the Southwestern Company Sales Blog
(OK. I’m taking a bit of blogging license here, so relax, dear readers.)
One thing I preach from stage at The Southwestern Company’s Sales School is flexibility. Whoever has the most flexibility has the most influence—this is one of the tenets of NLP. So, the best salespeople have the greatest ability to adapt to their prospects.
Now here’s your Bible study for the day. I was reading 1 Corinthians 9:19-22, where Paul discusses how he shares his faith with all different types of people. He states:
“For though I am free from all men, I have made myself a slave to all, that I might win the more. And to the Jews I became as a Jew, that I might win Jews; to those who are under the Law, as under the Law, though not being myself under the Law, that I might win those under the Law; to those who are without law, as without law, …that I might win those who are without law. To the weak I became weak, that I might win the weak; I have become all things to all men, that I may by all means save some.”
Without stepping on anyone’s spiritual toes here, I would contend that Paul is quite effective, not only as an evangelist, but also as a salesperson. A good salesperson “is all things to all people.” In other words, good salespeople adapt their message to each individual prospect.
When I was selling books with The Southwestern Company (back during Bible times), I did not approach all my prospects the same way. When I called on factory workers, I presented my products differently than when I was giving a demonstration to a college professor. My approach to a middle school teacher was different than my approach to a farmer. I varied my diction, language, speed—all in an effort to help my prospects feel more comfortable with me, thus increasing the chances of their buying.
Do you adapt to the prospect at hand? Are you flexible? Or do you use a one-size-fits-all delivery? Are you interesting to people, or just a droid who has an appointment? Let me know your stories from the bookfield or elsewhere. Share a thought or a comment!
What Paul said nearly 2000 years ago still holds true–whether you’re a believer or not–believe that flexibility wins the day in sales.
Well Lee I think if anyone want to be have success in our sales we have to act to the people the way they want us to act – this is reminding me of your MP3 “How to become a chamelion” and Dustin’s book “Navigate:Sell the way the people want to buy”. When I look back throught my summer (last summer was my first summer), I’ve found out that all of my customers are just like me – imagine : If i was flexible with the different people with different characters, maybe I would have more success. In our job its more than important to talk to the people the way they feel comfortable with – if they’re drivirs -we have to be drivers, if they are expressive – we have to expressive…its not easy, but the way to success its not easy as well of we’are not working on it! It’s all about preparation
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Hey Lee…
I did enjoy this “blog”… I already knew the concept… however the way Paul puts it… and I know he doesn’t mean it this way at ALL… makes a evangelist (and in the context of this article a salesperson) sound like a POLITICIAN !!! I know that’s not what we mean here… so I just thought I would add 2 things to your message… just because you are trying to appeal to different types of prospecting by mirroring them (ect) you don’t CHANGE who you are… you speak a little differently and may posture yourself a little differently with different people… but You are careful to keep your VALUES the SAME with every person; regardess of what kind of person they are.
And listen here all you SW dealers… just because Paul uses the examples that he does… does not mean that you can explain to your sales manager that the reason you got drunk at 4pm on Tuesday was because you were giving demos to the bartender and the other customers there.
That probably won’t fly… It might make your demo a little more interesting… but it will totally Eliminate your ability have a succesful “gravy”.
Be sure to keep the Word of God in Context !!!
Keep being AWSOME lee… Knowing you I know you will !!!
Tara Osteen
And in order to sell or witness to people in di
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Lee McCroskey Reply:
March 12th, 2010 at 4:34 pm
a nice distinction, Tara…you’re right–you don’t fundamentally attempt to change who you are, you are just paying your prospects a compliment by going to their context. Your example about drinking to relate to the folks in the bar…funny! Well put.
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I would definatly say that I had one approach that I did to most people. I am realy trying to work on that for this next summer since my #1 goal is to increase my sit-downs.
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Lee McCroskey Reply:
March 12th, 2010 at 4:31 pm
If you make this change, you will win, big. Continue to be a student of the game.
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Lee, great blog! I remember when I finally started to realize that people don’t always think the same way I do, so in order to get on their page I would need to change my style to fit the way they think. Needless to say my frustrations with others have decreased alot because I am able to adapt. In my four summers of selling books I have been able to practice this alot (3,000x’s/summer) and it’s been become a very marketable skill.
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Lee McCroskey Reply:
March 12th, 2010 at 4:30 pm
Grayson–it does make a huge difference when you try to communicate from another person’s perspective. Well done.
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Lee – I like the link between Paul selling religion to his prospects (the Corinthians) and how a Southwestern Company salesperson sales to their prospects (families with school-age children). Paul had it right – you relate to people and find their need to show them why they should be buying what you are selling. This in no way is meant to diminish the respect due to the Bible and what Paul was doing, but merely to illustrate the commonality of your point. To quote you, “Well done.”
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This is definitely something I need to work on. Too often last summer my motto was ‘my way or the high way.’ Thanks for the advice!
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Lee McCroskey Reply:
March 15th, 2010 at 10:56 am
As you get older (like me), it’s easier to subscribe to the ‘my way or the highway’ attitude! You tend to think you know more, you’re the voice of experience, etc. Going back to their frame of reference is always helpful. Thanks, Charlotte!
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This is a very interesting correlation. It blows my mind thinking of how if you just take the time to read philosophy from the ancient days, such as the bible or Aristotle or Socrates, you will often find that principles we learn through selling were being told back then as well. Imagine if we all had this mentality the amount of not only books/software to be sold but the amount of people that would be effected through our attitude and sincerity. Interesting thought.
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I completely agree, Lee. When I realized the concept of flexibility during my second summer, I exploded. I think sometimes people think that changing the way they approach, do their intro, close prospects, etc. is “wrong” in some way. Like you, I found that people are definitely more open and comfortable with me when I find a way to relate to them.
It is also true outside of selling books. I work part time for a company called “My Gym” which is a children’s fitness center. The company where Kristen Lanman, Joe Lanman’s wife, works full time. I specifically got hired to market the gym (from my sales experience) and I went to the park the other day to hand out flyers and promote the gym. The way I initiated conversation with the dad that was wearing a Texas baseball cap was completely different than the way I initiated conversation with a girl my age that was nannying three little girls. Being flexible caused them to be completely open with me, just within the first 2 minutes of talking with them.
What’s funny is that I had a girl with me that also worked at the gym. She’s been working there longer than I have. She left all the approaching up to me because I was “good” at it. But before we left the park, I said “Okay, it’s your turn to approach this dad. You can do it!” Sure enough, she did and it ended up being the coolest dad at the park. She told me that she is terrified of going up to random people, which I couldn’t believe because she was a cheerleader all through out highschool. I’m talkin’ one of the bubbliest girls I have met, but that is once you get to know her. I explained to her that I love getting out of my comfort zone because it makes me grow. She replied, “sometimes it is good to stay in your comfort zone.” I understand that there are a lot of people that feel the same in the world, how would you help them see differently?
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Lee McCroskey Reply:
March 17th, 2010 at 10:47 am
I would ask them if they can remember a time that they were a little afraid of something new, but they tried it anyway, and ended up having a blast. Example: snow skiing, or driving a car, or talking to people you don’t know. Go to their context and remind them that the principle of expanding your comfort zone begins when you learn how to walk and is a constant. You are either learning and growing or you’re regressing–there is no remaining where you are.
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Thanks for reminding me about being flexible. Damn good stuff Lee, keep it up.
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