Superb Selling Secrets: The Filipino Art of Breakthrough Selling (Chapter 1)

Page 1


Copyright, 2007 by Dioscoro Lim Garing, Jr. All rights reserved. No part of this book may be reproduced or utilized in any form by any means, electronic or mechanical including photocopying, recording or by any information storage or retrieval system without permission in writing from the Author and the Publisher.


To my wife, Fe, To my only daughter, Olga Therese, Sons, Dewey Ivan and JR. (Dioscoro III) and to my mother, Estrella Lim. The winds beneath my wings.


Acknowledgments

I wish to thank my good friend and partner Dr. Felipe Landa Jocano Who significantly contributed to the Contents of this book. Thanks is also being extended To Mr. Rene A. Espinosa, Ms. Maggie dela Riva, Ms. Consy Montemayor, Mr. Fil Barbasa III, Mr. Norman Goss, and Mr. Sikatuna S. Hidalgo for their unwavering belief in the Filipino Art of Selling.


Acknowledgments Special thanks is being sincerely conveyed to the following special friends. Mr. Simplicio “Jun” Umali President and CEO, Dutch Boy Philippines Mr. Noel Carño President, Fil Estate Group of Companies Congressman Manny Villar President/Chairman, Camella and Palmera Homes Mr. Ed dela Luna President, Philkraft Marketing Corp. Mr. Roger Damasco President, Fil Estate Network, Inc. Mr. Joey E. B. Antonio President, Century Properties, Inc. Gov. Rodolfo G. Valencia President/Chairman, RGV Group of Companies Mr. Vicente Ayllon President/Chairman, Insular Life


Ka Pepe Manalad Chairman, National Real Estate Association (NREA) Atty. Ruben Palacio Founder, Philippine Council of Real Estate Educators (PHILCORE) Ms. Susan L. Tan President, Solid Group of Companies (Sony) Mr. Guillermo Trias Chairman/President, Esti-Reial Manufacturing Corp. Atty. Eggie Ong Former President, Phil. Association of Realtors Board (PAREB) Mr. Modesto Baniqued President, Asia Gold Realty Mr. Mel Velarde General Manager, SkyCable Thanks also to my staff: Mr. Syx Gaba, Ms. Alma Cabal, Mr. Ron Macatangay, Mario Asinas and Nilo Aguilar, and to my brother Roland and Nathaniel Garing, and my sister Lyn Garing.


Acknowledgment

Heartfelt thanks to: Mr. Vic Vic Villavicencio Chairman, Subic Bay Waterfront Development Corporation


Foreword This book is unique and pioneering. Unique because it talks about successful Filipinos. Many writers often criticize the Filipino and talk about his failures. This book is different. It documents the experiences of successful Filipinos and demonstrates that success is also part of Filipino orientation. Pioneering because this is thefirst book on the Filipino art of selling. Most basic textbooks and reference materials on selling and marketing are written by Westerners, particularly the Americans. We have no objections to this. American techniques are fine and well-tested. But the fact is: our customers are Filipinos. Thus we do not understand the nuances nf Filipino culture, particularly the subtleties of Filipino communicative behavior, we may not he able to transform their objections into acceptance, their procrastinations into desire, and their fears into a close. That is why, it is necessary to fine-tune sales strategies to the Filipino culture. This book by Mr. Jun Garing answers this need. lt is a must reading for.lhose who aspire to become chainpion sales persons in the Philippine setting.


I first met Mr. Jun Garing in 1984. He attended my lecture at the PSTD (Philippine Society for Traning and Development). Then the following week, he visited me in my office at the University of the Philippines. Before I could say something, he shook my hands and with a pleasant smile, he told me: "Napadaan lang po ako. Nandito kasi ako sa Diliman. Kumusta po kayo? "(1 just dropped by. I happened to be in Diliman. How are you, sir?') After a cup of coffee and without my knowing it, I was ''closed". I said "yes" to his invitation to join him at his newly founded training institute, the Salesman's Center. Since then (1984) we have been partners in training people to become champion salespersons. 1 am pleased Jun finally found time to put together the success stories of Filipino top sales producers. They are champions from whom the aspiring sales persons can learn lessons for charting their careers. I repeat, This is a must boo k f or s al es per so ns.

Dr. F. Landa Jocano Executive Director PUNLAD RESEARCH HOUSE INC.


Foreword Some books are written solely to inform or educate its readers. Some, to entertain, and still some, to inspire. This book, the Superb Selling Secrets, is all of the above rolled into one. It informs and teaches, entertains and inspires. The information aspect has its wide spectrum of significance. Aside from the authors sharing of his many years of experiences and knowledge in the selling and marketing field, a breakthrough item in sales was introduced here to further arm the sales persons with a renewed attitude and added confidence in dealing with his clients. I am referring to the NLP principle. The Neuro Linguistic Programming or the "Psychology of Excellence" started by Richard Bandler and John Grinder. When Mr. Jun Garing presented the printed originals to me, all I did was read the first and second pages, for a standard Look-See curiosity. But the magic started there and to my surprise, I have read further onwards without my knowing it. The grip this book has on the reader at the point of contact is really unbelievable. There is no slopping once you have started reading it. The pages are stuffed with success-oriented principles


and rich experiences of Filipino Sales Champions. The undying wisdom of our heroes and national leaders heightened the degree of inspiration shared by Mr. Garing in all its nine moving chapters. This book sets itself distinct from the rest of its kind because of its easy-tounderstand modern Filipino communication medium which remarkably blends with ease the English and Filipino languages. The mixture is so smooth that the reader finds it hard to notice the transition from one language to another. One minute you're reading English, the next minute the text so conveniently slides to Filipino, then back to English again, without any extra reading effort required. "Superb Selling Secrets" is not simply a book about selling and marketing. This is a book that tells you a good story. It opens your eyes to the reality of the Filipino as a client and as a human being. I highly recommend this book to sales persons and to non-sales persons alike.

