Southwestern Sales Talk

A week ago I attended a Southwestern Company Sunday Meeting.   I had a great time with 100 sharp, mostly-motivated college students who’d just finished their third week on the bookfield.  One personal conference with a veteran student manager reminded me of my bookselling days. 

She explained that she really wanted to do well, that she was working really hard giving enthusiastic demos, but she wasn’t selling like she wanted to.  People assured her that she was a good salesperson, but they just weren’t buying.  It reminded me of me.

I was a top salesperson, I was an Organizational Leader, and always felt added pressure to perform strongly from the start of the summer.  I had to set the example and do well to give hope to the rookies (and myself)!  Often I found I would overtry–I would want to do well so badly that I pushed, ever so slightly, with Mrs. Jones.  Maybe just subconsciously.  I probably wasn’t aware of this, of my neediness to make a sale, but I’m sure the moms I demoed to did.

I would invariably call in to the Southwestern Company and speak with Allen Clements or Roy Loftin, and they would give me sage advice.  They would say, “Lee, QUIT SELLING!” 

I’d say, “Huh?” 

They’d say, “Relax, and let people buy….”

At first, this sounded like the dumbest advice anyone could give me, but after thinking about it and letting go a bit, I found their advice was on-target.

Have you ever competed in a race?  Perhaps you were a runner, a basketball player, in my case a swimmer.  If you were uptight and tried too hard, you probably noticed your times were slower, or you missed baskets you normally would make.  As a sprinter, I know now that if I overtry, I can reduce my efficiency in the water and slow down my race.

So it goes with selling.  You have to be willing to give 100% effort to make the sale, but you also  have to  not care if you do.  You must be focused and relaxed all at once.  People subconsciously pick up on the fact that you really, really need a sale!    (They probably also notice your white knuckles during the close.)  They like your product, but they don’t buy.  The reason is you are overselling.  Ease off.   When you say, “if you like it fine, if not, that’s OK too” you have to mean it!  If you are just saying these words, but are thinking, “Please buy!  Please buy!”, folks can pick up on this.

So quit selling; relax and let people buy.  You will discover that your sales will once again return.  Share your thoughts–can anyone relate to this?

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