“Selling is not an art–serving is.”
A friend asked for advice. He has some skills, but did not know how to sell them. In my view, despite the general notion—salesmanship is not a profession. Though there are ads in newspapers claiming that a company needs sales people to sell some products, it can be misleading. The candidates for hire do not actually need to know how to sell, despite their experience in selling and sales training on their resume.
Those people need to be caring individuals, who first of all need to know how to relate to other people’s needs and desires. They will need to know the product of course, but only in relationship to the people who will benefit from it.
Lately, many of those who were involved in the mortgage industry as loan originators, who were supposedly selling mortgages, left the business. Some went to sell real estate, since it requires the same license and seems more lucrative (2.5% commission versus 1%). Some switched from residential loans to commercial loans because the loan amounts are higher and there are no regulators. (Thank God) Regardless of what the area is, some are going to be more successful than others, regardless of the field.
According to the 1964 study of David Mayer and Herbert Greenberg, successful salesman must have two qualities: empathy and ego drive. They must have enough empathy to listen and understand what is in the customer’s head, but enough ego to close the sale. I read about it in a book, “The Art of the Sale: Learning from the Masters About the Business of Life” by Philip Delves Broughton. If you are in sales, or planning to be, read this book.
Before getting into the mortgage business in 1983, I was an engineer and a manager. I did not have direct sales experience, but I was successful in selling myself. When I started, I was told that I would close my first deal in 6 months.
Actually, in 6 months I became the top producer. In 9 months, I became the branch manager. And in 12 months, I started our first company with partners. And 24 months later together with my wife Elfa, we founded Pacific Bay Financial Corporation, which continues to prosper after all these years.
What is my secret?
I could not formulate it until I recently read in the bible, “Ask and it will be given to you; seek and you will find; knock and the door will be opened to you. For everyone who asks receives; he who seeks finds, and to him who knocks, the door will opened“(Matthew 8:7-8).
In my mind, it means that to sell you need to figure out which questions to ask and to whom. But, the answer will only tell you where to look for your client—the door. After you will contact him, or her, find the door, then, you have to go to work: ask questions, understand their needs, come up with solutions and have a lot of patience, And then almost miraculously, the door will be opened. And it will be given to you–your share of commission.
P.S.
In Havana after the Cuban government allowed small self-owned enterprises, almost all “doorways” became stores. The owners/sales people would display their wares in hopes that someone would stop by. Another type of sales people peddle their products or sales on the streets, or just ask for a dollar. I will share their images next week. Meanwhile enjoy the doorway stores.
DO NOT KEEP ME AS A SECRET.
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