ROGER DAMASCO President Fil-Estate Network Inc.


ABOUT THE AUTHOR

DIOSCORO LIM GARING, JR. "Everyone ends up as he deserves."1

"Life is like a checking account." A renowned intellectual once said. "Each day is an entry added or an amount subtracted in accordance with our day's performance and achievement." On day one, Dioscoro Lim Garing, Jr., or Jun to his friends and kin, didn't see any silver spoon around and in his immediate vicinity. He grew up not having the chance to see it. "Muruyu," being peddled by his mother, was his first exposure to sales. Graduating a valedictorian from the Mindoro Vocational School, he became a consistent scholar of the University of the East finishing his degree in BS Pre-Med. with Chemistry as his major. He had his Professional Sales Training from Tom Hopkins Training Center at Princeton, New Jersey in 1983-1987, his Real Estate Training he got from the National Association of Realtors (NAR-U. S. A. ) 1 Dr. Jose P. Rizal


held at Honolulu, Hawaii in 1987. Jun attended the International Management Conference at Denver, Colorado on The Bullet Proof Manager I from February 6-21 in 1994, and also the Southeast Asia Conference of Crestcom Franchisee at Hongkong, August 19-21 in 1994, the Asia Pacific Conference of Crestcom Facilitators at Singapore, Feb. 24ÂŹ28 in 1995, the International Management Conference at Denver, Colorado on the Bullet Proof Manager II, July 26 - Aug. 5 in 1995, and the Consultative Selling Skills and Total Customer Satisfaction Program from Motorola University from Sept. 5 to Oct. 5, 1995 at Singapore. Jun worked as Subscription Specialist to Field Sales Manager of Philippine Education Company, Inc. 19751978. Naging Field Sales Manager din siya at National Sales Manager of BANCOMPDPT noong 1978-1980. He was the Philippine Representative of Forest Press, Publisher of Dewey Decimal Classification System, and also worked as Marketing Consultant of International Books and Magazines Cebu, Davao, Cagayan de Oro, Bacolod, Iloilo and Zamboanga from 19801984. Over the past thirteen years since 1984, June has trained more than 50,000 sales persons. He installed and conducted In-House/Corporate system of selling to over top 300 corporations in the country. He was outstanding Salesman for two


successive years 1976 and 1977, and installed the Dewey Decimal Classification system of Phil. Education Company to over 300 libraries nationwide. Jun was the First Filipino Certified Trainer of Motorola University on Sales Training and total Customer Satisfaction. To date, Jun has made a series of tremendous achievement entries into his "life checking account" by holding top positions in different giant companies. He is the President of Waterfront Village securities Subic Bay Waterfront Development Corp., Managing Director of Crestcom - Pilipinas, The Management Catalyst, Inc. He is also the President of Salesman Centre, Inc., The Institute of Sales Training and Development, and Director of the Philippine Society of Sales and Marketing Trainers. Jun is also President of the Philippine Council of Real Estate Educators, Inc. (PHILCORE), and Chairman of Continuing Education on Professional Development, National real Estate Association (NREA). A part time Professor of Sales Management at the College of St. Benilde, De La Salle University, Jun is also a member of the Rotary Club of MakatiÂŹSalcedo, and is an Instructor at the Motorola University for Asia and the Pacific, Singapore. Can all these things be squeezed into a man and still remain a good friend, a fine husband, a loving father, and an effective leader?


"There is no such thing as 'wala kang panahon.' We can always find time for all of these and still find enough time to relax, reflect and communicate with your Maker in order to be re-vitalized for the next day's demands," Jun stated confidently. With his "life's checking account" filled to the brim, so to speak, Jun is still not happy because the silver spoon he's been looking for since day one is still not around... until someone whispered to him that it is really hopeless to continue looking for the silver spoon... because it has already turned into gold. The Editor


INTRODUCTION

SALESPERSONS ARE NOT BORN. THEY ARE BORN. "The Winner in us made its all Champions even before birth. "2 One cool morning in mid-December, a. petite young lady, while busy engaging her coffee cup before the family breakfast table, chanced upon an innocent-looking yet very provocative newspaper advertisement about selling. "Be a Master Salesman! Earn your first million in three months! Learn it from the "Master himself," so the ad said. "Earn my first million in three months?' she wondered." I need to see this "Master." What is there to lose? A few hundred pesos in taxi fare, an impressive attire, and a little time is nothing compared to it." Three days before New Year's Eve, this young lady found herself attentively listening to the words of the "Master." Then came the time to reckon things seriously. It's a DO or DONE situation for her (not Do or Die). If she does leave her 2 Author’s


present less-than-thirty thousand pesosa-month job to join the "Master". . . and falls short of her expectations, she's DONE! So, ipinikit niya ang kanyang mga mata... and made a wise decision. Barely a week in January, she made her very first sale amounting to more than a million pesos. Before the same January ended, this fair-complexioned young sales person made her first million pesos in sales commission. Paano nangyari 'yon? How did she do it? Ano ba ang sinabi niya sa mga kliyente para makumbinsi at halos ay sunod-sunod na nagbilihan sila ng produkto niya in a span of less than one month? Ano ba ang mga itinuro sa kanya ng "Master?" As you read this book, magugulat ka sa mga simple yet superb selling secrets na ginamit ng dalagang ito para magtagumpay. You too can do it, kung gugustuhin mo. Allow me to share with you these superb yet simple secrets as we go along. Simple secrets that will teach you how to identify the various different ways of how people think at kung gaano kahalaga'yon sa eventual na paggawa nila ng decision to buy. You will also learn kung paano nakukumbinsi ang customer na bentahan niya ang kanyang sarili mismo.


In addition to, you will also learn how to guide your client para gumawa ng mga desisyon na sa wari ay natatakot niyang gawin. These simple secrets will help you discover yourself more, understand your clients better, and help you make your sales input soar to unbelievable heights. I have done it. Kaya magagawa mo rin lahat ito. Bakit? Because all of us started under one and the same title. Champion!

