Masonry Magazine July 1967 Page. 10
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. Watch for it in all future issues of the magazine for the entire Masonry Industry. Cut out this article and future articles and place them in your business file for further reference.
Worn Out Shoe Soles Do It
What is the real secret behind the success of some men that enable them to sell so much more than other salesmen, to achieve success? Luck, personality, pull?
No, the reason some salesmen are so successful is they forgot to quit calling on a man.
A millionaire packer I once worked with closely, the late W. N. W. Blayney, one of the most remarkable personal salesmen I ever knew, explained his secret of success. I asked him how it was that he was successful year after year for 50 years. He said it was because he had a pair of good feet.
"I am willing to walk farther and ask oftener for an order than any other salesman I ever saw," said he. "It's a matter of shoe leather more than anything else, I think."
It may take you longer to get some accounts than others, but the man who is willing to keep trying is going to get almost every account he sets out to get. Some long distance records are well known. J. R. Sprague, the business writer, told of one of his friends who made weekly calls on a large jewelry store in Texas for 12 years before he landed the account.
What Not To Talk About
Prospects ought not to be the way they are; they ought to be big enough, broad enough, tolerant enough to be willing to take any subject into their mental lives, and discuss it dispassionately, without heat or rancor, without permitting the access of emotionalism, which is the enemy of reason, to enter.
But they aren't. And many a fine promising selling career has been ruined by thoughtless men and women who have never learned this simple cardinal rule: Avoid the danger subjects.
Such persons are always "putting their foot in their mouths," because they say and do the wrong things. They are quickly classified as inept, unsuccessful, foolish people.
It does take a little bit of perception, not much, to know what to say or what not to say maybe a little perception or a few simple suggestions. Either will do.
Maybe it is difficult to teach anyone perception, which seems to come only with experience, but anyone can follow a few little rules.
These: Avoid all argumentative subjects, even when you talk to someone you know very well, always when you talk to strangers, acquaintances, prospects, or customers.
The chief argumentative subjects are religion, politics, competitors, or even mutual acquaintances. All can lead you into "bad trouble."
If someone wants to talk about these things, you can always handle the matter once for all by keeping still. Make a remark favorable to the other person, such as, "That is a very interesting viewpoint. I never would have thought of it." and change the subject. Steer it away from the danger subject at once.
If you will do this whenever anything that resembles an argumentative subject comes up, you will never have the embroilment which makes so many people wretched afterward, which costs so many friendships, which mar so many careers.
It is a good overall rule for you to follow: Never argue with anyone on any subject:
Lend a sympathetic ear to those who want to talk, but be chary about giving advice.
Jim Tully, the novelist, in one of his books tells about Paul Bern, genius of the movies. One reason for Bern's success was his understanding that others wanted sympathy. And he was always ready to give it to them. Anyone could come to Paul Bern and there find sympathy, tolerance, understanding, so people sought him out, and loved him.
Final suggestion: Develop a streak of good humor in your life, the chief characteristic of which is perpetually advertised by a sincere smile. If people find you in good humor, geniality, sympathy, understanding, the world may not make a beaten path to your door, but enough members of the human race will to enrich your life and make you happy and successful.
Make Friends With Luck
Many salesmen believe that they have luck, all bad, but students of human relations will tell you that our bad and good luck are pretty well balanced, and that those who achieve go out of their way to make friends with good luck. So must you.
Here's the way you do it, straightforward advice from salesmanship authority Dr. Paul W. Ivey, late of the University of California:
"There are only seven rules for you if you want to make friends with luck.
"Rule one: Never argue. There is no need for me to comment on this. Nor on the second: Do not high-hat anyone.
"But be sympathetic with everyone you meet rule three and that will cause them to respond gladly to you. There is a world of advice in that short sentence.
"And then listen attentively while others talk, for in that way you flatter people and make them like you. Let me see, that is rule four, isn't it?
"All right: Rule five-call people by name but be sure you get the name right. Every human being likes to hear the sound of his own name, reacts favorably when he hears it.
"And that brings us to the sixth rule, which is simply to smile more, to smile sincerely, to express good fellowship and friendliness.
"Finally show gratitude. Say "Thank you' as if you meant it and if anyone does you a favor do not keep your gratitude under wraps."
Link these seven rules with the kind of alertness which you witnessed in Thomas A. Edison and your luck will be good, not bad, and people will say of you "What a lucky person he or she is!"
Cut out this article and future articles and place them in your business file for further reference.
All rights reserved. July 1967. Copyrighted by CHARLES ROTH.