Wednesday, October 14, 2009

Open Wide! Here Comes the Choo Choo!...or the Art Of Selling and Moms

You don't know a better seller than your mom. First, her major concern has always been for your welfare. She always wanted what's best for you. She's always wanted to help you and until you were a teenager, she was always right as well. Then overnight, she became always wrong. Unfortunately many of the things mom needed to do to help you, met with resistance. You erected a "buyer/seller" wall between you and mom. No baby, or toddler for that matter, likes the taste of mashed green peas. But moms know they are good for you--protein, I think. So she wanted to help you eat healthfully by feeding you green peas and she said--"Open wide, here comes the choo choo." When you did, she shoved the awful stuff down your throat.

Mom skillfully employed the art of selling to help you get the food you need to be healthy. Nurse Ratchit, using the same words would have met with your clenched teeth. Why?
Mom genuinely wanted to help you; you saw that in her smile, you felt it in her warmth. She helped you set aside your distaste for the peas by distracting you with a choo choo game long enough to feed you. You trusted her to care for you because she focused on you and your needs and not on herself. Yes, she used a mild form of trickery. She had to; She had to get you to let her help you. "Help you. H-E-L-P M-E... H-E-L-P YOU!" (Tom Cruise to Cuba Gooding--Jerry McGuire). OPEN WIDE!

Last night I had a Diet Coke with my friend Tom. He just took on a marketing assignment for a new break-through product to identify a heretofore difficult to diagnose disease--Sepsis. Tom was really excited. The job doesn't pay very well (a non-profit foundation is his sponsor) and it will be very challenging to get the word out, he says. But Tom is very excited to have the opportunity to help a lot of people get early treatment which in the case of this medical problem is essential. I know, even if Tom doesn't, that if he is really good at getting the word out (and I'm sure that he will be), everything will take care of itself--economically as well. Someday ask Imus how quickly I tore up his contract after his first "through the roof " rating book.

The more you learn about the art of selling, to help you, help them, the more effective you will be, the more you will lower the buyer/seller barrier, the more people you will help, the better your chances of know where.

Great Selling

Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessy
Collapse Time
Team Work
Service to Others

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