Here's why good ideas are lousy ideas...

Hail fellow well met is sales shorthand for the type of 'salesperson' typified by the old Fuller Brush or Kirby Vaccuum Cleaner Man syndrome: too hearty greeting, shake hands, big smile, slap them on the back or shoulder, B.S. B.S. B.S...and more hype and B.S. Totally phony and totally a turn off to all but the most naive of people. I've been told that neither of these outfits use this approach these days.

TW, there's an aspect of this that hasn't been discussed...your appearance or approach. It's a touchy subject but let's do a quick self-analysis. Go stand in front of a full length mirror dressed just like you would be for a sales call. Stand off to the side and back away from the mirror then watch yourself as you walk up to your imaginary potential client. Look closely at your posture...upright and projecting confidence or timid mouse with head bent and slouching? Look at your face...smiling with the eyes, and eventually the mouth, or kind of resigned and grim? Your walk...easy confidence or fearful and hesitant? Your hands...well-groomed or shabby workmen's hands? Nothing wrong with workmen's hands as long as they're clean and not too abrasive when you shake hands. Handshake...is it firm but not crunching? Is your hand or theirs on top when you shake hands...should be theirs to reassure them and 'give them the power' to like you instantly. When you smile or talk, is your breath a garlic killer or neutral-nice smelling? Your clothes...clean and pressed neatly, shirt tucked in, belt on when needed, shoes shined or clean and not smudged with mud or grass stains? Hair neat and not too radical a style? It's all basic salesmanship 101 but sometimes we don't see ourselves as others see us so you might want to check it out and see if this is part of it.

I know Ankesh and I have both encouraged you to change your approach and work by appointment only. Door to door is the least effective way to work sales...and, frankly, those few who can pull it off successfully, are rare indeed. Do yourself a favor and work smart, not hard.

The first group of salespeople I ever supervised used to get together in the morning and sing some rousing songs and stood up and shifted back and forth on their feet to get the blood circulating and the positive energy flowing. The good feelings and energy carried on into their sales calls all day and made a real difference. If you don't have a group, do it by yourself singing along to your favorite POSITVE message songs. Now, go out with a song in your heart, a smile on your face, and light in your eyes. You'll be magnetically attractive to people because folks like to be around positive, upbeat folks who lift their spirits instead of crushing them with negativity.

Sandi Bowman

Hi Sandi...

I've never done door to door sales.

I look fine. But -- I do look a wee bit odd, I guess you could say. I do not look 'typical.'

I look a little more like an artist type than an IBM man. This comes across no matter what clothes I'm wearing. Think Albert Einstein in a suit. I look NOTHING like AE -- but I give off that same 'boy genius' vibe. Which is GREAT if one approaches people who appreciate and are OPEN MINDED ENOUGH to see potential 'hidden helpfulness' in someone who's a little off center. Think a well-groomed, well-dressed Columbo type -- for lack of a better description.

I'm a creative type -- and that vibe cannot be hidden... no matter what haircut i get or which clothes I wear.

Trouble is, there doens't seem to be anyone open-minded enough to let me (even) describe a new incoming idea -- or ANY incoming idea.

Then you may say -- don't handle it as if it's a "new" idea, etc. But there's no way to do that really -- because it *IS* a new incoming idea.

Oh wait, I just remembered I once DID do some door-to-door sales. I produced an audio cd to help small biz's with their marketing. I packaged them up and took them (with a countertop display rack) to some printers + mail boxes, etc. type places --- told them they could put these on the counter ON CONSIGNMENT (they pay NOTHING) -- and see how they go. Exact number of takers: ZERO. Yup, even on a completely no-risk 'scheme' like that.

But of course they are going to say 'take a hike.' Their 'incoming new idea filter' is set on the default setting ---- ***KILL***

People do not like 'creative types,' generally, I've found. The number of people who do, are statistically zero.

Sorry for all the 'whine.'

