February 23, 2013
Anyone out there remember the old cartoon that went
something like this, minus the toon? “ A
week ago I could not even spell salesmun, now I are one.” I Blog today
about the world of being a salesman. Are you aware that there are no
universities, anywhere, that can grant you a major in salesmanship? You can get
a major in marketing. You can get a major in communication. But getting that
sheep skin in salesmanship? Forget it.
Growing up in a small community I remember my first gig as a
salesman. It was along about the third grade at Union
Elementary school . The school
fundraiser was sponsored by the American Seed Company. Yes, the product
was seed, mostly vegetables for that spring garden. I remember walking around
my community knocking on the doors of my neighbors and pitching the product.
Most likely a simple pitch: “ How ‘bout buy some of my seeds for your garden.”
I was 8 years old. I looked like a waif member of the play Oliver and heck if
it took pity to close the sale , so be it. I was successful in my own right. I
sold enough seeds to earn a wristwatch with a genuine pigskin band.
As I moved on in life I made it to high school and worked
for Kwik Chek, a Winn Dixie, type of store. It was then that I learned the art
of schmooze. I was a bag boy and I was paid .75 an hour. I learned to bag the groceries
proficiently. If I worked 20 hours a week I made $15.00. I soon learned that if
I engaged the customer with a little razamataz on the way out to put their
groceries in their station wagon that I earned a tip. A good tip was .25. Many
people would toss a dime your way and if you got someone who was just on their
way home from a cocktail party sometimes you were handed a dollar bill. There
were many times when my tips outpaced my minimum wage. Add $20.00 in tips to
the $15.00 paycheck and now you were talking some serious spending money.
On to college and earning a degree in Business
Administration. I was fortunate enough to land a job in college working for a
milk distributor, Farmbest dairies, formerly Foremost dairies. I was engaged as
a numbers cruncher working in the office. After graduation I stayed at Farmbest
because they wanted me. A job in management. I was the office manager
eventually and placed in charge of payroll with a lot of other
responsibilities. I was 24 and fairly smart. Smart enough to figure out that
the guys who got up and went out on a milk route selling and delivering milk
door to door were making considerably more money than I. Of course I had a
title, Office Manager. I had a dozen post menopausal women reporting to me.
They all hated my guts and made my life miserable.
Along about that time I decided to seek part time
employment. There was an ad in the local newspaper concerning going to work for
Alcoa aluminum. I showed up at a dank and dark hotel along with 5 other people.
We all got hired to sell Cutco knives. We followed up on leads that were
produced by people in malls with clip boards signing up young ladies, primarily,
to receive a gift and a presentation about our fabulous knives. These were
perfect for hope chests. By this time I was dressing better. I was 24 about 5’11”
tall and weighed about 160. Put a tie on me and some pressed slacks I made a decent
appearance. The very first weekend on my own in this job I put $300 dollars in
my pocket. This was part time work. The office manager side of me was rapidly
getting an ulcer from the PMS crowd and I was making $200 a week.
It was all about the schmooze. I found that I could do it as
well as anyone. I tendered my resignation and soon found a job selling
educational courses for Bell and
Howell schools for their Devry Institute of Technology. I worked all of the
leads sent my way and as the dust settled on my first month I had earned $1600.
That was eight weeks of Farmbest pay earned in 4 weeks. I learned that this was
my career pathway and I never looked back.
I went to work in the pharmaceuticals business in 1972. I
received a paycheck of $900 a month, a company car, benefits and all expenses paid.
I loved being a salesman and it showed with the raises and the bonuses I
earned. I respected my products and I took care of my customers and I was
promoted to the guy who taught other people to sell the products. Eventually I
was in charge of sales training for 13 southern states and Puerto
Rico . I made 1000’s of presentations to small and large groups as
well as one on one training sessions. I trained people who were all smart and
had degrees. I noticed one common theme among those who succeeded and those who
failed. What was it? Simply stated, it was the schmooze.
I eventually went on to be in public affairs. I was in
charge of lobbying and association work and worked issues all over the country.
Lobbying is no different than selling. There are just more seeds in the package
and more outcomes at risk. That is where I retired after 30 years of getting up
every day and not being able to wait to get in front of a client or customer.
The bottom line to being a successful sales person goes
beyond the schmooze. You have to like people. You absolutely must have people
skills. People have to like you back. Some never will. Most will eventually
accept you and who you represent.
Is it possible to learn to be a successful sales person? I
don’t care what you do for a living. Physician, politician, teacher, police
officer, and so on, you must have people skills to be successful. There is a
very good reason why universities do not offer degrees in salesmanship. It is a
very simple conclusion that successful sales people are born to the role. You
can be oriented and made to improve but if you don’t like people and they don’t
like you back a PhD in anything you want will never make you successful. The
people skills must follow at some point.