What Can You Do to Get Better?
Follow the masters

I began this year in retrospect by reading a 50-year-old book on the masters of selling. The book, titled “America’s Twelve Master Salesmen,” is based on the fact that each master salesman had one extremely powerful principle or philosophy upon which his or her success was based. And so, to challenge your 2003, here are some of the masters’ philosophies.

1. James A. Farley (corporate executive) Principle: Idlers do not last long. Farley believed that doing several things at once was the key to accomplishment. His secret was doing new things at the same time he was following up and building relationships. Often sending 100 letters a day, he was renowned for making and keeping friends.

2. Max Hess, Jr. (retail store chain owner) Principle: Strive for a specific goal. My father used to say, “There’s no fun or excitement in just running a store. That way it’s drudgery. The fun and excitement come out of always figuring ways to stay ahead of the other fellow.” He believed in the stimulating power of keeping Hess Brothers forever exciting – exciting not only for the people who shop there but for those who work in the store.

3. Conrad N. Hilton (hotel owner) Principle: Make them want to come back. Hilton knew that one hotel is like any other hotel. The difference is in how you treat the guests. All he asked of his employees was to be nice to people so they would want to come back. They have been coming back for nearly 100 years.

4. Alex M. Lewyt (manufacturer of the Lewyt vacuum cleaner) Principle: Believe in your product and love it. Lewyt said that having the best product is not enough. You must believe it’s the best, and share your passion through every marketing and advertising means.

5. Alfred E. Lyon (street salesman in Manhattan and later corporate executive) Principle: Sell yourself first. “Remember, your customers don’t buy your product. They buy you. If they buy you, they will sell your product for you.”

6. Mary Margaret McBride (radio broadcaster and columnist.) Principle: Honesty is the best policy. “If I am convinced in my heart and mind that I’m speaking the truth, I approach the job as I would a sale – with zest and interest. Honesty breeds loyal customers.” Her values made her a fortune.

OK. There’re six of them. Next time, more of the master salespeople of their time will reveal sales insights that will take you to the next level.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

Back to Sales Index

Back to February Issue

Copyright 1996-2003, by Kentucky Business Online.  All rights reserved.

Editorial content is copyright 2003, Lane Communications Group
All editorial material is fully protected and must not be reproduced in any manner without prior permission.

The Lane Report is a trademark of Lane Communications Group.  All other trademarks are the property of their respective owners.