Simple Selling:
Common Sense That Guarantees
Your Success
by
Thomas Ray Crowel
Thomas’s Caricatures
by John Kascht
Smashwords Edition, License Notes
Simple Selling: Common Sense That Guarantees Your Success
Copyright © 2012 by Thomas Ray Crowel
This book is available in print at most online retailers.
This eBook is licensed for your personal enjoyment only. This eBook may not be resold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
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For Patty
People think, machines don’t
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INTRODUCTION
People have bartered for goods and services since the beginning of human history. Much of the information I share in this book is not new. I hope, however, that I have presented it in a simple manner, one that will be a new perspective on a very old profession.
Information that can increase your knowledge and sharpen your selling skill is well worth the effort it takes to find. The selling process consists of many things, some of which can be taught, and some which can’t. If you genuinely like talking (and listening) to people and believe your product fulfills a need in the marketplace, you are more than halfway down the road to success. Another important characteristic goes by many names. Some people call it common sense, or horse sense, or even mother wit.
In life, as well as sales, your common sense guides you to make the right decisions. But common sense makes sense only if you have the right information to guide you. In today’s information world, knowledge is no longer optional; it is necessary.
My book is about you, the salesperson, and the many roles we play in today’s marketplace. On any given day, we are both buyer and seller. In sales, the buyer and the seller change roles many times. You must be the judge of how my examples apply to your career.
I have kept this book simple for two reasons. First, many times we overlook the important things in life. We remember a name, but forget what the person is about. Second, we all need to refresh our knowledge so we can stay on track.
For the already successful, seasoned salesperson, I do not intend to show you a different approach to selling. I do hope to remind you of what you already know. Reflect on your road to success. Refresh yourself.
For those of you who are just beginning, or need a helping hand at selling, my advice is to treat your customer as you would like to be treated. Be fair with your customers. Your reward will be both personal and profitable.
This book is a primer for the rookie and a diary for the pro. Simple selling uses common sense. I hope you enjoy reading and using this book. Good Luck!
SECTION 1
Choosing A Sales Career
The chief business of the American people is business.
— Calvin Coolidge, Jan. 17, 1924
Why Sales?
So, you need a job, or were just offered one, and you want to find out if a career in sales is right for you. People choose a sales career for a variety of reasons. Whatever the reason, the most basic requirement, which can’t be taught, is that you should be a “people person.” Because a salesperson interacts with many people, you must like people to succeed. A good sale offers the thrill of a challenge, financial rewards, and, of course, pride in a job well done.
Salespeople interact with their customers. Although there are many similarities in people, there are also differences. This makes meeting new customers exciting. Your conversations vary daily. Selling is also a continual learning experience. I like that and so do most salespeople. Selling affords the opportunity to exchange ideas and knowledge. A sales career has an abundance of customers as well as colleagues.
A career in sales offers a challenge. The customers are a challenge. They demand the best quality for the least amount of money. Colleagues, on the other hand, offer competition. This is another type of challenge, and of course, good salespeople are always challenging and competing with each other. Setting new sales records, establishing goals, gaining accomplishments, and earning money are all a part of career selling.
Since everything is bought or sold, a sales career is financially rewarding. The only limits are those set by the salesperson. In many instances, the sky is the limit. Selling, therefore, is a high income career.
I saved one of the best reasons for last: when done honestly, the buyer, as well as the seller, profit. Both benefit. Both enhance their lifestyle. Both profit from the sale. There is always a sense of pride that a customer has after a purchase—for example: buying a car, a home, or any item that fulfills a need or provides comfort. Salespeople also share that sense with them, because both were part of the selling process.
Who Sells?
Everyone sells. Everything you can imagine is sold—even politics, religion, and relationships.
Effective political campaigns are always in need of finances. Candidates and their supporters must sell the voters on the fact that their programs meet the public’s needs. The candidate also has to convince the electorate that they can lead and serve. So, as you can see, winning an election and serving the public require the ability to sell yourself.
Religious leaders must also convince their congregations of their ability. The church needs money to exist and to operate their programs. In addition, the leaders of all religious groups sell their spiritual messages to their members.
Both business and personal relationships need salesmanship to be successful. Both need to find common ground. First, the individuals need to become familiar with each other and get to know one another’s interests and preferences. Next, the ability to negotiate and compromise are required.
Whatever the relationship, negotiation and compromise are valuable tools. When you think about it, there’s a little salesmanship in everyone.
Summary
Section 1: Choosing a Sales Career
A sales career offers:
• The challenge of selling your product and competing with your colleagues.
• Financial reward: in sales, the amount of money you make is based on your ability to sell your product.
• Pride in a job well done: Buyer and seller both benefit from the sale.
Everything is bought and sold. Proven sales techniques are used to sell everything—not only goods and services; but also ideas, concepts and ability. A good salesperson must like to talk, listen and learn from customers to be successful.
Self Help Quiz # 1
1. Make yourself a list of the pluses and the minuses, as you see them, for choosing a career in selling. Are the minuses things that you can turn into pluses with the proper training?
