Death of a salesman

In my seemingly endless search for employment, I have thrown my hat into the ring for more than a few sales positions. Sales is something that I have done in varying degrees periodically throughout my career. But I also believe that everyone has to be a sales person, whether selling themselves, their ideas or their products.

Recently, I have come across two forms of salesmen; both trying to pitch products to me for which I have expressed interest. One left me feeling good about the entire process and the other left me to think that I would never want to deal with him or his company again. Their products may surprise you...

First, I had a great experience at the car dealership. Now, this is usually a place where people leave with a bad taste in their mouths - commission sales people that hound and pressure you into uncomfortable situations that make you feel that your virginity had been taken while still in your clothes. But my guy (let's call him "Ben"), listened to everything that I wanted, showed me the things that I wanted to see and gave me all the pre-sale information that I requested. Ben politely allowed me to leave the building without making a purchase (unheard of in car sales), and thanked me for coming in. Ben made no money off me for the 90 minutes that he spent with me and respected my decision to think things over. He surely had to explain that to someone after I left.

Salesman #2 (let's call him "Keith"), is a guy I contacted about a business opportunity about two months ago. I had decided that the opportunity was not right for me right now, and told Keith as such. But that didn't seem to matter to Keith; I was an opportunity to make a commission and he could not let that go. He followed up his call to 'make sure', and set up more phone calls to 'keep in touch'. Within 36 hours, Steve had called and emailed FIVE times, even after he knew my decision.

Now I know that everyone has different styles, but part of sales is knowing the buyer, listening to what is needed, and respecting the decision. The buyer, after all, is paying the salary of the commissioned salesman.

I guess the lesson here is very easy to understand, but surprisingly difficult to execute. When selling - either yourself, your ideas, or your products - LISTEN to the buyer. Show the benefits of what you are selling and how those benefits help the buyer solve their problem, and understand that what you are selling is not going to be the answer for everyone. Ben got that, that's why I would deal with Ben again. The same can not be said for Keith. His persistence to sign me as a means to make him money, regardless of my decision that it was not right for me, has killed any chance of me working with him again.

We are all buyers and sellers at some points in our lives. In the "Sales" parts of our lives, I hope that more people will be like Ben than Keith, and focus on what our buyers need, instead of thinking only of the potential benefits for ourselves. "Bens" make out better in the long run.