THE BEGINNING, A VERY GOOD PLACE TO START. In a not-too-distant past, in a country I would always be proud to call my own, I was greatly privilege to make my first few gaps of the then not-sopolluted country air. I triumphantly cried my loudest, heralding my historical entry into the world of the living, and at the same time, gratefully thanking the LifeGiver for the Blessed opportunity of seeing my first light even under the shade of a pitch-black night sky. Of course, I didn't have the words then. Bagong silang pa kasi, di ba? But now I knew better.


I am a winner! Like you and everyone else, I am a champion even before the very hour of my birth. Millions of my kind died in the beginning during that great swimming struggle when I successfully made it in. Now, I am me. A 5'10" hunk of a man. Lovable as my better half claims. Loving, so my kids say. And, both, so the rest (girls only) whisper. I was named after my father, I didn't have the choice. Pero kung nagkaroon man, I probably would have chosen the same. I love my father. Very much. That's why I named my third child after us. Now, it's my son who didn't have the choice. But my son will have all the choices he wants in making a champion out of himself, in the same manner as I have chosen mine. During my pre-school years, I chose to tag along with my mother as she braved the sun and dust selling maruya for living. We are more than a dozen brothers and sisters in the family. Every willing hand and shoulders pitching in help lighten the load of everyday living. As I gained years, I chose to follow the wisdom of my Ate Agnes, our eldest. Aside from my parents, she contributed the most of what I am today. Hard work, she taught by example; forced savings, she preached with diligence; and controlled spending, she encouraged with persistence.


Pangarap kong maging doktor. So, I chose to pursue that dream. I took up my studies in Manila and finished my BS PreMed. I taught the subject for a while, until I chose to embrace a new profession. Selling. While the rest of my school barkada took up their preÂŹmed schooling, I found myself making and closing my very first "benta" as a sales agent for the Popular Mechanics Magazine in 1975. The closed sale amounted to P142.50. Can you imagine that? Kung hindi ko nakalimutan ang halaga, lalong hindi ko makakalimutan ang pangalan ng unang-una kong kliyente. Isabelo Magpantay. Magmula noon, laksa-laksa pang mga pangalan ang patuloy na dumagsa sa buhay ko hanggang sa ihatid nila ako sa katayuan at kalagayan ko ngayon. A sales champion who has trained tens of thousands in thirteen years, and still training thousands more to be the same. Paano nangyari 'yon? That's the secret I am about to reveal to you in this book. Sales persons are not born at birth. They are born by choice, and at a time when one's desire to be different becomes so intense that making a serious decision to be one is tantamount to overcoming the greatest challenge of his lifetime. What is your greatest challenge in life? To make your dream situations come true. Do you agree? To be successful. But


to be successful in what? Have you pinpointed your goal? Have you focused your sight at your ultimate target? If you can identify your greatest challenge in life in ten seconds, your job of overcoming it is half done. The next half will require you to push forward real hard (not simply move forward, but push) with everything you've got. Like what you did in the beginning when millions of your kind are all trying to push you aside or pull you back... pero ikaw ang nagtagumpay, di ba? There is definitely no truth to this belief that some people are- born losers. If you are a loser, you should not have been here in this world today reading this book in the first place. Pero narito ka. The winner in you made you a champion even before the very moment of your birth. This book will help you do it again. Win!


CHAPTER ONE

THE MAKING OF A SALES CHAMPION "There are no elevator ways to success. Steps, there always are. "3 Good-morning! It's now eight A.M. If it's eight PM., it's still Good-morning among us sales people. It may be interpreted as a password among sales champions, but the truth is, we use the greeting because "good-morning" creates in the mind an idea of a fresh and refreshed atmosphere with flowers blooming, dew drops sparkling, the sun rising, smiles inviting, and opportunities gladly knocking. Madalas nga nating marining, "Laganap ang biyaya sa pagsilay ng bagong umaga." Subalit laganap man kung hindi naman natin alam kung paano kukunin, wala rin, di ba? Sayang lang dahil tiyak na makukuha ito ng iba na nakakaalam kung paano. That is why the need for a sustained and comprehensive sales education 3 Author’s


program has never been as urgent as it is today. I'm sure you will agree to the fact that times are becoming more challenging than ever, and that the challenges we are faced with today does not center on survival alone, but survival with dignity and pride in whatever field of endeavor we are in. In our case, the selling profession. Pero, paano ba ang survival with dignity and pride kung hindi professionalized ang malaking bahagi ng sektor ng mga sales people? Sila na itinuturing pa naman na the very lifeblood of any business operation. A highly-trained group of sales people gives an assurance of a successful business organization. Prodution without sales equals scrap. Bakit? It's because productivity lies not on the manufacturing side of today's business operation but with sales. And one of the keys to the realization of our Philippines 2000 is effective selling and successful marketing. Thus, the need for more sales champions in this country has never been as pressing as it is at present. But how and where do we locate a potential sales champion? Saan tayo maghahanap? Sa school? Sa church? Sa mga malls? Do you know somebody na puwedeng maging kandidato bilang sales champion? Is he your brother? Your friend? Neighbor? Or relative? Well, let's do some muscle exercise muna habang iniisip natin ang tamang


sagot, ok? Let's put down this book for a while. Lumakad ka mula sa iyong kinaroroonan papunta sa hagdanan (kung meron). Proceed upstairs. Take the steps one by one. Huwag kang lalaktaw. Pagdating sa itaas, walk straight into your bedroom. Then, face the mirror Be sure na bukas ang ilaw o bintana para maliwanag at malinaw ang makikita mo. Now, who did you see? Kapitbahay mo, kamag-anak o kaibigan? It's you, di ba? That's it. The search is over. lkaw ang hinahanap nating potential sales champion. Your name will be included in the list of thousands more na siguradong magtatagumpay as a sales professional... kung gugustuhin mo. But before we push any further, I want you to investigate the following incredible sales cases na talaga namang amazing at kagulat-gulat, pero totoong nangyari... at mangyayari din sa iyo. Bakit? Because you are no different from these successful sales people. Kina Bernie, Jimmy at Cora. Lahat sila, tulad mo at ng marami pang iba, ay nagbuo din ng kani-kaniyang mga magagandang pangarap. Si Mr. Bernie Reyes, past thirty only, works under Jardine's Carpet and Adhesive Department. Trabaho ni Bernie ang magbenta ng mga carpets.


