HowtoSellAnythingtoAnybody

“ItwouldbesafetosaythatJoeGirardistotheautomobilebusinesswhatTyCobbistobaseball.”

—P.M.Novell,generalsalesmanager,FordDivision,FordMotorCompany“Ourfavoriteillustrationofclosenesstothecustomer….Joeseemstogenuinely

care.”

—fromInSearchofExcellencebyThomasJ.PetersandRobertH.Waterman,Jr.

PraiseforJoeGirard,theworld’sgreatestsalesman!

“Theconsummatesalesman.”

—Forbes

“Enthusiasticandmotivating!”

—Deloitte&Touche“JoeGirardissomethingSPECIAL.”

—Newsweek

“Anoutstandingsuccess,[JoeGirard]istruly#1!”

—JohnDeereCompany“Elevatedourspiritsandgaveusinspirationandhope.”

—YamahaMotorcycleCorp.

“Madeusawareofwhatattitudeistowardsuccess.”

—SeaRayboats

ALSOBYJOEGIRARD

HowtoSellYourself

HowtoCloseEverySale

MasteringYourWaytotheTop

HOWTOSELLANYTHING

TOANYBODY

JOEGIRARD

withStanleyH.BrownAFiresideBookPublishedbySimon&Schuster

NewYorkLondonTorontoSydneyFIRESIDERockefellerCenter1230AvenueoftheAmericasNewYork,NY10020

www.SimonandSchuster.com

Copyright©1977byJoeGirardandStanleyH.BrownCopyrightrenewed©2005byJoeGirardAllrightsreserved,includingtherightofreproductioninwholeorinpartinanyform.

FirstFiresideEdition2006

FIRESIDEandcolophonareregisteredtrademarksofSimon&Schuster,Inc.

Forinformationregardingspecialdiscountsforbulkpurchases,pleasecontactSimon&SchusterSpecialSalesat1-800-456-6798orbusiness@simonandschuster.com.

DesignedbyJaimePutortiManufacturedintheUnitedStatesofAmerica10987654321

TheLibraryofCongresshascataloguedthehardcovereditionasfollows:Girard,Joe.

Howtosellanythingtoanybody/JoeGirardwithStanleyH.Brown.

p.cm.

1.Girard,Joe.

2.Salespersonnel—Biography.

3.Selling.

I.Brown,StanleyH.

II.Title.

HF5439.5.G57A33658.8577-21683

ISBN-13:978-0-7432-7396-1eISBN:978-1-43913667-6

ISBN-10:0-7432-7396-6

DedicationTomysaintedmotherinHeavenforthelovethatsavedmylifeandhelpedmebelievethatIwasaworthwhilehumanbeing

Contents1Introduction

2TheEndofaLoser,theBeginningofaWinner

3ItAllBeginswithWant

4TheMoochIsaHumanBeing

5Girard’sLawof250

6Don’tJointheClub

7WhatDoYouDoAfterYouSellYourUncleHarry?

8FilltheSeatsontheFerrisWheel

9Girard’sToolbox

10GettingThemtoReadtheMail

11HuntingwithBirddogs

12KnowingWhatYoureDoingandWhy

13HonestyIstheBestPolicy

14FacingtheCustomer

15SellingtheSmell

16EspionageandIntelligence

17LockingThemUp

18WinningAftertheClose

19AlltheHelpYouCanGet

20SpendingandGetting

21ThereIsNoLast

1

IntroductionYou’vegotthisbookinyourhandsbecauseyouthinkitcanhelpyougetmoreoutofyourwork—moremoneyandmorepersonalsatisfaction.Thisprobablyisn’tthefirstbookaboutsellingthatyouhaveread.Chancesareyouhaveseenandreadalotofotherbooks,booksthatpromisetogiveyouthe“secrets,”themagic,theinspiration.Youprobablyalreadyknowalotabouthowtohypeyourselfbylookinginthemirroreverymorningandrepeatingcertainphrasestoyourself.Bynowyouknowthemysteriesof“PMLA”and“HPD”andsomeothermagical-powerexpressionsandattitudebuilders.Youknowalotaboutwhatyoushouldthinkandwhatyoushouldn’tthink,positiveandnegative.Andmaybeyouarealittleconfusedbythistimefromallthecontradictoryadvicethebookshaveoffered.

Idon’twanttotakeanythingawayfromthepromoters,theexperts,andtheotherwell-meaningpeoplewhogrindoutallthosebooks.Theyhavetomakealivingtoo.

Butlet’sfaceit.Whatyouwanttoknowishowtosellrealproductsandservicesnow.Andmostofthoseauthorsneversoldverymuchintheirlives,excepttheirbooks.Theymaybeprofessionalwritersorprofessionalsalestrainingexperts.Someofthemmayhavespentafewweeksormonthssellingsomethinguntiltheyfiguredoutsomethingatwhichtheywerebetter.Andmaybeoneofthemmadeagoodlivingsellingonemultimillion-dollarrealestatedevelopmenteverytwoyears,whichhasnothingtodowiththekindofsellingyoudoandwanttodobetter.

That’sthepoint.Theyjustaren’tourkindofsalesman,outtheresellingeverydayforaliving.Theydon’tdoitbecausetheyhaveto.Whenyoureadtheirbooks,theysoundfine.Andtheyprobablygiveyoualittlehelp,maybeeven

enoughtoearnbackwhattheycostyou.Butwhenyouthinkaboutthosebooks,yourealizeprettysoonthatthesewriters—eventhebestofthem—justaren’tourkindofsalesman.

ButIam.Isoldcarsandtrucks.Newones,atretail,nofleetdeals,justnewcarsandtrucks,oneatatime,facetoface,bellytobelly,tothesamekindofpeopleyousellto,everyday.Maybeyousellcarsorsuitsorhousesorappliancesorfurnitureorsomethingelse,dayinanddayout,somethingthatyouhavetosellalotoftomakeout.Andwhenyoureadthesebooksbytheexperts,youprobablyhavethesamegutreactionIdo:There’ssomethingmissing.Whatismissing,yourintuitiontellsyou,isfirst-hand,on-the-jobinvolvementwithourproblems,ourpeople,ourworld.Thoseguysjustdon’tfeellikethey’vebeenoutthereinthetrencheseverydaythewaywehavetobeifwe’regoingtoeattomorrow.

That’swhymybookisdifferent.That’swhythisbookisgoingtoworkforyouinwaysthattheothersneverdid.BecauseIwasoutthereeverydaythewayyouare.Ididwhatyoudo.Ifeltwhatyoufeel.Iwantedwhatyouwant.AndIgotit.Otherpeoplehavebeencalledtheworld’sgreatestsalesman.Buttheyaren’tourkindofsalesman.Amongourkindofsalesman,Iamtheworld’sgreatest.Youdon’thavetotakemywordforthatclaim.Ifyouwanttocheckmeout,takealookattheworld’sforemostauthority,theGuinnessBookofRecords.ToproveIamnotA.T.A.N.A.(alltalkandnoaction)liketheothersthatsaytheyare#1withtheirself-proclaimedrecords,myclaimwasauditedbyoneofthetopauditingfirms,Deloitte&Touche(letteravailableuponrequest).Lookuptheworld’sgreatestsalesman.You’llfindthatit’sme,JoeGirard.OrcheckstoriesaboutmeinNewsweek,Forbes,Penthouse,andWoman’sDay,orinhundredsofothermagazinesandnewspapers.You’veprobablyseenmeononeoranothernationaltelevisionshowinrecentyears.Andtheyalwaysintroducemeas“theworld’sgreatestsalesman”asattestedbytheGuinnessBookofRecords.

HowwelldidIdoafterIstartedsellingin1963?Inmyfirstyear,Isoldonly267

cars.Only!Eventhosedaysthatwouldbemorethanjustaliving.Inthatfirstyear,Iwasmaybethetopguyinthedealership.In1966,myfourthyear,Isold614carsandtrucks(retail).ThisistheyearIbecameNUMBERONERETAILCARANDTRUCKSALESMANINTHEWORLD.Andeveryyearsince,IwastheNUMBERONERETAILCARANDTRUCKSALESMAN,increasingmybusinessbetterthan10percentayearandsomeyearsashighas20percent,evenwhenwehadbadrecessions,layoffs,andlongstrikes.Infact,theworsetheeconomygot,thesmarterIworkedandthebetterIdid.IhavestayedontopevenwhentheautodealersintheDetroitareacuttheworkweekfromsixdaystofive.

In1976,whichwasmybiggestyear,Ihadgrossearningsfromcommissionsinexcessof$300,000.Nottoomanybeatme,exceptmaybethoseguyswhospendthreeyearspayingoffsomecabinetministerinsomecountrytobuytheirairplanesormissiles.Butthat’snotthekindofsellingyouandIaretalkingabout.

Whatwearetalkingaboutisaprofessionthatusesskillsandtoolsandexperienceandpractice.Itbringsuslotsofheadachesandfrustrations,nomatterhowwellwedo.Butwhenwedoitright,itbringsusmorefinancialandemotionalpleasurethananyotherkindofworkintheworld.IdidwhatIdidbecauseIlovethemoneyandtheexcitementandthesatisfactionofwinningagainandagainandagain.

Youmayalreadybedoingprettywell.Youmayhaveahome,avacationplace,aboat,andacoupleofcars.Butifyouhavereadthisfar,youthinkthereismoretobehadthanthat.Andyou’reright.Thereismoreofallthekindsofprideandsatisfactioneverygoodsalesmanshouldfeel.Infact,thebetteryouare,themoreyoushouldwant.Ifyouthinkyouhaveenoughofeverything,thenyouaren’tdoingaswellasyoucould,sokeeponreading.BecauseIhaveatotalsystemforsellingthatisalotlikefarminginacountrywherethingsgrowallthetime.Withmysystem,youdoalotofthingsthatarelikeplantingseeds.Youdothemall

thetime,andthenyoubegintoharvest—allthetime.Andeverytimeyouhaveharvestedasale,youplantsomethingelse.Youplantandplantandharvestandharvest—allthetime—througheveryseason.Thereisnothinglikeit.Iguaranteeit.

Butifyouthinkthatthereisnothingyoucandotosellandwin,becauseyou’realoser,letmetellyouthatIwasabiggerloserthanyouhaveeverbeen.

Forthefirst35yearsofmylifeIwastheworld’sbiggestloser.Igotthrownoutofhighschool.Igotthrownoutofabout40differentjobs.Ilastedonly97daysintheU.S.Army.Icouldn’tevenmakeitasacrook.Itriedtwice.ThefirsttimeIwoundupwithnothingbutanightofterrorinjuveniledetention.Thesecondtimethechargesagainstmeweredismissedforlackofevidence.AndwhenIfinallygotintoabusinesswhereIwasmakingasmallbutfairlysteadyincome,thefirsttimeItriedtoexpandIwoundupfacingbankruptcy,owingmoremoneythanIhadeverseen,becauseIbelievedsomebodywhohadnoreasontotellmethetruth.

HowIgotfromtheretohereiswhatthisbookisabout.Thisbookisnotbeingwrittenbyaspectatorwithafancytitleandalotofdegrees.Thisisbeingwrittenbyaworkingsalesmanwhowasinthefrontlineseverydayselling.EvenwhenItravelaroundthecountrygivingtalkstoothersalesmen,Iamselling,becausesalesmenhavetobesoldthatthepeoplewhoshowthemhowtodoitknowhowtodoitbecausetheydidit.ThestoryofhowIgottobetheworld’sgreatestsalesmangivesmeanenormousamountofpride.ButIgetevenmorefromthelettersIreceivefromworkingsalesmenwhomeetmeandhearmetalkandthenwritetellingmehowIhavechangedtheirlivesbymakingthembetter,happier,moreprosperoussalesmen.

WINNINGBLOODLESSVICTORIESRememberthatforarealsalesmanthereisnothingbetterthanselling.Itislikehomerunsforahitter,touchdownsforarunningback,victoriesforageneral.

Butwhenasalesmansellstherearenolosers.Boththebuyerandthesellerwinifit’sagoodsale.Theconfrontationthatleadstoasaleislikeagameorawar,butonewherenobodybleeds,nobodyloses,everybodywins.What’sbetterthanthat?

Buttheprocessthatleadstothatvictoryshouldstartlongbeforeyoueverseeyourprospectforthefirsttime.Anditgoesonlongafterthecustomersignstheorder,pays,andleaveswithhispurchase.Infact,ifyouthinkthesaleendswhen,liketheysayinthecarbusiness,youseethecustomer’staillights,you’regoingtolosemoresalesthanyoueverdreamedof.Butifyouunderstandhowsellingcanbeacontinuingprocessthatneverends,thenyou’regoingtomakeittothebigtime.

Oncemysellingsystemgotintohighgear,Ineverhadtolookforcustomersamongthepeoplewhowalkintothefrontdooroftheshowroom.Ididn’ttake“ups.”Allmycustomersinthosedayswerepeoplewhoaskedformebyname.Allofthem.Andforevery10salesImade,roughly6ofthemweretopeopleIsoldatleastoncebefore.Andwe’retalkingaboutautomobiles.Peoplebuythemabouteverythreeorfouryears,andevenlessoftenamongthemiddle-andworking-classpeoplewhoweremostofmysales.Ifyou’resellingclothesorboozeorthingsthatpeoplebuyalotmoreoften,gettingthembackagainandagainisevenmoreimportant.Butitishardertodowithcars.SoifIcanshowyouthewaysIkeptpeoplecomingbacktobuycarsfromme,youknowit’sgoingtomeanevenmoresalesforyouifyou’resellingtheseotherkindsofproductsandserviceswheresuccessdependsevenmoreonbringingthembackagain.

Iguaranteeyouthatmysystemwillworkforyou,ifyouunderstanditandfollowit.IlookedatsellingsituationsandcustomersindifferentwaysthanIoncedid.ThismeansthatIhavechangedmyattitudeaboutalotofaspectsofmyprofession.Iknowtherearealotofpeoplewhotalkabouttheimportanceof

attitudes.TheytellyouthatifyouchangeyourattitudetowardsomethingtheyhaveputCAPITALLETTERSon,theneverythingwillbejustdandyforyou.Mostofthesepeoplearesincerebuttheyaren’touttheresellingface-to-facedayafterday.

Let’sfaceit.Weliveintherealworld,anditisaverytoughworld.Whateveryouareselling,thereisprobablysomebodyelseouttheresellingoneexactlylikeit.Notprobably.It’safact.Itisaverycompetitiveworld.And,asidefromthethousandsofChevysalesmenwhoaretryingtosellexactlythesamecartoexactlythesamecustomersasIwas,therearehundredsofthousandsofothersalespeopletryingtotakethesamemoneyfromthemforeverythingfromfurniture,houses,swimmingpools,andmotorboatstovacationtrips,tuition,andsavingsaccounts.Andwhenyoufinallygetthecustomertocomein,heislookingtohustleyouinsomeway,notbecauseheisabadpersonbutbecausehehascometobelievethatyouare.Itisaverytoughprofessionwehavechosen,butifwechoosetodealwithitasaprofessionwithrulesandstandardsandprinciples,itcanbemadetopayoffinfinancialandemotionalsatisfaction.

Thefirstthingyou’dbetterknow—ifyoudon’tknowitalready—isthatthisisnotalwaysaniceworld.Competitionisatoughgame,buteverybodycompeteswitheverybodyelseforeverythingyouandtheywant.Iamnophilosopher,butIknewthatalmostfromthedayIwasborn.AnditisoneofthefewthingsIlearnedbeforetheageof35thatturnedouttobeusefultome.WhatIamtryingtosayisthattheso-calledexpertsareputtingideasinyourwaythatyouwilleitherhavetogetridoforreshapebeforetheycanhelpyoumakemoremoneyandhavemoresatisfactionfromselling.

Itisaverytough,competitiveworld.ButwhenIsaythat,Idon’tmeanthatyouaregoingtohavetocheatorstealtosurvive.StickwithmeandyouwillseewhatIdomean.Youwillseehowyoucanchangepeoplebysellingthemtherightway,myway,andwindupwiththeirmoneyandtheirfriendship.Infact,if

youdon’tgetboththeirmoneyandtheirfriendship,youarenotgoingtobeinbusinessverylong.Don’tgetmewrong:WhenItalkaboutfriendship,Iamnottalkingaboutgoody-goodythingslikeLoveThyNeighbor.Howyougetalongwithyourneighborisstrictlyyourbusiness.ButwhenyougettothechapterontheLawof250youwillunderstandexactlywhatImeanbyfriendship.Wearegoingtodealwiththekindsofattitudescustomershavetowardsalesmenandtheimportanceoftellingthetruthandthevalueofcertainkindsoflies.Ifyoudon’tunderstandwhomyou’redealingwithandwhattheyreallywanttohear,thenyoucan’tmakeitinthelongrun.Iassureyouofthat.

Butevenbeforewegettothebusinessofyourcustomers’attitudes,wearegoingtohavetodealwithyourown.RememberthatIwasatotalloserfor35years,whichIamgoingtodescribewithenoughdetailsoyou’llstarttofeelsorryforme,likeIfeltsorryformyself.ButI’lltellyourightnowthatfeelingsorryforyourselfisatrap.Itguaranteesthatyou’llkeeponlosing.Itkillseverythingthatittakestobeawinnerinthewaroflifeandofselling.I’llshowyouthattoo.AndI’llshowyouhowIwentfrombeingalosertobeingabigwinner,theworld’sgreatestsalesman,likeitsaysinthebook.Ididitallbymyself.I’lltellyouandshowyouhowIdidit.Andyou’llbeabletoseewhatyouaredoinginyourownlifethatisdefeatingyouandthatcanbeturnedaroundtomakeyouabigwinner.

Imeanthat.You’llhavetodoittoyourselfandforyourself.Nobodycandoitforyou.ButIbelievethatIcanshowyouwhatIdidwithmylife—andwhyIdidit—sothatyoucanbeguidedbyittolookatyourselfandyourlifeandlearntoturnthedisadvantagesintoadvantages,theliabilitiesintoassets,thefailuresintosuccesses,thedefeatsintovictories.

Onceyouhavecometothatpoint,yougetasetofattitudesbuiltintoyourhead.Iknowthatmostofthoseso-calledexpertstellyoutodoittheotherwayaround.Thatis,theygiveyouthewords,theattitudesthatyououghttohave,

andtheytellyoutodevelopthem.Theytellyoutomakeyourselfbelievethembyrepeatingthemeverymorningwhenyougetuporbysayingthemtoyourselfinthemirrororsomesuchthingasthat.

THEWAYTOWINNINGATTITUDESButifyoudothatwithoutknowingwhyorhow,it’snotgoingtobeworthanymorethansqueezingarabbit’sfootorrubbingaluckypiece.Theonlywaytohavetherightattitudesistoknowwhatthewrongonesareandhowyougotthemandwhyyoukeepthem.AndIamgoingtoleadyouthroughthestoryofmyattitudes:thewrongones,andthenthegreatchangeinmylifethatledmetotherightones.Don’tgettheideathatI’mreferringtosomemagicalmomentwhenafingerfromheaventouchedme.Thechangeinmylifecameforalotdifferentandmoreunderstandablereasons,asyouwilldiscover.

IamnotsayingthatwhatIwentthroughwaseasy,butIdidit.AndifIcoulddoit,comingfromwhereIcamefrom,anybodywhoissickandtiredofbeingalosercandoit.Iguaranteethattoo.Butyouhavetobuildinyourownversionoftherightattitudesasthefirststep.Thenyouwillunderstandtheotherrulesandpartsofmysystem,andwhytheyworkifyouworkthemproperlyandconsistently.TheLawof250willmakeitclearwhyyouwillwanttousethesystemallthetime.Whenwegettotheuseoftime,youwillunderstandnotjusttheobviousfactsaboutthevalueoftimeandthecostofwastingit,butalsotheimportanceofbeingrealisticaboutyourselfandwhatyoucando,andhowtobegoodtoyourselfinthelongandtheshortrun.WhenwegettocertainaspectsofwhatIdid,IwillofcoursebetalkingabouthowIsoldcarstopeople.IwillrelatewhatIdidtowhatsalespeopleinotherfieldsdo.Alotofitisobviousandyoucanfigureitoutforyourself.WhenIsayitisessentialtogetacustomertotakeademonstrationride,youknow,ifyou’resellinghouses,thattheequivalentisgettingthepeopleintothemodel.Orputtingthesuitonthecustomer.Orevencookingthemamealifyou’resellingthemanewkitchen.Theold-timedoor-to-doorvacuumcleanersalesmanusedtothrowdustanddirtonthefloorandthen

runthevacuumtoshowhowwellitworked.TheClubAluminumsalesmancooksamealwhenheshowshisline.Amattresssalesmanhasgottogetthecustomertoliedown.ThoseobviouslyareallequivalentsofthedemonstrationrideinanewChevrolet.

ButwhateverIdidandsaythathastodowithsellingcars,thereisalmostalwaysanequivalentforsellinganythingelse.Maybealifeinsurancesalesmancan’tgetyoutogotoyourownfunerallikeTomSawyerdid,buthe’llgetyoutotalkaboutyourwifeandchildren,andmaybegetyoutotakeouttheirpicturesandleavethemonthetablewhileheistalking.Thiscanbeahel-luvagoodreminderthatyou’renotgoingtobearoundforever,andthismaybeallheneedstoremindyouof.It’sakindofdemonstrationride.

Fromhereonout,Iamgoingtotakeyoustepbystepthroughmydiscoveryofthewaytochangefromlosertowinner.I’llshowyouhowIbuiltintheattitudesofasurewinnerandhowthoseattitudesledmetothedevelopmentofmysystem.Andrememberthis:ThoseattitudesandthatsystemhavemademetheWorld’sGreatestSalesman.

2TheEndofaLoser,

theBeginningofaWinner

SomebodyoncetoldmethatIwasabornsalesman.Letmetellyouthat’snottrue.Somesalesmen,maybeevenmostsalesmen,maybeborntoit.ButIwasnotbornasalesman.Imademeasalesman,allbymyself.AndifIcoulddoit,startingfromwhereIdid,anybodycan.Staywiththisstoryandyou’llsoonseewhatImean.

Lotsofpeoplestartoutpoor,butthewayitwaswhereIwasbornwasaspecialkindofpoor,maybesomethinglikethekindofpoorthesedaysifyou’reblackandpoor.IwasbornNovember1,1928,onthelowereastsideofDetroit.InthosedaysitwasalmostallwhatyouwouldcallItalian,butwhatIcallSicilian,becausetomethere’sabigdifference.I’mproudtobeaSicilian,eventhoughalotofpeople,includingpeoplefromotherpartsofItaly,discriminateagainstusandtrytomakeoutthatallofusarebornintosomekindofcrimesyndicate.Mystrongpridegotmeintoalotoftroubleinmyyoungerdays,andevensometimesinrecentyears.Iwasprettyquicktofightanybodywhocalledme“wop,”“dago,”or“greaser.”Iknowthateverybodyisprejudicedagainstsomebody,butIhaveneverlikeditdirectedagainstme,andI’vebloodiedalotofnosesforbeingcalled“wop,”“dago,”or“greaser.”

ThefirsthomeIrememberwasanupperflatinatwo-familyhouseacrossthestreetfromacoalyard.Youwouldthinkitwasaprettylousyplaceifyoulivedacrossfromacoalyard.Butithadoneadvantage.Whenthingswerereallytoughinthewintertime,andthehousewasfreezingcold,myolderbrotherJimandIcouldgoacrossthestreetandIwouldcrawlunderthefenceandthrowhunksofcoaltomybrother,whowouldputtheminaburlapbag.Thenwe’dhaulthemhomeandputtheminthefurnace.Sometimesthatwasalltherewasto

burn,soitneverbotheredusthatthecoalmaybebelongedtosomebodyelse.That’sthekindofworldIwasborninto.

Thefurnacewasinthecellar,butIrememberthecellarforanotherreason.Itwasmyfather’sfavoriteplacetobeatmefromasearlyasIcanremember.IguessIwasasgoodandbadasmostlittlekids,nothingspecial.SoIneverknewwhyhedidittomeandnottomybrotherormytwoyoungersisters.Buthedidit.Mostlyhewouldtakemedownthereandtiemetoapipe,andthenhe’dbeatmewithoneofthosebigleatherstrapsheusedtosharpenhisrazor.Anytimeanyofthekidsmadeanynoiseoranything,itwasmethatgotit.Downtothecellar,andhimholleringashewhippedme,You’renogood,you’llneverbenothing,you’regonnagotojail—stufflikethat.AndInevercouldfigureoutwhyme,butheneverstoppedaslongasIlivedathome.

SometimesI’drunawayafewblockstotherailroadyarddownbytheriverandhideoutintheboxcars.Onceinawhile,I’devensleeponthestraw-coveredfloorsoffreightcars.AndwhenI’dcomehome,he’dbeatmeagainandtellmeIwasnogoodandwouldneveramounttoanything,andthatI’dendupinJacktown(whatwecalledthestateprisoninJackson,Michigan,wherealotofguysfromtheneighborhoodwent).

I’lltellyouonething.Ifyougrowupinahousewhereyourfatheristheboss,andhetellsyouyou’renodamngoodfromtheearliesttimeyoucanrememberandbeatsyouhardwhilehe’stellingyou,youbelieveit.Afterall,he’stheonlyfather,theonlyauthorityyouknow,andhemustberight.Afterawhile,Istartedbelievingit,eventhoughmymotherusedtocomedowntothecellarafterwardandtellmethatIreallywasagoodboy.Thathelpedsome,Iguess,butshewasnotthebosslikemyoldman,so,asmuchasIlovedher,IstillbelievedthatIwasnogoodandneverwouldbeworthanything.Ibelieveditforalongtime,andithadalottodowithwhathappenedtome,whatIdidtomyself,formostofmylife.

Ihavetriedtofigureoutwhatitwasthatmadehimhatemeandpickonmeanddumponmethatwayallthetime.HecamefromSicilyasayoungman,uneducated,practicallyilliterate,andpoor.Hisownfatherhadbeenatyrantwhocursedandbeathim.Myfatherwas25whenhemarriedmymother.Shewasonly15,andhermotherwasnottoohappyabouthermarryingmyfather.Nobodyevertoldmewhatwasgoingoninthosedays,butafeudstartedbetweenmyfatherandmymother’smotherthatneverendedaslongashelived.Myfatherwouldn’tletanyofus,includingmymother,haveanythingtodowithmygrandmother,evenwhenshelivedinthesametwo-familyhouse.Mymotherusedtosneakintothecellarandtalktoherthroughapartitionsometimes.AndIwouldvisithertoo,becausewewereveryclosefriends,maybebecauseofhowmyfatherfeltaboutus.WhenevermyfatherfoundoutthatIwasseeinghisenemy,bam,thebeatingandtheholleringandthecursingbeganagain.

You’reprobablywonderingwhatthishastodowithhowtosell.Well,ithaseverythingtodowithhowattitudesgetplantedinyourhead.AndwhatgotplantedinmyheadwasthatIwasnogoodandthatIwouldn’tamounttoanything.Ibelievedthat,andIwasgoingtoprovethatmyfatherwasright.Afterall,you’resupposedtohonorandobeyyourfather.Buttherewasanotherattitudeplantedtheretoo,fromthesamebeatingsandcursings.Therewasthisfeelingofwildangeragainsthimandwantingtoprovetohimthathewaswrong,sohe’dlovemelikehelovedmybrotherandmysisters.Sometimesoneattitudeoperated,sometimestheotherone,andsometimestheycanceledeachotherout.

Myfatherwasneverabletogetmuchwork.Afterall,itwastheDepressionandwewereSiciliansinDetroitandhehadnotrade,nothing.MostlyhewaslaidofforontheWPA.Wewerealmostalwaysonwelfare(whichtheycalledreliefinthosedays),andabouttheonlyhappytimesIcanrememberwerearoundChristmaswhentheGoodfellows(alocalcharity)wouldsendusthisboxoftoysthatpeoplehadcontributed.Mostlytheywereusedandrepaired,butitwasabig

thrill.Andevenbetterwasthecoupontheygavethatwecouldtakedowntownandexchangeforapairofnewshoes.Thatwasaverybigdealtomeinthosedays.

WhenIwasaroundeightyearsold,Istartedworking.Afewblocksfromwherewelivedtherewerealotoffactories.U.S.Rubberhadatireplantneartheriver,therewasabigstovefactory,andthereweresomefurniturefactoriesandsomeothers.AllalongEastJeffersonAvenue,neartheseplants,therewereworkingmen’sbars.Ibuiltashoeshineboxandgotsomebrushesandpolishes(Idon’trememberwhereIgotthemoneyforthem),andIworkedthosebarsgivingshines.Ifyouthinkyouhaveearnedmoneythehardway,letmetellyouthatsquattingonthefloorsofcrummysaloonsshiningshoesforpennieswillmatchwhateveryou’vedone.I’dstartoutintheafternoonafterschoolwhenthefactorieswerelettingout.I’dworkallthebarsalongJeffersonforaboutamile,andthenI?dcomebackandstartagain,maybemorethanonceinaday.Mypricewasanickel,ifIcouldgetit.SometimesI?dgetatipofanextrapennyortwo,andsometimesIcouldn?tevengetmorethantwocentsforthewholeshine.Afterawhile,Idevelopedsometrickymovesliketossingthebrushesintheairandchanginghands.Peoplegottoknowme,andI’dgetextratips.Inthosedaysofthe1930s,evenonepennyboughtalotofcandy,andanickelboughtadouble-dipicecreamconeoraquartofmilk.

ThesecondandthirdtimealongthestreetI’dseethesameguysthreeorfourdrinkslater.Isawwhatboozedoestopeoplejustinthecourseofafewhours.Sometimesitwouldmakethemeasierandmaybemoregenerous,butalotoftimesitjustmadethemmeaner.Afterall,theseweremenwhohadworkedaharddayandweremaybescaredthey’dlosetheirjobs.Thereweremoreworkersthanjobsinthosedays,alotmore.Andtheyhadstoppedofftounwindandunloadtheirtroublesbeforetheyhadtogohometoapoorandmiserablehouse.Workingthosebarswasprettygrim.ButI’dworktillmaybetenorelevenatnightandcomehomewithaboutadollar,sometimesmore.Allofit

wenttothefamily,andsometimesitwasallthemoneythatwascomingin.Whenaplantwasclosedortherewasn’tmuchbusinessformeforsomeotherreasonandIonlybroughthomeafewcents,myfatherwouldholleratmeandbeatme.ThosenightsI’dbeafraidtogohome.Thefearofnotdoingwellgotbuiltintomethen,andI’dwanttostayoutlatertodomaybeafewmoreshines.

Itwasalousykindofchildhood,butIneverwanttoforgetit.That’swhyIkeepabigpictureofmeatagenineonmykneesshiningashoe.IhaveithangingonthewallofmyofficesoIwon’tforgetwhatIstartedfrom.Ihatedit,butI’mproudofit.

MYFIRSTSALESMaybetherewasalittlesellingexperienceingoingaroundandpracticallybeggingguystoletmeshinetheirshoes.Iguessputtingonmylittleactonthefloorwiththebrushesandallwasakindofsellingpitch.ButwhereIreallylearnedaboutoneaspectofsellingwaswhenIstarteddeliveringnewspapers.I’dgetupataboutsixo’clockinthemorningandgotothegaragewheretheDetroitFreePresscopiesweredroppedofftobedeliveredintheneighborhood.I’dfoldthemandcarrytheminabagonmyroute,andthengotoschoolanddotheshinebitafterward.

WhereIreallylearnedaboutselling,though,waswhenthepaperhadacontestfornewsubscribers.Foreveryoneyousignedupwhostayedforatleastamonth,youwonacaseofPepsi-Cola.Nowthatwasaverybigdealtome.Acaseof2412-ouncebottlesofsodapopwasreallysomething.Youtalkaboutincentivesandmotivation.Boy,thatreallywasitforme.IworkedeveryhouseandeveryapartmentoneverystreetIcouldfind.Irangsomanydoorbellsmyfingersgotsore.Imayevenhavemissedadayortwoofschoolduringthatcontest.ButIwaspersistent.I’dsay,“We’rehavingacontest,andI’dlikeyoutosignupforjustoneweek.”Theprizewasonlyiftheylastedamonth,butIfiguredthatmostpeoplewouldkeeptakingthepaperoncetheyhadsignedup.

I’dtellthemhowitwouldbedeliveredtotheirdoorbeforetheygotup,whichwastrue.Andiftheysaidno,I’dkeepongoing,nevergivingup,neverbeingsodisappointedthatIdidn’tkeeppushingdoorbells.It’snofunbeingturneddown.ButIsoonfoundoutthatthemorepeopleItalkedto,themoresalesImade.Andthatisfun,andbetterthanfun.BecauseprettysoonthelittlegaragewehadbehindourhousewaslinedwithcasesofPepsithatIcouldsellintheneighborhoodforwhateverIcouldgetforthem.Thisgavememoremoneytobringhome,morehopethatIcouldprovetomyfatherthatIwasworthsomething.Buteventhatdidn’tseemtowork.

