Masonry Magazine May 1972 Page. 8
SMOOTH SELLING
by George N. Kahn, Marketing Consultant
SELL YOURSELF FIRST
Some salesmen suffer from a split personality because of their products. On the one hand, their product provides them with a good living, a fact they readily admit. But, at the same time, they also are ashamed of their line. They are even likely to apologize for selling the product.
Such a man cannot be doing a good job. He can't function at top performance if he's torn inside. Such conflict is needless, of course. There is no reason why a salesman cannot do a bang-up job of selling without using his product personally. If he does a first rate job of selling himself his feelings toward the product will not matter.
The $25 Suit
Joe Greenfield has become a millionaire by manufacturing men's suits that retail for $25. However, Joe wears $250 custom-made suits and doesn't care what anybody thinks of it.
He summed it up this way to me: "I make a good suit for the money. It's a fine value for people who cannot afford more. They are satisfied with the suit. But I can afford a more expensive suit and I wear it. I'm not being disloyal to my product. I'll back it against anything else in the same price line. I don't even insist that my salesmen wear our suits. Probably most of them don't. All I ask is that they do a good job of selling themselves and the line."
You see evidence every day of people who are doing an expert job and so forth in selling cigarettes, soap, beer, aspirin, etc. Television annauncers, actresses can do a convine-ing commercial without necessarily being users of the product. They put themselves wholly into the role.
Eliminate Conflict
Many salesmen, of course, are not faced with any conflict in connection with their product. For example, if a man is selling steam shovels, he is not expected to to have one in his backyard. But if his line is apparel, he might feel guilty about not wearing the suits or shirts his company makes.
There's no reason for the salesman to take this attitude. He should be able to sell the product whether he uses it or not. Earl Haney sold a line of electric roasters. One day a dealer asked him if he used the product at home.
"No," Earl replied honestly. "I own a more expensive brand that gives me a longer range."
The dealer chided Earl for his "disloyalty" to his firm. Earl, although steaming inside, answered calmly.
"Mr. Smith, I sell a good product. It's not the best roaster in the world but nobody is being cheated by buying it. I happen to prefer a higher grade brand and I pay more for it. Now, what in the world is wrong with that?"
The dealer admitted there was nothing wrong with it. "I've had my sales manager and other management people from my company over here to dinner. They didn't seem to mind that I don't use a company product."
Why should they mind? Earl is the top salesman in the company.
Tolking the Buyer's Business
Part of selling yourself is to get the buyer to talk about himself or his business. He may start the interview by saying flatly that he doesn't want your product. This should not upset you. Simply switch the conversation. You might say to him: "You certainly have a large operation here." Or: "I've heard about your unique vacation and pension plans for employees. Could you tell me more about them?""
Find some way to focus attention on his firm. Paul Land, a chenille rug salesman, once ran into the toughest prospect he had ever met. The man was brusque to the point of rudeness, not even asking Paul to sit down.
"You've got nothing that I want," the man snapped.
Paul retained his composure. "By the way," he say, "I noticed your display on the way in. It's the most striking I've ever seen."
The buyer beamed. "It was my idea," he told Paul. "I often take a hand in displays."
That put an entirely different complexion on the interview. The buyer warmed up considerably. He didn't give Paul an order that day, but a month later the salesman got a big one from the buyer.
Are you selling yourself first? To find out, spend a moment or two on this test. If you answer "yes" at least seven times you're all right in this department.
1. Do you separate your personal views and business life?
Yes No
2. Do you place stress on selling yourself first?
Yes No
3. Are you convinced that buyers are not primarily interested in whether or not you use your product?
Yes No
4. Do you try to hit the prospect with new ideas?
Yes No
5. Do you understand that the buyer's first concern is whether his customers will like your product?
Yes No
6. Do you talk about the buyer's business?
Yes No
7. Are you tactful in suggesting changes in the buyer's business?
Yes No
8. If you sold luggage would you feel it was all right to use a difffferent brand for yourself?
Yes No
9. Would you customers understand it if you did?
Yes No
10. Would you frankly tell a customer (if he asked) that you did not use the product personally?
Yes No