plumb­ing and mo­bile- phone busi­nesses, and dab­bling in di­rect mar­ket­ing. But he found his call­ing when he ac­com­pa­nied a friend to a job in­ter­view at a fi­nan­cial-plan­ning com­pany in 1998. They hired him, and in just six months, he went on to be­come the com­pany's num­berone agent in Canada. In 2003, he switched gears and moved into sell­ing life in­sur­ance.

Des­jardins came call­ing in 2009, and Cho­han made a move to es­tab­lish the com­pany's Rich­mond South Fi­nan­cial Cen­tre, be­com­ing a man­ag­ing di­rec­tor in the Fi­nan­cial Se­cu­rity In­de­pen­dent Net­work, Des­jardins' net­work of in­de­pen­dent bro­ker­ages that pro­vide fi­nan­cial plan­ning, sav­ing, in­sur­ance and in­vest­ment ser­vices.

For this role, he left sell­ing be­hind, in favour of re­cruit­ing, train­ing and men­tor­ing sales­peo­ple.

“Be­cause I do not sell, I make my­self avail­able to my peo­ple ev­ery day in the of­fice,” he says. To brain­storm ideas and share clos­ing tech­niques, but also to en­cour­age sales­peo­ple to change their en­tire psy­chol­ogy around goal-set­ting.

“If you want some­thing, some­times you get a different an­swer from your heart and your brain,” he says. “I teach peo­ple to train their brains to go in the right di­rec­tion.” For in­stance: if your heart says you want to make $100,000 this year, your brain might re­spond with all the rea­sons that's not go­ing to hap­pen. “I sit down with the per­son and break down the process from top to bot­tom—how to take the steps to achieve that goal,” he ex­plains.

Cho­han has co-au­thored two best­selling books on his men­tor­ship and train­ing tech­niques: Un­com­mon - Dreams with Dead­lines, with mo­ti­va­tional speaker Brian Tracy; and Pro­fes­sional Per­for­mance 360 Spe­cial Edi­tion: Suc­cess, with a group of in­ter­na­tional en­trepreneurs that in­cludes Richard Bran­son. He is cur­rently work­ing on a third book, a solo ef­fort.

One thing Cho­han em­pha­sizes in all of his work: suc­cess is not about ma­te­rial gain alone. In the last year alone, Cho­han's of­fice spon­sored more than 36 char­i­ties, in­clud­ing the Sur­rey Memo­rial Hos­pi­tal, B.C. Chil­dren's Hos­pi­tal, Ron­ald Mcdon­ald House, the Heart and Stroke Foun­da­tion, the Sur­rey Food Bank and the Cana­dian Can­cer So­ci­ety. The list goes on. Cho­han will also serve as pres­i­dent of the Sur­reyNew­ton Ro­tary Club in 2018.

“It's about the dif­fer­ence you're mak­ing in other peo­ple around you,” says Cho­han. “That was al­ways in my per­son­al­ity and mind, even when I was grow­ing up in In­dia,” he says. “It was al­ways in my DNA some­how.”

Per­min­der Cho­han is a sales pro­fes­sional, au­thor and phi­lan­thropist

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