Istayedwiththeshineboxandthenewspapersforaboutfiveyears,goingtoschoolmostofthetimebutnotdoingverywellatit.Iwasnotmuchofascholar,butIlearnedsomeanddidn’tdotoobadwhenIwasthere.Butthetroublebetweenmyfatherandmenevergotanybetter.Andmaybeacoupleofdozendifferenttimeshewouldthrowmeoutofthehouse.I’dsleepinthoseboxcars,orsometimesId’godowntownandtakearoominaflophouseattheedgeofdowntown.Itwasacrummypartoftown,cheaphotels,roominghouses,whorehouses,moviesthatshowedwhatpassedforporninthosedays.Idgetabedinoneofthoseplacesforadimeoraquarteranight—youdidn’tgetaroom,justabedinakindofdormitorywithabunchofdrunkssleepingifofforhavingthedt’s.Myfatherwouldcomelookingformeafterawhileandbringmebackhomeandtellmetobegood.Hediditbecausemymothermadehimdoit,Iguess.I’dcomehome,tryschoolforawhile,hangoutwiththeguysonthecorner,andthengetthrownoutagain.

WhenIwas16,Iwasoutonthecorneronenightwiththesetwoguys,twofriendsofminefromtheneighborhood.Theysaid,“We’regoingtoknockoffthisbaroveronMeldrumandLafayette.Wecasedthejointalreadyandthere’sliquorandmaybeheleavessomecash.Wannacomealong?”ItwasoneofthebarswhereIusedtoshineshoes,andIknewthebar.I’dneverdoneanythinglikethatbefore,butmaybeitwasbecauseIknewtheplaceorwhatever,butI

decidedtogoalongwiththem.WhateverIwas,Iwasn’tacrook.Atleastnottillthen.Idon’tknowwhatdecidedmetogoalong,butthereIwas.

Whentheycasedthebar,oneoftheguyshadgonetothejohnandleftthewindowopen.Inthosedaysyoucoulddothat.Nowtherewouldbebarsonthewindowsandalarmsandametertotellthenightmanthatthewindowwasn’tlocked.Butnotthen,eveninacrummy,poorneighborhoodlikewelivedin.

Soaboutteno’clockthatnightwesneakedintothegarageoftheWhittierHotel,whichusedtobeaclassyapartmenthoteldownontheriver.Wecoppedacar,IrememberitwasaStudebaker.Icanstillhearthegarageguyhollering,“Hey,comebackwiththatcar.”Butwejusttoreassoutofthatplaceandstashedthecaronasidestreetintheneighborhood.

BarsinDetroitcloseattwointhemorning,sowehadtowaittillthenightmenclosedtheplace,cleanedup,andleft.Itwasaroundthree-thirtyinthemorningwhenwehittheplace.Wegotthecaranddroveintothealleybehindthebar.Therewasnobodyaroundonthestreetsoranywhere.Thewholeareawascompletelycloseddownforthenight.Iwasn’tevenveryscaredwhileitwasgoingon.Infact,oncewegotthere,Iwasn’tevenscaredatall.

Oneoftheguyscrawledthroughthewindowandunlockedthebackdoor.Thenwejustloadedupthecarwithallthecasesofliquorwecouldfitintoit.ItwasinthedaysofWorldWarII.ItmusthavebeensometimearoundMayof1944,andboozewasstillprettyhardtoget.Infact,theyrationeditforawhileinMichigan.Anyway,oncewegotthecarloadedandcleanedouttheregister,wetookoffandhidtheboozeandsplitupthemoney.Therewas$175inthetill,somysharewasnearly$60plusthebuckabottlewegotfromsellingtheliquortootherguyswhohungoutonthecorner.Formethatwasbigeasymoney,andthewholethingworkedsowellthatIdidn’tthinkanythingmoreaboutit.

It’sfunnywhenIthinkbacktothosedays,becauseIreallydon’tknowwhyI

didn’tkeepondoingitafterthatfirstjob.ImeanIwasn’tthatscaredoranything,andthemoneywasgood,anditfiguredthatwecouldfindotherjobsaseasytodo.ButIdidn’tdoit.Ithinkmyoldmanwasbuggingmealottogetajob,andIdidgetoneinsomefactory.SomaybeIwasmoreafraidofhimandwhathe’ddoifIdidn’tgotowork.

Anyway,Ipracticallyforgotaboutthewholething,oratleastIwastryingto,whenonedayI’mlyinginbedathomeandIhearalotofcommotion.Mymotherwascrying,andIcouldn’tfigureoutwhatwashappening.Itneveroccurredtomethatitcouldhaveanythingtodowithbreakingintothebar.Thathadhappenedthreemonthsbefore,andIhadn’thadanythingtodowiththoseguysafterthat,andnobodyhadsaidanythingaboutitagain.

Allofasuddenaguyisinmyroomandheisshovingmeandsaying,“Getup!”Iopenmyeyes,andabadgeisshovedinmyfaceandthiscopsays,“Getyourclotheson.”ThenextthingIknowI’matthepolicestation,andthiscopandabunchofothersareaskingmeaboutthebarburglaryandabunchofjobspulledatbarsandgrocerystoresIdidn’tknowanythingabout.ButtheyknewabouttheoneIhadbeeninon.Oneoftheguyshadbeencaughtandtoldaboutabunchofjobshe’ddone,includingthatbar,andsomehowmynamecameup.SothenextthingI’minthejuveniledetentionhome.ItwastheworstplaceI’deverbeen,abigroomfullofcotsandkids,andthisbigguycomesaroundwithastrapandmakesakidbendoverandstartswhippinghim.ItwasworsethananightIspentinaflophouse,wheretheyturnedonthelightsinthemiddleofthenighttohauloutthebodyofawinowhohaddiedduringthenight.ItwastheworstnightIhadeverspentinmylife,andIhadspentalotofnightsinalotofhorribleplaces.

Inthemorningtheybroughtmeouttoseethemanwhoownedthebarwerobbed.HerememberedmeandaskedmewhyIdidit.IsaidIdidn’tknow,butthatI’dpayhimbackwhatIhadtaken.HesaidO.K.anddidn’tpresscharges,so

Igotoutofthatplace.Iwouldhavedoneanythingtogetoutofthere.

Myfatherandmyunclecametogetmeout.Myfatherstartedbeatingmeassoonaswegotoutsidethebuilding.Hebeatmeinthecar,andhebeatmewhenwegothome.HekeptholleringabouttheshameIhadbroughttothefamilyname.ThistimeIreallythoughtIhaditcomingtome.Ihadprovedtomyfatherthatwhathehadalwayssaidaboutmewastrue—Iwasnogood,asmall-timecrook,andIhadgotarrested.

ButIalsogotthescareofmylife,spendingthatnightinthejuvenilehome.Nomatterwhathappened,Iwasn’tgoingtogothroughthatagain.Iwasn’tgoingtogotojaillikealotofguysIhungoutwithwoundupdoing.

SoItookajobatthestovecompanyintheneighborhoodwherealotoftheSiciliansworked.Iputinsulationintothestovepanels,whichwasarottenjobbecausethestuffgotintoyourclothesandyourskinandyournoseandall.Andtheyworkedyouhardandfast.OnedayIgotcaughtsmoking—itwasmysecondoffense—andtheybroomedme.Broom,that’sawordweusedforgettingfired.It’slikeyou’reapieceofgarbageandtheysweepyouout,whichishowIfeltaboutmyselfalotofthetime.

IkeepthinkingthatIhadabout40differentjobsinthosedays,butIcan’treallycountthemall.IdroveatruckforaprinteruntilIgotbroomedfortakingtoolongondeliveries.IworkedatChryslerMotorsmakingarmrestsforImperials.Thatwasn’ttoobad.IworkedatHudsonMotorCarontheassemblyline,whichisoneoftheworstjobsthereisbecauseyouareattachedtothemachinesandtheydecidehowhardyouwork.Iworkedatanelectroplatingfactorywheretheplacewasfullofvatsofhotacidandmoltenmetal,withfumesthatgotintoyourlungs.I’vehadasthmaeversincethen.

IwasabusboyattheStatlerHotelforawhile.AnothertimeIwasabellhopattheBook-CadillacHotel,whichbecametheSheraton.Ididalittleactthere,

wearingoneofthoseuniformsandpagingguests.OnedayIthrewawayabunchoftelegramsinsteadofdeliveringthemtotherooms.IdeniedthatithadhappenedwhileIwasthere,buttheyweretime-stamped,andIdidn’tknowthat.Sotheybroomedme.IsometimesthinkthatifIhadknownthingslikethatImighthavedonebetter,andmaybeevengottobeavicepresidentofsomethingliketheSheraton.ButIwasprettyignorantinthosedays.

Iwasinandoutofschoolalot,andsomewherealongthelineIgotinafightwiththestudyhallcounseloratEasternHighSchool,andIgotexpelled.Hekeptpickingonme,maybefornothing,maybejustforthesortofthingsthatkidsdo,butthenhestartedatmetalkingabout“youpeople”andhow“youpeoplehadbetterlearn”andallthat.Itoldhimthatmynamewasn’t“youpeople,”becauseyouknowwhatitmeanswhentheystartsaying“youpeople.”HewastalkingaboutItalians,andprettysoonitgotkindofnastyandIhithim,andthatwasallformeandschool.

AsIrememberit,Ilostmostofmyjobsforgettinginfightswithguyswhotalkedabout“wops”and“dagos”and“guineas.”MaybeIwasjustlookingfortroubleinthosedays.MaybeIjustwantedtokeeplosingtoshowmyfatherthathewasrightandthatIwasnogood.ButIwasfullofanger,andtherewerealotofbigotsaroundinthosedaystotakeitouton.

Thatnightinthejuveniledetentionhomemayhavesavedmefromworse.I’llneverforgethowIfelt.MaybeIwasnogood,butIsureashellwasn’tbadenoughtodeservethat.

Aftersomemoredriftingfromonelousyjobtothenext,Ienlistedinthearmy.Thatwasatthebeginningof1947.ButIfelloffatruckandhurtmybackduringbasictraining,andtheygavemeadischarge.Buteventhatdidn’tcomeeasy.Ihatedthearmy.Itwasalmostasbadformeasbeinginjail.Butforawhiletheyjustgavemebarracksdutyinsteadoflettingmeout.ThenonedayasergeantI’dneverseenofferedtohelpmegetadischargeifIwouldgivehimmymustering-

outpay.ForawhileIthoughtitwassomekindofasetup,andthattheyweretryingtocatchmebribinganofficer.HekeptatmeandItriedtoignorehim.Whenmycasefinallycameupandtheygavemethedischarge,hecameandaskedforhismoney.Igaveittohimandwenthomewithanhonorabledischarge.Idon’tknowifhehadanythingtodowithitornot,butIwassogladtogetoutoftherethatIgavehimthefewbucksthatIhadbeenpaid.WhenIgothome,mymotherwasgladtoseeme,butmyfatherstartedinagainwithwhatabumIwas.Hetoldmethatnoteventhearmywantedme.Hesaid,“Youarenogoodandyou’llneverbeanygood.”HesaidthatheshouldhavechokedmewhenIwasborn.I’llneverforgetthatdayaslongasIlive.Withtearsinmyeyes,hearingmyfatherscreamingandholleringalloveragain,andseeingthetearsinmymother’seyes,Ilefthome,workingsometimesandhangingoutothertimes,stillhearingthescreamingandtheholleringofmydad’svoice,whichconstantlyhauntedme.

Then,in1948,Igotintosomemoretroublewiththelawforbeingstupid.AnotherguyandIopenedahatcleaningandblockingandshoeshineshopinourneighborhood.Inthebackroomwehadblackjackanddicegames.Wethoughtwehadworkedoutaprettygoodsystemofwatchingoutforthelaw.Oneofuswouldbealookoutinthefrontofthestore,andifsomebodywholookedlikeacopcamein,wehadasignalwithanailthroughthewall.Theguyinbackwassupposedtoswallowthediceorrunawaysotherewouldbenoevidence.OnedayIwasupfront,andanoldbuddyfrommydaysatBarbourJuniorHighSchoolcamein.Wetalkedabouttheolddaysandhesaidhewasintheconstructionbusiness.ThenheaskedtogointothebackandIlethimin.Whenmypartnersawhim,herecognizedthathewasacopandranoutthebackwaywiththedice.

THEHARDWAYTOEASYMONEYItneverenteredmymindthatsomebodyfromourneighborhoodcouldbeacop.Itwaskindofaninsulttoevensuggestthatsomebodywasacop.Infact,there’s

aSiciliancursethattellsaguyheshouldbeacop.Butthisguywasacop.Eventhoughmypartnergotawaywiththegamblingevidencesothatallwehadwasafriendlycardgamegoingon,theygaveeverybodyticketsforloitering.Therulewithourkindofjointwasthattheguyswhoranithadtopaythefineswhenthecustomersgothitforloitering.Soourlittlebusinessendedupwithusholdingastackofticketswehadtopaythefineson.Thatwastheendofmydaysasagamblinghouseoperator.Anditwasjustaswell,becauseuntilwegotraided,weweremakingprettyeasymoney.AndforawhileIreallybelievedtherewassuchathingaseasymoney,eventhoughIhadworkedmyassoffformostofthemoneyIeverearnedinmylife.

Thentherewasanotherstringoflousyjobs,fighting,gettingbroomed,andhangingaroundwiththeguys,shootingsnookerorwhateverelseIcoulddo.SometimesIthinkthatifanybodyinthosedayshadtreatedmedecently,Imighthavestayedonajobandworkedmywayuptosomethinggood.ButmaybethereasonnobodytreatedmedecentlywasthatIreallybelievedIwasnogoodandactedbadtoproveit.IreallythinkIwasactingrottensothatmyfatherwouldknowhewasright,andthenmaybehewouldloveme.Iknowthatsoundscrazy,butthat’sthewaypeopleseemtoactalotofthetime.Lookattheguyswhotrytomakegirlslovethembybeatingthemandevenkillingthem.Itmakesnosense,butthatseemstobethewaypeopleactwhentheyareangrywiththeworldfornottreatingthemright.

Ifinallydidgetabreakfromoneman,andthatstartedtochangemylifealittle.HisnamewasAbeSaperstein,andhewasaverysmall-scalehomebuilder.Whathedidwasbuyupvacantlotsindifferentneighborhoodsandhiresomepeopleandbuildsmallcheaphousesonthelots,oneatatime,maybeahalfdozenorsoayear.Hewasn’tbuildinganyLevittown,justanickel-and-dimeoperation.Hehiredmeasacommonlaborer,whichwasallIcoulddo.Idroveatruck,mixedcement,hauledbuildingmaterials,andworkedatbricklayingandeverythingelseonthehouses.Inthosedays,Sapersteinbuiltthemformaybe

$9,000andsoldthemformaybe$12,000.Therewasn’tmuchselling,andwhattherewashedidhimselfsohewouldn’thavetopaycommissions.Itwasmostlyaboutgettingmoneyfromthebank—mortgagesandallthat.Peopleneededcheaphouses,andtheyboughtthemiftheycouldfinancethem.

ItwassuchasmalloperationthatIgottoseehowpracticallyeverythingwasdone,andwhowasbroughtintodowhatwecouldn’tdoourselves.IgotmarriedaboutthetimeIcametoworkforSaperstein,andthenourfirstchildwasontheway.ThatandthefactthatSapersteintreatedmewellandletmelearnthebusinesskeptmethere.ItwasprobablythefirstjobIeverhadthatIstayedonmorethanayear.Itwasnobigdeal,butitwasaliving,enoughtofeedmywife,mysonJoe,andmydaughterGrace.

WhenSapersteindecidedtoretire,heturnedthebusinessovertome.Thatwasnotreallyasbigasitsoundedbecauseallwehadwasanoldtruck,sometools,andalittlecementmixer.ButIhadlearnedhowtoputthatandsomeexperiencetogetherandrunitonmyown.Detroit’seconomyhasalotofupsanddowns,evenmorethanotherplaces.ButinagoodyearIcouldbuildenoughhouses,oneatatime,scatteredaroundtown,tokeepthingsgoingandmakealittlemoremoneythanIcouldmakeonanordinaryjob.

Thingswentprettywellforawhile.Butitwasstrictlysmalltime.Ifyougottwovacantlotstogether,youcouldsavemoneybyhavingtwofoundationsdugatthesametime,buyingenoughmaterialsandlabortodobothtogether.Eventhatwaslargerscalethanwhatweusuallydid.Butitdidn’ttakeageniustoseetheadvantagesofgettingbigger.SoIdecidedtoexpandtheoperationsomehow.

Sapersteinwasadecentman.Hetreatedmelikeason,andIlovedtheguy.Hetaughtmealot,asImovedfromtruckdrivertosupervisortoowner.ButwhatIdidn’tlearnwaswhomtotrustandwhomnottotrust.Withthekindofsmallbusinesswehad,trustwasn’timportant.Nobodytrustedusformuchforlong.

SowhenIwentonmyown,Ididn’tknowthatyou’renotsupposedtobelieveanythingunlessyouseeitinwriting.IstartedlookingaroundforapieceoflandwhereIcouldbuildabunchofhousesatonetime.Allthesubcontractingandallthematerialscouldbeboughtanddeliveredcheaper.FinallyIfoundaparceloflandinthesuburbsnortheastofDetroit.Icouldbuildabout50housesallinoneplace,andIcouldbuildatleastfouratatimeandputthemupalotcheaperthatwaythanthewayIwasdoingit.

ThereasonthelandwasavailableatapriceIcouldaffordwasthatitwascompletelyundeveloped—mainlymeaningnosewers.AndaroundDetroitpeoplewouldn’tbuyhouseswithseptictanks.AtfirstIwasn’tinterestedinthetract.Butthenthesalesmansaid,“Don’tworryaboutsewers.IwasatCityHallinMountClemensandIheardthewordthattheyweregoingtostartbuildingthesewersouthereinthespring.Butdon’ttellanybodyItoldyou,becausetheydon’twanttostartalotoflandspeculationaroundhere.”

Great!That’swhatIwantedtohear,soIboughtthepropertyonalandcontractataveryhighrateofinterest.ButthatwasO.K.,becauseonceIgotamodelhomebuiltandstartedsellingfromit,therewouldbealotofmoneycomingin.Itlookedlikeasurething.

Ibuiltthefirsthouse,putupsignsandranads,andwaited.Tokeepoperatingcostsdown,Iwasgoingtodothesellingmyself.Everyweekend,I—dgooutthereandsitinthathouse.Weekendsarewhenpeoplehavethetimetoshopforhomes.Alotofpeoplecamearoundtolook,andtheylikedwhattheysaw.Thepricewasrightandtherewasalotofbuyerinterest.

Buttheyallaskedthesamequestion:Aretheresewers?ItoldthemwhatIknew,thatthesewerswouldbeininafewmonths.Sotheysaidtheywouldcomebackwhenthesewerswerein.AndIsatthereandwaited.Meanwhile,Iowedmoneyonthelandandonthebuildingmaterials.Thereisalotofshort-termcreditinthebuildingbusiness.Yougetyourmoneyoutwhenyoustartselling.ButI

wasn’tsellinganything,andtheshort-termcreditwasgettingtobelong-term.Everybodywasdunningmeformoney.Iwasintheholeforabout$60,000.

ItfinallydawnedonmethatIhadbetterfindoutdamnedquickaboutthosesewers.SoIwenttoCityHalloutthereandasked,andeverybodylookedatmefunny:Whatsewers?Therewerenoplansforsewersthenorever,Isoonfoundout.Infact,theyhaven’tbuiltsewersoutthereyet.Ineverfeltsostupidinmylife,believingthatrealestatesalesmanonathinglikethatwithoutchecking.ButIdidbelievehim,andeverythingIhaddone—stayingoutoftrouble,workinghard—fortenyearswasdownthedrain.

Finallyitgottothepointwhere,whenIcamehomeatnight,Iwouldhavetoparkthecaracoupleofblocksawayandsneakintomyownhousethroughthealleyandoverthebackfence.Thebankwastryingtorepossessmycar.

NOWHERETOGOBUTUPThenonenightIcamehomeandJune,mywife,askedmeformoneyforgroceries.Ididn’thaveany.“Whatarethekidsgoingtoeat?”sheasked.

Howaboutthatforaquestion:Whatarethekidsgoingtoeat?HereIwasahomebuilderwhoallowedhimselftobeconnedtothepointwhereeverythingwasgone.Creditorswereonmytail.Thebankwasaftermyhouseandcar.Badenough,butnownothingtoeat.Isatupthewholenightwonderingwhattodo.Forawhiletheoldfeelingskeptcomingback.Iwasnogood,likemyfatheralwayssaid.NomatterhowhardItriedtostraightenoutmylife,itcamebacktothat.ButIcouldn’tforgetthatquestionmywifehadasked.Therewasnotimetofeelsorryformyself.Ihadresponsibilitiestootherpeople,tomywifeandchildren,besidesthemoneyIowedtomysubcontractorsandsuppliersforworkthattheyhaddoneingoodfaith.ButIwasn’tworriedatthatmomentaboutdebtsorbankruptcyormycar.PrettysoonallIcouldthinkaboutwasgettingenoughmoneytofeedmyfamilythenextday.Thatwasall.Justkeepingthemfrombeinghungryanotherday.IhadknownalotofhungerwhenIwasakid,

whenallweateathomeeverydaywasspaghetti,lotsoftimeswithoutevenanysauceoranythingonit.Iwasthebiggestloserever.ButIwasnotgoingtomakeotherpeoplesufferbecauseofwhatIdidordidn’tdo.Ihadalwaysmadealivingformyfamily.Asakid,Iwassometimestheonlysupport.WhenIworkedinfactoriesandmade$90aweek,myfathermademehandoverthechecksandgavemeacoupleofbucksforspendingmoney.Ialwayshadbeenabletobringhomeenoughtofeedmywifeandchildren—maybenotfancy,butenough—untilthatmoment.

Ididn’tspendtoomuchtimethinkingabouthowdumbIhadbeentobelievethatrealestatesalesman.IfIhad,ImighthaverealizedthatbelievinghimwithoutcheckingwasmaybeanotherwayofruiningmyselftoprovetomyfatherthathewasrightandthatIwasnogood.ThoughbythenIhadhelpedhimfinanceandbuildalittlehousehelivedinduringhislastyears.AllIthoughtaboutwasfindingsomehonestwaytogetfoodformyfamily.

ThatwashowIgotintothecar-sellingbusiness.Thatwasthestartofmybecomingtheworld’sgreatestsalesman.

Lookbacktolearnhowtolookforwardbetter.

3

ItAllBeginswithWantTheideaofsellingcarsforalivinghadoccurredtomebeforethatday.Infact,Ihadafriendwhowasacarsalesman,andwhenmybuildingbusinessstartedgoingsour,Iaskedhimafewtimestogetmeajobasasalesman.Buthenevertookmeseriouslyandkeptbrushingmeoff,tellingmethatIdidn’tknowanythingaboutselling.

Inawaythatwastrue.Myexperiencesellinghousesdidn’tcountformuch,because,atthelowpricesIwaschargingforthefewIbuilt,therewasnoselling.Peopleweregladtogetthem.AllIhadtodowassitinthemodel,makethedeal,andarrangeforthepaperwork.IprobablylearnedmoreaboutsellingwhenIshinedshoesandsoldproduceinthestreetsfromthebackofatruckthanIeverlearnedsellinghouses.Withthedrunksinthebarsandthehousewivesonthestreet,gettingthemtonoticeyouandlikeyouwasimportantifyouwantedtomakealittleextraoreventomakethesaleinthefirstplace.Ialwayshadsomesenseofthat.IalwayshadsomeideathatthewayIgotaguytotakeashineortogivemeanextratip,orthewayIgotahousewifetotakeadozenearsofcorninsteadofsixwastosellmetothem.

Butatthispointinmylife,allIcouldthinkofwasgettingsomekindofworkrightaway.Myfriendinthecarbusinessbrushedmeoffagain,soIwenttoseeanothermanIknewinthebusiness.HewassalesmanagerofaChevroletdealership.RightawayheexplainedwhyIhadbeengettingthebrushoff.Carsalesmen,hesaid,alwaysfeelthatthereareonlyacertainnumberofcustomersandtoomanyothersalesmen.Theyfeelthateverytimeanewsalesmancomesintotheshowroom,heisgoingtotakesalesawayfromthem.

IhadsufferedfromanotherhandicapsinceIwasakidandthatwasthatIstutteredbadlyfromthetimeIwasabouteight.Itseemedtohavestartedfrom

myfatherbeatingme.Foryearsitcausedmealotofpainfulembarrassment,butthekindofworkIwasabletogetdidn’trequiremetohavetospeakwell.Ihadtalkedtoalotofpeopleaboutit,includingdoctors.Theyallsaidprettymuchthesamething:trytotalkslower.ItriedalotandIguessitgotbettersometimes,buttherejustwasn’tallthatmuchpressureonmetoimprovemyspeech—untilIstartedsellingcars.

ThenIhadtodosomething.AndwhatIhadtodowasteachmyselftoconcentrateonwhatIwastryingtosayandtosayitslowlyandcarefully.Iwasthirty-fivewhenIreallybeganworkingonit.AndIsoonlearnedtoovercomethathandicap,becauseIhadto,otherwiseweweren’tgoingtoeat.

LearningtoovercomestutteringwasoneofthemostimportantthingsthathappenedtomewhenIstartedselling.BecauseitmademethinkaboutwhatIwastryingtosayandwhatIshouldsayandwhatpeoplewantedtohear.Thatissomethingthateverybodywhosellsshoulddoallthetimeofcourse.Buthavingthathandicapforcedmetodoit.Inotonlycuredmyselfofstutteringthatway,Ialsolearnedsomeofthefundamentalsofcommunication,becauseIlearnedtolistenandtoplaneverywordIsaidcarefully.Itwasn’tlongbeforeIhadgottothepointwhereIalmostneverstutteredandIalmostalwayssaidwhatIwantedtosayexactlyright.

IhadboughtcarsandIknewthatthewaythebusinessworkedwasthatthesalesmenstoodinagroupandwhenthedooropened,whoeverwasnextcameuptothecustomer.ButIwasdesperate,soIsaidtothisfellow,“HowaboutifIdon’ttakeanyfloortimefromothersalesmen?”Helookedatmekindoffunny,becauseitdidn’tmakesense.“WhatifIjustgetcustomersinotherwaysthantakingturnsonthefloor.”SohesaidO.K.andIwashired.Butthatdidn’tmeananything,becausesalesmeninthatplacedidn’tgetany“draw.”Infact,theydidn’tevengetademonstratortodriveuntiltheygottoacertainsellinglevel.

IhadmademyarrangementandIwasasalesman,butIhadnoideawhereIwas

goingtofindcustomers.Iknewthatpeopleworkedlists,butIdidn’tknowwhatlistswereandhowyougotthem.TheonlylistIknewaboutwasthetelephonebook.SoIfiguredI’dtearacoupleofpagesoutofthedirectory.Whatthehell,itwasalist,andeverybodyonithadatelephonenumber.Infact,Itoreouttwowhitepages,andthenIfiguredthatbusinesspeopleusetrucksandmostpeoplearen’thomeduringthedayanyway,soItoreouttwoyellowpages.

Thatwasmyfirstprospectlist—fourpagesfromtheDetroittelephonedirectory.Itwasn’tmuch,butitwasbetterthannothing.

IamsurethiswouldmakeadandystoryifIsaidthatthefirstnumberIpickedatrandombroughtmeaprospectwhocameinthatdayandboughtacarfromme.MaybeIwouldtellyouthatifIthoughtyouwouldbelieveit.

THEFIRSTCARSALEIEVERMADENo.Imademyfirstsalethatday,butitwasntfromaphonecall.Asamatteroffact,itwasfromacustomerwhowalkedintotheshowroomjustbeforeclosing,whenalltheguyswereeitherbusywithcustomersorontheirwayhome.

Hewalksinandthereisnooneelsethere.Ilookaroundforaboutasecond,rememberingthatIhadsaidIwouldn’ttakeanyothersalesman’sfloortime.ButIwaskeepingmypromise,becausenobodywasthere.AndbythattimeIwassodesperatethatIwouldhavefoughtanybodywhogotinmyway.

Lotsofguysframethefirstdollartheytookinattheirnewstore.Andtheycanrecalleverydetailofthefirstsaletheyevermadeintheirbusiness.YoumightthinkthatIcanrecalleverydetailofthatfirstsale.Or,ifIcan’t,youmightthinkitwouldbegoodforthisbookifImadeupastoryaboutthatfirstsale.ButIwon’tdothat.I’lltellyoufranklythatIdon’tremembertheman’sname.Idon’trememberwhatkindofcarhebought.

Iremembertwothingsaboutthatfirstsale.Justtwothings.Onewasthathewas

aCoca-Colasalesman.Iprobablyrememberthatbecauseithadsomethingtodowithgrocerystores,andgrocerieswereonmymindalotthatday.TheotherthingIrememberwasthefeelingIhadfromthefirsttimeIsawtheguythattherewasnowayhewasgoingtogetoutwithoutbuyingacarfromme.TothisdayIcannotrememberhisface,andforaverysimplereason:WheneverIlookedathim,allIsawwaswhatIwantedfromhim.Andmywantwasabagofgroceriestofeedmyfamily.

Idon’trememberthepitchImade.Ididn’tknowmuchaboutcarsorsellingoranythinginthosedays,soIknowIdidn’ttalkproducttohim.Ihadneverheardthedrillaboutansweringobjections,butIamsurethathoweverhestalled,Igothimmovingagain.Ifhepulledtheoneaboutthewife,IamsurethatIhandedhimthephoneorgotuptodriveoverwithhimtohishouse.Idon’tknowanythingmoreaboutthatmanexceptthatherepresentedtheonlywayIhadatthatmomenttostraightenoutmybentlifeandfulfillmyobligationstomyfamily.Hewasabagofgroceries,andifIsoldhim,theywouldeat.

Want.Mywant.ThatwasallIknew.Andthatwantwasenoughtodrivemetosayanddoenoughoftherightthingstosellhimacar.Iamnotsayingthatthat’sallthereistoit,thenornow.Butthatismostofit.Ifyouwant,andknowwhatyouwant,youwillhavemostofwhatyouneedtobeasuccessfulsalesman.Imeanthat.Nobodycanbeagreatsalesmanwithoutwanting.Wantingsomethingverymuch.Andthemoreyouwant,themoreyoudriveyourselftodowhatittakestosell.

MaybethereasonthatI’mtheworld’sgreatestsalesmanisthattherereallyisn’tanythingmuchthatyoucanwantmorethanfeedingyourhungryfamily.Thatdoesn’tmeanthatyouhavetohaveahungryfamilyorsomebodywhoneedsanoperationtosavetheirlifeorsomethingjustasgriminordertosellcarsoranythingelse.Butyouhavetowantsomething.Andyouhavetoknowwhatitis.Andyouhavetoseeeverymoveyoumakeasawayofgettingwhateveritis

youwant.

OnceIsawthatCoca-Colasalesmanasabagofgroceriestobringhometomyfamily,hewassold,whetherheknewitornot.Ican’tthinkofanythingIhaveeverwantedasmuchasthatbagofgroceries.ButIhavewantedalotofotherthings.IalwaysknowwhattheyareandItrytotieeveryphonecall,everywordIsaytoeverycustomerintofulfillingthatwant.

First,youhavetoknowwhatyouwant.Second,youhavetoknowthatyoucangetitifyousellthenextprospect.

Youmaythinkthat’salittletoosimple.You’reright.Butit’sjustslightlyoversimplified.Becauseitmademeasalesmanthatfirstday.Ididn’tknowfromnothingexceptmyownwantandthefactthatifIsoldthisguy,Iwouldgetthosegroceries.AndIdidit.IsoldhimandthenItalkedthesalesmanagerintolendingme$10tobuyabagofgroceriesformyfamily.Don’ttellmeitdoesn’twork.

Knowingwhatyouwantwillpoweryourdrive.

4TheMoochIsaHumanBeing

Idon’tknowwhattermyouuseinyourtownandinyourbusinesstotalkaboutacustomer.ButinDetroit,intheretailcarbusiness,he’sTheMooch.It’saterribleexpression,becauseit’saterriblewaytothinkofsomebodywhoiscomingintogiveyoumoney.Itcreatesanegativeattitudetowardthispersonwhowantstobuysomethingfromyou.

