Masonry Magazine September 1968 Page. 16
SMOOTH SELLING
by George N. Kahn, Marketing Consultant
PLAYING THE SHORT GAME
Some salesmen are so dazzled by success stories that they confuse wishing for success with success itself.
If they aren't making $100,000 in their first year of selling they consider themselves failures. Their idea of success is the big jump the overnight transformation into a big ticket man.
There is nothing wrong with the success story. It's part of the American tradition. Furthermore, the success is generally merited. Chances are good that a $100,000 a year salesman is worth every penny he makes.
But what the wishful thinkers fail to grasp is how the successful man got that way.
The top producer is a man who has learned his craft in stages, who through the years carefully built up his reputation and customers, and who, day-by-day, developed the fine points of selling. No miracle was involved. The same road is open to anyone who will concentrate on perfecting his techniques to a razor-fine edge.
Golf Lesson
When I first started playing golf, my objective was to try to knock the cover off the ball. I took mighty swings, but it was largely wasted effort; the ball usually landed in the rough. I concentrated strictly on the 250 yard drive. Nothing else would do.
One day in the clubhouse I casually picked up a book written by a famous golf pro. One thing he said caught my eye:
"A well-hit golf ball is one that got in the way of a perfect swing."
Form and discipline, not brute strength, was the mark of a good golfer, he explained further. He added that if a player hit a ball fifty yards right down the middle, he would accomplish his purpose.
I was dubious but I gave the idea a try. I focused on the short shots-30, 40 and 50 yards. At the same time, I worked on the finer points of the swing - proper balance, keeping my head down and my eye on the ball. I was not concerned with distance but only with a good swing. In a few months my game improved tremendously.
There is an important lesson for salesmen here. You must develop the fine points and techniques of selling before you can climb into the higher income bracket.
You may say:
"I get paid on orders only. Never mind the fine stuff."
The fine stuff is the essence of your selling. Without it, you are a mere visitor in a prospect's office. Your sales talk and presentation should be tailored to the buyer and his needs. To paraphrase that golf pro:
A big order is one that got in the way of a perfect presentation.
The sale isn't assured just because you brought a body, a pencil and an order book into a prospect's office. You have to sell him and the only way to do this is by expertly and knowledgeably bringing him to the buying point-by arousing his interest to fever pitch.
How do you accomplish this? A step at a time. Short swings. A well-organized presentation covers each point in turn, each time making sure the prospect understands you.
A smoke screen of fast talk and intemperate boasting will never disguise a weak sales pitch. Give the prospect facts and more facts.
When You Don't Know-Ask
A salesman, no matter how well prepared, cannot know everything when he calls on a prospect. Another of the fine points of selling is to learn to probe the buyer for any information essential to getting the order. This way, the seller can discover what the prospect's needs are and what are his likes and dislikes.
And don't worry if the conversation occasionally gets sidetracked. An informal chat about trivial things may pay.
Jerry Gibbs, a machine tool salesman, took a sales trainee along on a selling trip.
In one office, the young man was dismayed by a seemingly endless chat Jerry had with a prospect about water skiing. Both were enthusiasts.
As they were driving away two hours later, the trainee was asked if he had any questions.
"Just one," the new man said, "what was the point of that bull session with the guy back there? He didn't give you an order."
"That's right," Jerry agreed, "But there is one thing you don't know. That man is one of my biggest customers- about $50,000 a year. When he feels like talking I talk. He's liable to call me on Monday and give me a whopping order. He's like that."
The trainee did not realize that Jerry had developed conversation to a fine art-one that made him a top earner.
Many Chances for Artistry
I've noted the acquisition of some of the finer points of selling, but actually there are many more. I mean step-by-step ways to improve yourself and become a polished salesman.
There is appearance, for example. Clothes may not make the salesman, but they go a long way to creating a good impression on the buyer.
The proper handling of a demonstration is another skill that aids your cause. A few practice sessions at your home will do wonders to iron out the wrinkles in your demonstration.
Managing your schedule and bookkeeping is still another technique that will keep you ahead in the selling game.
To make the golf analogy again, these are "short shots", but they are vital if you ever hope to be a successful salesman.
A short game will win for you in the long haul.
Try this little exercise to see if you are learning selling's fine points to prepare yourself for top earnings. A score of seven "yes" answers will be fairly substantial evidence that you are not stagnating:
1. Do you see selling as a learning process?
Yes No
2. Do you believe the really top salesmen honestly deserve their reward?
Yes No
3. Can you learn from a prospect who turns you down?
Yes No
4. Do you ever evaluate your performance after you have seen a prospect?
Yes No
5. If the evaluation is unfavorable to you, do you do something about it? Yes No
6. Have you learned something new about selling in the last two weeks? Yes No
7. Are you conscious of your voice during your sales talk?
Yes No
8. Are you conscious of your appearance all the time?
Yes No
9. Do you feel failure in selling is more than "bad luck" most of the time?
10. Are you keeping a progress chart on your self?
Yes No