2. For most of us, our twenty-four hours are divided into thirds – one third for sleeping, a third for working, and the remaining third for leisure. By the time you reach sixty years of age, twenty of those years were spent working. Do the math, then decide: Are you truly happy in your choice of employment?
3. Are you an important part of your work, or do you just show up? Be honest with yourself.
4. Pick two areas in which the most money is
made?
A. Law
B. Medicine
C. Sales
D. The United States Mint
SECTION 2
Preparing For A Sales Career
The people may be made to follow a path of action, but they may not be made to understand it.
— Confucius
Appearance
Look your best. People do judge a book by its cover. The major reason that you want to have a great image is two-fold: first, it will enhance your sales; second, if you look good, you feel good. A good attitude will also increase your sales.
People like to purchase products that appeal to them, and before salespeople attempt to sell their product, they must first sell themselves. To be successful, look successful. If the cover of the book doesn’t get our attention, we usually won’t open it. The same applies to food. If it doesn’t look tasty, why taste it? Your appearance should give you the utmost confidence and then the customer will have confidence in you.
If you are well groomed, your attitude reflects it. A positive attitude is one of the greatest assets of a salesperson. Appearance contributes greatly toward attitude. For example, when high school students prepare for their senior prom, the young adults want to look their finest. It is an event that they want to remember for a very long time. They put on their gowns and tuxedos and want everything to be perfect. Many photographs are taken on the “big night,” and the whole atmosphere is one of laughter and happiness—rightly so, since everyone feels good and their attitudes are positive. Everyone’s mood is upbeat.
Salespeople need to be “up” to be effective. The way they present themselves is as important as how they present their product. A person’s attire can be compared to a newly washed and polished automobile in that it brightens your outlook while driving.
Millions of dollars are spent by product designers to make their product appeal to the general public. Fashion designers spend big money to get the consumer in a buying mood, and runway models express an attitude of successful confidence.
Image is important. As a salesperson you don’t have to spend a lot of money on your appearance; but you must invest enough so that you acquire a successful look to present to the public. You need an image that gives you confidence to secure the trust of your prospects and customers. People tend to do business with those who not only are successful but also look successful.
Political analysts claim that during the Nixon-Kennedy campaign one of the most influential factors that helped Jack Kennedy become president was the fact that he looked better than Richard Nixon on television during their debate. Looking good is one of the easiest things to accomplish. It’s simply a matter of presenting yourself at your best
It’s not my intention to go into detail on how you should dress. There have been many books written on the subject. I would like to take a moment for you to consider how you feel on the subject of dress and grooming. Would you trust a banker if he looked as if he just finished cleaning his gutters? Would you want a doctor who looked as if he had slept in his clothes for a week? First impressions are very important. “Looking the part” is not only one of your easiest accomplishments—but also one of the most crucial.
Sales Tale
Before I share this story, I should tell you that I was raised in a generation that was considered formal. Back then, gas station attendants wore full uniforms, including a bow tie. Theater ushers wore brass-buttoned coats. Every occupation had its own special look. The best way to describe a door-to-door salesman in those days would be to picture Frank Sinatra in a suit with felt hat, or straw hat, depending on the season, and always the bow tie or necktie. Certain styles of dress have changed over the years, but the blue (or gray) business suit has seemed to remain.
I worked in all sorts of neighborhoods: German, Polish, Irish, Southern, Black, etc. The new agent I was training was going to be working in an area that happened to be divided into areas of Polish, Southerners, and Blacks. His name was Francis.
First, I have to tell you that I did not know what a lightweight summer suit was until one day my manager clued me in. Knowing I was now making enough money, he handed me a business card from a ritzy men’s clothing store and told me to see one of their top haberdashers to be outfitted from head to toe.
Back to Francis: He was of average height and weight for a male in his early twenties. He wore a navy blue suit...well, part of it was navy – the jacket. His pants were at least three shades lighter, faded from the sun. This was his only suit, the same one he’d graduated high school in. His white shirt was telltale gray, his tie red, though the knot was maroon - too many adjustments with grimy fingers. Francis had a hankie tucked into his breast pocket, which, by the looks of it, had remained there for some time.
He sported a chain that was supposed to look like a pocket fob. Authentic fobs were usually gold, or at least fool’s gold, and were for ornamentation, normally having some sort of doodad like a pocket watch or special key attached. I’ve long forgotten what Francis had attached to his; however, his chain was not unknown to me, for we had one just like it in our laundry tub with a rubber plug on the end. Most families had these in bathtubs and sinks throughout their homes.
I cannot fault Francis for being poor and ignorant as to style and general mannerisms. After all, I was once there myself.
Before taking him out with me, I had a talk with him. “Francis,” I said, “I don’t want to hurt your feelings, but you’re going to have to get rid of that sink plug chain. And are you aware that your suit jacket and pants are different shades of blue?”
“That’s because I don’t always wear the jacket with the pants,” Francis said.
“I understand,” I said, “but for the next couple of weeks, I’m going to get you some sales and build up your commission check so that you’ll be able to go downtown to Two Legs (a men’s clothing store that sold modest priced suits that came with two pair of pants) and get yourself a new suit. Okay?”