NowthatIhavesaidthat,Iwanttopointoutthatsalesmenaroundheredon’tusethatwordfornoreasonatall,nomatterhowmuchitmayharmtheirperformance.Therearereasonswhysalesmenfeelhostiletowardprospects,andeventowardcustomers.Iunderstandthosereasonsandsodoyou.ButItryveryhardnottothinkofacustomerasTheMooch.Becausewordsinyourheadcanbecomedestructive.

Butlet’stakealookatthewayweperceivecustomers,andatwhattheyreallyare.Firstofall,theyarepeople,humanbeingswiththesamekindsoffeelingsandneedsthatwehave,eventhoughwetendtothinkofthemasadifferentbreed.WhereIsell,mostofthepeoplewhocomeintobuycarsareworkingclass,andtheyworkhardfortheirmoney—veryhard.Andformostofthem,whatevermoneytheyspendwithusismoneytheywon’thavetospendonsomethingelsetheywantandneed.Idon’tthinkanyofthiscomesasnewstoyou,butIamsurethat,justlikeme,youforgetitalotoftimes.

That’sbecauseweareprofessionalswhosetimeisworthmoney,andeverydayweseealotofpeoplewhodon’tseemtobeseriousaboutanythingbuttakingupourtime.That’sreallytheproblem.That’sreallythereasonwethinkofapersonasTheMooch,orwhatevertermyouusewhereyoucomefrom.

Thethingtorememberisthatwhenacustomercomesin,he’salittlescared.(By

theway,whenIsay“he”itisjustforconvenience.About30percentofmycustomersarewomenbuyingcarsontheirown,sowhatIreallymeanis“heorshe.”)Thatpersonisprobablytheretobuy.Isay“probably,”becauseweknowthattherearealotofshoppersintheworld.Butmostly,whethertheyareawareofitornot,theyareinterestedinwhatyouareselling.Interestedenoughtobeconvertedintobuyers,evenwhentheyareonlyshopping.Butthey’rescared.They’rescaredofpartingwith$100forapairofshoes,$300forasuit,or$20,000foracar.That’smoney,anditcomeshard.Sothey’rescared.Scaredofyoutoo,becausetheyallknoworthinktheyknowthatsalesmenareouttogetthem.

That’snotreallytrueformostofus.Butoncetheywalkinthedoor,alotofthemstarttopanicalittle.They’rejustlooking.Theywanttotaketheirtime.Theywanttorunoutofthereandjumpinthecarandmakeagetawaybeforeyougettothem.

Buttheyneedwhatyouhavetosell.That’reallywhythey’rethere.Sotheystay.Butthey’restillscared,becausethey’vebeentoldwhatkindofpeopleweare.Let’sfaceit:Salesmendon’thavethebestreputationsintheworld,becauseeverybodytellseverybodyelsethattheyaretryingtotaketoomuchofyourmoneyfromyou.Everybodyknowssomebodywhocangetitforyoucheaperorwholesale.That’soneofthebiggestproblemsinthecarbusiness,andeverywhereelsetoo.Theyallthinktheyknowthattheyarenotgoingtogetwhattheywantatthepricetheyoughttobepaying.Andthatscaresthem.

Buttheretheyare,comingthroughthedoor,feelingthisway.Fullofdistrustandfear,readytosayordoanythingtoprotectthemselvesfromwhattheythinkyouaregoingtotrytodotothem.Youmayevenrunintopeoplewhowillgiveyoua$10orevena$20depositjusttogetoutofthere—andneverevencomebackfortheirmoney.Sothatoughttotellyousomethingabouthowtheyfeelaboutthesituationtheyhavewalkedinto.

That’swhyalotofus—evenmesometimes—callapersonTheMooch.Wethinkofhimassomekindofstrangeanimalwhowilllieandstallandtakeupourvaluabletime—itisvaluable,andweoughtnevertoforgetthatbasicfact.

THEBLOODLESSWARThismeansthatwhatwedoeverydayofourworkinglivesisakindofwar.Imeanthat.Itisakindofwar,becauseprospectsoftencomeinasenemies.Theythinkwearetryingtoputsomethingoveronthem,andwethinktheyaretheretowasteourtime.Butifyouleaveitatthat,you’reintrouble.Becausetheywillkeeponfeelinghostile,andsowillyou.Therewillbeliesandconsonbothsides.Maybetheywillbuy,andmaybetheywon’t.Buteitherway,ifthehostilefeelingsonbothsidesremaininforce,nobodywillfeelgoodaboutwhathappens.Moreimportant,thechancesofmakingasalearen’tverygoodifthesuspicion,thehostility,andthedistrustshow.

Sowhatdoyoudo?I’mnotreadytogointodetailonthesellingprocessyet.Istillwanttofocusonthebasicattitudesofcustomersandsalespeopleinthissellingwar.Let’sforgetaboutpeoplewhoreallyaremooches(andtherearesomepeopleforwhomshoppingandnotbuyingisakindofagame).Andlet’sforgetaboutpeoplewhocallthemselvessalesmenbutareouttoscreweverybodytheycanfindbecausetheycan’thandletheirownemotionalproblems.(Weallhaveemotionalproblemssometimes,butwe’llgettotheseriousbusinessofleavingthemathomeorconvertingthemintousefulsellingattitudes.)We’retalkingaboutpeoplewhoconsiderthemselvesseriousanddedicatedprofessionalsalesmen.

Nowlet’slookatthesemoochesagain.Firstofall,theyaren’tmooches.Theyarehumanbeingswhoworkhardfortheirmoneyandaregenuinelyinterestedinbuyingsomethingfromyou.Thathasgottobethefirstbasicassumptionabouteverybodyyoumeet.AsIhavesaid,andasyouknowwhenyouthinkaboutit,theyarescaredofyou,andespeciallyofwhattheyareabouttodo.Theyareat

warwithyou,andwhetheryouthinksoornot,thatmeansyouareatwarwiththem.

Iamnotsayingthatthisisagoodattitude,butIamsayingthatitisgenerallyafact.Butitisafactthatyoucandealwithandturntoeverybody’sadvantage.Becauseifyouunderstandwhatisgoingthroughthatcustomer’shead,youcanwinthatwarandturnitintoavaluableexperienceforbothyouandyourcustomer.Youcandothatbyovercomingyourcustomer’sinitialfearandscoringavictory,thatis,makingasale.

Thereisnoharminthinkingthatasellingsituationislikeawaraslongasyouunderstandthatthevictory—themomentwhenyougetthesignature,themoney,thesale—isanexperiencethatisgoodforbothsides.Youhavedefeatedanenemy,youhavescored,youhavewon,youhaveusedyourtimewellandmademoney.

Buttheenemy,TheMooch,thescaredcustomer,ifproperlysold,hasalsobenefited.Hehasgotwhathecameinfor:henowownstheshoesorthesuitorthecar.Hewontoo.Andheshouldfeelthatway.Heshouldfeelthathehasspenthistimewell,thathehasspenthismoneywell.Hehaslostthewar,buthehaswontoo.

Thatiscertainlythebestkindofwar—whereeverybodywinsandnobodyloses.Thesellingsituation,ifhandledproperly,isasgoodawayasanyforaprofessionalsalesmantogetridofhisownhostility,whereveritcomesfrom.

IoftenthinkthateverytimeIfaceacustomer,Iaminsomewayfacingmyfatheragain.NowwhatIreallyhavealwayswantedtodowithmyfatherisdefeathimandmakehimrespectandlovemefordoingit.Inaway,IbeathimeverytimeImakeasale,whichisoften.But,atthesametime,Ihavemadehimhappybecausehehasboughtacarfromme.Idon’tknowwhataheadshrinkerwouldsayaboutsomethinglikethat.Butweallhavefeelingsofangerandfear,

andifwecangetoverthemoneortwoortwentytimesadaybymakingagoodsale,what’swrongwiththat?

Andthereisnothingintheprofessionallifeofasalesmanthatismoresatisfyingthanmakingagoodsale.Forme,agoodsaleisonewherethecustomergoesoutwithwhathecameinfor,atagoodenoughpricesothathetellshisfriends,hisrelatives,andhiscoworkerstobuyacarfromJoeGirard.ThatisthekindofvictoryIlookforeverydayinthewaragainstthemooches.Theyaren’tmoocheswhentheyleaveme.Theyarehumanbeingswhoaren’tafraidofmeanymorebecausewehavebothwontheWaroftheSale.

Ihavetalkedtopeoplearoundthecountrywhosaythatsalespeopleexploittheircustomers.YouknowwhatItellthem?Isay:HowcanitbeexploitingaguywhenIgivehimagoodproductforhismoney,atagoodprice?Andifhedoesn’thavethemoneyinhispocket—andmostpeopleobviouslydon’t—Ihelphimgetthecredittobuyhiscar.Isthatexploitingtheworkingclass,whenamanleavesmeowninga$20,000automobile?Idon’tthinkso,andI’msureyoudon’teither.

Soremember:ThecustomerisnotTheMoochwhenheleaves,whateverhewaswhenhecamein.Makehimafriendandhellworkforyou.About6outofevery10customersIselltoareeitheranoldcustomercomingbackorsomebodywhogotmynamesomewhere.That’s60percentofallmybusiness.Somebodywhocallshimselfasalesmanmayhustleandconacustomertobuy,butthatguyisnotgoingtocomebacktothatplaceagainifhefeelshehasbeenconned.And60percentofmybusinesscomesfromsatisfiedcustomersandthepeopletheyknow.SocleanoutallthoseexpressionslikeTheMoochfromyourhead.Theyonlygetinthewayofseeingtherealopportunitiesandusingthem.

Afterall,whatit’sallaboutisasatisfyingwaytomakeagoodbuck.Andnothingismoresatisfyingonthejobthanwinningandprofiting.Solookintoyourownfeelingsthenexttimeyouconfrontacustomer.Trytosortoutyour

ownfeelingsabouthim.Areyousorebecauseheinterruptedajokeyouweretelling?Doesheremindyouofsomebodyyoudon’tlike?Whatifheissmokingapipe?Forgetaboutallthatcraptheotherguystellyouaboutpipesmokersnotbeingabletomakeuptheirminds.Maybetheydohidebehindtheirpipes.Butyourjobistogetthemovertheirdesiretohidefromyou.That’sthefirstthingyouhavetodo,becauseyoucan’tsellascaredperson.He’llrunawayfromyou.Youcan’tsellamooch,becausehe’llpickuphowyoufeelabouthim.Youcan’tsellamooch—youcanonlysellahumanbeing.Sostartouteveryencounterwitheverybodykeepingthatthoughtinmind.You’vegotawaronyourhands—withyourcustomerandwithyourownfeelings.Don’tforgetwhoyouare,andwhothecustomeris.Don’tforgetwhyyou?reboththere—tomakeasalethatisgoodforbothofyou.

Youcan’tsellamooch—Youcanonlysellanotherhumanbeing.

5Girard’sLawof250

Ihaveaverystrictruleaboutdealingwithcustomers.Inthelastchapter,ItriedtogiveyousomeideaofmyattitudetowardeverybodyImeet.YoumightthinkthatbecauseIamasuperstarinthisbusinessIcanaffordtothrowaguyoutifheisgivingmeahardtime,orifIdon’tlikehislooks,orfornoreasonatall.Lookatmysalesandincomerecord.

Butifyoubelievethat,youaremissingthemostimportantpoint.Andthatis:HoweverIfeelaboutmyselforwhoeverI’mwith,Idon’tletmyfeelingsgetintheway.Thisisabusinesswe’rein,animportantprofession.Andthosepeople,thoseprospects,thosecustomersarethemostimportantthingintheworldtous,toeachofus.Theyaren’tinterruptionsorpainsintheass.Theyarewhatweliveon.Andifwedon’trealizethat,asahardbusinessfact,thenwedon’tknowwhatwearedoing.I’mnottalkingaboutsomeofthemormostofthem.I’mtalkingaboutallofthem.

LetmeexplaintoyouwhatIcallGirard’sLawof250.AshorttimeafterIgotintothisbusiness,Iwenttoafuneralhometopaymylastrespectstothedeadmotherofafriendofmine.AtCatholicfuneralhomes,theygiveoutmasscardswiththenameandpictureofthedeparted.I’veseenthemforyears,butIneverthoughtaboutthemtillthatday.Onequestioncameintomyhead,soIaskedtheundertaker,“Howdoyouknowhowmanyofthesetoprint?”Hesaid,“It’samatterofexperience.Youlookinthebookwherepeoplesigntheirnames,andyoucount,andafterawhileyouseethattheaveragenumberofpeoplewhocomeis250.”

Ashorttimelater,aProtestantfuneraldirectorboughtacarfromme.Aftertheclose,Iaskedhimtheaveragenumberofpeoplewhocametoseeabodyandattendthefuneral.Hesaid,“About250.”Thenoneday,mywifeandIwereata

wedding,andImetthemanwhoownsthecateringplacewherethereceptiontookplace.Iaskedhimwhattheaveragenumberofguestsataweddingwas,andhetoldme,“About250fromthebride’ssideandabout250fromthegroom’s.”

IguessyoucanfigureoutwhatGirard’sLawof250is,butI’lltellyouanyway:Everyoneknows250peopleinhisorherlifeimportantenoughtoinvitetotheweddingandtothefuneral—250!

Youcanarguethathermitsdon’thavethatmanyfriends,butI’lltellyouthatalotofpeoplehavemorethanthat.Butthefiguresprovethat250istheaverage.ThismeansthatifIsee50peopleinaweek,andonlytwoofthemareunhappywiththewayItreatthem,attheendoftheyeartherewillbeabout5,000peopleinfluencedbyjustthosetwoaweek.I’vebeensellingcarsfor14years.SoifIturnedoffjusttwopeopleaweekoutofallthatIsee,therewouldbe70,000people,awholestadiumfull,whoknowonethingforsure:Don’tbuyacarfromJoeGirard!

Itdoesn’ttakeamathematicalgeniustoknowthatGirard’sLawof250isthemostimportantthingyoucanlearnfromme.

Justthinkaboutit:Aguycomesinandyou’refeelinglousy,soyoutreathimlousy.Hegoesbacktotheofficeandsomebodysays,“What’sthematter?”Andheanswers,“IjustgotthebrushofffromSamGlotz.”Orsomebodyislookingtobuyacar,andhehearsaboutitandsays,“StayawayfromSamGlotz.He’sajerk.”

Youdon’tknowwhoisashopstewardorasupervisorthatalotofpeopleinafactoryorofficeconsiderabigauthority.Youneverknowthatsomeguyisthepresidentofhislodgeandheisgoingfromyoutohislodgemeeting.Orthinkaboutabarberoradentist,peoplewhotalktoalotofpeopleeverydayaspartoftheirwork.Oranothersalesmanofadifferentproduct.

Iftheaveragepersonhas250peopleheseesregularlyduringhislife,whatabouttheseotherpeoplewhoseealotmorethanthatinaweekintheordinarycourseoftheirbusiness?

Canyouaffordtohavejustonepersoncometoseeyouandleavesoreandunsatisfied?Notifjustanaveragepersoninfluences250othersinthecourseofhisorherlife.Notifalotofthepeopleyoudealwitheverydaydealwithalotofotherpeopleeveryday.

Peopletalkalottootherpeopleaboutwhattheybuyandwhattheyplantobuy.Othersarealwaysofferingadviceaboutwheretobuywhatandhowmuchtopay.That’sabigpartoftheeverydaylifeofordinarypeople.

Canyouaffordtojeopardizejustoneofthosepeople?Ican’t.Andyouknowthatifanyonecanaffordto,Ican.ButIknowIcan’t,becauseIknowhowmuchofmysalesandmyincomecomesfrompeopletellingotherpeopleaboutme.It’sapowerfulforceinmyprofessionallife,anditshouldbeinyours.

Wearenottalkingaboutloveorfriendship.Wearetalkingaboutbusiness.Idon’tcarewhatyoureallythinkofthepeopleyoudealwith.It’sthewayyouacttowardthem,thewayyoudealwiththem,thatistheonlyimportantthing.Ofcourse,ifyoucan’tcontrolyourrealfeelings,thenyou’vegotaproblem.Butthisisbusiness,andinbusinessallofthesepeople—themooches,theflakes,thefinks,thepipesmokers—canbemoneyinyourpocket.

Butwhenyouturnawayone,justone,withangerorasmart-assremark,youarerunningtheriskofgettingabadnameamongatleast250otherpeoplewithmoneyintheirpocketswhomightwanttogivesomeofittoyou.

Thisisabusinesslikeattitudethatyouhadbetterdevelopandkeepinyourheadeveryworkinghourofeveryday,ifyoudon’twanttobewipedoutbyGirard’sLawof250.

Everytimeyouturnoffjustoneprospect,youturnoff250more.

6Don’tJointheClub

Ididn’tdiscovertheLawof250onmyfirstdayasasalesman.Ittookmeafewyearstoworkitout.Ican’tguesshowmuchitcostmeinlostcustomersandtheirfriendsandrelativesandcoworkers.IhavetoadmitthateveninrecentyearsIhaveblownitonceinawhilewhensomebodymakesaremarkabout“dagos”or“wops.”ButsometimesmyeffortstocoolmyhotSicilianblooddon’twork.

Ididlearnoneimportantlessonveryearlyinmycareer:Don’tjointheclub.Mostsalesmenlearnitontheirfirstdayinanewplacebutsoonforgetit.Whatitmeansisthis:Don’tbecomeapartofwhatwecallthe“dopering”orthe“bullring”intheplacewhereyouwork.Thatiswherealltheguysgettogetherinthemorningandspendtheirtimediscussingwhattheydidlastnight,orwhattheirwifewascomplainingaboutatbreakfast,orsomeothersubjectthathasnothingtodowithwork.

EverybodyknowswhatI’mtalkingabout.Asalesmancomesuptothecrowdandsays,“DidyouhearaboutPhilJones?”PhilJoneswasaguythatworkedtheretenyearsagoandnobodyknowshim,buttheylistenashetellsabouthowPhilhadanaccidentorwonthelottery.Whatfor?Howmuchmoneydoesthatmakeyou?

Thenthecoffeewagoncomesaroundandeverybodystartsflippingquarterstoseewhoseturnitistopaythismorning.Thedayisgoingby,andprettysoonit’sgettingtowardlunchtime.Nowthequestionis:Wherearewegonnaeat?Somebodymentionsaplace,andthentheyargueandtakeavoteandfinallytheygotolunch,usuallyataplacewhereothersalesmengo,sothey’renotlikelytomeetanybodywhocanhelpthemearnanickel.Afterlunch,thereismoretimelostwithstoriesandtalkaboutwhooweswhomhowmuchforthemeal.Before

longthedayisgone,andsoisanychancetobuildyourbusiness.

Remember:Itisyourbusiness,nomatterwhomyouworkfororwhatyousell.Andthebetteryoubuildit,themorethepeopleyousellbecomeyourcustomers.Everyminuteyouspendlookingforwaystoavoidworkingcostsyoumoney.Youwanttotellmeyou’veheardthatbefore?Butifyouarepartofthatclubbygroupofsalesmenhangingaroundthefrontdoor,youarenotusingwhatyouknow,becauseyoucan’tmakemoneyhangingoutwiththeboys.

LEARNFROMYOUROWNEXPERIENCEIsaidthatyoualreadyknowthat,ifyouhavebeenaprofessionalsalesmanforanylengthoftime.Allyouhavetodoisthinkbacktothetimeyoufirstcametoworkatyourpresentplaceofemployment.Rememberwhenyoudidn’tknowanyoftheguys.Youfeltalittlelonely.Therewasnobodytotalkto.Soyouhadtolookforthingstodo.Maybeyouspentalittletimegettingtoknowthemerchandise.Maybeyoutriedtoedgeupnearwherethetopmanwastalkingtoacustomersoyoucouldlearnsomethingaboutthewayhedidit.Maybeyouevenworkedthetelephoneorsentoutsomepiecesofdirectmailtofriendsandrelativestotellthemwhereyouwereworkingandwhatyouwereselling.Nobodyhadtotellyoutodothosethingsbecauseifyouhaveanybusinesssense,youknowthosearethingsasalesmanhasgottodowhenhestartsworkingatanewplace.It’slikeagrandopening.

Moreimportant,youdidthosethingsbecauseyouhadplentyofsparetime.Therewasnobodytotalkto,nobodytobuddyupto.Then,afterawhile,youbecomeoneoftheboysandstopdoingmostorallofthatsortofthing.Youaren’tthehotshotanymoreandyouwonderwhathappenedtothatbusinessyouweredoingwhenyoufirstgotthere.Well,that’sthewayitgoes,yousaytoyourself.Sometimesyou’rehotandsometimesyou’renot.

THETHRILLOFVICTORYDon’tbelieveit.Veryearlyinmyowncareer,Ilearnedthatlessonthehardway.

OnceIhadnailedthatbagofgroceriestofeedmyfamily,Iunderstoodthevalueofasellingvictory.Firstofall,therewasthatimmediatewant:Tobringhomefood.Buttherewassomethingmorethanthat,becauseinthatfirstsaletherewasthespecialthrillofmakingasaleitself.Ihadsoldafewhousesayearbackinmydaysasabuilder.ButtheydidnottakemuchrealsellingatthepriceIwasaskingandinthosedaysofscarce,cheaphouses.ButgettingthatCoca-ColasalesmantobuyaChevroletfrommewasarealtriumph.NotonlydidIgetthegroceriesandmycommission,butIfelttheexcitementofthevictorythateverysalesmanexperiencesifheisarealsalesman.Thatwasmyfirstsale,anditgavemetheconfidencetotryeverythingIcouldthinkoftorackupalotmore.Ididn’tknowanyoftheothersalesmenthere,andIknewthattheyresentedanewfacebecausetheysawmeassomebodytheretotakeawaybusinessfromthem.SoIdidn’tmakeanyfriends.Instead,Isoldalotofcars.InmyfirstmonthIsold13,andinmysecondmonthIsold18.Iwasamongtheverytopperformersinthatdealershipattheendofmysecondmonth.ThenIgotfired.

It’sbeenalongtimesincethathappened,butwhatIrememberwasthattheotherguysobjectedtomysales.TheyclaimedthatIwastakingbusinessawayfromthem.Whattheyreallywereobjectingto,Ithink,wasthatIwasanewguywithnopastexperience,andIwasdoingaswellorbetterthantheywere.AlsoIwasn’tveryfriendlytothem.

SoIwenttoworkatanotherdealershipwhereIhavebeeneversince.WhenIfirstgotthere,thesalesmanagertoldmethatI’ddobetterifIdidn’tspendthetimeonthefloorbeingpalswiththeothersalesmen.Ihadalreadybeguntolearnthat,butIalsoknewthattherewasnopointinmakingenemiesofthem.SoI’vetriedtobecarefulaboutthateversince.TheyknowthatIoperatedifferentlyfromthewaytheydo,andthatIdon’tliketowastemydaysinthedopering.Andtheyknowthatitpaysoffforme.Therearetheusualroughedgesbetweenpeopleworkinginthesameplace.ButIhavemanagedtoworkmywayandstillstayinthesameplace.

Amongthefavoritetopicsofconversationofsalesmeninmybusinessarewhichdealershipisbest,what’swrongwiththeplacethey’reworkingat,andhowit’sbettersomewhereelsewheretheirfriendworks.ButIhavestayedinthesameplacealltheseyearsbecausewhatcountsmostishowyouwork,notwhereyouwork.Wehaveagoodlocation,butsodomostChevroletdealers,oranygooddealers,forthatmatter.Andourpayplanisaboutasgoodasanyother.SoIhavefoundthatwhatcountsmostishowsmartIwork,whichisevenmoreimportantthanhowhardIwork.

Whentherestoftheguysgotolunch,theyknowthatIhardlyeverwillgoalongwiththem,becauseIhaveotherthingstodo.WhenIgotolunchwithsomebody,itisforgoodbusinessreasons,notjusttobeagoodfellow.I’lldiscusswhomItaketolunch,whatIdo,andwhyinanotherchapter.ButjustletmesayrightnowthatI’mallbusinesswhenI’mworking,whateveritseemslike.

ThemessageI’mtryingtogetacrossisthis:Don’tjointheclub.Andifyouareinit,easeyourwayout,becauseitwillencourageotherbadhabitsandwrongattitudes.

Thinkofthis:Howmanytimes,whenthesalesmanagerhascalledasalesmeeting,doyouhearalltheguysgroanandsay,“Herecomesanothercrapsession”?WhenIstartedsellingcars,Ididn’tknowanythingaboutsellingcarsorsellinganythingelse.IwenttothemeetingsbecauseIfiguredImightlearnsomething.Andyouknowwhat?Ididlearn.Youmaynotlikeyoursalesmanager,butheprobablyknowsalotaboutselling.ThoughI’llagreethatmostofthefilmstheyshowusarenotverygood.That’sbecausetheyaremostlymadebypeoplewhohaveneveractuallysoldanythingexceptfilms.(That’swhyImakeandsellmyownsalestrainingfilms:because,eventhoughminearen’tasslicklooking,companieswhobuythemtellmethatminelookandfeelrightaboutselling.)Evenso,thestuffthatthemanagerwouldtellusatsales

meetingsmadesensetome.AndIfiguredthatheknewmoreaboutsellingthanIdid,whichwastrueinthosedaysatleast.AndIfoundthatifIdidwhatheandthosefilmssaid,itwouldworkandIwouldgetmorebusiness.Whateveritwas,usingthetelephone,sendingoutdirectmail,anything,wouldworkifIdiditalot.

Lateron,Ilearnedtodothingsevenbettermyownwayandevenmadeupmyowndirectmailpieces,whichworkedbetterformethantheirsdid.Butwhattheyhadtosayandwhattheytoldustodowasbetterthannothing.Alotbetterthannothing,andthatissomethingyoumaynotlearnifyoujointheclub.Becausehardlyanybodywhohangsoutwiththeboysalldayisgoingtotellyouhowmuchbusinessyoucangetjustbyusingthetelephoneforanhouroreven10minutesaday.Andnoneofyourbuddiesisgoingtosay,“Don’tlistentomystupidjoke.Gotoyourdeskandwritenamesandaddresseson10piecesofdirectmailandsendthemouteverydayandyouwillbeintouchwith2,500peopleeveryyearwhodrivecarsandwillneedanotheronesomeday.”

Mostoftheguysintheclubthinkthatallthebusinessyouwillneedwalksinthedooreveryday.SotheywillnevertellyouwhatIknow:Thatyoucanbuildthebiggestbusinessintownwithoutbeingintheclub,becauseyoucanspendallyourtimegettingpeopletocomeandaskforyou,andnotjustwalkinthedoorandwaitfortheguywhoisup.Alotofsalesmendofairlywellthatway,aslongastheirluckholdsout.Butnobodycanselleverybody.Sothesalesmanwhowaitshisturnhastotakehischances.

STACKINGTHEODDSINYOURFAVORIdon’tliketotakechancesinmywork.WhenIgotoLasVegas,Iknowwhattheoddsare,andifIwanttotakechances,well,that’swhatI’mtherefor.ButIdon’tliketogamblewithmyworkinglifeandthesecurityofmyfamily,soIdon’ttakechancesinmywork.Imakemyopportunities.Andoneofthemostimportantwaystodothatistostayoutoftheclub.

Inmyneighborhood,weusedtohaveanexpression:Ifyouthrowenoughspaghettiagainstthewall,someofithasgottostick.MaybetheChinesetalkaboutthrowingriceagainstthewall.But,howeveryoulookatit,thatisthebasiclawofprobabilitiesinourbusiness.That’salotdifferentfromjuststandingtherewiththeboysandtakingtheluckofthedraw.

Thatmeansifyoudoalotofthingstobuildbusiness,you’llbuildbusiness.Theydon’thavetobedoneperfectlytowork—althoughthebetteryoudothem,thebetterthey’llwork.Butthemainpointisthatyouhavetodothem—alot.Andyoucan’tdowhathastobedonetoturntheoddsinyourfavor,unlessyoustayoutoftheclub.

O.K.,youask,butwhatdoyoudotogetitstarted?Youcandoalotofdifferentthings.We’llgettothem,andyoucanprettymuchpickwhatworksbestforyou,whatfitsyourstyle,yourpersonality,yourinterests.Butthetrickistodosomething.I’vetalkedtoalotofpeopleovertheyearsinalotofdifferenttypesofselling.Theyallprettymuchagreethatthereisalotofturnoveramongbeginningsalespeople.Andthereasonthatistrueisbecausecausejustaboutanybodycanmakeafewsalesatthestart.Whetheritiscarsorinsuranceoranythingelse,everybodycanbuyonehimself,sellonetohisfather-in-law,andsellanotheronetohisbestfriend.“Afterthethirdsale,”asalesmanageroncetoldme,“iswhenyouknowifaguyisarealsalesmanornot.”

Whatdoyoudoafteryouhavesoldthoseeasyones,thepeoplewhobuybecausetheywanttohelpyou?Thatisthebigquestion,andthat’swhatweturntonow.

Don’tjointheclub.Insteaduseallyourtimetomakeopportunities.

7WhatDoYouDoAfterYouSell

YourUncleHarry?Ididn’thaveanUncleHarryoramother-in-lawwhocouldaffordtobuyacarbecauseIneededtosellone.And,asIhavealreadymadeprettyclear,Isureneededtosellone.ButIhadthatCocaColaguy,thankyouwhereveryouare.AndthenIhadthatprospectlistItoldyouabout.FourpagesfromtheDetroitphonebook—twowhite,twoyellow.Andtherewasatelephoneonmydesk.Iwasnewandgreenanddidn’tknowthattheonlywaytosellwastostandaroundmatchingquartersandstoriesuntilitwasmyturn—my“up”—totakeashotatsomebodywalkingthroughthefrontdoor.IhadpromisedIwouldnottakefloortimefromtheothersalesmen,andmostlyIkeptmypromise.AndIworkedmylist.Youdon’tbelieveIworkedalistmadeoutofpagesfromthephonebook?Well,I’vegotnewsforyou:Ididit.AndI’llbetyouanythingthatifIhadto,Icoulddoittodayandmakeagoodliving.

Itiseasytoarguethatcoldcontactcallsguaranteealotofuselesswork.That’strue.Yougetalotofnoanswers,someout-of-servicenumbers,afewpeoplewhodon’tunderstandyou,andsomewhodon’tspeakEnglish.Butifyouworkitright,yougetsomeaction.Andifyouhaveafewdeadminutesoranunfilledhour,youcanaffordthehardphysicallaborofmakinghalfadozenphonecallstogetnothing,andmaybejustonethatgivesyoualivelead.Allthateffortmayturnouttobealittlemorevaluablethanscratchingyournoseorlisteningtoabadjoke.

Therearealotofmoreproductivewaystogetleadsthancoldtelephonecalls.Butifyouhavenothingbettertodo,thiskindofcallisworthatry.Wewillgettothewaystodevelopasystemforgettingleads,prospects,andcustomerssoonenough.ButrightnowIwanttoprovetoyouthateventhisleastproductiveway

ofgettingbusiness—coldcallsfromthephonebook—isbetterthandoingnothing.

Sopickupthephone,evenifyoudon’thaveagoodlistofprospects.Ifyouarelocatedinasuburbanareathathasaseparatephonebookoraseparatesectionforyourpartoftown,that’sbetter,ofcourse.Butitisn’tnecessary.Remember,Ididitwithpagestornoutofthebookatrandom.IfIhadtodoitthatwaytoday,I’dthumbthroughforafewminutes,lookingatstreetaddressesornamesthatsoundedright.AndthenI’dpickupthephone.

HOWTOSELLONTHEPHONELet’ssayIhit10dudsinarow:don’tanswers,nospeakEnglish,Mommywentshopping.NowI’mcallingduringthedaytime,soIdon’twanttocalltooearly.It’slatemorning.ButsupposeIgetnothingatallonmyfirst10calls.Whathasitcostme?Threeorfourminutes?O.K.Nowawomananswersthephone.“Hello,Mrs.Kowalski.ThisisJoeGirardatMerollisChevrolet.Ijustwantedtoletyouknowthatthecaryouorderedisready,”Itellher.Nowremember:Thisisacoldcall,andallIknowforsurefromthephonebookistheparty’sname,address,andphonenumber.ThisMrs.Kowalskidoesn’tknowwhatI’mtalkingabout.“I’mafraidyouhavethewrongnumber.Wehaven’torderedanewcar,”shetellsme.“Areyousure?”Iask.“Prettysure.Myhusbandwouldhavetoldme,”shesays.“Justaminute,”Isay.“IsthisthehomeofClarenceJ.Kowalski?”“No.Myhusband’snameisSteven.”Iwriteitdown,thoughofcourseIknowitbecauseitsayssorightthereinthephonebook.“Gee,Mrs.Kowalski,I’mverysorrytohavedisturbedyouatthishouroftheday.I’msureyou’reverybusy.”Maybeshesaysit’snotroubleatallorwantstotellmethatshejustgotbackfromthesupermarket.Whateveritis,Idon’tletherhangupyet.