-- TW

PS: I always admired Howard Stern -- not because he's funny (actually I don't think he's funny at all). I admire him because he managed to somehow bridge the gap between 'weirdo' and 'mainstream.' I don't know how he did it, but he did. For myself, I haven't managed to bridge that gap, it appears. When I encounter someone who's eithe 'sympatico' or (at least) appreciates things that come out of left field, then all is fine. Most people look at the unusual with disdain, fear, etc. In other words, close-mindedness. The ENTHUSIASM I have for what I'm offering actually acts AGAINST me, perhaps. They don't share the enthusiasm (understandable because they don't even know what "IT" is yet) -- but they are also additionally suspicious because/if I AM enthusiastic, perhaps (?)

TW:

Why don't you talk about what you're trying to do in some detail here so people might be better able to help you? Since you are trying to approach local businesses, it doesn't seem that talking about your ideas here would "give the game away" or anything. How about some details?

Originally Posted by -TW

Hi Sandi...

I've never done door to door sales.

I look fine. But -- I do look a wee bit odd, I guess you could say. I do not look 'typical.'

I look a little more like an artist type than an IBM man. This comes across no matter what clothes I'm wearing. Think Albert Einstein in a suit. I look NOTHING like AE -- but I give off that same 'boy genius' vibe. Which is GREAT if one approaches people who appreciate and are OPEN MINDED ENOUGH to see potential 'hidden helpfulness' in someone who's a little off center. Think a well-groomed, well-dressed Columbo type -- for lack of a better description.

I'm a creative type -- and that vibe cannot be hidden... no matter what haircut i get or which clothes I wear.

Trouble is, there doens't seem to be anyone open-minded enough to let me (even) describe a new incoming idea -- or ANY incoming idea.

Then you may say -- don't handle it as if it's a "new" idea, etc. But there's no way to do that really -- because it *IS* a new incoming idea.

Oh wait, I just remembered I once DID do some door-to-door sales. I produced an audio cd to help small biz's with their marketing. I packaged them up and took them (with a countertop display rack) to some printers + mail boxes, etc. type places --- told them they could put these on the counter ON CONSIGNMENT (they pay NOTHING) -- and see how they go. Exact number of takers: ZERO. Yup, even on a completely no-risk 'scheme' like that.

But of course they are going to say 'take a hike.' Their 'incoming new idea filter' is set on the default setting ---- ***KILL***

People do not like 'creative types,' generally, I've found. The number of people who do, are statistically zero.

Sorry for all the 'whine.'

-- TW

PS: I always admired Howard Stern -- not because he's funny (actually I don't think he's funny at all). I admire him because he managed to somehow bridge the gap between 'weirdo' and 'mainstream.' I don't know how he did it, but he did. For myself, I haven't managed to bridge that gap, it appears. When I encounter someone who's eithe 'sympatico' or (at least) appreciates things that come out of left field, then all is fine. Most people look at the unusual with disdain, fear, etc. In other words, close-mindedness. The ENTHUSIASM I have for what I'm offering actually acts AGAINST me, perhaps. They don't share the enthusiasm (understandable because they don't even know what "IT" is yet) -- but they are also additionally suspicious because/if I AM enthusiastic, perhaps (?)

TW, your biggest problem isn't your artistic effect, it's between your ears. You perceive yourself as weird, others will, too. Suggest you work on revising your ideas about yourself and others. All the sales help in the world won't help you until you adjust your suppositions and attitude about things.

Now a question for you: why do you keep batting your head against a brick wall if rejection and hostility is all you get for your considerable efforts? Why not go where the going is easier and the rewards greater? Admit to yourself, if to no one else, that you're burned out on this endeavour and try something else that is more compatible with your artistic appearance and possibly even your interests. Perhaps selling artworks would be a better niche for you.

Only a masochist would keep pursuing happiness in an unprofitable and demoralizing rut. Your discomfort is probably coming across to your potential clients and making them uncomfortable enough to show you the door.

Is it possible that you're using this 'seeking help with...' the same way the briefcase brigade in the afternoon movies do...to escape something that simply is not really your cup of tea? Be honest with yourself....and good luck!

Sandi Bowman

I'd be much better talking to people like Sir Richard Branson than to local biz owners in my local C of C -- if that gives you an idea.

I really want to help people -- and I know I could -- if I could just get them to give me a chance to hear me out. It's like Zig Ziglar says -- a message can travel around the world in a split second, but often it takes years for it to travel that last 1/2-inch (the ear canal).

