SNN@@TH SELLING

by Getge N. (ohn, Marketing Consullont Colyrigh+Gcorgc N. Kahn

Sell Yourself First

Some salCsmen suffer from a split personality ,:because of their products. , '.

On the one hand, their product provides thern, with a good living, a fact they readily admit. But, at the same time, they also are ashamed of their line. They are even likely to apologize for selling the product.

Such a ma4 aannot be doing a good job. He can't function at top performance if he's torn inside.

Such conflict .is needless, of course. There is no reason why a salesman cannot do a bang-up job of selling without using his product personally. If he does a first rate job of selling himself his feelings toward the product will not matter.

IHE $25 SUIT

Joe Greenfreld has become a millionaire by manufacturing men's suits that retail for $25. However, Joe wears $250 custom-made suits and doesn't care what anybodv thinks of it.

He summed it up this way to me: *I make a good suit for the money. It's a fine value for people who cannot afford more. Thev are satisfied with the suit.

"But I can afford a more expen. sive suit and I wear it.

"I'm not being disloyal to my product. I'll back it against anything else in the same price line. I don't even insist that my salesmen wear our suits. Probably most of them don't. All I ask is that they do a good job of selling themselves and the line."

You see evidence every day of people who are doing an expert job sell. ing cigarettes, soap, beer, aspirin, lEPnlf,ls Fil tflEsnil trls is a condonled var3lon, Each lasson ls avallrblc In an exorndad fom, In a t[-pr8c brochuro, slzc 8rylxu, brlntcd lo 2 oolors 0o whlte glosty p.pcr rnd h 3-lroh punchcd to tlt .ny sbndlrd 3-rinr binder, Elch rublrct In thls uDrndcd vor3lon- l3 fuily rnd compl.tlly d.vclopcd in comDrrficnrlv. -drtrlt rnd lnc,lud.. a .rcll.rllmln tlori qulz lor srl.sman, Pflcts lrl r! iollowr: I b.t E l.0 (rt r*l filclr).....-.!0 G.ilr .rdl etc. Television announcers, actresses can do a convincing commercial without necessarily being users of the product. They put themselves wholly into the role.

Eliminate Conflict

Many salesmen, of course, are not faced with any conflict in connection with their product. For example, if a man is selling steam shovels, he is not expected to have one in his backyard.

But if his line is apparel, he might feel guilty about not wearing the suits or shirts his company makes.

There's no reason for the salesman to take this attitude. He should be able to sell the product whether he uses it or not,

Earl Haney sold a line of electric roasters. One day a dealer asked him if he used the product at home.

"No," Earl replied honestly. "I own a more expensive brand that gives me a longer range."

The dealer chided Earl for his "disloyalty" to his firm.

Earl, although steaming inside, answered calmly.

"Mr. Smith, I sell a good product. lt's not the best roaster in the world but hobody is being cheated by buying it. I happen to prefer a higher grade brand and I pay more for it. Now, what in the world is wrong with that?"

The dealer admitted there was nothing wrong with it.

"I've had my sales manager and other management people from my company over here to dinner. They didn't seem to mind that I don't use a company product."

Why shouli they mind? Earl is the top salesman in the company.

TALKING THE BUYER'S BUSINESS

Part of selling yourself is to get the buyer to talk about himself or his business. He may start the interview by saying'flady that he doesn't want your product.

This should not upset you. Simply switch the conversation. You might say to him:

"You certainly hale a large operation here."

Or:

"I've heard about your unique vacation and pension plans for employees. Could you tell me more about them?"

Find some way to focus attention on his firm.

Paul Land, a chenilk. r'ug salt'sman, on(r(' ran into the toughesl prospect he had ever met. The man was brusque to the point of rude. ness, not even asking Paul to sit down.

"You've got nothing thal I wanto" the man snapped.

Paul retained his composure.

"By the way," he said, "I noticed your display on the way in. It's the most striking I've ever seen."

The buyer beamed.

"It was my ideao" he told Paul. "I often take a hand in displays."

That put an entirely different complexion on the interview. The buyer warmed up considerably. He didn't give Paul an order that day, but a month later the salesman got a big one from the buyer, l. Do you separate your persond views and business life? Yes E No D

Are you selling yourself first? To find out, spend a moment or two on this test. If your answer "yes" at least seven times you're all right in this department.

2. Do pu place stress on selling yourself first? Yes E No tr

3. Ars you convinced that buyers are not primaily interested 'in whethcr or not you use your product? Yes E No I

4. 0o you try to hit tte prospect with new ideas? Yes E No tr

5. Do you understand that the buye/s first concern is whether his custqners will like your product? Yes6 No[

6. Do you talk about the buye/s bus,nrniit.

7. Ne you tactful in suggesting dranges in the buye/s business? Yes E No !

8. lf you sold luggage would you feel it was all right to use a tlifferent brald for ylur- self? Yes E Notr

9. Wruld your customen understand it if you did? Yes E No D

10. Would you frankly tell a customer fif he askcd that you did not use he product number . . addrcss 11. co., Drprrtmrnt fP, lYhcn ordulng, plrlso m.ntlm ltc Mcrchant Mallzine, Pa3rdcm, Crllf. personally? Yes E l{o tr

LASC's Monogemenl Meeting

Dr. Edward Barker of USC will be the kick-ofi speaker at the Lumber Association of Southern California's 2fth annual Management Conference, being held in Palm Springs, Nov. I9-2I. He will talk about the market for building materials between now and 1975.

"Your Image is Showing" is the theme of the impor' tant Fall business event. Included in the program are William S. Wyland on educational programs for employ' ees, Jack Froet on training managers to manage and Carl Terzian on "The American Quest-A New Will to Live."

All the usual enjoyable social events are again a part of the program, including golf and tennis matches.

Housing Cqlled Growth Industry

Home building will be a real growth industry o{ the 70's as the economy expands at the awesome rate of 4t/2/o per year to yield a gross national product of about $1.5 trillion, or some $500 billion more than today's level.

This assessment has been made by Dr. Nathaniel H. Rogg, exec. vp. of the National Association of Home Builders.

He warned, however, that the one serious threat to this growth pattern 'olies in our capacity to contain inflation." If the current 5 to 6/o inflation rate continues the Consumer Price Index will show a 600/0 increase in the next ten years, with disastrous results to the economy and to the housing industry in particular.

CRA Picks Another Miller

Byron B. Miller has been elected president of the California Redwood Association board of directors at their annual meeting.

Miller, president of Arcata Redwood Co., Arcata, Calif., succeeds Harold A. Miller, president of Miller Redwood Co. Philip T. Farnsworth and Peter Johnson continue as exec. vp. and secretary.treasurer, respectively.

His first job was with Hobbs-Wall Lumber Co. where he was employed through 1938. In 1939 he began his career at Arcata Redwood,

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