Maraming mga ahente ang halos ay tumatanggi na kapag ganitong produkto ang ipinabebenta sa kanila. Carpets. Kung kasama daw ang magic lamp o ang girl friend ni Alladin, baka pa. But Bernie is different. The lessons he picked up while training at the Salesman's Centre set him apart from the average sales persons. Ayon pa sa kanya. "You don't really have to adopt all the techniques learned from the trainings. Instead, you have to adjust these to suit your personality, such as in getting the right questions to ask --- and in using these techniques, one must remember that all these must come naturally from you." Kakambal ng mga natutuhan niya sa Salesman's Centre ay ang pagiging masayahin ni Bernie, pagiging honest all the time, at ang taglay na tiwala sa sarili. Dahil sa tatlong katangiang ito, Bernie's clients found it very easy to be relaxed with him. So relaxed that a carpet sale amounting to 3.5 million pesos was favorably concluded between him and the Philippine Village Hotel people. Iba naman ang karanasan ni Mr. Jaime Ramos Lim, an underwriter for Insular Life. Hindi niya pinabayaan na pasukin ng sunod-sunod na rejection ang kanyang fire of enthusiasm kahit bagyuhin man siya sa daan. Tandang-tanda pa ni Jimmy, sinubukan ng mga pagkakataon ang


paninindigan niyang ito noong magkasundo sila ng kanyang unit manager na hinding-hindi sila uuwi hanggang hindi nakakabenta kahit isa. It was 10:00 in the morning noon when the trial started. Ang mabigat pa nito, Jimmy and his unit manager didn't have any single appointment sa pupuntahan nilang mga clients. They were rejected on their first call. Sa ikalawa, pinaghintay sila nang pagkatagal-tagal, tapos, wala rin pala. Hindi naman sila pinansin sa ikatlo. Papunta na sila sa pangÂŹapat nang bumuhos ang pagkalakas-lakas na ulan. Late in the afternoon, they were both exhausted. But the idea of giving it all up never even entered Jimmy's mind. The fifth client was also a disappointment. They met their sixth at around seven o'clock. Isang milyong pisong closed deal ang naging katumbas nito. So you see, nagbubunga ang pagsisikap at hindi pags.uko. Under normal circumstances, ang sunod-sunod na failure sa isang buong maghapon ay sapat na para sa isang average sales person na umuwi pagtugtog ng alas singko ng hapon. Sa iba nga, mas grabe pa ang nangyayari. When one sales person encountered his first rejection for the day, manlulumo na siya at titingin sa relo. It's past ten. Bukas na ang sinehan, maganda ang palabas sa Quad. Manonood muna


siya para kalmahin ang sarili sa disappointment na dinanas. Paglabas ng sine, it's past lunch time. so manananghali muna siya. Pagkatapos noon, alas dos na ng hapon. Pupunta pa ba siya sa next client? Hindi na. Mainit kasi, o kaya, nagdidilim ang langit, baka umulan. Kaya uuwi na siya. Ano ang nangyari sa iba pang clients na dapat sana ay pupuntahan niya ngayon? Wala. Iba ang mga sales champion. No retreat No surrender 'ika nga. You know why? Because they know na "kapag mayroon kang tiyaga, tiyak, mayroon kang nilaga" and that "one can not harvest, that which he did not sow. " Speaking of Biblical passages, another sales champion in the person of Ms. Corazon Vizmonte, or Cora as she is fondly called by friends, found the faithful truth of another bible passage which says: "Ask and it shall be given unto you; seek and you shall find; knock and it shall be opened unto you." Cora and her co-underwriters were required by their insurance company to submit one signed policy each as a start. Dahil sa bago pa siya, this requirement seemed almost impossible for Cora dahil noon pa lang nagsisimula ang training niya sa salesman's Centre. Cora found it appropriate to seek spiritual help. She doesn't want to lose her job.


Thus, arming herself with what she just learned from the training, her trust in the Almighty being the foremost, the combination resulted to a two-client insurance sale amounting to more than seven million pesos. "Its unbelievable, but it is true!" Cora exclaimed. "Talagang naiyak ako sa labis-labis na tuwa." For a woman her age (63) with so much experience to share, Cora identified a few golden virtues of her own. "First, study and work hard, then, be sincere and trustworthy always with your clients. Third, reciprocate the benefits given by the management, and finally, do not get easily discouraged." Napakagandang mga words of wisdom mula sa isang tunay na sales champion. Huwag agad-agad susuko. If you will notice, bukod sa pagiging successful, may mga common characteristics sina Bernie, Jimmy at Cora, (which I"m confident you also have) kung susuriin nating mabuti. They all have self-confidence. They are competent, and are all enthusiastic. The three qualities that make up a true Filipino Sales Champion. The advent of the computer technology, the Information Highway, and the Internet into the Philippine business community created an entirely new ballgame as far as the field of selling is concerned.