Iwanttokeepheronthephone,becauseI’mnotdone,andmaybeshehasnoonetotalktososhedoesn’thangup.“Mrs.Kowalski,youdon’thappentobein

themarketforanewcar,doyou?”Ifsheknowstheyare,she’llprobablysayyes.Butthetypicalanswerwillbe:“Idon’tthinkso,butyou’dhavetoaskmyhusband.”Thereitis,whatI’mlookingfor.“Oh,whencanIreachhim?”Andshe’llsay,“He’susuallyhomebysix.”O.K.,I’vegotwhatIwanted.“Well,fine,Mrs.Kowalski,I’llcallbackthen,ifyou’resureIwon’tbeinterruptingsupper.”Iwaitforhertotellmetheydon’teatuntilaboutsix-thirty,andthenIthankher.

YouknowwhatIamgoingtobedoingatsixo’clock.That’sright.“Hello,Mr.Kowalski,thisisJoeGirardatMerollisChevrolet.IspoketoMrs.KowalskithismorningandshesuggestedIcallbackatthistime.Iwaswonderingifyou’reinthemarketforanewChevrolet?”“No,”hesays,“notjustyet.”SoIask,“Well,whendoyouthinkyoumightstartlookingatanewcar?”Iaskthatquestionstraightout,andheisgoingtothinkaboutitandgivemeananswer.Maybeheonlywantstogetridofme.Butwhateverthereason,whathesaysisprobablygoingtobewhathereallymeans.It’seasierthantryingtodreamupalie.“IguessI’llbeneedingoneinaboutsixmonths,”hesays,andIfinishwith:“Fine,Mr.Kowalski,I’llbegettingintouchwithyouthen.Oh,bytheway,whatareyoudrivingnow?”Hetellsme,Ithankhim,andhangup.

Ialsowritedownhisname,address,andphonenumber,alongwithwhateverinformationIhavepickedupintheconversationsuchaswhereheworks,howmanykidstheyhave,andwhathedrives.Iputitallonathree-by-fivecardformyfileandmymailinglist,andIalsowriteitdowninadiarythatIkeep.Iwriteitdownalongsidesixo’clockonadayaboutfivemonthsfromnow—notsix,likehesaid.Whenthatdatecomesup,youbetterbelieveIwillcallhimupanddoeverythingIcantogethimintobuythatcarhetoldmeheisgoingtoneedthen.

ThisispricelessinformationIdevelopedfromatwo-minutetelephoneconversation.Sellingisanespionagegame.Ifyouwanttosellsomethingto

someone,youshouldfindoutallyoucanaboutthatpersonthatpertainstoyourbusiness.Ifyou’resellingtypewriterstobusinesses,youcouldfindoutfromthecompanyreceptionisthowmanytypewriterstheyhave,howoldtheyare,howoftentheyareinneedofrepair,whatkindtheyare,doesthecompanyownorleasethem,isthecompanygrowing,willtheybehiringnewsecretaries,whothedecisionmakeris.Nomatterwhatyousell,ifyou’llspendsometimeeachdayfillingtheseatsontheFerriswheelyouwillsoonhavealineofpeoplewaitingtobesold.

MAKINGYOUROWNPROSPECTLISTSWhenIstartedout,Ijustputthisstuffonapieceofpaperandshoveditintoadrawer.ButonedayIdiscoveredaleadthatIhadn’tfollowedbecauseIdidn’thaveasystem.SoIwenttoastationerystoreandboughtadiaryandalittlethree-by-fivecardfile.Thatwasthebeginningofmyintelligencesystem.Itransferredeverythingonallthosescrapsofpaperintomyrecordssystem,andIhadthestartofamailinglistandatelephonecall-backsystem.Ifyoudon’thaveanythinglikethat,youhadbettergetone,becauseyoucan’tpossiblykeepalltheleadsyoucandevelopinyourheadoronthebacksofenvelopesinyourpocket,notifyouaredoingaproperjobofprospecting.

Ijustdescribedacoldcallthatgotmeagoodleadandeventuallyasale.Thathappenednotjustonce,butmanytimes,Ican’tcounthowmanytimes.AndchancesareI’vesoldalotofpeoplenamedKowalski.Soeventhenamewasn’tcompletefiction.

Nowyou’llhavetoadmitthatwhatIdidisnotmagic.Itisn’tevenveryhardtodo.Infact,youhaveprobablyheardandseenotherpeoplemakecoldtelephonecallsthatworkedprettymuchthewayminedid.SoIdon’treallyneedtotellyoumuchmoreaboutthistechnique.Butweallhavetoberemindedtodotheseobvious,easythingsinsteadofhangingoutwiththeboys.

AsIhavesaid,Idon’tparticularlyenjoythebuddy-buddybullsessionsinthe

showroom.Ifindthemawasteofvaluablesellingtime.Andbesides,Icanalwaysthinkofsomethingelsemoreimportanttodothanhangarounddoingnothing.IlikethemoneyImake,andIlikethethrillofclosingadeal.Infact,youmightsayIamasellingjunkie.Ilovethekickofgettingasale.Butitsoonwearsoff,soIhavetodoitagainandagainandagain.IgetbadwithdrawalsymptomsifIdon’tsellcarseveryday,alotofthem.SosometimesIsellasmanycarsinaweekasotherguyssellinamonth.Ifthey’resatisfiedwiththatkindofperformance,that’stheirbusiness.ButI’mnot,andIdosomething,alotofthings,aboutit.

Let’sfacethisfact:Ifsomebodycansellfivecarsaweekjustbyhangingaroundandtakinghisturnsatthedoor,heknowshowtosell.Butifhecandothat,thinkofwhathecandoifhecanbuildfivetimesasmuchtrafficcominginjusttoseehim.Ifheisjustaseffectiveinclosingthisextrabusiness,hisearningswillzoom,evenifheonlygetsthesamepercentageofsalesashegotbefore.

SowhatyoudoafteryousellyourUncleHarryisbuilduptheflow,andgetalltheseatsfilledontheFerriswheel.Thereareplentyofwaystodothat.Coldcallingisone.Butthereareotherways,andasyouworkatit,youwillseethattheotherwaysareevenmoreproductive,betterwaystofillyourtime,sothatyoucanfeelthethrillofselling,andmakebigmoneygettingyourkicks.

Aftertheeasyones,therearemanyKowalskis,ifyoukeepsearching.

8FilltheSeatsonthe

FerrisWheelInanearlierchapter,Isaidthatgoodsellingislikeplantingandharvestinginacountrywherethingsgrowallyearround.Plantingandharvesting,allyearlong.AnotherwaytothinkofitisintermsoftheFerriswheelthatIjustmentioned.IfyouhaveeverseenaFerriswheel,youknowhowitworks.Oneatatime,theguyinchargefillstheseats.Peoplegetoff,hefillstheirseats,movesthewheelalittle,fillsthenextseats,andsoonuntilallthepeopleintheseatshaveleftandnewonescomeon.Thenthewheelturnsawhileandhestopsitanddoesthatemptyingandfillingagain.

Goodsellingislikethattoo.Onlythewheelisalwaysmovingjustalittlebitsothatsomepeople—theonesyouhavejustsold—cangetoffforawhileandothers—theonesyouarejuststartingtoworkon—cangeton.Bythetimetheyhavecomefullcircle,theyarereadytobesold,giveuptheirseats,andbereplacedforawhile.Isay“forawhile,”becausenobodybuysacarforever.

Peoplebuyonefortwoorthreeormaybefiveyearsandthentheyarereadyforanotherone,whethertheyknowitornot.Butifyoukeepproperrecordsandfilesanddiaries,youknowit,maybeevenbeforetheydo.

Inmyexampleinthelastchapter,IputSteveKowalskiinaseatontheFerriswheel.Inaway,Ihavehimlockedinthatseat.Iknowwhathedrives,soIknowheprobablywillwanttotrade.Iknowsomethingabouttheageofhiscar,soI’llknowalittleabouthowmuchmoneyhewillneedtohaveorborrowtobuyanewone.Iknowwherehelivesandmaybewhereheworks,soIhaveanideaofhowgoodacreditriskheisandwhereheislikelytogoforborrowing:acreditunion,asmallloancompany,orwhatever.AndIknowwhenhethinkshewillstartlookingforanewcar,andI’llbebackonthephoneafewweeksbeforehe

sayshe’llstartlooking.SoI’llprobablybeaheadoftheothersalesmenheislikelytosee.Infact,ifIhandleitright,Imaybetheonlysalesmanheevertalksto.Heissittingupthereonmywheel,andIknowexactlywhere.

Alotofthetime,let’sfaceit,itdoesn’tworkquitethatway.Sometimesaguywon’ttellyouthatmuch.Ormaybeyoudon’tevenknowwhoisupthereonyourwheel,becauseyousentsomebodyapieceofmailandheputitaside,andyoudon’tevenknowit.

Thatdoesn’treallymatter.ImeanitisgreattogetaSteveKowalski,agoodprospect,alreadypartlyqualified,justfromacoupleofphonecalls.Butdon’tforgetthespaghettithrowing.Yougetitoutthereandsomeofitwillstick.MaybewhenIcallKowalskiback,hewillhavewonthelotteryandboughtaRollsRoycealready.Sowhat?Iaskhimifheknowsanybodyelsewhoislookingtobuyacar—arelativewhowasoverfordinner,somebodyinhisshop,maybeaneighborwhototaledhiscaryesterday.OrmaybeIjustwishhimluckandlethimtellmeaboutwhereheboughtthelotteryticket.ThenIsuggestthatitmightbenicetousesomeofthatmoneytobuyhiswifeorhisdaughterwhoisgraduatinganewcartoo.OrmaybeIjustmakesomepleasantsmalltalkandheremembersmewhenhehasblownallthemoneyandneedsacheapcaragain.

ImayormaynotknowexactlywhereSteveKowalskiissitting.ButIdoknowhisnameandwheretoreachhimandwhen.Andthatisworthsomething.Itisapieceofinformationthatcanbeminedlikeyou’relookingforgold.Heisworthcallingback,maybemorethanonce,andheisworthputtingonamailinglistandbeingintouchwithagain.

WhenItalkaboutthisguy,I’msureyouunderstandthatIamreallyreferringtoalotofpeople—themore,thebetter.Ihavesoldmorethan12,000carsandtruckssinceIgotintotheautomobilebusiness.SinceIhaveanincreasingvolumeofrepeatbusiness,itishardtosayhowmanyofthose12,000plussalesarerepeats.Itisallwrittendowninmyrecords.Ihaveacardforeverybuyer,

andifIsoldapersonmorethanonceitsayswhenandwhatandalltherest.Solet’ssaythatthereare9,000differentnamesofsoldcustomersinmyfile.

Youwouldthinkthatmailingto9,000namesisanexpensiveproposition,anditis.Afterall,ifImailthemallfirstclass,itcostsplentyforpostagealonethesedays.Butmymailinglistisbiggerthanthat,becauseitalsoincludesnamesofpeopleIhavenotsoldyet.Soitcostsmealottokeepthoserecordsanddothemailings.Thedealerpaysagoodpartofthecost,butIpayplentytoo.Butit’sworthit,everypennyofthecostofmaintainingthelistandkeepingitup-to-date,tosaynothingofthemailingsthemselves.

Ifyouhadalistlikethat,youwouldunderstanditsvalue.Thatmanynamesofsolidprospectsisthemostvaluablethingasalesmancanhave.Maybeyouwontbeabletoputtogetheranywherenearthatmanynames.Itdoesntmatter,becausehoweverbigyourprospectlistis,itisalistofpeopleyouhavealreadyqualifiedinsomeway.

Therearemillionsofprospectsinthewholecountryandmaybeafewhundredthousandinanymajormetropolitanarea.Butgettingyourhandsonthespecifics—name,address,anythingelse—ofrealpeopleisenormouslyvaluable.Idon’thavetotellyouthat.ButIjustwanttoremindyouincaseyouarefallingintothehabitofmoaningabouthownobodycomestoseeyou.

YOUALREADYHAVEALONGPROSPECTLISTWhatareyoudoingtobringthemin?Who?youask.Well,foropeners,doallyourfriendsandrelativesknowwhereyouareworkingthesedays?You’vegotalittleaddressbookinyourpocketwiththeirnames.That’saprospectlistthatI’msureyoualreadyknowabout.Butwhathaveyoudonelatelytobeintouchwiththem?

Here’sanothergoodsourceofprospects:yourfileofpaidbills.WhatIamsayingisthatthepeopleyoubuythingsfromoughttobegoodprospectsforthe

thingsyousell.Everybodywearsclothes,livesinahouseorapartmentwithfurnitureandappliances,drivesacar.Andbusinessmen—likethebutcherandthefloristandtheoildealer—usetrucks.AllthepeopleIbuyfromareonmylist.ItrytosellthemeverytimeIseethemtobuyfromthem.WhenIgivethemmoney,IletthemknowagainwhatIsell.AndIworkittheotherwaytoo.Ifaguybuysacarfromme,Iknowwhatbusinessheisin.WhenIneedsomeofwhathesells,Iwillbuysomefromhim,andlethimknowthatIappreciatehisbuyingfromme.I’mnotsayingwecanalllivebytakingineachother’slaundry.Butthepeopleyoubuyfromcertainlyoughttobeonyourprospectlist.Socheckbackintoyourpersonalbillsfiletoseewhomyou’regivingyourmoneyto.Maybeit’stimetheygavesometoyou.

Girard’sLawof250isalwaysoperating.Andwhenwearetalkingaboutyourbutcherandyourfillingstationandyourdrycleaner,figurethattheytalktothatmanypeopleinadaysometimes.Everyoneofthesepeopletalkstocustomers,hearssmalltalkaboutkidsandaccidentsandcars.Someofthemmaynotevenknowwhatyoudoforaliving,soyououghttomakesurethattheydoknow.

MAKESUREEVERYBODYKNOWSWHATYOUSELLThatsoundslikeprettyelementaryadvice,andmaybeyou’veheardittoomanytimesalready.ButIhaverunintoalotofsalesmenwhonevertellpeople—otherthanclosefriendsandrelatives—whattheydoforaliving.Theysaythatsalespeople,especiallycarsalesmen,haveabadimage.Well,letmetellyouthatI’mproudofwhatIdoforaliving.

Ifyoursalesaretobusinessorindustry,youmaythinkthisisn’timportantorthatitcan’thelpyou.Isayitcan.RememberGirard’sLawof250.Peoplearealwaystalkingaboutwhotheyknowandwhattheydo.Iknowofasalesmanwhosolda$120,000computerservicebecauseafriendtoldanotherfriendabouthim.

Ibelievethateverysalespersonoughttobeproudofhisorherprofession.Lookatitthisway.SinceIwas35yearsold,Ihavesoldmorethan12,000newcarsandtrucks.Doyouknowhowmanyjobsthathascreated,howmuchsteelhadtobeproducedandsoldtomakethosecars,howmuchmoneyGeneralMotorsandallofitsthousandsofsupplierstookinjustfromwhatIdid?Millions.Salesmenmakethewheelsgoround,becauseifwedon’tkeeponmovingthegoodsofftheshelvesandoutofthestockroomsandwarehouses,thewholeAmericansystemwouldstoprunning.

Soyoumakesureeverybodyknowsyou’reasalesmanandthattheyknowwhatyousell.Andwhenyoubuyfromthem,youdon’thavetomakesomekindoftradewiththem,somekindofreciprocaldeal.Butjustletthemknoweveryonceinawhilethatyouhavesomethingforthemanytimetheyneedit.Andwhatyouwantfromthemisnotjustasalebutinformation.Ifyouselljewelry,whenyouhearthatsomebodyisgoingtograduate,youknowthatcanbealeadtoasaleofawatchoracocktailring.Andifyouaresellingcars,whenyouhearthataguytotaledhiscar,youcansayyou’resorry,butalsokeepinmindthatthisguyisgoingtoneedanothercarandthatheisprobablygoingtogetanicebigcheckfromaninsurancecompanytopayforit.

Sodon’tforgetaboutthebutcherandthebaker.TheycanhelpyoufillthoseseatsontheFerriswheelorplantthoseseedsinthefertilesoil,orhoweveryouwanttolookatwhatIconsidertheprofessionalsystemofselling.

Nowlet’sgetspecificaboutsomeofmyothermethodsforgettingthoseseatsfilledorseedsplantedorspaghettistuckonthewall.Howeveryoulookatit,itisgoingtobethewaytogetmoneyinyourpocket.

PuteverybodyyoucanthinkofonyourFerriswheel.

9Girard’sToolbox

IfIhadtonamethetoolsthatworkbesttobuildmybusiness,thelistwouldprobablynotsurpriseyoubythistime.Itwouldobviouslyincludethetelephone,myfiles,themail,mybusinesscards,andmybirddogs.

I’vealreadytoldyouhowthephonecanbeusedprofitablywithcoldcalls.Ifyouneverdidanythingelsebutthat,youcouldbuildyourselfagoodbusiness,asIdemonstrated.AndI’vesaidsomethingaboutthewayIkeepmyrecords.Iuseadiarytoremindmewhentocallbacklong-termprospects,whetherIgetthemfromcoldcallsorfromanyothermethod.Butlet’sfaceit:Satisfiedcustomersarethebestbetforfuturesales.That’swhyIguardmycardfileofcustomerspracticallywithmylife.Whilethereisalwaysonesetonmycomputer,Ikeeptwosetsofthosecards,oneatmyofficeatthedealershipandtheotheroffthepremises.AndIkeepbothsetsofcardsinfireproofcabinets,whichcost$500apiece.Buttheyareworthfarmorethanthattome.ThereisnowayIcouldevergetallthatinformationtogetheragainifanythinghappenedtomyfiles.That’swhyIkeepthreesets,eventhoughtwoofthemareinvaults.

STARTBUILDINGYOURFILENOWWhenyoumakeyourownfile,putdowneverythingyounoticeaboutacustomeroraprospect.Imeaneverything:kids,hobbies,travels,whateveryoulearnabouttheperson,becausetheygiveyouwaystotalktotheprospectivecustomeraboutthingsinwhichheisinterested.Andthatmeansyoucandisarmhimbyleadinghimintosubjectsthattakehismindoffwhatyouaretryingtodo,whichofcourseistotradehimyourproductforhismoney.

Thereisnothingmoreeffectiveinsellinganythingthangettingthecustomertobelieve,reallybelieve,thatyoulikehimandcareabouthim.Thesellingsituationis,asIhavesaid,acontest,evenakindofwar.Butthatdoesn’tmean

thatyoushouldlettheprospectknowthis.Infact,theoppositeiswhatyoushouldbedoing.Youwanthimtorelax,tounwind,andtotrustyou.ThatiswhyIstronglyrecommendthatyoukeepinyourfilesallthesmallbitsofinformationyoucanpickupfromhimandabouthim.Lateron,we’llgettothewholesubjectofhandlingpeopleonceyougetthemtocomein.ButrightnowIwanttokeepfocusingontheprocessofgettingthemin.

I’llmentionmailbrieflyhere.Itisasubjectthatisveryimportanttomybusiness,anditshouldbetoyours.Itdeservesaseparatechapter,anditwillgetone.ButrightnowIwanttomentionbrieflysomeoftheoccasionsandmethodsthatanybodycanusetobuildbusiness.Obviously,ifyouhappentoknowthebirthdaysofacustomer,hiswife,andhiskids,youwillhavetheminyourprospectfile.Youcanimaginetheimpactifyousendthembirthdaycards.Ifyou’resellinganythingmorevaluablethangroceriesorneckties,thecostofdoingthatwillbemorethanpaidforbythewayitremindsthemofyouinthemostfavorablelight.

Personalizedmailisstillthebestthingthatanybodycanreceivefromasalesperson.Someclothingsalesmenwillsendtheircustomersflyersthatmanufacturersputoutfornewcoatsorsuits.Nowjustthinkoftheimpactifyouwritealittlenoteonthesidethatsays:“I’mholdinga42regularforyou,sopleasestopbysoonandtryiton.”Youobligateaprospectatleasttocallandtellyouhedoesn’twantthatone.Thenyouhaveashotatgettinghimintosellhimsomethingelse.Oratleasttolethimknowyou’rethinkingabouthimspecifically.

Inthecarbusiness,directmailisaregularpartofthesellingprocess.Themanufacturersprovideit,andthedealerspaypartorallofthecostofmailingitout.Iusedfactorypiecesforyears,andIthinktheyareprettygood,certainlyalotbetterthannothing.ButinalaterchapterIamgoingtodescribemyownpersonaldirectmailprogram.Youcantakeofffromitanddeveloponeofyour

own.Oratleastyouwillgetsomeideasonhowtomakeyourownmailcontactswithyourprospectsmoreeffective.

ASMALLBUTPOWERFULSELLINGTOOLJustabouteverysalesmanhasbusinesscards.ButIknowalotofthemwhodon’tgothroughaboxof500inayear.Igothroughthatmanyinagoodweek.

IfIhadtopickonethingtogetbusiness,Iwouldhaveaveryhardtimedoingit.ButifIreallyhadtomakethatalmostimpossiblechoice,Iwouldprobablypickmybusinesscard.Butitisnotjustanordinarycardthatthedealerhasprinted,withthesalesman’snamedowninacorner,oratleastnotfeaturedprominently.Mycardisdistinctivelymyown.Itevenhasmypictureonit.OfcourseIpaytheextracostofprinting.Butsowhat!It’savaluabletooltome.Iuseitconstantly,andinmytaxbracket,nothingIpayoutforbusinesspurposescostsmemorethanhalfprice,becauseI’dpaythatmuchintaxesanyway.

Eventoday,though,thecostofprintingdistinctivecallingcardsislow.Anditiscertainlymoneywellspent.IhandthemoutwhereverIam.IevenleavethemwiththemoneywhenIpaythecheckinrestaurants.Almosteverybodydrivesacar,soeverywaiterorwaitressisaprospect,especiallywhenIleavemycardwithalittlelargerthannormaltip.Nothinglavishandcrazy.Youdon’twantpeopletothinkyouaretoowealthy,becausetheymaygettheideathatyoudon’tneedtheirbusiness.Butsupposeyourcheckis$40forameal.Thenormal15percenttipwouldbe$6.Iwillusuallyleave$8andmycard.ThentheyrememberJoeGirard.

Ihaveevenbeenknowntothrowcardsoutbythehandfulduringbigmomentsatsportsevents.Atafootballgame,everybodygetsuptowatchatouchdownscored,andwhiletheyareholleringandwavingandcheering,soamI.OnlyIamalsothrowingoutbunchesofmycards,whichIbroughtalonginapaperbag.SomaybeIamlitteringthestadium.Butifatleastoneofthehundredcardsgetsintosomebody’shandswhoneedsacarorknowssomebodywhodoes,I’ve

madeenoughcommissiontomakethedayworthwhile.

Youmaythinkthatthisisstrangebehavior,butIamcertainthatithasgotmesomesales.Ihavealsostartedalotofinterestinbuyingfromme,becausethrowingcardsisanunusualthingtodo,andpeopledon’tforgetthingslikethat.Thepointisthatwherevertherearepeople,thereareprospects,andifyouletthemknowyouarethereandwhatyoudo,youarebuildingyourbusiness.

TRYTOSELLEVERYBODYYOUTALKTOAlotofyouprobablydon’trememberthedaysafterWorldWarIIwhentheHudsoncarwasstillaround.Well,eveninthosedaysofshortageswhenpracticallyanythingwithfourwheelstookmonths,evenyears,toget,theHudsonwasadogthatyoucouldhardlygiveaway.SoonedayImeetthisguyinLasVegasandwestarttalkinganditturnsoutthatheisaveryrichmanwhohadbeenacardealeruntilhemadesomuchmoneythatheretired.Whatdidyousell?Iaskedhim.Hudsons.Icouldn’tbelieveit.

Hetoldmehowhedidit.Hehadarulethathefollowedandmadeeverybodywhoworkedforhimstickto—notonlysalesmenbutmechanicsandtheofficehelpandeverybodyelse.Everytimehemetsomeoneortalkedtosomeoneonthetelephone,hewouldaskonequestionbeforehedidorsaidanythingelse:“Wouldyouliketobuyacarnow,withoutwaiting?”Thatwastherule,andthatwasthewayhebuilthisbigbusinesssellingacarthatnobodyelsecouldsell.

It’slikepassingoutcardstoeverybodyyoumeetordobusinesswith.Somebodyneedsacar,andyourcardcangethandedaroundalotuntilfinallyitgetstosomebodywhoisinthemarketatthatmoment.Andthereisyoursale.Whatdocardscost?Practicallynothing.Say$20athousand.Butifyougetonlyonesaleforeverythousandcardsyoupassout,thecostdoesn’tmeanathing,becausetheoddsareoverwhelminglyonyourside.Effectiveuseofbusinesscards—whichmeanscarryingbunchesofthemallthetimeandgivingthemouteverywhere—isoneofthecheapestbusinessbuildingtoolsyoucanhave.

BesidesallthewaysIhavementionedofspreadingthemaround,Iusetheminmybirddogsystem,whichisthesubjectofanotherchapter.ButletmejusttietogethersomepointsIhavealreadymade.Girard’sLawof250tellsyouwhathappenswhenyouturnsomebodyagainstyou.But,evenmoreimportant,ittellsyouwhathappenswhenyoumakeafriend,abooster,asatisfiedcustomer.Nowputthattogetherwith250people,eachwithyourcardinhispocket.Youcanseewhathappensiftheydon’tdoanythingelsebutpulloneoutoftheirpocketsonceinawhilebyaccident.

O.K.,butbusinessisnotlove—itismoney.Nowsupposethateveryoneofthese250peoplewholikeyouandhaveyourcardalsohaveanincentivetogetotherpeopletobuyfromyou—anincentivelikemoneyorafreedinnerorfreeservice.ThatisbasicallywhatImeanwhenItalkaboutbirddogs.Youcanfigureoutalotofwaysofputtingthatcombinationtogetheryourselftobuildwinners.Butwe’regoingtotalkaboutthewaysIhavebuiltmybirddogsystemtothepointwhereitproducesmaybe550carsalesformeeveryyearataverysmallout-of-pocketcost.

Ifyouhaveatelephone,amailbox,apen,afileofprospects,andbusinesscards,youhavethemostvaluabletoolsintheworldfordoingbusiness.YoumayknowothersthatIdon’tknow.IamalwayswillingtoadmitthatIdon’tknowallthereistoknowaboutselling.ButIwillnotadmitthatanybodyinmybusinesshaseverdonebetterthanIhave.SotakemywordforitwhenIguaranteeyouthattheproperuseofthesesimpletoolscanmakeyouastarsellingprofessional.

Fillyourtoolbox—anduseitallthetime.

10GettingThemtoReadtheMail

Themailmaybeyourmostimportantmeansofcontactingyourprospectsandcustomersonaregularbasis.Butlet’sfaceit.Inthisdayandage,witheverybodyandhisunclegettingtonsofjunkmaileveryday,effectiveuseofthemailcanbearealchallenge.Ihaveseenapartmenthouseswherethereisagiantgarbagecannearthetenants’mailboxesinwhichtheycandumpallthejunkmail.Andmostofitisn’tevenlookedatbeforeitisthrownaway.

Itusedtobeoneofthebasicrulesofautomobilesellingthatifyousentoutdirectmailyouwouldgetbusiness.Nowwehavetoaddthewords“andgetitread”ifwewantthisruletomeananything.ThatiswhyIsuggested,inthepreviouschapter,thewritingofapersonalnoteontheprintedstuff.Probablyyourbestbet,ifyouhavetousecannedmaterialthatlookslikejunkmail,istowriteapersonalmessageontheoutsideoftheenvelope.

Somesalesmen,whousedtosendoutmaterialprovidedbymanufacturers,havegivenupalmostentirelyonmailings.Theyfigurethatitjustisn’tworththebother.Butthey’rewrong,andIcanproveit.

Juststoptothinkofthefirstwordsthatcomeoutoftheaverageperson’smouthwhenhecomeshomeafterwork.Firsthesayssomethinglike“Hello,honey,howwasyourdaytoday?”Thenhesays,“Howarethekids(oryourmotherorthedog)?”Andthenhesays,“Wasthereanymail?”

Thinkaboutitforaminuteandyouwillrealizethatthisisalmostexactlywhatissaid.Andthisprovesthatpeoplearestillveryinterestedinalotofwhatcomestothemthroughthemail.Butwhattheycareaboutarethethingsworthlookingat,notthejunkthatthewifethrowsoutwhenthemailmanleaves,whichshedoesn’tevenmentiontoherhusband.

HERE’STHEREALGAME—GETTINGITREADSothegametodayistomakesurethatwhatyousendgetsopenedandreadandmaybekept.PracticallyeverybodyinthesellingbusinesssendshislistacardeveryChristmas.AndyouknowhowmostpeoplereceiveChristmascards.Theyopenthem,talkaboutwhosentthemandhownice,unusual,orchintzytheyare,andputthemonthemanteltolookatandshowtofriends.

ButyousendaChristmascardonlyonceayear.Andifyoudon’tsendanythingelsebutjunkmail,yougetlostintheshuffle.Idon’t.Mymailingsgetopenedandreadandtalkedabout,andmaybeevenkeptforawhile.

Why?Foronething,becauseIfoolmymailinglist.Idon’tsendthemthingstheycaneasilyidentifyasadvertisingmailandthrowawaywithoutopening.Isend12piecesofmailayeartomycustomerlist.Andeveryoneofthosepiecesisinadifferentcolorandshapeenvelope.Theyareinterestingtoget.Neverputthenameofyourbusinessontheoutsideoftheenvelope.Thepersondoesn’tknowwhat’sinside.Don’tshowyourhand;it’slikeplayingpoker.Thepersonwantstoknowwhat’sinsideandwhomit’sfrom.Iguaranteeyouthatifyougotonmymailinglist,youwouldnotthrowawayasinglepiecewithoutopeningandreadingit.Theylooklikerealmail,thekindyouwanttoget,thekindthatmakesyoucuriouswhenyoutakeitoutofthebox.

What’smore,whenyouopenandreadoneofmypieces,youdon’tfeelthatyouhavebeenconned.Youarenotdisappointedinwhatyoufindinside.Don’tgetmewrong.Idon’tputa$5billineveryenvelope,orinanyofthem.ButIdoputanice,verysoft-sellmessageinthere.Verysoftsell,butinthiscaseitisthebestkindofsell,becauseyouwillopenitandreaditandtalkaboutitandrememberit.

InJanuaryyouwillgetamessagethatsays:HAPPYNEWYEAR—ILIKEYOU.Ithasanicepieceofartworkonit,appropriatetotheoccasion,anditissigned:“Joe

Girard,MerollisChevrolet.”Thatisallthesellyouget.Nothingaboutcomingintotakeadvantageoftheyear-endclearance,noneofthat.JustHAPPYNEWYEAR—I

LIKEYOU,fromJoeGirard,MerollisChevrolet.InFebruaryyougetaHAPPYVALENTINE’SDAY—ILIKEYOUwiththesamesignature.ST.PATRICK’SDAY—ILIKE

YOUinMarch.Itdoesn’tmatterifyou’reblackorPolishorJewish.Youstilllikethatmessageandlikemeforsendingit.OnemontheverybodygetsaHAPPYBIRTHDAY—ILIKEYOU.Ifitworksouttobethemonthofyourbirthday,Iluckedinandyouareverypleased.Ifnot,youstillthinkit’sacutecard.

THEBESTTIMEOFTHEMONTHAnotherthingIamcarefulaboutisnothavingthepiecesgointothemailthesametimethatbillsgoout,whichmeansnotatthefirstorfifteenth.Butwhenevertheyarriveathome,whenDaddycomeshomeandaskshisquestion—“Wasthereanymail?”—theanswercomesback:“Yes,therewasanothercardfromJoeGirard.”Mynameisinthathousehold12timesayearinaverypleasantway.EverybodyonmymailinglistknowsmynameandwhatIdoforaliving.Whenitcomestimeforthemtobuyacar,Ihavegottobetheveryfirstpersonthatpracticallyeverysingleoneofthosethousandsofpeoplethinksof.Notonlythat,buteveniftheyhearofsomebodyelselookingtobuyacar—downattheshoporintheoffice—theyareprobablygoingtosuggestmyname.

Theywouldprobablysuggestmynamejustfromgettingthosepleasantholidaymessageseverymonth.Butthereisanother,muchmoreimportantreasonwhy.Thatisbecause,atleastonceeveryyear,mostofthepeopleonthelistgetoneofmybirddogrecruitingkitsaspartofthemailing.