That's why I keep at it -- trying to figure out how to get through to the right people -- so I can be helpful. I know the ideas would work -- just as Don Alm's ideas would work -- if you could just figure out how to get the ideas through to people who'd be receptive to them.

Let's take this as a REAL-LIFE example...

A local magazine in my hometown. It's NEW, and it's called VIVACITY. It's one of those local, independent, slick magazines -- available FREE at supermarkets, etc. Full of slick photos + feature articles. Supported totally by ADS.

Now, as I flip through the pages, I see maybe 25 ads. What do those ads represent? They represent to sum total of the ads the poor shlubs (sales reps) who went into the trenches and 'sold' the ads.

Why were the results 25 ads, and not 225 ads? Because the 'other' 200 potential customers said "GET LOST!" to all the arm twisting + begging (or whatever sales techniques were employed).

Conversations going something like this: [whatever technique used to *finally* talk to the decision maker] -- then it comes out that "this" is about advertising in a magazine, to which the response is: "Sorry - not interested [click]."

Did those 200 summarily say 'get lost' because the magazine would not produce results???

maybe -- but maybe not. Maybe all (or much) of that rejection is due to businesses having their 'incoming new ideas filter' (just plain) set on ***KILL***.

Also, note to Ankesh -- if they had used YOUR method(s) (aka passive), they would have gotten no ads, perhaps.

So 25 is much better than none -- but no where near as good as 225.

The 200 that rejected the 'idea' of the magazine actually being a HELP to them did so REGARDLESS of whether the 'idea' of the magazine was a good one or a bad one. I contend it's the result of an overall POLICY of rejecting new incoming ideas, WHATEVER they may be.

THAT'S the brick wall I am beating my head against -- willingly (but whiningly).

-- TW

PS: I made up the numbers above, but I think they may be pretty accurate.

[Dien Rice]

Hi TW,

Reading through what you've written, I get the feeling you want people to buy for "logical" reasons... Seems sensible, right?

There's a saying... "People buy from emotion, and justify it with logic." (I first read it from Joe Sugarman, though it's floating around various places...)

I believe in 99% of cases, it's true! The reason why they buy is primarily emotional. Then... They try to "justify" it with a logical reason. So you need both emotional as well as logical appeal.

Let me give you an example... I have a Macbook (currently not working, and very much missed - I still have to repair it... I'm writing this on an older Toshiba laptop). Why did I originally buy the Macbook? If I'm honest with myself, it's because I find it incredibly "sexy"! It's a beautiful looking machine... It's "cool". I've also used Macs in the distant past, and always thought they were "cool" too.

But... I also "justified" my purchase with logic. When I was considering to buy it, I thought... I can put Windows on it, and have 2 operating systems (both Mac OS X, and Windows)! So it's like two computers in one - and thus, a bargain! Voila! Sale completed!

The bottom line is - in 99% of cases, people don't buy on "logic" alone. Unless you also make the "emotional" sale, the sale probably won't be made.

Anyway, just a few thoughts... Take what you like from it.

Best wishes,

Dien

[Ankesh]

Originally Posted by -TW

Also, note to Ankesh -- if they had used YOUR method(s) (aka passive), they would have gotten no ads, perhaps.

MillionDollarHomePage.com - sold a million dollars worth of ads within what - 2-3 months? He got 3000 people to buy the ads on his site. Out of those 3000 - he may have personally called upon maybe 8-9 folks to buy the ads in the initial days of his website.

So how did he get the other 2990 folks to buy ads? Yep. Buzz creation. Massive public relations.

-----

I'm not saying direct selling doesn't make sense. But direct selling alone is a harder route.

Its like the old fights copywriters used to have. One group only focused on long copy - facts and benefits. Giving strong reason why. Another group focused only on image building ads - branding - making their way into folks memory.

It wasn't until David Ogilvy came to the scene that both the fields got merged (somewhat). Ogilvy used the best tactics from both the camps. He stuck to reason-why selling. But also used gimmicks and anchoring techniques like using eye patches to sell shirts - to seep into people's memory.