In a situation where business deals are closed many times faster than before, where transfer of data and funds from country to country are done in a few seconds flat, the survival of the less trained and the shys is very much less than slim. To them, this change is frightening. To the average sales person, who produces only enough to meet his bare needs, change is threatening. But to the sales champions, to them who are selfÂŹconfident, who are competent, and are enthusiastic, any kind of business climate change, gaano man katindi, ay exciting and challenging. Para sa kanila, change simply spells out opportunity in bold letters. Pero, paano naman 'yung mga hindi sales champion? Lalagi na lang ba silang natatakot at ninenerbiyos? Palagi na lang bang marginal accounts ang maiiwan sa kanila? As I have repeatedly emphasized earlier, everything in this world is a matter of choice, wise or otherwise. Kung gusto mong maging sales champion, the decision to be one lies entirely on how you will act after seriously weighing things according to the chronological importance of your priorities. Alam kong tiyak na gugustuhin mong umasenso. I know that your preference will be a positive one, and I am more than certain that you will choose a


better life than what you already have right now, because greener pastures are always the preference of people with constant desire to move up the ladder of success. Kaya, maingat kong inihanda ang mga steps sa pagpanhik mo sa itaas. Take the steps one by one. Walang nakarating sa itaas nang hindi dumaan sa unang baytang, sa ikalawa, sa ikatlo. Do you agree? There are no elevator ways to success. But steps, there always are. Let's start from the very beginning which is a very good place to start. The journey to a long mile begins... with the first step. So huminga ka muna ng malalim. Three times in order to revitalize your system, then read further and take your first step which is building or strengthening self-confidence.

1. BUILD-UP YOUR SELF-CONFIDENCE Paano ba nagkakaroon ng selfconfidence? How does one become selfconfident? Talaga bang mahirap ang magkaroon ng tiwala sa sarili? What do you think? If you know yourself, if you know what you are doing or what you are talking about, and if you know who you


are talking with, that is self-confidence'in action. Tingnan natin. There are, essentially, three keys into opening this big door to self-confidence.

THE FIRST KEY Know Yourself. Mukhang napakadaling sabihin nito. Kilalanin mo ang iyong sarili. Ten out of ten will automatically say: "Aba Kilala ko ang sarili ko. Ako pa?" But a lot of things in this world are easier said than proven. If you are one among the ten who automatically claimed they knew themselves, try answering the following questions nang nakaharap ka sa salamin. 1. Do you have a goal? 2. What is it that you really want? 3. How many times have you failed pursuing your goal? 4. How many times have you risen from defeat or failure? 5. How many times have you changed your goal? 6. Are you decided on what measures to take regarding your new goal? 7. Where are you right now?


An introduction spiel from a TV program in 1988 entitled "Tadhana" poetically answered the last question in a very direct and precise manner. "Mula sa alabok, nil iklza kang may buhay; may simula, may hangganan; Narito ka ngayon, mula sa iyong kahapon; at sa kinabukasan, ihahatid ka ng iyong kasalukuyan." Very well said. You are here today where your actions and decisions in the past have brought you. Your actions and decisions today will determine where you will be tomorrow. To the fulfillment of your desires. A successful sales professional. A Champion. Knowing one's self seriously is basically a self-image concern because it is the mirror reflection of who you think you are. It is the Ceiling of your effectiveness, and your key to your human personality and development. It involves seeing the whole you from the outside looking in. From a distance looking closer. How is your grooming? Your speech? Your manners? Your personality in general? Looking further inwards will bring us to the inner you. The mind, if you will, or the heart, as some may contend. Ano ang nakita mo very deep within? Ang tunay na ikaw, di ba? Hindi ito nakikita sa iyo ng ibang tao kung ang panlabas na kaanyuan lamang ang pagtutuunan niya ng pansin.


Ang outside apperance kasi ay nadadamitan nang maganda, nasusuotan ng mga alahas, napapalamutian ng ibatibang college degree, at kung anu-ano pa. A close friend and business partner Dr. Felipe Landa Jocano, the first Filipino anthropologist and former Dean of Asian Studies at the University of the Philippines imprints his own view in Tagalog. "Kung ano ang pananaw, ay siyang nakikita. Kung ano ang nakikita, ay siyang nadarama. At kung ano ang nadarama, ay siyang isinasagawa. " Tama, di ba? Then, the Good Book preached its very own version plainly. "Out of the abundance of the heart (mind), speaketh the mouth. " Now, the question. Are all your dreams, intentions or desires, your plans and actions centered and fixed specifically towards a single and consistent worthwhile goal or target? Isipin mong mabuti.

THE SECOND KEY Know what you are talking about. If you are selling the River, the Luneta Grandstand or the Manila City Hall, you are expected to know with full authority the whys and wherefores of these places and structures including its history, its architecture, its torrens titles, its TCTs, and so on.


Of course, these places are not, and may never be opened up for sale. But some very enterprising and unscrupulous sales persons were able to sell city creeks, canals, tributary rivers, including nonexistent buildings and lots. Some of them even possess the ability to sell a dilis at the price of a golden bangus. So you see, these people definitely knew what they were talking about. That they are selling properties not up for sale is evidence enough of what they know. What more if we are to sell things that are actually there? Houses and lots you can see, development projects you can inspect, and services you can feel? Knowing all the facts and circumstances surrounding an honest commodity sale is beyond the word easy because you are making a sale without an iota of deceit or misrepresentation. Kung nagbebenta ka ng encyclopedia, it is expected of you to know all and everything about it, including all and everything there is to know about other encyclopedia brands. One Filipino sales champion, Mr. J. Ramos-Lim who has been a consistent sales awardee has coined that "A good knowledge of the product plus activity equals productivity and right activities minus a1lforms of excuses equals success." If you really know what you are talking about the spirit of self-confidence


subliminally sets in and stays in your system.