Iamgoingtocoverthewholebirddogsysteminthenextchapter.ButatthispointI’lljustsaythatwhatIgavethefancynameof“birddogrecruitingkit”isamailingthatincludesasmallstackofmybusinesscardsplusaprintedreminderthatIwillpaytheperson$50casheverytimeheorshesendsmesomebodywhobuysacar.Andthewayhe(orshe)istomakesureIknowhesentsomeoneinis

towritehisnameonthebackofmycardthathegivestothepersonhesenttome.Butwe’llgetbacktothatlater.

RightnowIwanttoemphasizeagainthatmailisstillaveryeffectivewaytoreachprospects.Butwiththefloodofjunkmailfillingthepipes,youhavetomakesureyourpiecesaregettingthrough.Idon’tmeanwhetherornottheyarebeingdelivered.Imeanwhethertheyaregettingthroughthefloodofjunk,beingopenedandread,sothatyournameisspokenandremembered.

IimaginethatwhenyoujustreadwhatIsaidaboutmymailings,youprobablythought:Sure,it’sfineforabigoperatorlikeGirardtotalkaboutdesigningspecialenvelopesandmailingpieces.Hecanaffordit.That’strue,Icanaffordit.Butyoucan’taffordnottodosomethingthatwillbeaseffective,initsway,asmystuffis.

Imean,ifyouaregoingtosendouttheroutinestuffwiththird-classpostage,yourstuffwilllookliketheotherjunkthatgetsthrownaway.I’mnotsayingthatnobodyreadsanyofthatstuff.Buttheoddsarewaydown.Ofcourse,ifyouremployerpaysthewholebillandletsyouaddressthepeoplewhoreceiveit,itmaybeworthsomething.Yournamewillbeonitthrougharubberstamporasticker.Andthat’snottoobad.Idon’twanttoknockittoomuch.Butitisaprettyweakwaytogoaboutreachingyourprospectsbymail.

Ifyouhavealistofprimepeopleworthreachingatall,theextramoneyyouandyouremployerspendtobesuretheynoticeandreadyourstuffhasgottobeworththemoney.Ifnothingelse,useplainenvelopesandfirst-classpostage,evenifallyouaredoingissendingoutroutinefactory-producedpieces.Atleastpeoplewillstopandopenthemandmaybeseeyournamebeforetheythrowthemintherubbishcan.Thatisbetterthannothing—alotbetter,insomecases.Andmaybeitisallthatyourvolumeandyourkindofbusinesscansupport.

IFTHEYBOUGHTBEFORE,THEY’REYOUR

BESTPROSPECTSNOWButthetoppeopleonyourlist,theoneswhohaveboughtfromyoubeforeandaresatisfiedwiththerelationship,willmorethanpayfortheextraeffortandmoneyittakestoattracttheirattention.MaybeyousellappliancesandradiosandTVs.Sayyouhavealistofpeopleyouhavesoldacoupleofthousanddollars’worthofstufftointhelastfiveyears.Notjustwalk-inswhoboughtaCDplayer,butpeopleyousoldawholekitchentoora$600TVsetor$700worthofstereoequipmentfortheirchildren.Ofcourseyouhavealistofthosepeople.Theygaveyoualotofmoney.NowIknowthatrefrigeratorsandstovesareboughtalotlessoftenthancars.Buttherearealotofrelatedproductsthatkeepcomingoutthatthosepeopleprobablywillbebuyingfromsomebody:DVDplayers,TVs,computers,allkindsofthingslikethat.Thosepeoplewillcomebacktoyouifyoukeepremindingthemthatyouexist,inaniceway.

Maybeyouhaveonly200or300ofthoseprospects.Whatisitgoingtocostyoutobuysomeholidaycards?Hallmarkandtheotherbigcardmakershavethemforeveryholiday,includingsomeIneverheardof.Anicerubberstamporstickerwithyournameandthenameoftheplacewhereyousell,andyou’reinbusiness.Youcanhand-addressalistofprimeprospectslikethat.Ifnothingelse,youcansendthemcardsatgift-givingtimes—happygraduation,thatsortofthing.Infact,ifyougointoacardstoreandlookthroughtheracks,youmightfindsomereallyrightthingstomailthatdon’tcostmuchandwouldmakeafirst-rateimpression.

Itmaynotbetoosubtle—ifyou’reintheappliance,jewelry,clothing,ortravelbusiness—tosendoutafewcardsatgift-givingtimes.Butyoudon’twanttobetoosubtle.Alittlesell—“JoeGirard,MerollisChevrolet”—isallittakes.Peoplemaketheconnectioniftheylikewhatyousay.Theywillevenlikebeingremindedofwhattheycangivethekidwhoisgraduatingorgettingmarried,orofMother’sDayorwhateveroccasionseemsappropriatetouse.Don’tthinkthatIamnotawareofthepreparedmaterialthatisavailabletoretailsalespeopleina

lotofdifferentbusinesses.Mostpeoplemaythrowawaytheirjunkmail.ButI’minthesellingbusiness,soIlookatitall.AndIthinkallofusshould.ButIamstronglyrecommendingtheextraworkandtheextracostofyourownstuff,becauseitgetsthroughanditssellingmessagesgetthrough.Andwhenyouhavesomebodywhoremembersyouandlikesyoubecauseofwhattheygetinthemailfromyou,youhavemadethebestpossibleinvestmentofyourtimeandyourmoney.

Someofyoumaybesaying,That’sgreatforacarsalesmanorarealestatesalesmanbutIselltopurchasingagentsandtheyareadifferentbreedofcattle.Istillsaythemailisaveryeffectivetool(ifusedright)togetyournameinfrontofaprospectbeforeyourcompetitiondoes.AsalesmanIknowworksforanewcompanyintheenergymanagementfield.Becausethecompanyissmall,theycannotaffordexpensiveadvertising.Thissalesmansentoutfiftycreativepiecesofmail,whichresultedina$30,000sale.Nowthat’snotabadreturnontheinvestment.ThedealershipwhereIworkwassendingoutmaillongbeforeIstartedworkingthere—Ijustfoundabetterwaytodoit.Thesecretisinhowcreativeandinterestingyoucanmakeit.Withalittleimaginationyoucouldthinkofadozenthingstodowithmail.Perhapsyoucouldsenduseful“howto”tips.Youcouldclipnewsitemsoutofthepaperandsendthemtoyourcustomerswithalittlenotethatjustsays,“HiJohn,thoughtthismightinterestyou.JoeGirard.”Somesalesmensendexpensivepersonalizedcalendars.Thiskeepstheirnameinfrontofthecustomerallyearlong.AnothersalesmanIknowkeepspostcardsinhisbriefcaseandjotsoffapersonalnotetohisgoodcustomerswhilewaitingforanappointmentoraplane.Watchthewaysinwhichthegiantcompaniesspendmillionsjusttokeeptheirnameinfrontofthepublic.Ihavelearnedfromthem,andyoushouldtoo,becausewehavebusinessesjustlikethem,onlymaybenotsobig.

That,afterall,iswhatitisabout:Yourtimeislimitedandyourmoney(whetheritisyourownorissupplementedbyyouremployer)islimited.Soyouare

makinganinvestmentinmailingthatwillprovideyouwithpersonalleverage.Youcan’taffordtomakecoldpersonalcallsatthehomesorofficesofallyourprimeprospects.Theyprobablywouldn’tlikeyoutoappearunannouncedanyway.Butbymakingeffectiveuseofyourtimeandmoneyinplanningandexecutingattractive,personalmailings,yougetthenextbestthing:Yougetsomethingofyourselfintotheirhomes,causingthemtorememberyou,likeyou,and,attherighttime,buyfromyou.Thatisthekindofhigh-quality,personalinvestmentleverageweshouldtryforallthetimeinthesellingprofession.

Getyournameinfrontofyourprospectswheneveryoucan—andgetitintotheirhomes.

11

HuntingwithBirddogsNobodyinthisbusinessissogoodatitthathecan’tusehelp.I’lltakeallthehelpIcanget,andI’llpaywhateveritisworthtogetit.IhavealreadygivenyousomeideaofhowmuchmoneyIspendondirectmailtomyprospectlist.Thoughtherearethousandsofnamesonthatlist,theyaremyprimeprospects.Ididn’tbuythatlist.Idon’tdependonwhatsomecommercialmail-orderlistcompanythinksaremyprospects.Ibuiltmyownlist,namebyname.Itwasagradualprocess,soIcouldalwaysaffordwhatitcosttoreachthosepeople.Becausethemailingshelpedtobringthemback.Andthathasearnedmemorethanenoughtocontinueusingthismethodtobuildbusiness.

But,asIsaidbefore,itisaninvestment.ThatmeansthatIhavetopaymyshareofthemailingcostsupfront,beforethefruitsfromthemailingsareharvested.But,asIpointedout,Igetsomethingelsebesidesvaluablegoodwillfrommymailings.Irecruitnewbirddogs,andIremindtheothersthatIamstillhere,readytopayforsales.

Maybeyoudon’tusetheterm“birddogs,”butwhateveryoucallthem,theyarepeoplewhosendotherpeopletometobuycars.AndIpaythemforthosesales—$50apiece—butnotuntiltheyaresold.SothemoneyIpaytobirddogs—about$28,000ayear—isnotaninvestment.Itdoesnotgooutupfront.Itisacostofsales.Butinmytaxbracket—andinthebracketofanybodywhoreallydevoteshimselftobeingaprofessionalsalesman—the$50Ipayoutforasalealreadyinthehandcostsmeonly$25becausetheotherwouldhavegonetothegovernmentasincometax.Therearealotofdealerswhopayhalfofthemoneyduethebirddog.Mydealerdoesnotpayanythingtomeortoanyothersalesman.Ipaytheentire$50—$25frommeand$25fromUncleSam.

Ihaveaverystrictruleaboutpayingbirddogs.Ipaythem.Idon’tstallthem.I

don’ttrytodothemoutofthemoneyonsometechnicality.Ipaythem.Supposeapersonsendsinsomebodywithmycardandforgetstowritehisnameonthebackandthecustomerdoesnotmentionthatsomebodysenthim.Afterthesale,I’llprobablygetacallfromthepersonasking,“Howcomeyoudidn’tsendmethemoneywhenyousoldSterlingJonesthatImpala?”AndItellhim,“I’msorry.Yournamewasn’tonthecardandJonesdidn’tsayanythingtome.Socomeonbythisafternoonandpickupthemoney.It’swaitingforyou.Butnexttimeputyournameonthecard,soIcangetthemoneytoyouquicker.”

KEEPYOURPROMISE—THEY’LLLOVEYOUFORITThepointisthatwhenyouhavetoldpeopleyouwillpaythemforasale,youhavemadethemapromise.Youhavegiventhemyourword.Ifyou“stiff”them,youbecomealiarandacheat.Trythaton250peopleandseewhathappens.Waitaminute,yousay,whatiftheguystiffedyou?Whatifhedidn’treallysendJonesin.Myansweristhatthiscouldhappenonceinawhile.Butnotveryoften,becausejustabouteverybodywhoislikelytobeabirddogisinmyfiles.Andevenifsomebodydidstiffmefor$25outofmypocketandanother$25outofUncleSam’s,Istillearnedagoodcommissiononthesale.Andiftheguytellsanybodyelseaboutit,heisprobablygoingtosaywhatagreatguyIam.Andthat’sworthatleast$25.

ButthereasonIamsuchasofttouchisnotthatIespeciallyliketogiveawaymoney.Itisbecausetheriskofnotpayingsomebodywhoreallyearnedthemoneyisjusttoobig.WhenIlookattheodds,Ifigureitisbettertopaythebirddogfeeto50guyswhodidn’tearnitthannottopayittooneguywhodidearnit.Maybeeven100to1.

ItoldyouthatIpaidout$28,000tobirddogslastyear.ThatmeansIgotabout550sales,oraboutoneoutofeverythree,frommybirddogs.Theysentmebusinessthatmademe$150,000incommissions.Andthatbusinesscostme

$28,000.ThatiswhatIconsideraprettyfairexchange,especiallywhenyoufigurethatmostofthiswasextrabusinessthatIwouldnothavegotatallwithoutpayingforit.

WheredoIfindbirddogs?Ifindtheminthesamewaysthatyouwill.IamgoingtotellyouindetailhowIgetthemandkeepthem.

EVERYBODYCANBEYOURBIRDDOGTheprocessstartedformewiththequestion:WhomdoIknowthatwouldliketoget$50forsendingmeasale?Idon’tknowanyRockefellers,butIknowsomepeoplewhoearnprettybigmoney,andIcannotthinkofanybodyIknowwhowouldnotbegladtopickupanextra$50forsendingmeacustomer.Ioncepaidafeetoabrainsurgeonwhosebiggestmoneyproblemisstoringit.AndIhaveseveralministerswhosendmealotof$50business.

WhenImakeasaleandthecustomertakesdeliveryofhiscar(allthiswillbediscussedindetailinseparatechapters),thelastthingIdoashedrivesoutisputastackofmybusinesscardsalongwiththeonethatexplainsmybirddogarrangementintheglovecompartmentofthecar.Afewdayslater,whenhegetsmythank-youcard,healsogetsanotherstackofcards.Heisnowabirddog.Heisalsoonmymailinglist,soatleastonceayearhegetsamailingthatincludesmybirddogrecruitingkitasareminderthatmyofferisstillgood.

Asatisfiedcustomerisobviouslyaneasysourceofotherbusiness.Ifmydealwasgoodenoughforhim,itoughttobegoodenoughforhisfriendsandhisrelatives,hehastofigure.Thatgoesforanybody.ButwhenIfindthatmycustomerissomebodywhoisaleader,somebodythatotherpeoplelistento,Imakeanextraefforttomakehimagooddealandtorecruithimasabirddog.

IfImeetsomebodywhoisashopstewardoralocalunionpresident,IknowIamtalkingtosomebodywhohasalotofinfluenceoverotherunionofficialsaswellashismembership.Heissomebodywhoispolitical.Hetalkstoalotof

people,andhewantsthemtolikehimsothey’llvoteforhim.Inaway,heisinthesamesituationthatI’minandthatyou’rein.Heisakindofsalesmaninhisownfield,sellinghimself,whichisafterallwhatwehavetodo,nomatterhowgoodourproductsandourpricesare.

SowhenIrunintoanybodylikethat,Irecognizethatheisworthalotofeffortbecause,ifItreathimwell,hewillworkveryhardforme.Ifhegetsagooddealfromme,hewillworkhardforme,becausehewillbeworkinghardforhimself.Hewillbetryingtogivehissupportersagooddeal,sohewillsendthemtomesothatIcandoforthemwhatIdidforhim.Ifyouworksomethinglikethatproperly,yougetfantasticleveragefromit.Itislikeextendingyourselfinhundredsofdifferentdirections.

Sometimespeoplewonttakemoneyfrommeforsendingmesales.Itbothersthemforlotsofreasons.Insomecases,theyreallyaregratefultomeforgivingthemagooddealontheirowncar,sotheythinkI’vedoneenoughforthemandthey’regladtosendotherpeopletome.Afewofthosepeopleevenreturnthe$50checkwhenIsendittothem.Iftheydo,Icallthemandapologizeforwhateverisbotheringthem.Butthatdoesn’thappentoooften,youcanbet,because$50is$50.

Therearesomeproblemswithpayingpeoplecash.Insomeplaces,itisagainstthelaw.Iamnotalawyer,soIdon’tknowthefullextentofthoselaws.ButIdoknowthatinalotofplacesyoucangivepeoplegiftsorfreeserviceswhereyoucan’tgivethemcash.Idon’twanttoberecommendinganythingthatcouldcauseyoutobreakthelaw.Soifyouwanttohaveeffectivebirddogsandyoucan’tpaycash,youhadbetterfindoutforyourselfwhatyoucandolegallyintheareawhereyoudobusiness.

Whatisnecessaryindevelopingabigandeffectivesystemofbirddogsistomakeitworththeirwhile.Ihavefoundthat$50oritsequivalentistheminimumamountthatwillworkonmostpeople.Lessthanthat,andtherewillonlybea

trickleofextrabusiness.ButIdon’twantpeopletofeelguiltyaboutgettingpaidfordoingmeafavor.IwantthemtofeelrewardedandIwantthemtofeelobligated,butIdon’twantthemtofeelguilty.Mostlytheydon’t,though,soitisnotabigproblem.

HOWTOPAYIFTHEYWON’TTAKECASHWhenpeopletellmethattheydon’twanttobepaidcashforsendingmesales,Ihandleitinadifferentway.Ifsomebodyissentinbyabirddog,ImakeitapracticetophonethebirddogandthankhimandtellhimthatIamputtinghis$50checkinthemail.Ifhesaysheisnotallowedtoacceptmoneybecauseofsomeemployerruleorforanyotherreason,ItellhimthatIwouldliketodosomethingelseniceforhim.ThenIcontactagoodrestaurantinDetroitwhereIknowthemanagement.Iaskthemtosendmybirddogacardentitlinghimandhiswifetobemyguestfordinner.Orifheisnotthesortwhowouldlikethat,Imaysendhimanotetellinghimthathecanbringhiscarintoourplaceforacertainamountoffreeservice.

Ioffertheseideastoyouaswaysofgettingaroundwhateverlegalorotherproblemsyoumayhaveinyourareathatwouldstopyoufrompayingcashforyourbirddogbusiness.Mostly,though,IhavefoundthatifIsendsomebodyacheckathishomeaddress,thereisnoproblem.

NowIrealizethatinsomefieldsit’snotethicaltorewardabirddogfinancially,butthat’snoreasontonotusethem.Salesmanagersareconstantlytellingmethatiftheycouldonlygettheirsalesmentoaskforreferralstheywouldbemakingmoremoney.Let’stalkaboutthat.Whenyouaskacustomerforareferralyou’reactuallydoinghimafavor.Here’show.Mostpeopleliketohelpothers;theyenjoypassingalongagoodtipaboutagreatdealoranicesalesman.Ifyoutreatedthemrightthey’llbehappytotelltheirfriendsaboutyou.Ifthefriendalsobuys,itgivestheoriginalcustomeragoodfeelingthathewasabletohelpafriend.Also,almosteveryonefeelsaneedtotoothisownhornnowand

then.Braggingaboutwhatagooddealtheygotfillsthatneed.Whenafriendbuysontheirrecommendationitreinforcestheirbeliefintheirowngoodjudgment.Let’sfaceit,youandIdothesamethingforthepeoplewelike—ourdoctor,dentist,barberandpainter.Sowhyhesitatetoaskotherstohelpyoubuildyourbusiness?Youbothbenefit.

GETYOURBARBERTOTALKABOUTYOUOneofmyfavoritesourcesofbirddogsisbarbers.Theydoalotoftalkingtotheircustomers—toomuch,somepeoplethink.Anyway,ItrytogetahaircutatadifferentbarbershopinmyareaeverytimeIneedone.Thus,Icancirculateamongalotofbarbersandrecruitthemandbolstertheirinterest.

ThewayIusuallybeginwithabarberistobringhimasmallsignthatIhavepreparedformebyalocalcommercialartstudio.Itisaneaselcardanditsays:ASKMEABOUTTHEBESTCARDEALINTOWN.Iofferthatsigntothebarber,explainmy$50payment,andleavehimastackofmycards.NoticethatthesigndoesnotmentionChevrolet.Infact,Itellthebarbertoaskothercustomerswhoaresalesmenofothermakesofcarsiftheywillmakethesame$50paymentsthatIoffer.Itellhimtogettheircardstoo.Thatway,whensomebodynoticesthesignandaskshimaboutit,hecanaskthemwhatkindofcartheywant.IftheysayaBuick,hehasacardfromtheBuicksalesman.OrVolkswagenorFordorwhatever.Ihaveputhimintoabusinessthatwillmakehimalotofextramoneyifheworksit.AndIgetmyshare,ormorethanmyshare,ofthatbusiness.

AsIsaid,Ihavedonethatwithmanybarbers.IalsodoitwithjustaboutanybodyIruninto.Idon’tmeanIgiveoutsignstoeverybody.SofarIhaveonlyusedthemwithbarbers.Butyouwouldbesurprisedwhowillworkforyouforthat$50.

Forinstance,thereisamajormanufacturerofpharmaceuticalsinthisarea,andthatcompanyemploysalotofdoctors.Ihaveseveraldoctorsatthatcompanyamongmybirddogs,andtheyareamongthemostproductiveonmyentirelist.

Theymakegoodmoneyontheirjobs,theyworkwithotherpeoplewhomakegoodmoney,theytalktoalotofotherdoctorsandpeopleonhospitalstaffs,andoftenthesepeopleownseveralcars.Notonlythat,buttheygotoalotofmeetingsandconventionswheretheyrunintootherdoctorsandpeopleintheirindustry.Itisabigandwealthyindustry,andthis,plusthefactthatdoctorsseemtobeatleastaseagerformoneyasanybodyelse,bringsmealotofextrabusiness.

AmongthemostimportantwaysIgetbirddogsisthroughbanks,financecompanies,andcreditunions.Iamtalkingaboutthepeoplewhoapprovetheloansthatmanypeoplehavetogettobuynewcars.Theseloanpeoplearenotverywellpaid.Infact,theygetpaidlousyforbeinginthemoneybusinessandhandingoutalotofmoneytootherpeople.Sotheyaregladtoearnextrafromme—at$50ahead.

Igoafterthem.SometimesIwillpickthenameoffthecheckortheloanapprovalthatacustomerbringsinwhenheisbuyingacar.Afterthesale,I’llphonethemanatthebankorloanofficeandtellhimthatIamtheguywhojustsoldAlRobinsonthatMonteCarlo,andthatitwasnicedoingbusinesswithhimandhisorganization.WhatIwanttodothenistakehimouttolunch.Itdoesn’tmatterwhereintheareaheislocated.I’lltellhimIjusthappentobegoingtothatneighborhoodthatday,andwearrangetomeetatthebestrestaurantwecanthinkofaroundthere.Whynot?Whatifitcostsme$50oreven$100forlunch?It’sabusinessexpense,andbesides,ifIgetoneextrasalefromthatlunch,I’vemadegoodmoneyonit.

WhenImeethimattherestaurant,Itellhimoverlunchwhatit’sallabout.ImentionthatI’llpayarewardof$50foreverycustomerwhobuysfrommewhobringsinacardwithhisnameontheback.Orelsemaybehe’lljustwanttophonemeandmentionthatheissendingsomebodyover.ItellhimhowbigmyvolumeissothathewillunderstandthatIhavealotofsatisfiedcustomers.He

willalsogetthemessagethatIcanusuallybeatanybodyelse’sdeal.Thisoftengetsmeachancetobidagainstadealfromanothersalesman.

Letmeexplain:Supposethatacustomercomesintothebankwithanorderforacarhewantstobuyfromanotherdealer.Heasksforaloan.Theloanofficer,whoisabirddogofmine,willlookatthetotalpriceofthedeal,excusehimselfandgointothenextroomtophoneme.Hewilltellmewhatkindofcarthemanisbuying,whatoptionalequipmentisonit,andwhatthepriceis.IdosomequickfiguringtoseewhatIcandotobeattheprice.Itrytocomeupwithafigurethatisabout$200lowerthanwhatthemanhasgotfromtheplacehewenttobuytheothercar.

O.K.,nowsupposethatIcancomeupwithapricethatis$200lower.IgiveittotheloanofficerandlethimknowthatIhavethecarandcandobusinessrightaway.HegoesbacktohisofficeandtellsthecustomerthatIcangivehimthesameatapricethatis$200lower.Ifthepriceisonly$100lower,thecustomermaynotthinkitisworthcomingtome.Afterall,hemayhaveleftadeposit—say,$20or$30withtheothersalesman.For$200less,hecanaffordtolosethatdeposit.Anythingless,hemayfigureitisnotworththetroubletocomeoverandseeme.Also,theloanofficerisgoingtoget$50forsendingmethedeal,sohewillencouragethecustomerasmuchashecan,tellinghimwhatareliabledealershipandsalesmanandallthat.

AssoonasIhavefinishedtalkingtotheloanofficer,Ifindacarinourinventoryasnearaspossibletotheonetheguywanted,exactlythesameifwehaveitorifIcangetitquicklyfromanotherdealer.Ihavetheshopwashitandgetitreadyfordelivery.Iknowthatwhenthecustomercomesin,heisgoingtohavehiscreditapprovedfortheamountheneedstoownthecar.

WhatIhavedonebymakingthatloanofficerabirddogistoputhiminapositionwherehecansendmebusinessIcouldnotpossiblyhavegotinanyotherway.Hegotmeasalethatwasalreadysoldbyanothersalesman.He

helpedhisloancustomerbysavinghimmoney,heearned$50forhimself,andhegotmeasaleIhadnowayofgetting.EvenwiththebirddogfeeandthepricecutIgavethecustomer,Iamstillgoingtoearnsomecommission.EvenifInetonly$100formyselfonthatsale,thatisstill$100Icouldnothavegotinanyotherway.

Thatwasfoundmoney,rightfromtheskyintomypocket.Thinkaboutthat.ThinkabouthowIcreatedthatextramoneyformyself.Andthinkabouthowyoucandothingslikethatinyourbusiness.

HerearesomeotherwaysandplacesthatIfindpeopletoworkformeasbirddogs.WheneverIbuygasandoil,Itrytotalktopeoplearoundthestation,especiallyifitdoesrepairworktoo.Theyseealotofcarsthatneedtobereplaced.Whenaguycomesinwithacarthatneedsextensiverepairwork—say,$1,000orso—heisnotveryfarfromstartingtothinkaboutbuyinganewcarinsteadoffixingtheoldone.Ifhesayshewillholdoffonhavingthecarfixed,heisalreadyprobablybeginningtothinkaboutbuyinganewone.Itmaytakeonlyawordortwofromthemanattherepairgaragetoplanttheideaofcomingtoseemewithoneofmycardsinhishand.Ifthecustomerisn’tgoingtohavetheworkdonerightaway,themechanicisn’toutanythingifhebirddogshimtome,andhemaymakehimself$50whichhewouldn’tbegettingotherwise.

Amongthebestsourcesofbirddogbusinessaretowingservicesandbodybumpshops.Theyseealotofcarsthathavebeentotaledandthataren’tgoingtoberepaired.Theownerisgoingtohavetobuyanewcar,andchancesareheisgoingtobegettingacheckfromaninsurancecompany.Peoplewhoworkinaccidentinsuranceclaimsandsalesofficesarealsogoodchoicesasbirddogs,becausetheytooknowaboutwreckedcars.Itrytomakecontactwithallofthesepeople,becausetheyareexcellentsourcesofbusinessforme.

BIRDDOGGINGYOURBIRDDOGS

Butonceyouhavemadecontactandhavepassedthewordaboutthefeeyoupayandleftthemwithyourcards,youstillhavetokeepintouch.WhenthingsareslowandIhavesomesparetime,Iamlikelytogothroughmybirddogfilejusttoseewhohasnotbeensendingmeanybusiness.ThenIwillcallupandshootthebreezeandaskhowcomeIhaven’tbeensendingthemany$50checkslately.Theymayjusthaveforgotten.Iftheywerenewbirddogs,theymaynothavegotintothehabitofsuggestingbuyinganewcarfromme.

Someofmybirddogssendmeasteadystreamofprospects,becausetheysenseopportunitieswhenevertheyarise.Othersneedtobeproddedatthebeginningoftherelationship,andevenlongafterward.Itisamatterofhoweasyorhowharditisforotherpeopletodevelopthehabitofreactingattherightmomenttoearnthatextra$50fromme.Everybodyhastodevelopnewhabits.Ittookmeawhiletodevelopthesenseofwhocanproduceextrabusinessforme.

Ikeepfindingpeopleallthetime,becauseIhavelearnedtolookforpeopleallthetime,whereverIam.Igotomyhealthclubtoworkoutafterbusinesshours,andImakesurethatthelockerroomattendantandthemasseurknowwhatIdoandhavesomeofmycards.Idon’tmakeabigthingoutofit,andIgetbusinessfromothermemberswithoutbirddogs.Butyoualwayshavetowatchforopportunities,andsometimestherearecertainkindsthatyoumightnotexpectinadvance.

Considerthisone:Igetaphonecalloneafternoonfromafellowwhowantsapriceonacertaincar.Thereareprobablyasmanywaystohandlesuchphonecallsastherearesalesmen.Iusuallytakethecallandgiveapriceonthephone.Somesalesmenwillgiveapricesolowthatthecallerwillhavetocomein,eventhoughthesalesmancan’tpossiblydeliveracarattheprice.Wecallthat“coppingaplea.”Somesalesmencallit“low-balling.”Allitisintendedtodoiskeepthecustomerfromshoppingsomewhereelse.Thenwhathappensisthathecomesinandthesalesmantriestoswitchhimtoadifferentmodelorother

optionsorelse,ifhehasto,hesaysthatthesalesmanagerwouldn’tapprovethepriceandsqueezessomemoremoneyoutofhim.

Idon’tapproveofthatpracticeandneitherdootherlegitimatesalesmen.Itisbadbusinessbecausethecustomerfeelscheatedevenifhebuysfromyou.Andifhedoesn’t,hewritesyouoffassomekindofcrook.Thatmeansatleast250peoplearegoingtobetoldthatyouareawrongguy.

WhenIgetaphonecall,Igivethecalleralegitimateprice.We’lltalkabouttherangeofpricesinthisbusinessinanotherchapter.Butrightnowjusttakemywordforitthatasalesmanhasaverywiderangeofpricesthathecanquotetoaprospect,becausetherearedozensofmodels,manykindsofoptions,andotherfactorsthatcreatehundreds,eventhousandsofcombinations,allatdifferentprices.

Obviously,whenIgetthatkindofphonecall,Iwanttogivethecallerapricethatwillbringhimin.Ifhedoesn’tmentionairconditioning,magwheels,andastereowithanAM/FMradio,CDplayer,andcassette,Idon’tquotehimapricewithallthosethingsonthecar.Idon’tevenwanttotalktohimaboutextras,becauseIwanttoquoteapricethatislowyetlegitimateforacarIactuallycandeliver.

Ialsowanttotalktothemanlongenoughtofindoutifhehasbeenshoppingaround,andalsotolearnwhathedoesforalivingsoIwillknowifarrangingcreditforhimwillbeeasyorhard.Ialsowanttoknowhowmuchitwouldbeworthtomeandtomydealertosellthiscustomer,evenataverylowprofitmargin,evenataloss.

AFREEBIETHATWORKSFORYOUThat’sright:Imaybewillingtogiveupallofmycommissiononasaleandevenreimbursemydealerifitlooksliketheprospectisworthsellingatlessthancost.Let’sconsiderthiscaller.Hetellsmeexactlywhathewantsonhiscar.I

findoutthathehasshoppedatotherdealers,andhegivesmethelowestpricehehasbeenquoted.ItturnsoutthathehasapricethatIcanbeatonlybylosingmoneyoutofmypocket.

Ihaveanarrangementwithmydealertotheeffectthatifsomebodyisreallyimportantforustosellataloss,IcandoitifIgetpermissionfirstandthenmakeupoutofmyownpocketanythinglessthandealercostthatIwanttosellthecarfor.

NowthatisnotasituationIwanttobeinveryoften.IliketomakemoneyaswellasfriendswhenIsellcars.Butsometimesacustomercanbesoimportantthatheisworththelosstome,andthedealeriswillingtoletacargofornoimmediateprofittohim.Atleasthegetshismoneyoutofitandreduceshisinventory.Buthealsohastoseeareasonfornoprofitrightaway.

Inatypicalcase—andtherearenottoomanyofthem—thecallerturnedouttobeaunitchairmanofhisunioninabigChevroletpartsplant.ThatmeantthathehadalotofinfluenceoveralotofpeoplewhoowncarsandmostlybuyChevroletsforalotofobviousreasons,includingthefactthatsometimescarsofonemanufacturerarenottreatedwellintheparkinglotsoffactorieswherecarsofothermanufacturersaremade.Thatisnotnice,butitishowitissometimesinthisbusiness.Sothisfellowcallsupwiththisverylowpricealreadyinhand.Itellhimwhatagoodpricehehas,andheknowsit.ThenItellhimtoholdon,andIcheckwiththemanageraboutquotingapriceataloss.IgettheO.K.,andIgivethecustomeraprice$50belowdealercost.Whenhehearstheprice,heknowsIhavebeateneveryotherdeal,becauseheknowsthenumbersandmayknowIamgoingtoloseonthedeal.Sohecomesinand,assumingthatIcan’tsellhimonanyextrasthatmightraisethepriceandespeciallytheprofitmarginalittle,hegetsdeliveryonthecaratthepriceIquoted,andIhavetogivethedealer$50ofmymoney.

Whathappensnow?Ihavedeveloped,atacostof$50(notcountingthe

commissionIdidn’tearnonthesale),abirddogwhowillbragaboutthedealhegotandtoutmeandmydealeralloverhisunionandhisplantandhisneighborhood.He’lltalkaboutmetotheboysinhisbowlingleague,atthemarinawherehekeepshisboat,andeverywhereelsehegoes.

