INTRODUCTION
There are salesmen and then there are SALESMEN. Having been one, and a successful one at that, I have observed how other successful salesmen operate. "Success breed success," they say, but I believe that some are meant to be salesmen. They are born ready and don't have to be taught. To them it just comes naturally.
Let me make a distinction here. A salesman is not a store clerk who merely helps customers find the rack of Polo® sport shirts. A salesman is one who engages skeptical people and convinces them that they cannot live without his product. That's my take on it. I'm sure you have yours, but you get the point even if you don't agree with mine.
Before I became one, I observed salesmen from time-to-time as they worked their magic on customers. I marveled at the way they methodically disarmed prospective buyers of their defenses and seduced them into signing on the bottom line. The thought occurred to me that they were probably just as successful with women.
On the day I finally signed on to be a salesman, I thought back to the time when the seed was planted. It was sort of weird how it happened.
My wife, Colleen, and I were teaching in a school south of Chicago. I had gone to a large clothing store in the Chicago area to buy several pairs of my favorite slacks while they were on sale. As I was looking through the stacks, picking out the ones I wanted to purchase, I was approached by an attractive lady who asked, "Are these slacks really all they are cracked up to be? To me they are awfully pricey."
"In my opinion they are well worth the price," I replied, "and you won't beat this sale price anywhere." I proceeded to point out why I believed them to be a superior product.
She listened attentively and commented, "You've sold me. Now help me pick out several pairs for my husband."
I said, "Certainly. Give me an idea of what he needs." And with that we began.
Together we made several selections, but she chose the ones most suitable. She thanked me for my assistance and walked over to the pay station. The cashier took the slacks from her, rang them up and asked for the name of her sales clerk. She turned and pointed to me. The cashier smiled and said, "He doesn't work here."
She responded, "Well, he darn sure should because he sold me on these slacks."
After she left, the cashier came over to me and asked me if I wanted a job. I declined, telling him that I was happy where I was. However, the seed was planted and I knew that were I to ever need a job I would look into sales.
CHAPTER ONE
Years later, a college in which I was teaching took a financial turn for the worse. Gifts to the college in support of the arts were lagging behind the budgetary needs. As Dean of the School of Music, I had become burned out dealing with the lack of finances to support our work. I knew the department could not continue to support all its faculty members so I offered to resign and seek employment elsewhere. The President of the college was regretful that the school was in such financial straights. To let him know that I was okay with my decision, I told him what my wife has a habit of saying. I said, "Some things are meant to be, Doctor Kilgore." With that I shook his hand and left his office.
Colleen was the Assistant Dean at the time, so she became the Acting Dean in my place. The president felt that the college had enough in reserve to sustain her salary for the duration of the academic year, so she stayed on.
While considering where I might start looking for a job, it came to me that I had once considered becoming a salesman several years before. It so happened that an old friend of mine was the owner/president of a high-end electronics store in Mt Clemens, Michigan. It was only 25 miles from where we now lived, so I called his company office to set up a time to visit with him.
When he heard who was calling he got on the phone and spoke with me briefly. He gave me a time and date to drop in and I wrote it down. On the appointed day I dressed for an interview and headed for Audiomart – Men of Sound.
The president was a very busy man and, though he had promised a 10:30 AM interview, it was almost noon before he had time to see me. When I walked into his office, He smiled and rose from his chair to greet me. "Ed, sorry I took so long. What brings you here?"
I didn't tell him right away because I wanted to chat first. We talked about the past and I brought him up to date on what was happening in our lives. Then I told him why I was there and I asked him if he had any job openings in one of his seven stores. He said that he might have an opening or two but he wanted to know how much experience I had in sales before he committed himself. I told him that I really didn't have any experience, but I was willing to make him an offer he couldn't refuse.
"What's that," he queried?
"Let me work for you for two weeks for nothing and, if it doesn't work out, I'll walk away and you won't owe me anything," I told him. "I'm willing to work any or all hours the store is open just to learn what I need to know to sell your products to the public."
He burst out laughing and stated, "In all my years in business I've never had an offer like that. How about I just pay you minimum salary during the first two weeks?"
"If you would like to do that, it's okay by me, but you don't have to. I want to try my hand at sales and you have a product line in which I am very interested. I've always been nuts over good hi-fi gear and I think I can sell it to others," I told him.
"When do you want to start," he asked? I didn't expect him to ask so soon.
"I could start today, if you're okay with that," I responded.
"You've got yourself a deal," he said as he rose from his chair to shake my hand. "Go out front and ask for Bill. Tell him you're a new hire and that you are on the clock as of noon today."
I thanked him and reminded him, "Just remember, Chris, two weeks. If I'm no good, tell me. I don't want to infringe on our friendship if I'm no good at sales."
He looked at me through smiling eyes and replied, "You're going to do just fine, I'm sure."
I walked out front and asked the cashier for Bill. She pointed him out to me and I walked over to introduce myself. Bill looked to be about my age. He was shorter than I. I'm 6'1" and he looked to be about 5'7". He was a good-looking guy but not remarkably so. When I approached him He was standing behind his desk studying a brochure. I said to him, "My name is Ed, Bill, and I want to learn to do what you do."
He looked up at me questioningly and asked, "Why the hell would anyone want to work in a sweatshop like this? The competition is fierce, the people are obnoxious, the sales commissions are pitiful, and the hours are long and very boring at times. Can't you think of something more interesting and profitable to do?"
I didn't know whether laugh or what. I thought I had met the world's greatest pessimist and I didn't know how to respond. A moment later, he began to laugh and shook my hand. "Welcome to Audiomart, Ed. Watch closely and you can learn to do what I do."
I later learned that the pessimist act was a game with Bill. He was actually a positive guy. Why shouldn't he be? He was, after all, the yet to be challenged King of the Hill in sales at Audiomart.
That night at home I told Colleen the good news about my new job. She was still irked that I had resigned from my college post, so she was not at all impressed with what I was going to be doing or what I would be paid to do it. She questioned how we could get by even with both our salaries. I assured her that it would be okay once I became the salesman I thought I could be. She just rolled her eyes and said, "Let me get back to you on that in another month or two. I know you're a diligent worker but I cannot see us getting rich on your commissions."
CHAPTER TWO
It seemed like everything was going the way I had hoped when I signed on at Audiomart. During my first weeks there, I shadowed Bill and couple of the other salesmen to get the hang of selling. After six weeks at Audiomart, I ranked third highest in the store and tenth in the chain of 56 salesmen. On my eighth week I was the No. 2 salesman in my store and No. 3 in the chain. Finally, on my twelfth week I bumped Bill and moved up to No.1 in our store and in the chain. After that I didn't win it consistently because the competition became pretty stiff, but I was always in the top three. Other salesmen congratulated me on my success. Bill, on the other hand, didn't say much. It was obvious that Bill didn't like what was happening at all. There was quite a bit of tension between us because I was really rolling up the sales.