SMOOTH SELL'NG

by George N. Kohn, Marketing Consultqnt Cofyright-Gcorgc N. Kahn

Room At The Top

In the corporate structure there is al. ways room at the top, but a limited amount. The hierarchy of management is such that the room narrows the higher you go. There can be only one president, one board chairman, so many vice presidents" etc.

This is not true of sales. There is plenty of room at the top in selling. To rise in your field you need not replace someone above you. Nobody has to retire, die or move out before you can step up. Selling depends on individual effort and you determine your own success or failure.

It takes ability and dedication to get to the top-and to stay tlere.

That Something Extra

The salesman, who stagnates at the same income level for several years, is not making the extra efr.ort to hoist himself up. He goes through the motions of his job, but that's all. He is unwilling to work smarter and harder. Yet he'll sigh with envy at the sight of his more affiuent colleagues as they vacation in Bermuda and drive Cadillacs. Are they basically better men than he?

They do work harder, however. They know the value of extra efiort.

Many salesmen, in their drive for the top, rely on what they think are easy solutions to their problems. They look for panaceas.

For example, they will buy a new suit and generally spruce up their appearance. Or they will start using mouthwash reguIarly to have a clean breath before prospects. They may even buy a book which gives tips for success in the business world.

I'm not condemning or belittling any of these actions. Each of them may help a man improve his selling power. But none of them is the complete answer or solution. II we could become prosperous by buying a fifty-cent bottle of mouthwash there would be more millionaires than paupers.

The point is that success-getting to the top-hinges on your determination to improve yourself in technique, efiort, personal relations, appearance and insight.

The successful men in selling today are leaders, not followers. They launched new methods, The things they initiated are now common practice. They were pace setters and trend starters.

The Right Time

Many business success stories revolve around the submission of a new idea for which the time was ripe.

The builders who bought up vast land tracts in the suburbs in 1945 could not have picked a better time. Millions purchased homes in those areas.

As a salesman, you often encounter situations that demand prompt action. If you let the opportunity slip by it may never -come again.

The Gracious Touch

Years ago I accompanied my father to an automobile show. He was impressed by a new car on the floor and bought it on the spot from a dealer.

Walter P. Chrysler, the millionaire pres. ident of the Chrysler Corporation, wit. nessed my father's purchase and came over to us. He thanked my dad for his order and said he hoped he would be happy with the car.

W'e were impressed and so was everyone around us. Here was one of the giants going out of his way to show his appreciation to a customer.

From that day on my father swore by Chrysler cars.

Most men who get to the top have a touch of graciousness about them. And the bigger they are the more gracious they are. As a salesman on the way up you should cultivate this quality each day of your life.

Be thoughtful and considerate to your customers and prospects, but also have a kind word for secretaries, receptionists, elevator operators and doormen. This mode of behavior marks the man who is headed for success.

The president of a corporation once got a call from a customer who complained about the "shabby" way he was treated by a salesman for that firm.

'oWhat did the salesman do?" the president asked.

"He told me I was 50 years behind the times and was still in the horse-and-buggy era as to the wav I run mv store."

The president apologized and promised it would not happen again. When the salesman returned from his road trip the head of the firm called him in. He told the man about the phone call and then requested an explanation.

'of was doing it for the guy's good," the salesman explained.'oHe really does operate a museum the place needs modernization badly."

The president reflected a moment and then said: l. Do you contribute something extra to your job? Yes n No tr

"I'm sure it does, but your tactics will never get him to change. Your objective could perhaps be achieved by more subtle methods.

"You must remember that this man built up that business, bad or good. He is bound to be defensive about it, even though he may agree in his heart with you."

The salesman never forgot that advice and put it to work for him with other customers.

Let me leave you with this thought: There is always room at the top for the salesman who is willing to get there, not by cozy shortcuts, but by hard work, perseverence, thoughtfulness and imagination.

What rung of the ladder are you on? Perhaps this exercise may help you determine this fact, If you answer "yes'o to at least nine questions, you're on your way up.

2. Do you discount quick or "easy" solutions to the problem of getting to the top?

Yesn NoD

3. Are you rilvare of the importance of timing in improving your sales picture?

Yes fl No n

4. Do you seize the right moment for ideas or suggestions? Yes fl No fl

5. Do you prectice graciousness in your dealings with customers? Yes ! No I

6. With receptionists? Yesn Non

7. Are you working hard enough to achieve success? Yes l! No tr

8. Do you shrug off the disappointmernts and strive harder the next time?

Yesn Notr

9. Are you diplomatic in making suggestions to customers? Yes ! No !

10. Are you dedicated to your job? Yes fl No D

11. Do you believe that you make your own luck?

YesD Non

12. Do you play square with yourself; i.e. do you recognize your own mistakes?

Yes ,! No !