THE THIRD KEY Know who you arc talking with. Madali bang gaWin ito? Madali, if you know how. Una, tingnan natin ang buong sitwasyon. Let's look at the whole picture. You are a sales person, you are in the Philippines, and chances are, you are selling to a Filipino. If he's a foreigner who has lived in this country long enough, Filipino-American, Filipino-Japanese, Filipino-Indians, etc. So, generally, your client is a Filipino. Identifying him or his nationality is a good springboard in getting to know him better. Ano ba ang kanyang mga gawi, ugali, pag-iisip, at basihan ng mga pagpili.? May established pattern ba ang kanyang pagkilos, pakikitungo at pagpapasiya? Sa madaling salita, what really is a Filipino? Our Dr. Jocano, poetically defined what to him is a Filipino. "A Filipino is like the mythological Bamboo. He sways valiantly with the winds of misfortune, only to rise unscathed


when the tempest is over to meet the warmth of the morning sun." Sa matapat at wastong satin sa Tagalog, or Pilipino:4 "Ang F'ilipino, ay tulad ng maalamat na kawayan, na magiting na humahapay sa bugso ng mga kasawian, upang bumangong muli na ni hindi nasaktan ng unos na nagdaan at lumisan, upang damhin ang init ng panibagong araw." This is a better description of a Filipino highlighting his remarkable flexibility to survive after tackling life's trials and blows. Pero ano ba talaga ang mga social characteristics niya na dapat nating malaman in order to know him better? Generally, Filipinos are very sensitive, very maramdamin. Do you agree? Napalakas lang ang tono ng boses mo while talking with him, nagagalit agad dahil sinisigawan daw siya. Pag hindi mo naman nabati o napansin agad, mayabang ang labas mo. A Hongkong tourist guide story has it that an American tourist found it very difficult to identify a Japanese, a Hongkong Chinese, and a Filipino because of their common Asian appearance. 4 Editor’s


Ang sabi ng tourist guide sa Amerikano, kapag naglalakad ka sa busy streets of Hongkong and you accidentally bumped an Asian, and he stepped backwards and apologized as he bowed, he's a Japanese. Kung bigla ka namang tinadtad ng high pitched na tungayaw, he's ,a Hongkong Chinese. Pero, when you bumped somebody there and you become unconscious because of a fistblow, he's a Fiipino. Of course, that's just a story. But it graphically illustates the latent Filipino character called "silakbo" or the irrational sudden outburst of uncontrolled anger, di ba? The other side of it is, the "maramdamin" part where, again generally, Filipinos gets easily offended by the slightest and unintended intrusion into their person or reputation. Kapag may nasabi kang mga salita na tumusok sa kanyang sensitivities or sa kanyang mga built-in hang-ups, magdaramdam siya. Maari din namang wala kang nasabing masama pero nainterpret niya ito using his pre-set orientation or norms, galit din siya. So, the unfortunate result is you being misunderstood or ang pinakamalungkot sa lahat, the eventual cancellation of a sale, if one has already been established. Kaya, kailangan ang ingat dito. We have to make sure that these things are utilized as roadmaps in our dealings with


our clients in order to achieve a smooth interpersonal relationship. Gusto kasi natin ay mapayapang pagsasamahan. Aside from being sensitive, the Filipino is also very personalistic. Halos lahat ng bagay ay gusto niyang personal. Filipino customers seldom react by phone, nor do they react by letters. Masuwerte na ang mga may mail order business sa direct marketing nila if they get I to 2 per cent response. Dito sa atin, there is no substitute for the face-to-face communication. Filipinos generally prefer person to person attention. Bakit ba tinalo ng Jollibee ang McDonalds dito sa Pilipinas? Do you remember, it was McDonalds who introduced the fast-food self-service idea in this country? They had their first store near FEU sa Nicanor Reyes Street, di ba? Ikaw ang kukuha ng pagkain mo sa counter, then you'll find a table for yourself, at pagkatapos, ikaw rin ang maglilinis ng mesa mo, right? It did not work. Bakit? Dito kasi sa atin sa Pilipinas, customers prefer personalized service. "Ako na nga ang bibili, ako na ang kukuha ng pagkain ko, ako pa'ng maglilinis? Aba, masaya ka!" Obvious din ang pagiging Familistic ng mga Pinoy. More often than not, decisions in the family are not unilaterally made. May konsultasyon pa sa bawat


family member whenever a major issue is in need of a final decision. Halimbawa, kung ano ang magiging pangalan ng first baby, kung sino'ng magiging mga ninong at ninang, kung saan siya magki-kinder. O kaya, kung saan magbabakasyon, kung ano ang unang bibilhing gamit, etc., etc., etc. Kapag nag-alok ka ng refrigerator kay Misis, "I'll tell my husband first" ang sagot sa iyo. Pag si Mister naman ang kinausap mo, "I'll consult my wife first" ang banat. Whenever there is a substantial change in the offing, the effort and concern is always directed towards the general interest and welfare of the whole family. This, every sales person must consider all the time. Knowing who you are talking with not only saves you from the pitfalls of trouble and embarrassment, but it also helps you steer your way through the labyrinth of peculiar human behaviour towards the light at the end of the tunnel kung saan maliwanag ang paligid at kitang-kita mo ang pagpirma ng iyong kliyente sa dinala mong order form.

2. POWER-UP YOUR COMPETENCE


Competence is efficiency. It is also fitness and capability. In short, it is Kakayahan. Never Kayabangan. To be competent, it is a must that you are qualified for the job you just acquired. Not so much as qualified academically, but qualified in a sense, to push forward real hard - mind, body and spirit - in order to realize the fulfillment of a pre-designed objective, which is to win, to win, and to win. A noted Filipino intellectual, Mr. M.P. Guazon, stressed that: "To be efficient, you must be ready to meet people, whose main objective seems to knock you down. Tibayun mo ang iyong pagtitimpi sa ganitong mga pagkakataon. These are the ingredients of success. " Ang bigat ano? Pero totoo ito. Hindi nakikipagkapuwa ang tagumpay sa mga taong walang pagtitimpi. Sa mga taong walang pasensiya. Ang kakayahang magtimpi sa gitna ng kabi-kabilang inga pagsubok o sales rejections ay sinusuklian ng tagumpay. "There is no success without its equivalent sacrifice." Dugtong pa ni Mr. Guanzon. Sacrifice in its complete context, includes among others, making yourself physically and mentally fit, psychologically capable, and the evenness of your temper