The ad that tripled the annual sales of Hathaway shirts:
http://anke.sh/eyepatch-ad

I'm trying to make the same point here. Merge both the fields. Don't draw boundaries around different camps of marketing. Use the best ideas from both of them.

The question to ask is - what can the newspaper supplement do to sell 225 ads?

1. Publish a 64 page newspaper to fit so many ads.
2. Hire more folks to do the selling of ads.
3. Create themes. Like "green month" and so on. Easier to get advertising if you follow themes.
4. Give yearly discounts to merchants who buy ads to run throughout the year.
5. Track sales of 10-12 advertisers (teach them techniques of soft and hard tracking - depending on their situation - if their ads don't have any tracking device of its own). Create a book of case studies out of that. And then send that book of case studies to all the prospects before making your first call to them.
6. Joint venture with the local radio station. They promote the paper when they have no other ads to run. In turn - you promote the radio station in all the issues of the newspaper.
7. Follow up with advertisers. If you find out that they've had a good month - suggest them to write a press release announcing the fact. Or you could write a joint press release too (obviously giving more attention to the advertiser than to the paper.)
8. Organize a raffle or something. If folks subscribe to the newspapers - they can win a big screen TV. Increase the number of subscribers and the advertisers will automatically increase.

[MMacGillivray]

Hi, TW - you're giving yourself such a beating :O)

I wonder if you've ever stood on the other side of the counter? Have you worked in a retail/reception environment where you have to sell direct to the public - maybe this is where your forte is? (Someone once said that to me - and it was true!)

First of all, I like the products which we sell in our shop. I am confident of their quality, their design, their value for money. So, when people come in, it's so easy to allow them to do the buying. OK, there are a percentage who go away without anything. But that's a good thing. .... here's the reason why.

As a shopkeeper, I need people to come into the shop. I need them to look around quite thoroughly to see what's available. If they don't buy, at least they have seen what is on offer and they know exactly where to get it if and when they need it. Retailing doesn't work at all without the process of someone looking at our shop window and/or coming in to the store.

There are people who just want to do their own thing; who resent the intrusion and will be put off if you invade their space. Sometimes I like to shop like this; I just want to go into a store and pick up the items I need.

There are people who love personal service, whether or not they have any intention to buy. Some tourists will ask for help, allow you to tear the shop apart to show them everything remotely interesting and then buy a postcard. There are other people who will come in, ask for your help, and end up spending a lot of money because you're completely in tune with what they want.

Then there are the folks who are relaxed, interested only in a cup of coffee, but while in the store they will spot something which, like Dien's MacBook, just catches their imagination - and suddenly they've spent a huge amount of money for a cup of coffee!

We make friends out of our customers; we help them when they're stranded with heavy parcels, needing a lift home. (OK, that courtesy extends to the town boundaries, but you get my drift!) We order stuff specially for them, find out about products, do our absolute best to give good service.

That's one side of standing on our side of the retail counter. A different side is dealing with the sales people who call in. I hope we are courteous, but we don't always have the time or inclination to speak to someone if they turn up unannounced. If it's lunch time and the coffee shop is going flat out, it's the wrong time to do more than wave at me from the front door if you're hoping to sell me something. Then, if you do get to speak to me, you have to allow me to make the decision on whether or not your products are suitable for our store. It's my money I'll be spending.

However, if I say "No, it's not for us." then I'm quite likely to be helpful if a rep asks "Where's a good place for me to try?" Now that's useful to you because I know the town, I know the types of businesses because I keep an eye on my competition, so I can probably suggest a good fit for your product.

As a buyer, I amn't going to buy because of the logic of the product itself. I am going to buy something because I think it will add value to my offering to my customers. Also, as a retailer, I have found that if the product isn't good enough for me to buy (ie sale or return goods), then they're just not good enough to waste our valuable shelf space. I amn't going to spend money on advertising if my budget is already spent for the month or the year. But I might be seduced by a special offer if the price is right for a last minute ad.

I don't know if this helps you or not; you have to be able to "transmogrify" into the other person because you have to know and understand his or her problem.