Deolership Prognam Goes Nqtionol

The Nordahl Manufacturing Co., which makes sliding door pockets, mirror doors, prefinished sliding wardrobes and wardrobe hardware, is developing a national clealership program on their line of sliding mirror doors.

Ollen Peck, new national sales manager, is urging dealers to set up a unit in their display rooms. He feels dealers will also benefit from getting these into model homes and apartments.

The firm's Building Information Center is at their plant in Burbank, Calif.

George Borr Elected Co. President

Barr Lumber Co., a 63 year old mainstay among southern California lumber yards, which recently moved to Los Alamitos, has elected George V. Barr as president.

He replaces his father, Wilbur Barr, who had held the office since 1946. The elder Barr remains on the board of directors and will be active as a consultant.

Also announced is the promotion of Robert L. Reed from credit manaser to vice president and general ,n"r,agei. H" has been with Barr since 1953.

George V. Barr joined the company in

1956 after four years in the U. S. Marine Corps. He is a graduate of Arizona State. where he earned an M.S. degree.

Los Angeles Club Meeting

Los Angeles Hoo-Hoo club, continuing a tendency to hold the meetings as far from L.A. as possible, held their most recent one in Costa Mesa, nearly fifty miles from downtown.

But it was well worth it, anyway, what with the good golfing plus an interesting talk by Jim McDonough, senior referee of the American Football Leasue.

Retailer Bud Nelson, Buena Park Lumber Co., won the low gross while Don Gow picked up low net honors. First flight winners were Jim McFadden and Bill Rau; second flight, Hugo Miller and Jim Barnes; third flight, Jack Milliken and Bill Hoglund.

Grobe Lumber is 53

Grabe Lumber Co., located in Globe, Ariz.. since 1915. last month celebrated their 53rd anniversary.

The business, which has a branch yard in Pinetop, Ariz., operates as a corporation, with Earl Grabe, president; Dale Grabe. v.p. and Mrs. R. A. Grabe, treasurer.

Construction Forec<rst Mixed

Scarce credit and cutbacks in public spending in the second half of 1968 will lead to an erosion of some of the gains registered by the construction industry during the early months of the year, forecasts the F. W. Dodge Div. of McGraw-Hill.

"Business-related construction is likely to pick up toward the close of the year," reports George A. Christie, chief economist for Dodge. ooHowever," he pointed out, "mortgage problems will slow housing activity in the second half, and most types of public construction will feel sharp cutbacks in federal spending"'

Passage of the tax program at mid'year will keep the expected housing decline from becoming another 1966-type disaster. By July, perhaps sooner, he said, housing starts will be in a decline that *itt U" turned around only when monetary policy itself is reversed' This, hope{ully, will happen sometime before the end of the year. While the rate of housing starts might dip as low as 1'25 million during the second half, the year's total can still reach a level between 1.40 and 1.45 million if credit conditions by year-end permit the start o{ a strong upswing. Contract value of 1968 housing will be about 12 percent higher than the depressed 1967 total, with multi-family accounting for a very large part of the increase.

One of the prices for delaying the passage of the surtax to mid' year-forcing credit restriction in lieu of fiscal restraint-has been to reduce by nearly half the much-needed expansion in home' building, Christie said. "The better-late'than-never recognition of the need for tax restraint should at least prevent a total collapse in the second half and pave the way for improvement in 1969."

Congress Mulls Redwood Pqrk ldeo

The U. S. congressional machinery, moving at its usual pace, is doing its usual legal backing and filling over the proposed redwood national park.

The House Interior National Parks subcommittee has held its sessions to consider the various park proposals. The House Rules Committee says its deadline {or consideration of any new proposals is early July.

It now appears that it will be fall before anything definite comes to pass, one way or the other.

Duke City Sold to Conglomerqle

Duke City Lumber Co., Albuquerque, N.M., has been purchased for $3 million by U.S. Industries, Inc., a diversified manufacturer and distributor of industrial and consumer products based in New York.

Maurice Liberman, the current president will remain in that capacity, according to U.S. Industries' president I. John Billera. Duke City did $9.3 million in their last fiscal year.

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