under control, in order to withstand disappointments para hindi ka agad mapundi sa mga kliyenteng maarte na, makulit pa. Hindi kasi pare-pareho ang mga kliyente. May mga edukado at disente, meron ding mga pilosopo at delingkuwente. In any case, dapat ay handa ka at sanay sumagot sa mga tanong nila tungkol sa inilalapit mong produkto. We must always bear in mind that if we did not explain good enough, they can always turn their attention and interest somewhere else where the sales person is far more patient, friendly and better equipped in answering inquiries clearly and professionally. Sa madaling salita, doon sa kumpanyang ang sales person ay competent. Malaking bahagi ng pagiging competent ang pagkaÂŹkaroon ng malawak na kaalaman tungkol sa mga bagayÂŹbagay ng ibinebenta mong produkto. Product knowledge, in short. Pero, una rito ay kung paano mo dadalhin ang sarili mo kapag kaharap mo na ang kliyente. Balewala ang alam mong product knowledge kung hindi ka naman pakikinggan ng prospective client dahil sa dating mo. Anu-anong klaseng dating ba ang nakaka-turn off sa mga customers? Marami ito. We will not make an attempt to list them all here. Kung alin lang ang obvious, 'yon ang tatalakayin natin.


Some sales persons come in too strong. Pagharap niya sa kliyente, malakas at authoritative ang boses niya. When he shakes by hand, halos mayugyog ang buong katawan ng kliyente at halos maglagutukan ang mga buto nito sa kamay sa higpit ng handshake. May ahente naman na tipong teacher ang dating na kapag nagsalita ay parang wala nang kaalam-alam sa mundo ang kausap. Paano mo la-identity ang ganitong klase ng sales person? Pakinggan mo ang pananalita niya. Laging may nauunang "Alam n'yo ba, Sir? Alam po ba ninyo? Alam mo, Sir. . ." Meron ding type ng ahente na tuloytuloy kung magsalita. Believe me, you'll never get the chance to talk hanggang hindi tapos ang kanyang "Product Knowledge" speech. Ang ahente na talagang aatrasan mo o paaalisin agad kung puwede lang ay ang isang ito na pagdating na pagdating ay makikiinom o kaya ay makiki-CR. Pawis na pawis ito at mukhang nawala na ang bisa ng ginamit na deodorant. Pero, sige pa rin at magtatalumpati pa rin siya tungkol sa kanyang product knowledge. "Product knowledge is good, but you must also know the clients'sys'tem." Stressed Dr. Jocano. By "client's system," it is interpreted here as your client's right to be understood. But what are to be understood about them?


Unang-una, they deserved to be treated with utmost respect and decency whoever they are or whatever their status in life are. They are not simply objects or,numbers in your sales call list na dadaanan mo lang at tatapusin agad dahil marami ka pang pupuntahang iba. Tulad mo, your client has certain peculiarities and sensitivities, kaya extreme care should be taken in conducting your conversation with him. Isang sukatan ito ng pagiging competent mo bilang isang sales person. Competence is best enhanced and supported by three factors equally independent upon the other. Walking Tall or the manner how you carry yourself is one, but not necessarily the first. Talking Rich, or your propriety in speech is another, but not necessarily the second, and the last but not necessarily the third and the least, is Feeling Good, which is your proficiency to project a wholesome image using your smile. 2.A WALK TALL. There is definitely nothing much we can do about your height if it is way below the conventional standard. Talaga namang may mga ipinanganak na sadyang matatangkad, at mayroon namang mga isinilang na hindi gaanong mataas, di ba? Pero, kahit may kakulangan nang kaunti ang height mo, your personal image can be taller than the


tallest PBA import when properly managed and handled. What to wear on what occasion is also an essential element not to be ignored in personality building. Color matching or color contrasting of wardrobe can be learned in no time at all, including the proper matching of necessary jewelries and accessories. Hindi naman kailangang gumasta pa ng malaking halaga in order to enhance your overall image. The bottom line here is for you to be able to master how to identify with the kind of client you are dealing with. Walking tall is not tall walking. It is your ability to adjust to your client's pace. Kung mabilis ang hakbang niya habang naglalakad, natural, maiiwan ka sa likuran kung ikaw ay babagal-bagal. Do you agree? Kung nag-weekend sa beach ang pupuntahan mong kliyente, mas malamang kaysa hindi, he is in his seaside attire complete with matching visor and beach sandals or rubbers. Look at how awkward your appearance will be kung darating ka doon in your best suit or best shirt and tie with matching balat na sapatos and attache case. Di ba mas kaiga-igayang tingnan kung makikita ka doon ng iyong client na dressed in almost the same manner as he is? Di ba agad-agad e meron kayong something in common dahil may


noticeable identification na kayo sa isa'tisa? Di ba pag smile nila sa iyo, may mararamdaman ka agad na welcome atmosphere in the air? Ang totoo, pansamantalang nawala sa isip ng client mo na ikaw ay isang ahente at bumuntot ka lang sa kanya doon para kurlin ang kanyang signature. Sa simula, you may probably be talking about the water, or about his jetski, pero unti-unti, by talking less and listening much, you win. This of course depends entirely on your capability to steer the kuwentuhan to your desired direction. 2.B TALK RICH. Please don't be misled. Hindi ko sinasabi dito na you should talk like a rich man or talk pretending to be one. What I mean is, your speech must be rich with proper conversation conduct and ethics. Matching is again the order of the day here. You don't talk using pidgin English or Tagalog, or colloquial terminology to an obviously hard core academic creep. I mean, academic buff No, I mean, serious intellectual. See? Talking rich includes having extensive knowledge of how your products fare with other name brands. Knowing these, you can confidently talk with authority and with registered ease about the whole spectrum of product comparison. Talking rich is also talking with marked convenience about pertinent