Ofcourse,whenheleftwithhisnewcar,healsogotastackofmybusinesscardsandapitchabouthowIpay$50foreverysalehesendsme.Butevenwithoutthathewouldsendmeandthedealershipalotofbusiness,enoughtomorethanmakeupforthemoneywelostonhim.

Sincemanypeopletendtobragabouthowcheaptheybuytheircars,thosewhohearhimprobablywon’texpecttobuyascheapashedid.Andletmeassureyouthatnoneofthemwill.MydealerisentitledtoafairprofitandIamentitledtoafaircommission.Wearenotinbusinesstogiveawaymerchandise.Butsometimesthat’stheverybestwaytobuildvolumeandprofit.

IfIgetonlyoneregularsalefromthatcustomer,Ihavemorethanmadebackthelossfromsellinghim.Andsohasmydealer.ButImayseeadozenormorepeoplecomeinasaresultofthatone$50seedthatIplanted.Andrememberthatthe$50isabusinessexpensethatIchargeoffwhenIfiguremytaxes,soitcostsme$25outofpocket.

Alotoftimesyouwillbeapproachedbypoliceandsheriffsandfirementobuyticketstotheirsocialfunctions.Eventhemailmenhavetheminsomeplaces.Iamsurethatyouhavethesensenottoturndownpeoplelikethatforalotofreasons,especiallyifyouareinbusiness.ButIhavefoundthattheymakefirst-ratebirddogs.SowhenIgetthechance,I’llbuytheirticketsandthenofferthemastackofmycardsandtellthemaboutmy$50policy.Thesameworksforfraternalorganizations.Whentheirpeoplecomearoundsellingadsintheprogrambooksoftheiraffairs,Ialwaysbuyanad.ButIdon’tgoforthosethatread:COMPLIMENTSOFAFRIEND.Minealwayssaysomethinglike:BESTWISHES

FROMJOEGIRARD,MEROLLISCHEVROLET.Isendastackofcardstothepersonwho

solicitedthead.AndifIhavethetime,Igototheirfunctions,becausetheyaregoodplacestomeetpeopleandletthemknowwhatIdoforaliving.Iknowthatalotofotherpeople,includingdentistsandinsurancesalesmen,dothesamething.Butthatonlyprovesthatitisagoodwaytobuildyourbusiness.

Anybodywhotalkstootherpeopleeverydayinhisworkcanbeabirddog.Andkeepinmindespeciallythosepeoplewhotraditionallydon’tmakemuchmoney,liketheloanofficersatbanks.Notonlydon’ttheygetpaidmuch,buttheyhardlyevergettakentolunchorgetgiftsofanykindintheirbusinesslife.That’swhyIalwayslooktotakepeoplelikethattolunch.Theyrememberitwell.Itisabigdealtothemifyoutakethemtoaplacetheyreallycan’taffordtogoto,andyouspend20or30deductibledollarsonthem.AndIalsodosomethingelseforthem.BeforeIgotomeetthem,Iputahalf-gallonbottleofCrownRoyalwhiskyinthebackofmycar.Ithappenstobeconsideredoneofthetopbrandsintheseparts.Andaftertheygetoutofthecarandwearesayinggood-bye,Ireachinback,holditup,andsay,“Listen,Harry,somebodygavemethisbottleandIdon’tdrinkmuchCanadianwhisky,soIwaswonderingifyouwouldn’tmindtakingit,please.”Youbetheallowsmetopersuadehimtotakeit,andeverytimehepoursadrinkfromthatbigbottle,heremembersmynameandwhatIdoforalivingandwhatIcandoforhim.

Ihaveheardothersalesmencomplainsometimesaboutbirddogswhentheyfirststarttousethem.Onefellowsaidtome,“Istartedgivingoutcardsamonthago,andIhavent’gotasinglesalefromanyofthem.”Myanswerisalwaysthesame:Justbepatient.You’veplantedtheseeds.Justkeeponplanting.Therewillbeplentytoharvest.Lastyear,asIsaid,Isoldabout550carsthroughbirddogs.Alotofsalesmenwouldhavebeenhappytohavethatastheirtotalsalesfortheyear.AndIdon’tknowhowmanycustomersIsoldthroughwordofmouththatstartedwithcardsIpassedouttobirddogs.Thechainisendlessifyoukeepitgoing.Andthecostisalmostnothing,becauseitisallextrabusiness.

Paying$50canmakeyouhundreds,butyoureallyhavetopayittogetthatpayoff.

12

KnowingWhatYou’reDoing—andWhy

Oneofthecorniestslogansinsalestraining,youusedtohearitallthetimeandmaybeyoustilldo,isthisone:Planyourworkandworkyourplan.I’vehearditahundredtimesatleast.AndIamsurethateverybodyaboveacertainageintheautomobilesellingbusinesshashearditthatmuchormore.Itusedtobesaidsoofteneverybodymadejokesaboutit.

ButletmetellyousomethingthatIhavelearnedinmyyearsinthisbusiness.Thatisthebestadviceyoucanget.Thetroublewiththesloganisthatitissocuteandtricky,anditissaidsomuchitlosesitsmeaning.Butwhatitmeansisstillthebestadviceyoucanget.Itreallysaystwodifferentthings.Oneisthatyoushouldbeincommandofyourselfandofwhatyoudo.Thismeansthatyouarenotoperatingbyaseriesofaccidents,suchaswhohappenstowalkthroughthedoorofyourplaceofbusinesswhenyouareattheheadofthelineofsalesmen.Twoisthatifyoufigureouttherightmovestomakeandmakethem,theywillbringinbusinessforyou.

Ihavetalkedaboutbusinesscardsanddirectmailandbird-dogsandphonecalls.Ihavenotsaidverymuchaboutwhatwemostlythinkofasselling.Ihavesaidverylittleaboutwhatyousaytotheprospectwhenyoufinallyhavehimface-to-face.Iwillsayagoodbitaboutthatinthechapterstocome.Butifyoudon’treadbeyondthischapterandifyoudothethingsIhavedescribed,youwillsellalotofwhateveritisthatyousell.Thatwillhappenforseveralreasons,butthemostimportantofthosereasonsisthatyouwillgetalotofpeoplecominginandaskingforyouoryou’llhavemoreprospectstocallon.Andevenifyouareonlyanaverageorbelow-averagepresenterandcloser,youareboundtodoalotbetterthanyoueverdidbeforeinyourlife.

YOUDON’THAVETOCLOSEBETTERTOSELLMORERememberthatwehavebeentalkingaboutplantingandharvesting,fillingandemptyingtheseatsontheFerriswheel.Wehavebeentalkingabouttheoddsandtheprobabilitiesofbusiness.Nowthereisnowayyoucandoubtthatifyoudoeverythingintheface-to-facesellingsituationexactlythewayyouhavealwaysdoneitbefore,youwillsellalotmoreifyoudoitalotmore.Wearenowtalkingaboutnothingbutquantity.

Iamdeadlyserious.Ifyougettwiceasmanypeopletocometoyoueveryday,youwillselltwiceasmanypeopleasyouusedto.Ifyournormalpaceistosell50percentofyourcustomers,andyouhavetwoaday,yougetonesaleaday.Thatisbasicarithmetic.Youdon’thavetohaveahighschooldiplomatofigurethatout.Butnowlet’sgotosomebiggernumbers.Ifyoumanagetogetfourcustomersadayanddothesamethingasbefore,youwillstillsellonlyhalfofthem.Butnowyouwillbegettingtwosalesaday.Youhavejustdoubledyouroutput.

YouthinkIamtryingtobefunny,butI’mnot.Iamdeadlyserious,asIsaidbefore.Juststopandthinkhowmuchtimeyouspenddoingnothingbutwaitingfortrafficthroughthedoororaleadtocallin.Uptonow,maybeyouthoughtthatwashowitworks.Maybeyoufiguredthatwhatyouweremakingwasallthatyoucouldexpecttomakeunlessyougotlucky.Youhaveprobablyhadhotstreakswheneverythingworkedforyou,thetrafficstreamedthroughthedoor,andeverybodywhocameinboughttwicewhattheyusuallybuy.Wow!yousaid.IfonlyIcouldkeepthisup!

Well,letmetellyousomething:Youcankeepitup.Forsure,youcangetmorepeopletocomeintoseeyou.Andeveniftheyonlybuyasoftenandasmuchasbefore,youwillbeonapermanenthotstreakcomparedtoyourusualvolume.Howtoboostyour“killrate”isanotherstory,andwe’llgettosomepartsofit.

Butthatreallydoesn’tmatteratallifyougetthefirstpartright;thatis,ifyou

getmorepeoplecomingthroughthedoortoseeyou.Andthewayyoudothatistogobacktothattiredoldslogan—planyourworkandworkyourplan—anddoit.Doit.Doit!

WORKSMART—NOTHARDIamnotjoking.WhatIamsayingisthatthewaytogetthejobdoneistodecidewhatitis—everyday.Imeanyoumust—Idon’tsayshould—takesometimeeverymorninganddecidewhatyouaregoingtodothatday.Andthenyoumustdoit.Don’tgetmewrong.Iamnotsittingherepreachingaboutthegloriesofhardwork.Idon’tbelieveinhardwork.Ibelieveingoodwork.Ibelieveinsmartwork.Ibelieveineffectivework—workthatworks.

SowhatIdoeverymorningisfigureoutwhatIamgoingtodothatday.ThefirstthingIdoischeckmyappointmentbooktoseewhatIamlockedinto.Itmightbealunchwithafinancecompanyloanofficer.ItmightbethatIcalledsomecustomertheotherdaywhowasdueforanewcar.Itisagoodthingtoarrangeyourcardfileofsoldcustomersinmorethanoneway.Youwanttohavethemalphabeticallysoyoucanfindsomebodybyname.Butitalsohelpstohaveanothersetbydate,sothatifsomebodyboughtfromyouyesterdayhegoestothebackofthatfile,andsoon.Thatwayyoucanstartfromthefrontandseewhoisdue.SometimeswhenIhavesomefreetime,Icallthosepeoplejusttoremindthemthatmaybetheywanttocomeinandtalkaboutanewcar.Iwilldothatwithalotofthelistaroundthetimethenewmodelscomein.IfIhavebeendoingthatlately,Iwillhaveanumberofappointmentsinmybook,spreadoveramonthorso.ThatisbecauseItrytogetpeopletosetadayandtimewhentheywillbein.Idon’tjustsay,“Sam,thenewcarsareinandIhopeyoudropbytoseethem.”Ilayitonthem:“Comeoninthisafternoon,Sam,aboutfour,O.K.?”Ifhecan’tmakeitthen,hehastogivemeatimewhenhecan,andthenIhaveacustomercomingin.AndIwriteitdowninmybookthenandthere.Ihaveaprettygoodmemory,butInevertrustit.

Allright,soIcheckmybookandseethatIhaveanappointmentintheafternoon.Obviously,Ican’tpredictwhowillcomeinoutoftheblueandaskforme.Alotofpeopledoeveryday.Iamnotsurprisedwhentheydo,becausepracticallyeverythingIdoeverydayisaimedatgettingthatflowofpeopleintome.Buttherewillbefreetimeduringeveryday,andIwanttobesurethatIamgoingtobefillingitwithsomethingdesignedtogetevenmoreofthemin.

Sincemydirectmailprogramistoobigformetohandleonmyownthesedays,Ihavepeoplewhodotheworkforme.Butinthedaysbeforeitreacheditspresentscale,Ididitmyself,sendingoutacertainnumberofpieceseverymorning.UsuallyIdiditduringthetimeswhenIwasnextupandhadnothingelsetodo.Atthosetimes,IwantedtobeabletoleavewhateverIwasdoingtohandlethenextcustomerthroughthedoor,becauseitwasmyturn.Addressingmailisthesafestthingtobedoingatthosetimes.Ifyou’reonthephonewhenyou’reup,youruntheriskofhavingtotellalivephoneprospectthatyou’llcallhimback.Andthatissomethingyouneverwanttodo.

ButwhenIwasnotup,Iwouldbeworkingonsomedirectmailormakingsomecalls.OrIwouldbebuildingsomegoodwillsomewhereonthepremises,maybeoutbackintheservicedepartment.(I’llexplainlaterhowimportantIconsidermyrelationswiththatpartoftheoperation.)OrmaybeIamupstairstalkingtothepeopleontheofficestaff.Theadministrativepartofasalesoperationcanmakethedifferencebetweenasatisfiedandadissatisfiedcustomer,evenwhenyoudoeverythingright.

LOSEONEDAY—BUTNOT250ButIwanttosayonethingaboutmyworkschedule.IfIgetupinthemorningandfeeldepressedforsomereasonandIcan’tshakeit,Imaydecidenottogotoworkatall.OrImaylookoutthewindowanddecideit’sagooddaytogooutinmyboat.Idon’tdothatveryoften,maybeonceortwiceayear.AndIdon’trecommendnotworkingasawaytobuildbusiness.Butsometimesyouknow

youjustaren’tgoingtobeworthanythingonthejob.Ifyougoinonthatday,youmaywindupmakingabadmistakeorgettingintoafightwithsomebodythatwillcostyou250people.

Ifthatseemslikewhatthedayisgoingtobeabout,youarebetteroffnotgoingin.Cancelyourappointmentsifyouhaveany,andthenplaygolforgotoamovieortotheracesortreatyourselfwellinsomeotherway.That’snottosaythatyouarenottreatingyourselfwellwhenyouworkwellandmakemoneyandpleasecustomers.Butifyoureallyareconvincedthatyouwon’tdoanybodyanygoodbygoingtoworkforamorningoranafternoonorawholeday,thendon’tdoit.Becauseyoudon’twanttocarrydissatisfactionsofanykindintoyourplaceofbusiness.Theycanbelikeacontagiousdisease.

Ifthosefeelingskeepupformorethanaday,you’vegotproblemsthatIcan’thelpyousolve.Butiftheyhappenjustonceinawhile,thenplanyourdaytodosomethingelse.Butbedamnedsurethatthereasonyouarefeelingdissatisfiedisn’tbecauseyoudidn’tdoagoodjobthedaybefore.Becauseifthat’swhyyoufeelthatway,Ihavefoundthatthebestwaytocureitistogointoworkwithaplanandaresolvetodobetter.

Onesurewaytogetoverthedissatisfactionsofabaddayistoreviewthatdayandtrytounderstandwhywhathappenedtoyouhappened.Idothatattheendofeveryworkingday.Ireplaytheday,examiningeverysaleImadeandeveryoneIlost.That’sright.Idon’tselleverybodyIsee.WhichiswhyIspendsomuchofmymoneyandenergymakingsurethatIwillseealotofpeople.IplaythepercentagesIrecommendthatyouplay.MaybeIsellonlyhalfthepeopleIseeinaday.ButthatusuallymeansIseeatleasttenpeopleandsellatleastfiveofthem.Ihavebeenaveragingbetterthanfivecarsadayeverydayinrecentyears,notbecauseIhaveahighkillratebutbecauseIhaveahighprospectrate.

ButIgoovereverycontactImadeduringtheday.WhatdidIsaytothatfellowthatfinallymadehimbuy?WhydidthatotherguyfromEastDetroitreallynot

buy?Washejustshoppingforsport?OristhattooeasyawaytoexplainawaysomemistakeImade?

WhenIfirstbegantodothiskindofcustomer-by-customeranalysisofmyday,ifIcouldn’tthinkofamistakeImade,IwouldsometimescallupthecustomerIlost.IwouldtellhimwhoIwasandwhyIwascalling.Peopleusuallywanttohelpyou.I’dsayIwastryingtolearnthebusinessandlearnfrommymistakes.AlotoftimestheywouldsaythattheywereFordorPlymouthguysfromwayback,buttheyjustwantedtoseeifChevroletmaybehadsomethingtheyoughttoknowabout.ThatmightmeanthatIdidn’tsellmyproductwellenoughagainstthecompetition.Ortheymighttellmethattheygotabetterpricesomewhereelse.I’dquestionthemverycarefullyabouttheoptionalequipmenttheygotandthetrade-inallowanceontheircar.Sometimesasalesmanwhohassomecontroloverthepricehechargesgetstoogreedyanddoesntrecognizethatasmallcutorsomethingextrathrownincanlockupadeal.

Incidentally,myreplayofeachdayisnotjustmyidea.Someofthegreatestandmostsuccessfulpeopleinhistorydevelopedthishabitandattributemuchoftheirsuccesstoit.IknowthatforthetimeittakesmeIhavebeenrewardedhandsomely.Wantsomegoodadvice?Tryit.

Ialwaystrytocomparemyownfeelingsaboutacustomer—especiallyifIlosehim—withwhathesaysaboutwhyhedidn’tbuyfrommeanddidbuyfromsomebodyelse.Peoplesometimesthinktheyknowmoreaboutthemselvesandtheirfeelingsandreactionsthantheyactuallydo.Andthereisnothingmoreimportanttolearnaboutyourselfthanthedifferencebetweenthewayyouseesomethingandthewaytheguyontheothersideofthedealseesit.

Becauseyouneverwanttobeontheotherside.Yoursuccessinwinningthewarcomeswithnarrowingandfinallyeliminatingthegapbetweenyouandthecustomer.Youwantbothofyouonthesameside,andwhatthismeansisthatyouhavetodothemaneuveringtogetyoubothonthesameside,whatevertools

andmethodsyouusetodoit.

KNOWINGWHATYOULOSTHELPSYOUWINButIalwayswanttoknowwhyIlosteverysaleIlost.AndIhardlyeveraccept“Iwasjustlooking”astheanswer,becauseifsomebodytakesmytimeandhistocomeallthewayovertoourplacejusttolook,heisalreadypartlysold.AndIwanttoknowwhyIdidn’tgethimtotallysold.

Ithinkthatthisisarulethatisgoodmaybe95percentofthetimeinautomobileselling.Anditisprobablygoodmostofthetimeineverykindofselling:Ifsomeonecomesinandis“justlooking,”hehasenoughinteresttobesoldmostofthetime.Soifyoulethim“justlook”everytime,youareprobablynotgettingnearlyyourshareofsales.Andifyoutryandfail,don’tchargeitoffinyourmindto“justlooking.”Analyzeyourperformanceintheconfrontationandtrytoseewhereyoufailedtoconverthim.Becausechancesareyoudidfail.

Thissoundslikenegativeratherthanpositivethinking.Butitisn’tatall.Lookatitthisway:Youarethinkingmostpositivelywhenyoubelievethatyoushouldbeabletoselleverybodywhocomesin.Realistically,ofcourse,nobodycandothat.Butitisstillaveryeffectiveattitudetohave.Itencouragesyoutoanalyzeeverylostsaletoseewhyyoulostitsothatyoucantrytocorrectthemistakenexttimeyourunintothesamekindofsituation.

Justkeepinmindthatsomebodywhois“justlooking”mayreallybesayingthatheisscaredofyouandofyourabilitytogethimtopartwithhismoney—evenifitisforsomethinghereallywantstobuy.Ihavecalledthesellingsituationawarandacontestandaconfrontation.ButIdon’tmeanthatyoushouldactthiswaywhenyouareinthissituation.Awrestlingmatchwon’tgetyourcustomeroverhisfear.Butonceyouhavehiminfrontofyou,yourmosteffectiveapproachmaybe“lethim”—not“makehim.”Andthatappliestowhathewantstolookatortalkaboutoranythingelse.Becauseifhefeelsfree—eventowalkout—hewillgetoverthatfirstfear,andthat’swhatyouwant.

I’vehearditsaidthatanyonewhosellsasmanycarsasIdomustbestrictlyahigh-pressuresalesman.Tomeahigh-pressuresalesmantriestomakepeoplebuy.Iletthembuy.Ibelieveoneofthemostimportantdeterminingfactorsofasaleis,Doestheprospectlike,trust,andbelieveme.IfIfailtodeveloptheseattitudesinaprospect,chancesareI’vealsofailedtomakeasale.It’sprettytoughtomakesomeonelikeyou,butyoucan,bythethingsyousayanddo,lethimlikeyou.Ifeelthisphilosophyhashelpedmakemenumber1,andifyouwanttomakealotofmoneysellingthenyou,too,shoulddevelopthephilosophy,Lethim,don’tmakehim.

Attitudeplanningisasmuchapartofplanningyoursellingdayasanythingelse.Ifyoufeellousy,youstillusuallyhavetogotowork.Sowhatyouhavetodoisgetholdofyournegativefeeling,whateveritis,andfaceit,evenifyoucan’tmakeitgoaway.Thatway,whenyougetsomebodythroughthedoororonthephone,youcanshoveyourlousyfeelingaside.Butfirstyouhavetorecognizehowyoufeel,orelseyouwon’tbeabletoplananddealwithyourownfeeling.Andyoucanbesurethatifyouarenotincontrolofwhatisgoingoninsideofyou,youwillcertainlycommunicateyourbadfeelingtosomebodywhocomesinsuspiciousofyoutobeginwith.

WhenIreplaymydayeachnight,IfindthatIreallycanhavetotalrecallofwhatIsaidanddid.AndIdon’tfallasleepuntilIamsurethattherewasnothingIcouldhavedonetoconvertthe“be-backs”andtheotherlostsales.Andrememberthatthebe-backhadbetterbewrittenofftheminutehewalksoutthedoor.IthinkIamprettygoodatjudgingcustomersandhangingontothem.ButwhenIhearaguysayhe’llbeback,Ifigureheisgoneforever.Sometimestheydocomeback,becausesomepeoplereallydotellthetruth.Butifyouarecountingonbe-backsaspartofyourfutureearnings,youarestillanamateurwhoisfoolinghimself.

OnethingthatIhavefound—itissomethingnobodylikestoadmit—isthat

maybesomebodyelsecansellapersonifyoucan’t.Alotofbusinessesrequirethatasalesmanturnoveracustomertosomebodyelseintheplacebeforetheylethimwalk.IliketothinkthatnobodyisbetterthanIam.Butnobodyisperfect,soitissometimesusefultobringoversomebodyelseinawaythatdoesn’tmakethecustomermoreresistant.Youdon’twanthimtothinkheisbeingpressured.

Forawhile,Iusedtohaveanarrangementwithothersalesmeninmyplacethatiftheycouldn’tsellsomebody,Iwouldpaythem$10forachancetotrytosellhimmyself.Iwon’taskyoutobelievethatIcouldsellthemall.ButIdidsellsomeofthem.Iquitdoingthat,though,becausetheothersalesmengotsorewhenIgotthebigcommissionandalltheygotwasa$10bill.Theydidnotaccepttheideathatmy$10hadboughtallrightstoacustomertheyhadgivenupon.Theywantedtosplitthecommissionwithme.SoIdroppedtheidea.Isuggestthatifyouwanttotryanythinglikethat,youmakesurethateverybodyunderstands—inadvance—thetermsofthearrangement.ButIalsorecommendtryingitsometime,becausethereisnobetterpracticeofyoursellingtechniquesthanworkingonsomebodywhoisabouttowalkout.Andthereisnobetterfeelingthanwhenyouconvertoneintoasale.

Inaway,itisoneoftheverybesttestsofyourskills.Butifyouaregoingtotryit,besurethatyouknowsomethingaboutthesellingmethodsandtechniquesoftheotherpeopleinyourplaceofbusiness.Thatwayyoucantrysomethingdifferentfromwhattheothersalesmandid.Thereisnopointindoingandsayingthesamethingstothecustomerthattheothersalesmantried.Youwanttoapproachhimdifferently.Ofcourse,sometimesitisusefultodoitstraightonbyaskinghimwhathewaslookingfororneededthattheotherfellowdidn’tshowhim.Youdon’twanttorundownthepeopleyouworkwith.Butsometimesifyouaskaquestionlikethat,itwillletapersonknowthatyouaretryingtohelphim,andhewillletdownhisguardandhelpsellhimself.

AsIhavebeensaying,themostimportantthingasalesmancandoisgetthemthroughthedoorsohecanfacethem.Gettingtheminrequiresplanning.Andplanningrequiresmakingalotofdecisionsaboutwhoyourbestprospectsareandhowtheycanbereachedmostefficientlyandeconomically.Youhavetomakedecisionsaboutthecostofgettingaprospectandhispotentialvalueonceyougethim.Butwhatdeterminescostandvalueistheavailabilityofyourtime.Ifyouhavealotofunoccupiedtimeandyouworkwellonthetelephone,itmaybemosteconomicalsomedaystoconcentrateonphoningoldcustomersorevenbe-backs,ifyouwereabletogettheirnamesandaddressesbeforetheygotaway.

Phonecallsmayworkwellforyou,buttheytakealotoftimepercallandperprospect.Whenyoudon’thavethatkindoftime,sendingoutafewmailingpiecesisasgoodasanyotherwayofusingfreetime.Itcertainlyisthemostusefulwaytofilluptimewhenyouarenextuponthefloor,becauseyoucaninterruptanytimeyournextcustomerwalksin.Thepointisthatyoucanplanthiskindofactivitywithalotofaccuracy.Theunexpectedhappensalmosteverydaytomostsalesmen,soyoucan’tnaileverythingdownperfectly.Andyoushouldbereadytochangeyourplanwheneversomethingclearlymoreproductivecomesalong.

Thevalueoftheplanforkeepingyourselfmovingandkeepingtheflowofprospectscominginisobvious.Butevenwhenyouhavetochangeplans,youstillgetalotofmomentumbyhavingaplaninthefirstplace.IfIknowexactlywhatIintendtodowhenIcomeintotheshowroominthemorning,thatknowingmotivatesmealotmorestronglythananattitudeofwait-and-see.

You’veprobablybeentoldallkindsofthingstosaytoyourselfinthemirrortoliftyourspiritsandclearyourmindofnegativethoughts.Icertainlydon’twanttoknockanyofthatifitworksforyou.Butinmyownexperience,Idon’tknowanythingthatgetsmeclosertothatfirstsaleofthedaythantheplanImake

everymorning.BecausewhenIwalkoutthedoorofmyhouseinthemorning,onethingisforsure:IknowwhereI’mgoingandwhatI’mgoingtodo.AndwhetherornotthewholethingchangestheminuteIwalkintotheofficedoesn’tmatter.BecauseIcameinwithmotivation,withassurancethatIhadanimportantreasonforbeingthere.Andthatisamostimportantreasonforplanningyourwork—evenifyoucan’tworkoutevery(orany)detailofyourplanthatday.

Itisthefirstpushthatyougiveyourselfthatmovesyouclosesttothefirstsale.AndIdon’thavetotellaprofessionalsalesmanhowimportantthefirstsaleofthedayis.Youknowhowgooditfeels.Youknowitmakesyoufeelthatyouareintherightbusinessattherightplaceattherighttime.

Planyourworkeveryday,andworkyourplanifyoucan.Thatmaybeanold-time,old-fashionedslogan.ButIthinkIhavedemonstratedhowmuchvalueitstillhasforallofus.Andthenfinishyourdaywithareviewofeverythingyoudidtoseehowgoodyourplanwasandhowrealisticitwas.Ifyoukeepfallingshortofallyouintendedtodo,don’tbeatyourselfup.Maybeyourproblemisthatyouaretryingtodotoomuch.I’mnottryingtoletanybodyoffthehook.Allofusworkprettyhardalotofthetime.Butthequestion,asIhavesaid,isn’thowhardweworkbuthowwell.Soifyouplannedtomaketenphonecallsandmadeonlyfive,didyouworkyourplanforthosefive?Thatisthekindofthingyouwanttoaskyourselfwhenyoureviewyourday.

Thisisthekindofquestionthatreallygivesyouthemeasureofyourmotivationandofyoureffectivenessasaprofessional.

Planyourwork.Workyourplan.Doit!

13HonestyIstheBestPolicy

WhenIsaythathonestyisthebestpolicy,Imeanexactlythat:It’sapolicyandthebestoneyoucanfollowmostofthetime.Butapolicy,asImeanit,isnotalaworarule.Itissomethingthatyouuseinyourworkwhenitisinyourbestinterests.Tellingthetruthusuallyisinyourbestinterests,ofcourse,especiallyifitisaboutsomethingthatacustomercancheckuponlater.Nobodyinhisrightmindwoulddreamoftellingacustomerhehadboughtaneight-cylindercarwhenwhatyousoldhimwasasix-cylindermodel.Thefirsttimeheopenedthehoodandcountedthewirescomingoutofthedistributorcap,youwouldbedead,becausehewouldbad-mouthyoutoalotmorethan250people.

That’snotthekindofthingIamtalkingaboutwhenIsuggestthatmaybetherearetimeswhenyouwon’ttellthetruthtoaprospect.SupposeaprospectcallsmeupandasksmeifIhaveacertaincar,equippedacertainway.DoyouknowwhatIamgoingtotellhim?That’sright.Iamgoingtosay,“Ihaveoneoutonthelotandyoucanpickituptoday.”NowImayhavebeentellingthetruthorImaynot,becauseIdonotlookattheinventoryfilewhenIgetacalllikethat.Iwantthemantocomein.ChancesareIdohavethecar,becausewecarryaverylargeinventory.OrifIdon’t,Icangetitveryfast,becausewehaveanarrangementwithotherdealersinthisareawherewetradecarswiththem,sothatweallsortofoperateoutofthesameareawidepool.ButwhatifIhaveeverythinghewantsexceptaCDplayer?OrmaybeIevenhaveacarwithexactlytherightstereo—orcangetit—butIhaveitingrayinsteadofpowderblue.HowmuchofalieamItellingthecustomer?Averysmalloneatmost.Andanyway,whenhecomesin,ifhecomplains,Icanblameitonamistakeintherecords.

Mostpeoplewhowanttobuyacarwanttobuyitnow.Andthat’swhenIwant

tosellit.Itmighttakeamonthtospecial—ordertheexactonehewants.Andinmostcasesapersonisnotthathunguponeverylastdetailoftheautomobilehehassethismindon.Thereareacoupleofdozenorsocolors,andthefactorywouldnotbepaintingthecarsinallthosecolorsifalotofpeopledidn’tlikethem.SoIamgivinghimprettymuchwhathewants.Whenyouaskthebutcherforapoundofsirloin,youdon’ttellhimto“stuff”itifitis15or17ouncesinsteadof16ounces,justaslongasyoudon’thavetopayforwhatyou’renotgetting.

Iamnotrecommendingthatanybodylietoanybody.Ireallydobelievethathonestyisthebestpolicy.Buthonestyisamatterofdegree.Itisneverallonewayortheother.

Whenacustomercomesinwithhiswifeandson,andyousay,“That’sahandsomelittleboyyouhavethere,”isthattrueorfalse?Hemaybethemostmiserablelookingkidinhistory.Butyousurearen’tgoingtosaythat,ifyouarelookingtomakesomemoney.Ifyouaresellingamananewovercoat,you’regoingtolookathisoldoneandsay,“Yousuregotgoodwearoutofthatone,”evenifwhatyouarethinkingis,Thatwentoutofstyletwoyearsbeforeyouboughtitandyoushouldhavethrownitawaybeforeitgotthreadbareintheelbows.

HE’LLLIKEWHATYOU’RESELLINGIFYOULIKEWHATHEHASAllofthisprobablysoundsobvioustoyou,butIhaveseensalesmenkilladealbytryingtoputdownthecustomerwiththetruthratherthantellasmall,kindlie.Whenacustomerasksthesalesmanhowmuchhe’llallowforhistrade-in,Ihaveheardsalesmensay,“Thatpieceofjunk!”Nowthecarmayhavefourbaldtiresandnospare.Itmaybeburningmoreoilthanadieselengine.Itmaysmelllikethelockerroomafterabasketballgame.Butitishis.Anditgothimtoyou.Andhemayloveit.Evenifhedoesn’t,it’suptohimtoknockit.Ifyoudo,youareinsultingtheman.Soliealittle.Tellhimhowgoodadriverhemusthave

beentoget120,000milesoutofanycar.Thatwillmakehimfeelgood,sogoodinfactthathemaynotgiveyoumuchargumentwhenyouofferhimonlywhatitisreallyworth.

WhatIamgettingatisnotjustthatpeopleliketobeflatteredevenwhentheyknowthatwhatyou’resayingisn’tcompletelytrue.Moreimportant,itcreatesapleasant,disarmingatmospherewhenyoutossoffafewsmallcomplimentsabouthiswife’sdress,hiskid’scuteness,oreventheeyeglassframesheiswearing.

Whateveryousaylikethat,itissmalltalkthatgetsthecustomeroverthosefirstfearsthatyouwanttotakethegoldoutofhisteeth.Itiswhatmilitarymencalladiversionaryaction.Andeveniftheguydoesn’trespond,ItrytokeepitupuntilIgethimtogivealittle.I’llgetintootherkindsofconversationaltopicslater.Butyouneverwanttogetsoinvolvedwithsomeothersubjectthatyouforgetwhyhecamein.Hemay,butyounevershould,notevenforasecond.