Margaret

ps, I did try direct sales a couple of times - and was well out of my comfort zone. However, one thing I did learn out of it was that you maybe ought to call back again a few days or weeks later to see if there is a change of heart. It takes a bit of organisation to follow up, but assuming that a decision is a lifetime event can be an expensive mistake. Even if you leave every type of contact information possible, people lose it, bin it, shred it - or file it in the attic, so it is up to you to put your head above the parapet and give it one more try.

pps. It could be a good idea sending a thank-you card to prospects after you've seen them, especially the ones who didn't buy, especially if you chose a postcard or greeting card which is memorable.

[Dien Rice]

Originally Posted by -TW

I look fine. But -- I do look a wee bit odd, I guess you could say. I do not look 'typical.'

I look a little more like an artist type than an IBM man. This comes across no matter what clothes I'm wearing. Think Albert Einstein in a suit. I look NOTHING like AE -- but I give off that same 'boy genius' vibe. Which is GREAT if one approaches people who appreciate and are OPEN MINDED ENOUGH to see potential 'hidden helpfulness' in someone who's a little off center. Think a well-groomed, well-dressed Columbo type -- for lack of a better description.

Hi TW,

If you haven't read it, I suggest you read the book "Influence" by Robert Cialdini. (There are two versions out there, a "popular" version and a more "academic" version - either one is good.)

As you may know, Robert Cialdini is a professor of social psychology at Arizona State University, and did many studies "in the field" of the techniques people use to persuade. Often, this meant applying for jobs as a salesperson, and watching what the successful salespeople did, and also doing it himself!

Anyhow, he identifies six principles to success in sales...

1. Reciprocity
2. Commitment and consistency
3. Social proof
4. Liking
5. Authority
6. Scarcity

One of them, liking, is about - of course - how much people like you. If people like you, then you're more likely to make a sale...

One part of this that he talks about is that people tend to like other people who are similar to themselves. The more you are similar to them, the more they like you... and the more likely you'll make a sale.

That means, the more you dress like them, the more you talk like them, even how fast you talk - will affect your sales. A slow talker may not make sales in fast-talking places (like New York), but may make better sales where people tend to talk at a more leisurely pace. And of course, vice versa is true too.

The reason why I bring this up is because, based on what you said, you may not look like, or be like, your prospects. If they think you're too "different" - they may not want to buy from you. It has nothing to do with "logic" - it's purely an emotional reaction. There are two solutions - (1) either make a conscious effort to be as similar as possible to your prospects, or (2) only sell to people who are similar to you.

Anyway, take what you like from this... Just reporting what's in his book. I have found how you dress, how you talk, etc., can and does make a difference...

Of course, others have made excellent comments too. I've done some sales (I took a sales job for a few months mainly to get some "real world" experience), and I found what I learned on this forum over the years really helped me immensely...! To the extent that I even won sales competitions at the company I was working for, etc. It's not easy - it can be a real emotional challenge keeping a positive attitude when you get rejection after rejection. You can't take it personally. And I'm probably the farthest person in existence from a "natural" salesperson!

By the way, if you use humor, some advice I read once was to use self-effacing humor. Make lighthearted fun of yourself. People like that... It shows you're humble, and that you don't consider yourself "better" than them... People like to feel that they're superior, and that you "look up" to them... So trying to prove that you're "superior" and that they're "stupid" can be a losing game - nobody likes to feel stupid. Some politicians use self-effacing humor to great effect to "win over" the population with their charm... But that's a whole other post.

Best wishes,

Dien

That's very helpful info.

Yes, I see how being like them helps. And how it's not logical (they should theoretically base their decisions on the actual *merits* of the offering (only)).

The are some who like + appreciate a little eccentricity -- but most don't.

Stomaching the rejection is part of the deal, I know. I don't mind getting blood from a stone. It's when I can't get even a drop, that it gets a little stomach churning. When there's NO heat coming from the other side of the door. When making calls yields the same results as not making calls. You get the picture.

As that book points out, unfortunately the actual merits of the offering are NOT what determines the outcome. Which was kind of the point of my op. Good ideas are treated the SAME as bad ideas, all else being equal. The fact that an idea is GOOD makes it no more 'sellable' than if it were a lousy idea.

It's OTHER factors that are all-important.

-- TW