subject matters surrounding your product or product line. Pakatiyakin mo lang na your speech is filled with factual truths dahil kung mambobola ka, sooner or later ay mabubuko ka rin ng kliyente mo. Enriching your speech most is the manner and timing how you inject humor habang nakikipag-usap ka sa kliyente. Believe it or not, humor is an integral part of a wholesome conversation. A sales persons call on their clients with nothing in their "speech bag" but product knowledge and other hard facts. Walang data kahit kapirasong humor. So their face sometimes end up being the biggest joke of the day. Di ba katawa-tawa `yung taong wala man tang kahit kapirasong ngiti sa mukha? ''Sense of hunior is essential to eveiyone hecause it is really a sense c f halcrfrce, of proportion, and of perspective. " According to former Senator Maria Kalaw-Katigbak. Paano ka magkakaroon ng sense of balance and proportion kung wala kang sense of humor? Paano ka rin magkakaroon ng perspective? So, ngiti naman diyan, di ba? 2.C FEEL GOOD. Narinig mo na ba 'yung kasabihang "Smile and the world smiles with you?" Narinig mo na rin siguro 'yung sinasabing, it only involves fifteen muscles to smile, and seventy-five to frown, di ba?


Ayon sa pananaliksik ng mga Taoist, marami daw tao ang nabubuhay na may kimkim na galit, lungkot, pagkabigo, fear, worry at iba pang mga negative energy. Ito -raw, ayon sa kanila, ay nakapagdudulot ng iba-ibang mga sakit at ninanakaw pa nito kadalasan ang ating kalusuban. A genuine smile radiates a loving feeling. It neutralizes everything that is negative. Ginigiba din ng genuine smile ang konkretong pader na lagi na tang nakapagitan sa sales person at sa kanyang mga kliyente. In ancient China, tinatanggap ng mga Taoist masters ang kapangyarihan ng isang matapat na ngiti dahil ito raw ay napaka-epektibo in fighting the everyday problems of living. Ano ba ang palaging problema ng mga sales persons araw araw? Their prospective clients, di ba? Darating ka sa upisina o bahay nila, hindi ka pa kilala. May ngumingiti agad pag nakita ka dahil maganda ang gising nila sa umaga o kaya'y kalulutas lang ng kanilang problema. But, majority of them don't. Kaya ikaw na lang ang unang ngumiti agad para mapagaya rin ang kliyente mo. The most powerful energy of one's personality is his genuine smile. Just imagine, kung sincere ang iyong smile, one single cell of your body emits a fraction of a millimeter of loving energy.


We have approximately 64 trillion cells in our body. Isipin mo na lang kung gaano kalakas na loving power'yon na inaactivate lang ng isang genuine smile. It's tremendous! But don't let it be misunderstood here. By loving power, ang ibig kong sabihin, ay ang pag-e-emit ng vibrations ng iyong whole being na ang ibig sabihin ay "I care for you." Your welfare is my concern. I am truthful and honest in my words and deeds. In short, hindi ka nambobola, hindi mo ginogoyo ang kliyente mo, and you are offering him a product that is totally beneficial to him. If faith can move mountains, so can a smile, in a manner of speaking. It can eventually move pens to sign sales agreement to your favor. Then, you'll feel good because of this. Do you agree? So, simply feeling good will make you really feel good pag nagbunga na ito. Ano ang sabi ni Frank Irving Fletcher? "Smile costs nothing but 'creates much. It happens in a .flash, but the memory of it sometimes lasts forever It creates happiness in the home and fosters goodwill in business. It is rest to the weary and daylight to the discouraged. It is sunshine to the sad, and natures best antidote for trouble."


With all these good words about smile and smiling, sisimangot ka ba pa? Cheer-up, and. ..

3. FIRE-UP YOUR ENTHUSIASM Bago ang lahat, alamin muna natin kung meron ka mto, kasi kung wala, how can we fire-up something that is not there? Do you really have even a bit of enthusiasm in your system? Ms. Maggie dela Riva explains that, "Enthusiasm is the high energy level in you. To have it, you've got to be very dynamic in the way you look, walk, talk, present, handle objection, and close." There are two essential factors involved here sa sinabi ni Maggie. Una, ang high energy level. Pangalawa, dapat ka raw maging very 4ynamic sa maraming bagay. Isa na rito, among others, ay ang pagiging dynamic daw ng "dating" mo. Enthusiasm is having a strong, excitement of feeling. Ito ang sinasabing high energy level. More than the ordinary ang nararamdaman mong gana o sigla. High na high, 'ika nga. With this energy, you are able to do things better than when you are walang gana or nanlalambot. Halimbawa, inutusan ng foreman o kapatas ang kanyang karpintero na pumutol ng tatlong pirsaong kahoy na ang


sukat ay sinlaki halos ng hita ni Incredible Hulk. Imagine, tatlong beses kang maglalagare ng ganoon kalaking kahoy. Kung ikaw ay nasa iyong high energy level, tatawanan mo lang ang order na ito sa iyo. Sa ospital, isang surgeon ang binigyan ng direktor niya ng assignment na tatlong major operation sa loob ng isang araw. If that surgeon is in his high level of energy, wala kang uiaririnig na reklamo mula sa kanya. The same case is true with a sales person na binigyan ng twenty-one client calls in one day ng kanyang unit manager. Kung siya ay nasa kanyang high level of energy, maluwag na maluwag sa loob na gagawin niya ito. In this three samples, alam na alam na natin kug ano ang mangyayari kung walang enthusiasm at wala sa kanilang dynamic self ang tatlong nabanggit. Disaster! How do you fire-up your enthusiasm kung mayroon ka na nito? Madali na ang pagdadagdag ng sigla kung mayroon ka na. In this case, magagamit natin ang three principles earlier explained in the preceeding chapter. Maggie mentioned something about being dynamic. Well, you can be dynamic if you can learn how to Walk Tall, Talk Rich, and Feel Good!


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