Masonry Magazine January 1965 Page. 24
THE SELLING PARADE
by CHARLES B. ROTH, America's no. 1 salesmanship authority
The Selling Parade by Charles B. Roth is another new feature added by masonry this month. Watch for it in all future issues of the magazine for the entire Masonry Industry.
Work Your Way To The Top
He told me something I had long known: that to be a success in selling, a continuous success, a growing success, requires of a man the thing he called constant vigilance. Once you let even the slightest slip show, you are lost as a salesman, he said.
He said that this vigilance applied to every phase of a salesman's work to the way he prospects, to the way he cares for his customer.
"I think it applies as much to the way he looks as to anything else," said he. "Many salesmen defeat themselves because they don't look the part."
He gave me his simple practice for guaranteeing his own appearance. I like his ideas well enough to present them to you here.
He calls it his "bottom to top" plan for self-policing, and it goes like this:
"Now and then in my case once a week a salesman should start at the bottom and work his way to the top in considering his appearance," said he. "I follow a regular routine. It goes like this:
"SHOES - heels straight? Laces frayed? Cracked leather? Polished?
"SOCKS-Right Color? Matching? Holes?
"PANTS-Pressed? Baggy? Too long? Too short? Frayed cuffs?
"SHIRT-Clean? Collar tight? Loose? Sleeves short? Long?
"TIE-Color? Gravy spots? Frayed? Good knot?
"COAT-Collar snug? Sleeves short? Sleeves long? Lapels right? Shoulders right? Continental cut? Double-breasted? Loose buttons?
"FACE-Washed? Shaven?
"HAIR-Cut? Brushed? Neat?"
I like my friend's system, but why wait to the end of a week? Why not check bottom to top on yourself every morning?
What Is Really Important?
I met a man named George Brown on the street yesterday, and he gave me something to think about that has kept me busy ever since. I've known this man Brown for nearly 30 years. He is 57. I have watched him slide down the success ladder. When I first knew him he was a promising salesman. Now he does anything to earn a dollar.
Yet he isn't dull. To the contrary. And he isn't lazy. To the contrary. And he isn't dishonest with himself or his customers. To the contrary. But here he is, at end of his career, when he should be cashing in on his years of experience, doing menial, low paid work.
What went wrong? I think I know. Brown did not evaluate what was important in his life.
Let me explain. He was a zealot for physical fitness. That is all to the good. Every week-end he insisted on a long hike. Fine. Noons he went to the YMCA to "keep fit for the job." Often in the evening he'd play volley ball, box, wrestle, or swim "got to keep fit for the job."
Meanwhile, he was turning down chances to meet customers at lunch, to attend business meetings in the evening, to prepare himself for his job. He was so busy keeping physically fit, he neglected a more important form of fitness fitness for the job.
When you get down to it as a salesman there is only one thing that is important. It is making calls and sales. Unless you put that first, neglect everything else in its favor, how can you expect to shine as a salesman?
Don't Blow Your Stack
It's natural enough, I suppose, to "fly off the handle," "blow your stack," or in some other way show you are "burned up" or "good and mad," over something. Most of us in the course of a week do it.
Reflect on this:
When did blowing your stack ever add to your dignity, make you more popular, or close a single sale for you? When was blowing your stack anything but one of the most destructive mentally, physically, morally-of all habits?
As a salesman you have more provocation than most men to blow yours. Dont do it. Let me give you a couple of workable rules to prevent it. First, when you are roused to ire, speak gently to the person who has aroused you. Nine times in ten your gentleness will take care of him and you.
Second, if you have a gripe against someone, go to a close friend and discuss it with him.
But most of all, when tempted to blow your stack, get even with the person who is responsible by making a sale to him then and there.
How To Hold Good Will
Many salesmen have traced their secrets of holding good will for me. Let me share some of their ideas with you.
"I make every sale a pleasant event for my prospect," a salesman in New Mexico told me. He sells houses. "I am personally on hand when the family moves in. I even send a little gift for the new home."
"My rule," said a New York man, "is to build the good will of the community by being a part of it. I belong to civic organizations, take part in their affairs. I belong to a church. I write letters to the newspaper. I identify myself with the city's life." Too many salesmen, he feels, live in a shell. I think he is right.
Cut out this article and future articles and place them in your business file for further reference.
JANUARY 1965 © CHARLES ROTH. All rights reserved.