Youareanactorinthesellingsituation,andthatissomethingyounevershouldforget.Timingisthemostvaluablequalityanyperformercanhave.Butitissomethingyouhavetoworkinto.WhenIwanttogetawayforaweekend,IusuallygotoLasVegas.Idoitforacoupleofreasons.One,becausethatistheonlyplaceIgamble.Idon’texpecttowin,butIneverbetsomuchthatIcan’taffordtolose.Iknowwhattheoddsare,andIknowthattheyareagainstme.Butit’sfun.

ThesecondreasonIgotoLasVegasistowatchoneofthebestperformersintheworld,DonRickles.Iwatchhistiming,hisfacialexpressions,eventhewayhedoeshisfamousinsults.NotthatIeverwanttoinsultacustomer,butIwanttowatchthewayhecandumponsomebodyintheaudienceandthenturntheperson’sangerintoasmile.Turningangerintoasmileislikewhatwedo:turningfearintotrust.Turningnointoyes.

Youwantthecustomertotrustyouwhileyouaresellinghim,andyouwanthimtotrustyouafterheleaves.Thatiswhyyouneverwanttotellhimabigliethathecanchecklater.Youneverwanttotellhimanythingthathewillgetlaughedatbyhisfriendsandrelativesforbelieving.Youneverwanttotellhimanythingthatwillmakehimfeelfoolishlater.Andsometimesyouwanttostopapersonfromdoingsomethingonhisownthatwillembarrasshimlater.

Therearealotofbusinesseswheretherealpriceofaproductvariesalotfromwhatisonthepricetag.Inthecarbusiness,aseverybodyknows,thereisastickeronthewindowofeverynewcarwiththemanufacturer’ssuggestedpriceatthebottomofthatsticker.Mostpeopleknowthatmostcarscanbeboughtforlessthanwhatitsaysonthesticker.Some,likeCorvettes,arehardtogetanddosellforthestickerprice.SodidCadillacconvertiblesandalotofimportedcars.ButmostAmericancarscanbeboughtforlessthanthatpricetagand,asIsaid,mostpeopleknowthat.

Butsomepeopledon’t,especiallyiftheycomefromaruraltownwheretheoneortwodealersdon’tgivetheusualdiscounts.Sometimessomebodywillcomeintome,lookatacar,andstarttowriteacheckforthefullamountonthewindowsticker.What’swrongwiththat?youask.Nothing,really.That’swhatitsaysonthepricetag,andalotofpeopleexpecttopaythepriceanddon’tevenknowhowtohaggle.Somepeoplejustdon’tliketodothat.

Thenwhynottakethecustomer’smoney?Well,inalotofbusinesses,that’swhatyoudo.Butinthecarbusiness,especiallysellingahigh-volumecarlikeChevroletthatyoucanbuyanywhere,thiscanberisky.Alotofcarsalesmendon’tagreewithme.ButIthinktheyarewrongtotakethefullpriceeverytimesomebodyreallywantstopayit.Supposethatthecustomerbuysthecarandgoestohislodgemeeting.Oneofthethingsaboutnewcarsisthatpeoplelovetoshowthemofftotheirfriendsandneighbors.Thatcanbeaveryeffectivewaytocloseadeal,asIwilldescribelater.Buttakethiscustomer.Hehasjustpaidfull

listpriceandhegetstohismeetingandbringstheboysouttotheparkinglottolookathisnewcar.“What’ditcostyou,Charley?”somebodyasks.AndCharleypointstothestickerhehasleftontoshowthatitisbrandnew.“What?Youmustbesomeidiottopaythestickerpriceforanewcarthesedays.”SowhatdoesCharleythinkofme?ThatIembarrassedhimandcheatedhim,andallhisfriendsandlodgebrothersknowthatheisadummy.

GIVEALITTLEANDYOU’LLGETALOTBACKWell,Iknowthatthesalesmanwhotakesthefullpricemakesmorecommission,butIdon’tthinkitisworththeriskinmostcases.I’llgiveupthechancetomakeacoupleofhundredextrabucksinexchangeforthechancetomakeafriendofCharley.BecauseifhestartstowriteacheckforthefullamountandIsay,“Takeoff$250,”or“I’llthrowindoor-guardtrimandfivesteelradialsfornothing,”CharleyisgoingtothinkIamthegreatestthingsinceslicedbread.Andheisgoingtotellpeopleaboutme,maybeevenabouthowhestartedtowriteacheckforthefullamountandI,JoeGirard,wouldn’tlethim.

Nowthatstickerpriceisthetruth.Butyoucangetintobadtroublewithacustomerifyoulethimbelieveit,eventhoughitistrue.

Idon’tclaimtobeanautomotiveengineer.Ididn’tfinishhighschool,andIwasn’tsuchasuperstarduringtheyearsIwasthere.SoIdon’tgettooinvolvedwiththetechnicaldetailsofthecarsIsell.ItisnotlikeIamsellingtandem-axle,over-the-roadtruckstotechnicalpeople.Butsometimesacustomercomesinwithsometechnicalfactstuckinhishead.Hisbrother-in-lawtoldhimthatifyougetacertainrear-axleratioonthecar,you’llsavegas.Well,Ihavechecked,anditamountstopennies.Sowhenaguyasksmeifthecarhasa3.25ratio,likehewants,I’llsay,“You’reright.Yousureknowyourcars,don’tyou.”Thatservestwopurposes.Firstofall,itmakeshimfeelgood.Secondofall,itkeepsmysellingeffortfrombeinginterruptedbymyhavingtolookinthespecificationbookorcalltheservicedepartmentoreventhefactory.

Ifthecustomerbringsupsomethingthatwillmakealotofdifference,I’llcheckitout.BecauseIdon’twanthimevertothinkIstiffedhimonanything.Notever.Buttheaxleratioandstufflikethatdoesn’tmatter.Iwouldn’ttellanybodyapolyestersuitwas100percentwool,though.AndIwouldn’ttellahousewifethatarefrigeratorwas22cubicfeetwhenitwasonly17.Becausepeoplefindoutaboutthingslikethat,andthentheyneverforget.Andeveniftheyaretooashamedtotelltheirfriendswhatyoudid,theywillbad-mouthyouandyourstoreandyourproductsinsomeotherway.Girard’sLawof250isalwaysoperating.

Sowegetbacktohonestyasthebestpolicy,withalittleflatteryandevenasmalllieusefulinsomecases.Allyouevergetfromtellingabiglieisachancetotellyourbuddieslaterhowyoustiffedsomemooch.Butifthatisthekindofkickyougetfromselling,you’regoingtodigyourowngravesoonerorlater.Andyouaregoingtomakeittoughfortherestofuswhowanttomakemoneybymakingsatisfiedcustomerswhocomebackagainandagainandsendintheirfriends.Ifyoudon’tbelievethat,takemywordforit.Isellmorecarsthananybodyelseintheworld,andIbelieveit.

Younevergetcaughtbytellingthetruth—ormakingaprospectfeelgoodwhenyoustretchit.

14

FacingtheCustomerAskpeopletodescribethetypicalcarsalesman,andchancesarethey’lltellyouhewearsthelatestdesignersuitwhetherthatmeansaRalphLauren,Zegna,orevenBrooksBrothers.They’lltellyouhewearsItalianloafersandawhite-on-whiteTshirt.Inotherwords,they’lltellyouthatthetypicalcarsalesmaniswearingmaybe$1,000onhisbackandonhisfeet.Andthatisthewaytheythinkofit—expensive.Thentheystarttothink,“Thisguyisgoingtomaketoomuchmoneyoffme.”

Imakealotofmoney,andIhaveforyears.AndIlikegoodclothes,andIwearthemwheneverIcan.ButoneplaceIdonotwearmybestclothesistowork.Don’tgetmewrong.Idressneatandclean.Nothingcheap.ButIdon’tlooklikeIneedtohustleyoutopaymytailor.Ibelieveasalesmanshouldlookasmuchaspossiblelikethepeopletowhomhesells.IsellChevrolets,notMercedes.MillionsofpeoplebuyChevroletseveryyear,buttheyarenotgenerallyyourrichestpeople.Andinmyareatheyaremostlyworkingpeople.Theyworkinthefactoriesandofficesaroundhere,andtheyworkhardfortheirmoney,andtheyaren’tinthetopbrackets.Soiftheywalkinandaremetbyaguywithclothesthatlookexpensive,theygetevenmorescaredthantheywerebefore.

Wearenottalkingaboutpoorpeople.Apoormandoesn’tbuyanewcar,noteventhelowestpricedCavalier.Mycustomerspayanaverageof$15,000forthecarstheybuyfromme.Butalotofthemhavetoborrowmostofthatmoneyfromthebank,thefinancecompany,ortheircreditunion.Theyaregoodcreditrisks,buttheyarenothighrollers.Andthat’showIwantthemtoseeme.That’showIwanttolooktothem,likeaguywhoisintheirbracketandwhounderstandstheireconomics.

LOOKLIKEYOU’RETHEIRKINDOFGUY

Whentheyseemeforthefirsttime,theyrelaxalittle.BecauseIwearasportshirtandslacks.Ineverwearclothesthatwillantagonizemycustomersandmakethemfeeluneasy.Iamnotwearingcolorlessnailpolishlikealotofsalesmendowhogetalotofmanicures.Thatputspeopleofftoo.Workingguysmayhavegreaseundertheirnailsthatcan’tcomeoff,buttheyexpectasalesmantobeclean.You’dthinkanysalesmanwouldknowthat.ButI’veseensomeflashyguysinthisbusinesswhodon’tseemtohavetakenabathinalongtime,nailpolishornot.Aworkingguymaynothavehadtimetogotothesaunaafterheleftthefactory,buthehasarighttoexpecthissalesmantotakethetroubletobeclean.YoumaythinkI’mmakingtoomuchofthispoint,butletmeassureyouthatImnot.Peoplecomplaintomeaboutothersalesmen.Soitsimportant.

Whenacustomercomesintomyoffice,hefindsaneatbusinesslikeplacethatdoesntrubhimthewrongway.Iknowsomeguyswhodecoratetheirofficeswithreligiouspicturesandallkindsofstuffthatpeopleconsidercontroversial.IfyourauntbroughtyouablessedpictureofthePopefromRome,that’sarealkeepsake.Buthangitathome.Alotofpeople,evenCatholics,maynotthinkthat’stherightsortofthingforyourofficewalls.Iputupsalesawardcertificatesandplaques,sopeoplewillknowtheyaredealingwithatopsalesman.Afterall,theythink,ifthisfellowsellssomanycars,hemustbegivinggooddeals.Atleastthat’swhatIwantthemtothink,andit’strue.

Ialsokeepawayfromthecustomer’sviewthingslikecolorcharts,brochuresshowingoptionalequipment,andanythingelsethatmaygiveapersonachancetopickupsomethingandstartworryingaboutwhatcolororwhatkindofaccessoriesheshouldhave.Hedidn’tcomeintobuyasky-bluecarwithelectricwindowcontrols.Hecameintobuyacarfromme,period.Alltherestcomeslater,afterhehasdecidedthathewantstobuyacarfromme.SoIdon’twanttogivehimanopportunitytostartflippingthroughabooksohecangetoffthehookbysayingthatheneedsmoretimetothinkabouteverything.AndIdon’twanthimtostartloadingupthecarbeforehehasdecidedthatheisgoingto

buy.Because,beforeyouknowit,hewillwantsomuchthathewon’tbeabletoaffordanything.Andthepricewillbesohighthateverybodyhecallswillbeabletogivehimalowerprice,becausetheywon’tbequotingacarwithwall-to-wallPersianrugsandspecial-ordermetallicpaint.

GETTHEMOBLIGATEDTOYOUIdon’tgivemycustomersarecliningeasychairtositineither.Iwantthemtorelax,butIdon’twantthemtogetsocomfortablethatIcan’tgetthroughtothem.Relaxingthemiscrucial,ofcourse.ButIhavealotmoreeffectivewaystorelaxacustomerandgethimobligatedtome.Acomfortablechairwon’tdothat.Butotherthingswill.

Hestartstopathispocketslookingforacigarette,andIaskhimwhathesmokes,becauseIdontwanthimtorememberthathehascigarettesintheglovecompartmentofhiscarandrunouttogetone.Ikeepalotofbrandsinmyoffice.Whateverhesmokes,chancesareI’vegotapack,andIgiveittohim.“That’sO.K.,keepthepack.”Wow!Keepthepack!Whotellsacustomerthat?Ido.Whatdoesitcost?Afewdollars.Andnowheisobligatedtome.Matches,ofcourse,hegetsfree.Whatelse?Howaboutadrink?Whatdoyoudrink?Wine?Scotch?I’vegotthattoo.Free!Andhewon’thavetodrinkalone,becauseItakeoutavodkabottlefilledwith100-proofwateranddrinkalongwithhim.Idon’twanthimfallingonhisface.Ijustwanthimrelaxedenoughtoletmehelphimgetwhathewantsandcanafford.

Ifhebringshiskidin,I’vegotballoonsandlollipopsforhim,andI’vegotbuttonsforeverybodyinthefamilythatsaynothingbut“Ilikeyou.”AnythingIputinhishandsandinhisfamily’shandsmakeshimfeelalittleobligatedtome,nottoomuchbutjustenough.

Sometimesapersonwillwalkinandstartlookingatacaronthefloor.I’llgooverandstaynearhim,butnottooclose.Onceinawhile,aguywillgetdownonthefloorandlookunderneath.SowillI.Itmaysoundcrazy,butitisavery

goodopener.Themanseesyoujustlookingwithhimandmaybehelaughs,andyouarereadytostartworkingonhim.OnceinawhilesomebodywilladmiretheshirtI’mwearing(Iliketowearcolorfulpolkadotsportshirts),andI’llsay,“Youlikeit.Here.It’syours.”AndI’llstarttotakeitoff.Iwanthimtoknowthatifthat’swhatitwilltaketomakehimhappy,I’llbegladtogiveittohim.Ikeepanextrashirtinmyofficeincaseapersonactuallyfollowsthroughandtakesmine.Ithinkonlyoneeverdid.ButI’mreadyforhim.Andjustthegesture,asajoke,candoalottobreaktheice.Whetherwegettothatpointornot,IwanteverybodytothinkI’lldoanythingforthem,evengivethemtheshirtoffmyback.

Ikeepmyofficeasneataspossible.Thereisnothingdistractingforthecustomertolookatandtostartthinkingabout.Whenwearetalkingaboutpricesanddeals,ifIhavetolooksomethingupordosomefiguringonmyaddingmachine,Idon’tdoitwherehecanlookovermyshoulder.Ikeepthatstuffontopofafilingcabinetafewfeetawayfrommydesk.Iamtheonlyonewhogetstoseethefiguresandthetapefromthemachine.

AnotherthingIalwaysdoiscleanupafteraprospectleaves.Istraighteneverything,emptytheashtrays,putawaytheglasses,andspraytheplacewithanairdeodorizer.Alotofpeopledon’tlikethesmellofalcoholorsmoke.Andtheydon’trunintoitwhentheycomeintomyoffice.

ThewayIlookatit,Iamanactorplayingapart.IwantthestagetobejustrightfortheshowIamgoingtoputon,andIwantmycostumetobeexactlyrighttoo.WhatIsaidabouthowIdressappliestomykindofcustomers.Iamnotsayingthatyoushoulddressthatwayifyourneighborhood,yourcustomers,andthepracticesandrulesinyourareaaredifferent.Atopsalesmanisafirst-rateactor.Heplaysapartandconvinceshisaudience—thecustomer—thatheiswhatheisplaying.Ifyourcustomersareflashydressers,thenyououghttolooklikethem.

Iknowmycustomers,andIknowwhattheyexpect.Iknowthemsowell,since

mostofthemaskformebynameandknowme,thatIcanmeetthemwithoutashaveandknowthatthey’llprobablyappreciatethat.But,howeveryoudoit,thethingthatmattersmostisthatyouknowyourcustomers,ifnotbynameatleastbystyleandtype.Thenyoutoowillbeabletodisarmthemandwinthewar.

Ifthosefirstmomentsofcontactwithyouhelpthemtorelaxalittle,toovercometheirfear,andtheybegintofeelobligatedtoyoufortakingupyourtime,youhavealreadystartedtowin.

Getthemwithyoufromthestartandthey?llstaywithyou.

15SellingtheSmell

Oneofthegreatevangelistsofsellingoncesaidthat,towin,whatwehavetodoissellthesizzle,notthesteak.Wellthat’sexactlywhatyouhavetodoinsellingcars.Afterall,mostofmycustomershavealreadyownedacar,andmaybeevenaChevrolet.Andtheycertainlyhaveseenalotofcarsintheirlives.Theremustbemorethan100millionofthemonthestreets.SoaChevrolet,allbyitself,isnobigdealtothem.

Whatisabigdealisashinynewonethatwillfeelgoodtotouch,tositin,andtoown.Andthethingaboutanewcarthatturnsonmorepeoplethananythingelseisitssmell.Haveyouevernoticedthesmellofabrandnewcar?Ifyouwereblind-folded,you’dstillbeabletotellwhatitwasifsomeoneputyouinanewcar.Touchingthecarandseeingitmakesomepeopledrooltoownit.Butnothingturnspeopleonlikethesmell.

SoIalwayswanttomakeeverycustomersmellit.Ididn’tsay“let”—Isaid“make.”Alotofpeopleareafraidtogetintoanewcaratfirst.Andtheyareveryreluctanttodriveit.That’sbecausetheyareafraidthattheywillfeelobligatedsomehow.WhichiswhyIsaypushthemintoitifyouhaveto.Becauseyouwantthemtofeelobligated,liketheyhavebrokenthesealorunwrappeditsotheyhavetobuyit.

Oncetheygetinandsmell,theywantit.Thatissuchanobviousfactthatyouwouldthinkthateverysalesmanwhohaseversoldevenonecarwouldknowit.Butitisalwaysasubjectofsalestrainingmeetings,becausealotofsalesmendon’tthinkitisworththetrouble.“Whybother?Themoochknowswhatit’slike.Allhewantsistherightprice.”

REMEMBERTHESMELLSTHATSOLDYOUAnybodywhosaysthatdoesn’tknowhisownfeelings.ButIneverforgetthings

inmylifethatexcitedmethefirsttime.IrememberthefirsttimeIeverhadmyhandsonanewpowerdrill.Itwasn’tmine.AkiddowntheblockgotitforChristmas.ButIwastherewhenheunwrappedit,anewBlackandDecker,andItookitfromhimandpluggeditinandcouldn’tstopdrillingholesineverything.AndIrememberthefirstnewcarIwasin.Iwasalreadygrownup,andtheonlycarsIhadeverbeeninwereoldoneswheretheupholsterystanksour.Butoneoftheguysintheneighborhoodgotoneafterthewar,Iwasinitthefirstday,andI’llneverforgetthatsmell.

Whenyou’resellingotherthings,itmaynotbequitethesame.Yousellamanalifeinsurancepolicy,andthere’snothingyoucanlethimsmellordrive.Butanythingthatmovesorfeels,you’vegottolethimhavesome.Whowouldtrytosellamanacashmerecoatwithoutgettinghimtostrokeitfirst?

Sobesurethatyouputhiminthecar.Ialwaysdo.Itmakeshimlusttoownit.AndevenifIlosethesale,Ihaveashotatgettinghimbackoncehehastogobacktothesmellofhisownagain.AndwhenIputamaninanewcar,Idon’tsayanythingtohim.Ijustlethimdriveit.You’llhearfromtheso—calledexpertsthatthisisthetimetosellhimallthefeaturesofyourproduct.ButIdon’tbelieveit.IfindthatthelessItalk,themorehesmellsandfeels—andstartstotalk.AndIwanthimtosmellandfeelandtalk.BecauseIwanttohearwhathelikesandwhathe’sworriedabout.Iwanthimtohelpmequalifyhimbytellingmewhereheworksandsomethingabouthisfamilyandwherehelives.Alotoftimes,acustomerwilltellyoueverythingyouneedtosellhimandtogethiscreditapprovedjustwhileyouaresittinginthepassengerseat.Andthatisamust—lettinghimdriveit.

Peopleliketotrythingsout,totouchthem,toplaywiththem.Remembertheshockabsorberdisplaystheyhadingasstations(whereyouwouldpullahandlewithaworn-outshockandthenpullahandlewithanewshock)?Well,I’msuremostofyouhaveatonetimetriedworkingthem.Wearecurious.Nomatter

whatyousell,lookforwaysinwhichyoucandemonstrateyourproduct.Theimportantthingistobesurethattheprospectparticipatesinthedemonstration.Ifyoucanappealtotheirsenses,thenyouarealsoappealingtotheiremotions.I’dsaythatmorethingsareboughtthroughemotionsthanthroughlogic.

Onceheisbehindthewheel,chancesareheisgoingtoaskyouwhereheshouldgo.Ialwaystellhimtogowhereverhewantstogo.Ifhelivesintheneighborhood,Imaysuggestthathedrivebythehouse.Thenhecanlethiswifeandkidsseeit.Someneighbormaybeoutontheporch.Iwanthimtoleteverybodyseehimbehindthewheelofthatnewcar,becauseIwanthimtofeellikehehasboughtthatcarandisshowingitoff.Thathelpslockuphisdecision,becausehemaynotwanttocomehomeandtelleverybodyhecouldn’tmakeagooddeal.Idon’twanttohookacustomertoomuch—justalittle.Idon—twantthecustomertotakethecartoofar,becausemytimeisworthalotofmoney.Butapersontakingademonstrationdrivewilltendtothinkitistoofarwhenitreallyisn—t.SoIletamandriveasmuchashelikes,becauseifhethinkshehasgonealittletoofarthatalsohelpstomakehimfeelobligatedtome.

GETTINGHIMHOOKEDWhenItalkabouthookingthecustomerandmakinghimfeelobligated,Idon’tmeantosayIamdoinganythingbadtotheperson.Thereisneverapointinthesellingsituation,evenafterhesignstheorder,whenhecan’tsaynoandbackout.Soheisonequaltermswithme.ButIfeelthatIhaveaperfectrighttoassumethatifsomebodycomesintomyplaceofbusinesstoseeme,heistherebecauseheisinterestedinbuyingacarfromme.Itismydutytohim,aswellastomyself,tohelphimclearuphisdoubtsandfearsandbuyacar.

WhenItalkaboutsmell,Ireallymeanit.Butitstandsforalotofthingsbesidesthesmellitself.Tome,thesmellofanewcarstandsfortheexcitementoftheexperience.Isupposetherearepeoplethesedayswhodon’tgetathrillwhentheybuyanewcar.Maybetheyhavehadsomany,itdoesn’tmattertothemany

more.Butformostpeople,meincluded,buyingsomethingnew,evenasordinaryasbuyinganewshirt,isexciting.Iwanttotakeithomeandputitonandshowitoff.Andthereishardlyanythingtocomparetotheexcitementofanewcar.Foralotofpeopleitisalmostlikehavingababy.Theypracticallywanttohandoutcigarsandsendannouncements.

ItisallpartofwhatIcallthesmell.Thatfeeling,youcouldalmostsay,sellsthecarbyitself.Almost,butnotreally.Becausealotofsalesmendon’tunderstandit,sotheydon’tuseit.Youhavetouseittogetittoworkforyou.Youdon’tjustletithappen.Youdon’tjustletanythinghappenifyouarearealpro.Youmakeitallhappen.Youmakesurethecustomerhastheopportunitytosmellandfeeltheexcitement,thethrillofitall.

Iwanttoaddonefinalwordonthevalueofsellingthesmell.IntheyearsjustafterWorldWarII,newcarswerescarce,andalotofpotentialnewcarbuyershadtosettleforlate—modelusedcars.Atthattimeaproductcameontothemarketthatwasboughtbyalotofusedcardealers.Thatproductwasaliquidthatthedealersprayedinthetrunkandonthefloorsoflate—modelusedcars.Thereason:Itmadethemsmelllikenewcars.Butyouknowthevalueofthatsmell,becauseyoucertainlyrememberthefirsttimeithityournose.Soneverforgetthat.Lookbackintoyourownexperienceasaconsumerwheneveryouaresellingsomebodyelse.Becauseweallsharealotofexperiences.Andifthatsmellturnedyouon,youcanbetitwillturnonalmosteverybody.

Whateveryousell,thereisanequivalentofthesmellofanewcar.Thinkofyourselfasacustomer.

Thinkofwhatexcitesyouaboutaproduct,orusedtowhenyoufirstboughtit.Thenusethatexperiencetoselltheexcitement,thethrillofowningyourproduct.

16

EspionageandIntelligenceIneveryotherkindofwar,eachsidespiesontheotherandhasintelligenceagentswhosejobitistofindoutwhatitssideisgoingupagainst.Inselling,weusuallycallthatqualifyingthecustomer.But“qualify”isawordthathasalotofdifferentmeanings.Oneofthemislike“eligible.”Andletmetellyouthat,asfarasI’mconcerned,everybodyisqualifiedtobuyacarfromme.That’swhyIliketothinkofthispartofthesellingjobasespionageandintelligence.Iwanttoknowwhatthecustomerwantstodoandwhatheoughttodoandwhathecanaffordtodo.

Sometimesallofthosethingsturnouttobethesame.Butalotofthetimetheyaredifferent.Whatthecustomerwantsmaynotbesomethinghe’lbehappywithorcanafford.Ilistentowhatacustomersayshewants,andItrytogiveittohim.ButifIthinkitwon’tworkforhimorthathecan’tafforditandcanaffordsomethingbetter,thenImakeupmyownmind.ButhowdoIknowwhattotrytosellthecustomer?IlookandIlistenandIask.

WhatIlookandlistenforarethingsthatwillopenhimup,gethimtalking,sothathewilltellmeabouthimself,hisneeds,andhisabilitytopay.ButIdon’talwayslethimmakethosedecisions.Veryoften,maybeinamajorityofcases,Idecide.Becausethecustomeroftendoesn’treallyknowwhathecanhandleandwhatheshouldbuy.

Mostpeopledon’tunderstandenoughaboutlifeinsurancetoknowwhattheyneed,sotheylettheirsalesmandecide.Whenitcomestoclothes,peopleknowtheywantsomethingdifferent,somethingfashionable,oratleastsomethingthatwon’tmakethemlookconspicuousbecauseitisoutofstyle.Sothesalespersonworksitoutwiththem.It’sakindofnegotiation,basedonwhat’sinstyle,what’savailable,andwhatlooksgoodonthem.Noclothingsalesmaninhis

rightmindwillsellapersonsomethingthatwillmakehimlookawful.Butpeoplecandisagreeonhowsomeonelooksinsomething.Sothereisawidemarginformakingthosekindsofdecisionsbybothcustomerandsalesman.

Withacar,itisnotquitethesame.Youdon’ttryveryhardtosellamanatwo-seatsportscarifhehasawifeandfourkids.Ifit’shissecondorthirdcarandheisloaded,itdoesn’tmuchmatter.Butyouknowthatifyoumanagetopushhimintoalittlejobwhenheneedsabigone,youhavecreatedoneveryunhappyfellow.Andyoudon’twanttodothis,nomatterhowsureheisthathewantsthatniftylittlenumber.

Soyou’replayingagamewiththecustomer,tryingtofindoutwhat’sbestforhimnomatterwhathesays.Becausewhat’sbestforhimisbestforyou,ifyouwanthimtospeakwellofyouandcomebacksomedayforanotherone.Anddon’tforgetthat,atthispoint,youaredealingwithascaredman.

GETTINGHISNAMEISCRUCIALHewalksinthefrontdoor,andthefirstthingIsayis,“Hi.MynameisJoeGirard.”AndtheverynextthingIsayisnot,“What’syourname?”Idon’twanttoscarehimanymore.Idon’twanthimtostartpullingbackrightaway.Soinsteadofasking,Isay,“Andyournameis…”Hewon’thesitateasecondbeforehefinishesthatsentenceandtellsmehisname.NoticethatIreallydidn’taskhim.Ijustdidn’tgivehimanyreasontoseemeassomebodytryingtodigintohisinsides.Itwasnaturalandcasual,andIgothisname.Fromthenon,Iuseit,becausewenowhaveapersonalrelationship.He’sBillandI’mJoe.AndifhetriestocallmeMister,Ilethimknowthatit’sJoe.I’vebrokenalittleice.

AsIsaidbefore,ifhestartsoutbywalkingaroundacaronthefloororevencrawlingunderit,sodoI.Idon’tsaymuch,becauseIwanttoknowalot,butIwanthimtogiveittomewithoutmypryingitoutofhim.

Imayaskhimwhathe’sgotinmindorwhathe’sdrivingnow,butmostlyI’ll

justbepassiveandwaitforhim.He’sgoingtotellmesomething.Andoncehestartstotalk,I’llstaywithhimandmovewithhim.ButIwillnevercrowdhimatthisstageofthegame.Iwanttodrawhimout,lethimshowhimself—likeinmilitaryintelligence,whereyouwanttolettheenemyrevealhimself,toomuch,youhope.

Ifsomebodystartsoutbyaskingformebyname,whichhappensalotofthetime,thenIhaveagoodopener.Iaskhimhowheheardaboutme.Hemaysayhereadaboutmesomewhere,andthenI’llfollowupandaskhimwhere,andwe’retalking.Orhemaygivemesomebody’sname,whichItellhimIknowevenifIneverheardoftheguy.Orhe’llsayheheardaboutmeattheplant.Whatplant?Andwe’llbetalkingaboutwhereheworks.Howeverheanswers,Igettheconversationtostartmoving,andmaybeIlearnsomethinguseful,likewhomheknowsthatIknoworwhereheworks.IfIgetanameIknow,thenIcanaskifhelivesneartheotherfellow,andIknowsomethingabouttheneighborhoodandcantrytofigurehisincomefromthat.Wegofromtheplanttohisjob,andthatleadstoanotherestimateofhisincome.

Itrytobelikeamachinethathedoesn’tnoticeisturnedon,likemaybearecorderoracomputer.BecausethereisnothingheisgoingtosayaboutaneighborhoodorsomesuburborabowlingalleyorafactorythatIcan’tmakehimthinkIknowsomethingabout.Whateverhesays,I’vegotananswerthatisahalfquestionandgetshimgoingsomemore,andkeepsmefromgettingintoodeepaboutsomethingorsomeplaceIdon’tknowverywell.Whilewe’regoingonabouthisbowlingleagueattheplantandhowwellhisteamisdoing,I’llspringonhim,verycasually,this:“Letmehaveyourkeysandwe’llgetanappraisalforyou.”

NoticethatIdon’task,“Doyouhaveacartotradein?”Idon’twanttoaskthatquestion,becauseitwillstarthimthinkinginwrongdirections.He’llstarttofigurethatifhesaysyes,he’llbegoingtoofarintoadeal.Orhemaywanttolie

andsayno,becausehefiguresthatheshouldgetmybestpriceandthenspringthetradeonmetogetmaybeanevenbetterpriceonthetrade-inallowance.Itdoesn’tworkthatway,ofcourse.Yougetasmuchaswecangiveyou,asmuchasthebooksays,nomatterwhenwefigureinthevalueofthetrade-in.Butalotofpeoplefiguretheycanplayanothergameiftheyholdoff.

WhatIwanttodoisgethiminvolvedwithouthisawareness,inawaythatmakesitalittleharderforhimtostartthrowingupbarriersagainstme.

Ihavetocatchhimquick.Otherwisehe’llworkallthedodges.Youwatchhimwhenhetriestosayhedoesn’thaveatrade,andyoucanusuallytellfromhiseyesifheistellingthetruthortryingtoplaygames.Imean,therearepeoplewhowanttogivetheoldcartotheirfatherortheirkidwhohasjustreacheddrivingage,butmostlytheywanttotradetheoldoneforthenewone.SoIcutthroughallthedodgesbysaying,“Givemethekeys.”

ThesedaysIdon’tusuallylookatthetrade-ins,becauseIhavesomebodyworkingformewhodoesthat.IlldiscussthewayIuseextrahelplaterand,moreimportant,howmostsalesmeninthissortofbusinesscan’taffordnottouseextrahelp.ButforalongtimeIlookedoverthetrade-ins-andsometimesIstilldo.

HOWTOREADACUSTOMERAnexperiencedsalesmancanreadacustomer,hishouse,hiscarlikeabook.Mostpeopledon’tnoticewhatotherpeoplearewearingorwheretheyliveorwhattheydrive.Butifyoupayattentiontodetails,likehowshinytheelbowsareandthingslikethat,youcanlearnalot.Icanwalkaroundandlookinsideaperson’scarandtellyoueverythingaboutitandaboutitsowner.

