fmproved Sales P erlormance

Bv P.\fl. Combs, Sr. Instructor on Salesmanship

The University of Southern California, University Collese, Los Angeles

The simple truths briefed in this article will be obvious to many persons engaged in selling; however, this presentation was largely inspired by a remark once made by the late Calvin Coolidge who said: "People criticize me for harping on the obvious, but some day I may write a book on the importance of the obvious-if each one of us would do every day the things we knor,v we ought to do, most of our big problems would be solved." . . Translating that into selling language-if each one of us will every day do the obvious thi.ngs we know we ought to do, our sales performance will show improvement.

Keep your daily performance in line with the Golden Rule-that is, always treat others as you would like to be treated.

Cultivate a dignified mznns1-fut don't let it become high-hat.

Be careful in the choice of words used in greeting people -something you intend to mean only friendly kidding or , sarcasm might easily cause hurt or resentment that loses friends.

Be careful in your selection of people whom you are about to slap on the back, give a pat on the shoulder or otherwise make moves which they might consider as "pawing" over them. Practices of this kind arouse resentment, even disgust, in the minds of many.

Strive to make your efforts hel'pful to others-try every day to do something to help somebodybut avoid meddling.

' Have constant regard for the way in which you "look" : at people. A great teacher said, "Personality looks out of the eyes." Be sure that the look out of your eyes indicates to people that you have a friendly interest in them-guard against an insolent stare.

Your entire facial expression is important. Keep it free from the appearance of gloom, worry, anger or fear. Don't cultivate a poker face if you expect yoqr face to help make friends. A sincere smile at an appropriate time is fine-but look out for the cynical smile that hurts. Pleasant thoughts make a pleasant facial expression.

The sound of the voice, as rvell as certain words, can easily offend listeners. Speak distinctly, in pleasing tones. Avoid the deadly monotone, and harsh or unnecessarily loud speech. Put real feeling in what you say-careless speaking invites inattentive listeners.

When you talk, watch your listener for changes in expression which show approval of, or resistance to, what you are saying-then govern youp talk accordingly.

Guard against abruptly interrupting the talk of a buyer, or anyone else. Interrupting is not only a breach of good manners, it also causes irritation which is a menace to friendship.

In all your conversations, as well as sales talks, make rvhat you say revolve more around your listeners' interests than your own. Keep "I" and "We" in the background as much as possible, and emphasize the importance of "You" and "Yours."

Speak well of others. Resist any temptation to knock anybody; don't circulate scandal or harmful gossip; tactfully avoid any unfavorable discussion of competitors; remember all the time that what you are saying may be the very factor that wins friends or loses them.

Check your conversations frequently to discover whether you are in danger of becoming a one adjective talker-constant repetition of such words as "marvelous," "wonderful," "tremendous" weakens the force of the word and tends to lessen interest in all that you say.

Don't misrepresent-either by direct statement or by implication. If you notice that a buyer has taken one of your statements to mean something you really would not or could not do, correct his understanding right there. Don't cheat yourself with the thought that he may forget, or it may work out all right.

As to conversations with competitors or competing salesmen, train yourself to be at ease in their company; don't attempt to pry into their confidential matters and don't discuss yours. Even competitors can be developed into good friends.

When something you have said or done offends or hurts someone's feelings, clear the matter right at that moment with an apology. Belated apologies are difficult to maketoo often, moreover, are ineffective.

When a buyer is making a complaint-adroitly and patiently encourage him to tell the whole story instead of trying*o head him off. In the telling of the story, he may convince himself that he has no case-and if he does not, you will be better prepared to defend your interests without irritating him.

When you lose an order or a customer, don't nourish vindictive thoughts about the buyer or a competitor. Instead, honestly check your performance and you may find that you failed to do something you should have done.

If rebuffs excite or discourage y9u,if you easily lose your temper, if you can be easily led into a c'ontt'oversy-determine at once to conquer those weaknesses, for they are a constant menace to friendshi'ps.

Many important things happen dpily in your work. Don't trust memory alone to record them-carry a pocket memo book a.nd make brief notes for reminders. Do it faithfully, and watch your performance improve.

Be quick to lend aid to others in the organization-and establish a reputation for doing it with a smile.

*Copyrighted-Briefed and printed with ,permission from Printers' Ink Monthly.