Thereareobviousthings,likehowmanymilesontheodometer,andthenumberofservicestationstickersonthedoor-jambandtheirmileage.Obviously,theytellmehowmuchdrivingthemandoesinayearandhowcarefullyhetakescare

ofhiscar.Nowthosethingstellyoudirectlyaboutthevalueofthecar.Ifhegetsitservicedoften,ittellsyouheisacarefulperson.Ifhismileageiswayaboveaverage,I’vegotsomethingtotalkaboutwithhim.Icanaskifhetravelsalotorhasgoneonsomeverylongvacationtrips.WhenIlookinthefrontseatandintheglovecompartmentofthecar,I’mlookingforbrochuresfromotherdealersandmakes.Theywilltellmeasmuchasanythingwhatkindofcarhehasbeenlookingforandhowmanydifferentpriceshehasbeenquoted.Fromthat,IgetaprettyclearideaofhowlowIhavetogotogethim.

Ifhistiresarebadlyworn,Iknowheisfacinganoutlayof$150ormoreforanewset.Thatputshimalongwaydowntheroadtoanewcar,becausealotofpeoplestartfiguringthattheymightaswellgoallthewayasspendabighunkofchangeonnothingbutasetoftires.WhenIopenthetrunktolookathissparetireandIfindfishingtackle,Ihavesomethingelsetotalkabout.Fishermenlovetotalkaboutwheretheyfishandwhattheyhavecaught.AndifIseeatrailerhitchontherearendthattellsmeevenmoreabouthim.Heisacamperoraboater.

Nowifhiscarisanobviousjunker,Ihavetobecareful.Hemaynothaveenoughmilesonittogethome,whichisgreatformetoknow,becauseitmeansheprettymuchhastobuyacarrightaway.ButIcan’ttellhimthat.Aman’scarislikehiswife;hecanmakefunofitallhewantsto,butassoonassomebodyelsetriesto,hegetsinsulted.SoI’llbeverycarefulaboutwhatIsayifthecarisadog.Mostly,Itellhimitlooksreallygoodconsideringthemileageortheage.

AnotherthingIkeepaneyeoutforiswindshieldandbumperstickers.PoliticalstuffIsaynothingabout,becausepoliticsisnotsomethingyoucantalkaboutwithacustomerwithoutgettingintotrouble.IfmyownsonwererunningforPresident,Iwouldn’twearaGirardforPresidentbuttontowork.ButIwanttotalkabouttheotherkindsofstickersthatresortsputonorthatyougetwhenyougotonationalparksandothertouristattractions.Becausewhereverthatguyhas

been,Ihavebeen.EvenifIneverheardoftheplace,I’llfindsomewaytouseittobreaksomemoreice.Andifthereisababyseatoranytoys,bikecarriers,sleepingbags,oranythingelse,Ihavelearnedsomethingabouttheman,hisneedsandinterests,andthewayhetreatsthethingsheowns.

ZEROINGINWhenIgetbacktohim,I’llsay,“Youkeepthatcaringoodshape.”ThatgetsuspastquestionsabouthowmuchI’mgoingtoallowhimonitandmakeshimfeelIlikeit.NowmaybeI’llaskhim,“Whatdidyouhaveinmind?”Andthenwestarttogo.Hemaysayhewantsanotheronejustlikeit.Maybehecomplainsthatitrattlestoomuch.SoI’llsuggestatwo-doorinsteadofafour-door.Theydorattlealittlelessand,betterthanthatfrommystandpoint,theycostalittleless,soIcanquotehimalowerpricethanhemayhavegotfromsomeoneelseonafour-door.

Ifyou’resellinghousesandaguycomplainsaboutallthelawnmowinghehadtodo,youaren’tgoingtosuggestaplacewithahugeyard.Ifhecomplainsaboutwalkingupallthestairs,youwon’tofferhimathree-floorcolonial;you’llcomeupwithaone-floorranchhouse.Samethingwithcars.Youaregoingtoputhimintosomethingthatcarrieshisfamily,haulshisboat,andfitshispocketbook.

ButifIsensethatacustomerischokingup,Iwon’tkeepdrivingtoaclose.I’llbackoffalittle.MaybeI’llpickuponthecarseatIsawinhiscarandaskhimhowoldhisbabyis.He’llprobablybringoutthepicturesinhiswalletandI’lllookandlavishpraise.Unlessheasksme,I’mnotgoingtotalkaboutmyfamily.Thisisnotasocialsituation.Thisisselling,andIbelievethatoneofthedumbestthingsthatsalesmencandoiscompetewithacustomer.Hebringsoutpicturesofthekids,andalotofsalesmenwillbringoutpicturesoftheirkids.That’snotthesmartestthingyoucando,becauseyou’retryingtotophim.Whenyoudothat,you’resaying,“Youthinkthat’ssomething,lookatmine.”

Hedoesn’tcareaboutyourkids’pictures.Hewantstoshowoffhis.Whatgooddoyouaccomplishbycompeting?Noneatall.

Lethimhavethestage.Justsitthereandlook.

IfIseefishingtackleinthecar,I’llaskhimaboutwherehe’sbeenfishinglately,andprettysoonhe’lltellmeaboutafishhecaughtthatwasthisbig.Ihearsomesalesmencomerightbackwith“That’snothing.IcaughtonethatbiglastSunday.”Sowhat?Soyou’vemadehimthinkthatmaybethebiggesteventinhislifeisn’tworthtalkingabout.Maybeyoucaughtaforty-footwhitesharknamedJaws.But,likeIsaid,thisisn’tabraggingcontestatthelocalbowlingalley.Thisisbusiness,andifallhecaughtwasaminnow,makehimthinkitwasthewhalethatswallowedJonah.Youwanttobringhimovertoyoursideandbeathim.Butifyoudoitwithfishingstatistics,he’llturnagainstyouandwriggleoffthehook.

I’vealreadydiscussedtheimportanceofthedemonstrationride.You’regivinghimapieceofthemerchandise.Afreesample,andyouwanttogivehimenoughsothathe’llwantitall.Iwanthimtotakearidesothathe’llwantitall.Iwanthimtotakearidesothathe’llfeelhehasgotsomethingfornothingandowesmealittlesomething.AndIwanthiminthecarsothathecantakeitsomewhere,andhiskidsandhisfriendsandhiscoworkerscanseehiminit.Thatmakesitalittleharderforhimtogobacktodrivinghisjunker.AndIwanthiminthatcarbecauseIwanttoseewherehegoesandheareverythinghewantstosayaboutit,includingwhathedoesn’tlike,ifanything.

Butmostofall,asIhavesaidbefore,Iwanthimtogetthatsmellwayupintohissinusesandintohisbrain,becausethenI’mgettinghimhookedonit.Andthatiswhenitgetsveryhardtogobacktothestalesmellofhisclunkeroutthereonthestreet.

Whenhehasgotthatfulltreatmentandisstillwithme,wegointotheoffice,the

doorisclosed,andnophonecallsareallowedtointerruptthenextsteps.Wearestilltalkingandfeelingeachotherout.WhenIfinishlookingathiscar,Imayask,“It’spaidfor,isn’tit?”Ifhesayshe’sgotacoupleofpaymentsleft,Iknowthatheisacreditcustomerandthatmyabilitytoarrangefinancingandgetthemonthlypaymentsrightforhimmaybemoreimportantthantotalprice.Wemaytalkalotabouttotalprice,butwhathemaycaremostaboutis,“Howmuchamonth?”

CREDITISTHEAMERICANWAYThatisthefactwithmostbig-ticketitemsformostpeople.Andthere’snothingforacustomertobeashamedof.Everybodybuysoninstallments.That’stheAmericanWay.Ifyouwaittillyouhaveitallinthebank,youmaywaitallyourlifefornothing.Butalotofpeoplearestillalittleashamedthattheydon’tpaycashforeverything.Soyouhavetohandleitcarefully,especiallyifthecustomerhasbeenpayingoveraverylongperiod,andhashardlyanyequityinthecareventhoughitisalmostallpaidup.Sometimesmyabilitytosellacustomeratalldependsonmyabilitytogethimenoughcredittolethimpayforthecar.Ifheisreallystrappedorhashadataxlienorarecentbankruptcy,Icanstillfindwaystogethimthemoneytobuythecar,butifthat’sthecaseIhavetoknowaboutit.Becausethatchangesthenatureofthedeal.Priceisoutthewindow.Nowallwearetalkingaboutisfindingawaytogetcreditforthecustomer:whetherwehavetogetacosigneror,insomecases,evenputthecarinafriend’sname.We’llgointothewayIgetafriendtoco-signanoteforacustomerlater.Andusingthedeviceofputtingthecarinsomebodyelse’snamerequiresgreatcare.Ifyouaregoingtoresorttothat,thethingyouhavetobesureofisthatyoutellthebankorfinancecompanyinadvancethatthisiswhatyouaredoing.Otherwiseyouarenotobeyingthelaw.Theyhavetoknowinadvance,becausetheyhavetoknowwheretofindthecariftheyeverhavetorepossess.

Theimportantthingaboutcreditisthatyouwanttoknowassoonaspossible

whetheryouhavetosellthecustomeronpriceoronyourabilitytofindhimthemoney,regardlessofprice.Thereisnosenseindancingaroundthepriceifhiscreditratingiszero.

Butifhiscarispaidforornearlypaidfor,we’vegotnoproblems.AndassoonasIhavefoundoutthathe’sO.K.,Istartchippingawayathisnaturalfearagain.I’llmaybepickupontheYellowstoneParkstickerhe’sgotonthewindow.Iaskhimaboutthetripandlisten.IfheasksifI’vebeenthere,I’llprobablysayyes,butI’mstillgoingtolethimtellme,notmetellhim,becauseIwanttolethimtalkaboutsomethingheenjoyed,somethingpleasant,sothathe’llrelax.

Iknowwhenthecustomerisrelaxing,becauseIreadhisbodylanguage.Iwatchhisface,hiseyes,thewayheholdshisarmsclosetohim,andhislegscrossedtightuntilhestartslettingloosealittle.Whileallofthisisgoingon,Iamfindingoutwhatheneedsandwhathecanbesold.Thereareenoughdifferentmodels,sizes,trim,accessoriessothatIcanfigureoutacarthathasjustaboutanypriceittakestosellhim,justsolongasitwilldothejobforhim.IcantradehimuptoaMonteCarloordowntoaCavalierorevenanAveofromtheImpalahehasbeenthinkingabout.Ofcourse,I’dliketomakeiteasyandsellhimexactlywhathehasinmindwhenhewalksin.Buthemaynotbeabletoaffordthat.Orhemayreallybeabletoaffordsomethingbiggerandbetter.Icangoeitherway.

WhatIneedtoknowishowmuchshoppinghehasalreadydoneandwhatpriceshavebeenquotedtohim.IneedtoknowthisbecauseIamprobablygoingtogethimbymakinghimthinkheisgettingthebestpossiblepricefromme.Idon’tmeanthathewon’t.Hewill,ifIcanhelpit,becauseI’drathermakealittlelesspercarandsellalotofthemthanbeahogandjustsellafew.That’sthephilosophy,that’sthesystemthathasmademetheworld’sgreatestsalesman.ItakeinmorethananyothercarsalesmandoesbecauseIwanttosellmorecars,notgethigherprices.Dothatandtheresttakescareofitself.And,ofcourse,you

sendoutahappycustomerwhotalksyouupwhereverhegoesandsendsbackevenmorebusiness.

IfIknowthathehasbrochuresfromotherdealersinhiscarorIseetheminhispocket,Iknowhealreadyhaspricesinmind.ButevenifIdon’tknowthat,Icanfinditouteasily.Bythistimeweareinmyoffice.I’vegivenhimadrinkoracigar.Ifhiskidscameinwithhim,they’vegotballoonsandlollipops.I’veplayedwiththekids,evengotonmykneestotalktothemifnecessary.Noproblem.Myofficefloorisclean,andbesides,Icanbuyafewpairsofslackswiththecommissionfromjustonesale.Soit’sworthit.

Alotofsalesmenwillgettotheirdeskandputablankpadontop.Thatway,theyfigure,theycanwritedownalltheinformationaboutthecustomerandthecartheyaresellinghim.It’sanicesystem,theyfigure.Wrong!It’sadumbsystem,becauseifyoudothat,andthenyougettheguyclosetotheend,youcan’tfinishhimoff.

GETTINGREADYFORTHECLOSEWhatIdoisalwayskeepablankorderformandacreditapplicationonmydesk.Then,aswetalkandIgetinformationaboutthecustomerandwherehelivesandwhathedoesandwhathewants,thatgoesrightontheforms.ThenifIgethimrightuptothefinish,I’vegotafilled-inorderandallIneedisasignature.Theotherwayyou’vegottotransferalltheinformationfromthepadtotheforms.Andwhileyou’redoingthat,theguycanrememberthathe’sgottobuyacollarbuttonbeforethejewelrystorecloses.Andherunsandyou’velosthim.

I’mnotsayingyoushouldlockthedoorandtakethedoorknobofftokeepthecustomerthere.Idon’tplayitthatway.Butwhenwehavegottothatpointintheprocess,Ihavespentanhourormoreofmyownandmyassociates’time.Andthatisworthalotofmoneytome.Anditdamnedwelloughttobetothecustomer.Ifhecamethatfarandhisintentionsweren’tserious,heisabadguy.

Ofcourse,ifIcouldn’tmeetthelegitimatepriceofsomebodyelse,whichisunlikely,orIdidn’thaveacaranywherenearwhathewanted,whichispracticallyimpossible,thepersonhasaperfectrighttoleavewithoutbuying.Becauseifthathappens,itmeansIhaven’tdonemyjobprofessionally.

IfIloseacustomeratthatpoint,itmeansIhavedonesomethingwrong.Weallknowthatyoucan’tsellthemall.Weallknowthatsomepeoplecomeinjustbecausetheyhavenothingelsetodo.Butifyouassumethataboutanybodywithoutgoingoverthewholethinginyourmindtofindoutwhatyoudidwrong,youwillnotbedoingtheproperjoboftrainingandretrainingyourself.Youhavetoassumethatyouareguiltyofbadsellinguntilproveninnocentbyyourownself-examination.

Butthecommonestreasonforlosingacustomerwhoseemedreallyinterestedisnotlisteningenough,notwatchingthefaceandthebodymovementsofthecustomer.Ifyoudon’tspendenoughtimeandconcentrationonthat,youaregoingtomisssomethingthattheguyistellingyouwithouttryingtotellyou.Andthatsomethingprobablyhastodowithwhyheisafraid,whyheishesitating,andwhatyouarenotdoingtogethimoverthelasthurdles.

Everybodyhatessilence,andmostpeoplewanttojumpoutofsilence.Letyourcustomerdothat.Lethimtalkbecausehecan’tstandthesilence.Lethimofferyouthecluestohishesitationandreluctance.Youcanlearnalotmorebywatchingandlisteningthanyoucanbytalking.

Buttherearemomentswhenthesalesmancangainbytalking.Theguyisuneasy,he’stwitching,smilingfoolishly,tappinghistoes,doingallthosethingsthatpeopledowhentheyareuncomfortableandafraid.Youwatchandyounotice,andyoufigurehereallyhasabuguphim.Butyoudon’tknowwhatitis.Youhavefoundoutwhatheneedsandwhathecanafford,butyouaren’tmovinghimtowardaclose.It’squiet.Nothingishappeningexcepthisunease.Soyouaskaquestion.Thatissometimesaprettygoodwaytogetananswer.

Butyoudon’taskhimaquestionthathecanansweryesor(especially)no.Youdon’task,“Isthereanythingelseyouwanttoknow?”Becausehecansayno,andyou’veblownit.Youasksomethinghehastoanswerwithrealwords:“WhathaveIleftout?”“Whatdidn’tItellyouthatyouneedtoknowtomakeupyourmind?”Orevensomethingasdirectas:“WhatdidIdowrong?”Thatcanmakeacustomerfeelheshouldhelpyou.Andyoucanstartgettingholdofhimthen.

WhenItalkaboutnailingdownacustomeratthispoint,Idon’tmeanclosinghim.Therereallyisnosharplinebetweenqualifyingandclosing,ofcourse.Wetalkaboutthemasseparatethings,butifyouarehandlingyoursellingsituationproperly,thereisasmoothflowfromonesteptothenext.Youknowwhentheintelligencephaseisover,becauseyouknowwhatthecustomerreallywantsandneedsandcanaffordtobuy.Ifyouknowallthat—andknowthatyouknowit—youareatthenextstep.

Letthecustomerrevealhimself,whileyouwatchandlisten,andhe’lllayhimselfopenfortheclose.

17LockingThemUp

Alotofsalesmenlosesalesbecausetheymovetoohardtoosoon.Theystartpushingapenintheguy’sfacebeforetheyknowanythingabouthimandwhathewants.Sotheychasehimawaynomatterhowbadhereallywantstobuy.Andalotofsalesmenstarttoclosewithouthavingaclearsenseoftheirownwant.

ItoldyouaboutthebagofgroceriesandhowIputanimageofthatbaginplaceofthatcustomer’sface.Ireallydidthat.Itworked,becauseitdrovemetobebetterandtofightharderforthatsale.Thereasonwassimple:IknewwhatIwanted.AndIalwaysknowwhatIwantwhenIcomeupagainstacustomer.Weallwantsomanythingsthatitshouldneverbeaproblemtodefineyourownwantforeverysale.SometimesallIwantisthatsalebecauseitwillputmeaheadofyesterday.IknowmyselfandIknowhowmuchthecompetitionofthegamemeanstome.IfIamnotfightingagainstsomebodyelse’srecordbecauseI’msofaraheadofeverybodyelse,thenI’mwantingtobeatJoeGirard.

Whenyouclosethedoorandconfrontthatcustomeralone,it’slikeyouareasurgeonwithapatientontheoperatingtable.Butyou’renotgoingtostartcuttinguntilyou’resureofwhatyouhavetodo.Youdon’twanttotakeouthisgallbladderifhehasappendicitis.So,whenyoustartyourclose,youhadbetterbesurethatyouhavedonethewholeintelligencejob.Whenyouknowwhatthecustomerwantsthatyoucangivehimandwhenyouknowwhatyouwant,thenyou’rereadytogo.

Assumingtheguydidn’tcomeinbecausehiswifethrewhimoutofthehouseandhehadnothingelsetodo,IfigureI’vegotaliveoneeverytimesomebodywalksintomyofficeandIclosethatdoor.

MOVINGHIMALONGPASTTHESTICKINGPOINT

We’retalkingmodelsnow.“Soyoulikedthatfour-doorImpala,”Itell(notask)him.Hemaystillbetryingtowriggleout.ButIassumehewantstobuy,butisjustgettingalittlemorescaredbecausethatdoorisclosed.MaybethisisthetimewhenIofferhimadrinkoracigar.“Whatcolorwasitthatyouwanted?”Imaysay.Ifhementionsacolor,Iassumewearepastthepointofnoreturn.Maybethequestionofcolorcomesearlywhensomebodyisbuyingasuit.Ineedabluesuit,amanmaysay.Butatthebeginninghesaysheneedsacar,notaredMalibu.SowhenwegettothepointwhereheorItalkcolor,Iamclosinghimwhetherheknowsitornot.

“Atanonethistime.Hangonaminute,please.”AndI’moutthedoortochecktheinventorylist.Atleastthat’swhathethinks.AndthenI’mback.“Wejusthappentohaveone,”Itellhim.“They’repullingitoutforyou.”I’vegottheorderwrittenupalready,becauseIhavebeendoingitaswegoalong.“JustO.K.this,”Isay,pushingthepenintohishand.Idon’tsay,“Signhere.”That’stooformal.“JustO.K.this.”Andmaybehedoes,andthatcanbetheendofit.

Butweallknowthatitgenerallydoesn’tgothateasily.AndIwon’tpushapenatacustomertoosoon.ButifwehavetalkedcolororhehasaskedforspecificoptionalequipmentandIhavefoundacarinstockthathaswhathewants,Ihavetogotothenextstep.

Thatnextstepisthebigone,butitistheonethatgetsusbothonthesameside.Theytellyouinthetrainingsessionsthatthelockupstartswithaskingfortheorder.Butformeitisaskingformoney.Igetupandalmostturnmybackonthecustomer,andverystraightout,Ihalfturn,putoutmyhand,andsay,“Giveme$100andI’llhavethemgetthecarreadyforyou.”Idon’thesitateandsay,“Well,I’llneedadeposit.”That’snogood,becauseitjustputsyouontheedge.Iwanttoputuswayintothemiddleofthenextplateau.

I’veaskedfor$100,sohehastocomeupwithareasonwhywedon’tgoahead.Maybehepullsouthiswalletandsays,“AllI’vegotis$73.”Anddoyouknow

whatIsaythen?Sureyoudo.Itellhim$73isfine.Nowhesaysthatheneedssomewalking-aroundmoney,soIsettlefor$60oreven$50.Butnotmuchless,becauseifhehascomethisfar,webothwanthimtobuythecar.

Andifheputsdownatleast$50—maybeevenalittlelesssometimes—heisgoingtobuy.

Butwhatifhelooksinhispocketandhasonly$27incash?

“I’lltakeacheck,”Iassurehim.ButIwant$100ormore,ifheisgoingtolaya“reader”onme.Nowalotofpeoplearehappytowriteacheck,becausetheyfigurethattheycanstoppaymentonitiftheychangetheirmind.

HOWTOMAKESUREYOUGETPAIDFORYOURTIMEThinkaboutitforaminute.Ihavespentmaybeanhourormorewithsomebodywhohascomeinandaskedformeandtellsmehewantstobuyacar.AndIbelievehim.Sowhenhewritesachecktoholdthatcar,Iassumeheisseriousaboutit,whichmeanshewantsmetohavethatmoney.Iamnotjoking.Iamnotinbusinessforthefunofit-thoughIlovemyprofession.SowhenIgetthatcheck,Iexcusemyselfaminute,gooutthedoor,andstarttheprocessof“hammering”(certifying)thatcheck.Acheckismoneythat,Iassume,hewantsmetohave.AndIamgoingtogetitasfastasIcan.

Onethinghecancountonisgettinghiscarwhenheneedsit.Ifourconversationhascoveredhistravelandvacationplans,Iknowthatheisleavingonatripintwodays.He’llhaveacar,asneartowhathewantsasthereisinthewholearea,whenheneedsit.AsIhavesaid,ifwedon’thaveoneinourstock,anotherdealerinthecommunitycertainlywill.And,sinceweallhaveaninterchangearrangement,Icanalwaysdeliverhimprettymuchwhathewants.Iassumethatheisseriousabouthisneed,soIamalwayswillingtogooutonalimbandhaveacarreadywhenIsayIwill.

Afterall,weareinthebusinessofbuyingandselling.SowhenIgetmoney,acustomergetsacar.SometimesIcan’tfindwhathewants.That’sveryrare,butithappens.ThoughIstillassumethatwhathewantedmostwasacar,notacertainkindofradiooraparticulartransmission.Ican’tbelievethatacustomergetstothepointofhandingoveracheckandsigninganorderonlybecausehewantsavinylroofcover.Iassumehewantsanautomobile.Thishewillget,andhewillgetgoodvaluewhateverthepricehepays.

Ifyouthinkthatmostofmysellinghaslesstodowithcolortrimthanprice,youarecorrect.Idealinacommodity.AlotofthingsmakewhatIselldifferentfromwhatmycompetitorcouldnotsellthesamecustomer.SomeofithastodowithmeandthefactthatIgetthecustomertolikemeandtrustme.WehavetalkedaboutallthedifferentwaysIusetogethimtorelaxandtotrustme.Butifacustomerworkshardforhismoney,heknowsalotaboutwhatthecarwillcost.Hehastalkedtohisfriendsandhehasprobablytalkedtoothercarsalesmen.Sowhenheseesme,heexpectstogetalowerpricethananybodyelsehasquotedhim.AndIhavetobelievethatImeetorbeatmycompetitors’pricesalotofthetime;mystatisticsprovethis.Afterall,asIkeepsaying,ifIamsellingmorecarsandtrucksthananybodyelse,Imustoftenbemeetingandbeatingtheirprices.Peoplemaybuyfrommebecausetheylikemeandtrustme.Butthat’sbecausetheyknowthattheygetafairshakefromme.

Ihaveexplainedbeforethatthereisaverybroadpricerangeamongallthedifferentcarsthatcanmeetacustomer’sneeds.Everysalesmanknowsalotaboutthat.ButIbelievethatIunderstandthisbetterthananybodyelsedoes,becauseIspendalotoftimestudyingthatpartofthejob.Iknowallthedifferentoptionscarscomeequippedwithfromthefactory,andIknowjustabouteverythingthatcanbeinstalledonacarafterwehaveitinstock.Thatallowsmemorepriceflexibilitythanjustaboutanybodyelseinthecar-sellingbusiness,becauseIknownotonlyallthedifferentwaysacarcanbeequipped,butIalsoknowallaboutthecostsandsellingpricesoftheoptions.Therearemanykinds

ofoptionalfeaturesthatmakeacarmoreappealingwithoutaddingmuchtothecost.Isaidcost,notprice.SoIcan“throwin”fornothingorforverylittleextraalotoffeaturesthatcanmakemydealallbutimpossibletobeat.

DoesthatmeanIcan’teverbebeaten?Certainlynot.Therearealotofothersmartandaggressivesalesmeninthisandeveryotherbusiness.Butiftheyarenotselling1,500oreven1,000carsayear,Ihavetobelievetheyaren’tquiteasgoodasIam.Besides,ifIgivesomebodyapriceandhetakesmypricetoanotherdealer,Imaylosethesalebecauseofenvy.TheothersalesmenIworkwitharemostlyfriendsofmine.Butthoseatotherdealershipsaresometimesjealousofmeandwillsellacarsocheapthattheylosemoney,justsotheycansaytheybeatJoeGirard.

Thatmeans,asIamsureyouunderstand,thatweareallinthisgameformorethanmoney.Butwhensomebodysellstoocheapjusttobeatme,heisinitforthewrongreasons.WhenIsay“morethanmoney,”Imeanmoneyplusotherreasons.Butthenameofthegameismoney,andunlessthemoneyisthereorwillbecominginlater,Iwon’tsellacartoocheapjusttobeatthecompetition.(I’vealreadyexplainedwhyitissometimesgoodbusinesstolosemoneyononedealinordertogetthatcustomertotalkmeup,ifhe’simportantenough.)WhenIdescribetherangeofpricesandoptions,peoplesaythatitmustgetconfusing.Itis.Ifacustomertriestokeeptrackofalltheelementsinthetotalsellingprice,heisnevergoingtomakeit,becausehenevercanknowwhatallthoseelementscostthedealerorthesalesman.Forinstance,ifadealersellsenoughcarsduringamodelyear,hebecomeseligibleforrebatesfromthefactoryonallthecarsthathehassoldduringtheyear,dependingonhowmanyhebuysfromthefactory.Acustomercanneverknowaboutthat,soheneverreallyknowsthecostofacar.Thereforehecan’tknowwhattherightsellingpriceshouldbe.

TRUSTINGMEAFTERTHESALEISWHATCOUNTSWhatitallcomesdowntoisoneword:trust.Ifacustomertrustsme,hewillbuy

fromme.ButIhavetobesurethathistrustlastsbeyondthemomentwhenhegetshiscarandpaysforit.Ihavetobesurethathetrustsmeafterhehasdriventhecarhomeandtoworkandshoweditandtalkedaboutittoeverybodyheknows,includinghowmuchhepaidmeforit.

Ihavecertainfactorsworkingformetobuildhistrust.Foronething,asIkeepsaying,ifIsellmorethananybodyelse,itmustbebecauseIknowhowtoquotelowpricesforthecarsIsell.Foranotherthing,peopleliketobragabouthowcheaplytheybuycars,sotheyalwayscutafewdollarsoffthepricetheyactuallypaidwhentheystarttotalkaboutit.Besidesthat,Itrytomakeafriendoutofeverycustomer,whetherIsellhimornot.Sothebuyeralwayshasthefeelingthatifanythinggoeswrongwiththecar,notonlyGeneralMotorsandMerollisChevrolet,butJoeGirardstandsbehindthesale.

Whenwegettothepointofnegotiatingthepriceofthecar,weareprettyclosetotheend.Butnowherenearalltheway.Thedeposit,ifitisbigenough,prettymuchclosesthedooronthesale.IhavesaidthatItrytogetenoughcashoracertifiedchecktokeepthecustomerfromwalkingawayafterhehasmadeadeal.ImeanthatifIhavetotakeonly$10or$25,thesaleisindangernomatterwhatthecustomersigns.BecauseifhetakestheJoeGirarddealsomewhereelse,somehot-airsalesmanwhowantstoproveheisafastergunthanIammayundercutmypriceenoughsothatthecustomeriswillingtolosehissmalldeposit.Youneverknowforsurethatacustomerissolduntilhehastheproductandyouhaveallthemoney.

Youknowmyattitudeabouttheodds.EventhoughIbelievethatIamthebest,mostaggressivesalesmaninthebusiness,Idon’tliketoletacustomergetawayonlypartlysold.Thismeansthatifacustomerisgoingtofinancehispurchasesomewhereelsethanthroughus,Idon’twanthimtogooutthedoorwithoutfirstleavingabigdepositortakingthecarwithhim.

GIVEHIMTHEPRODUCTTOCLOSEHIM

That’sright.Ifforanyreasonoftimeorpaperworkheisgoingtoleavemewithoutthewholedealbeingcompletedorhisleavingalotofhismoney,Iwilltrytolethimtakethecarheisgoingtobuy.

It’scalledspotdelivery,anditmeanswhatitsays.Iamgoingtofindthecarhewantsoronealmostthesameandlethimtakeithomeasthoughitwerehisown.Thatmaysoundprettyriskytoyou,butinmyexperienceithasprovedtobeaneffectivewaytostopacustomerfromlookingelsewhere.AndyoucanbelievemewhenIsayitworksoutfinanciallyformeandformydealer.I’msureyoucanseethevalueofspotdelivery.Thecustomerhasthecar,hetakesithome,it’shis,eventhoughthefinaldetailsoffinancingandregistrationhavenotbeencompleted.It’shiscar.Heshowsittohiswife,hiskids,hisneighbors,hisfriends,hisbowlingteam,hiscoworkers,hisboss,hisgrocer—everybodyseeshiminhisnewcar.Thenlookattheothersideofit.Ihavegivenhimthekeys,andhehastakenthecarawayandputmilesonit.Hemayhaveitfortwoorthreedaysbeforethedealisfinallyclosed.DoeshethinkIhavegivenhimtheuseofabrandnewcarjustbecauseIlovehim?Doeshereallybelieveheisundernoobligationtomewhenheisputting100or150milesonacarthatisnothisyet?Mostimportant,doeshethinkthatheisfreetoshopforabetterdealsomewhereelsenowthatheisdrivingacarthatisnotreallyhisyet?

Hedoesnot.Thequestionofownershipmaybealittleconfusingtohim.Ifhethinkshealreadyownsthecar,thenIhavemadethesale.Butifhemerelythinksthatheisborrowingitandisobligatedtoreturnitinitsoriginalcondition,heiscorrect,andIhavenotquiteclinchedthesaleyet.ButwhatishereallylikelytodoonceIhaveputhimintothatcar?Notgodrivingaroundthecountrysidelookingtosaveanother$50.Becausewhenhetakesthecarout,hesignsapaperthatguaranteesthathewillreturnitinitsoriginalconditionifthetransaction,foranyreason,doesnotgothrough.Thisisnotwhatalawyerwouldcallaniron-cladcontract,butitisastrongmoralbondonanyreasonablydecenthumanbeing.Atleastithasalwaysworkedthatwaywithmycustomers.

Idon’tknowwhatthelawiswhereyouoperate,andIwouldcertainlycheckitoutbeforeIstartedspotdeliveryalongtheselines.Butfrankly,ifyoucandoit,Idon’tknowofabetterwaytonaildownsalestopeoplewhomightotherwisebe“justlooking”longaftertheyshouldhavemadeuptheirminds.IfIwereintheclothingbusiness,Iwouldbringinthetailorandhavehimstartmakingchalkmarksonthesleeveswhilethecustomerisstilllookinginthemirrorsandcheckingthecolorinthedaylight.

Whenyoubuyinsurance,theagentalmostalwaysspotdeliversthecoveragewithabinder,whichisashort-termpolicythatyougetwhenyouputupjustafewbuckstowardthefullpremium.Inaway,youarecoveredeventhoughtheyhaven’tcheckedwhatyoutoldthemonyourapplication,andtheydon’tevenknowifyourcheckisgood.Buttheymustgainmorethantheylosebythat.AndsodoI—alotmore—becauseIstoptheguy.Iendhissearchforabetterprice.Hedoesn’tlistentothesmartassattheofficewhotellshim,“Youpaidtoomuch.Icouldhavegotitforyouwholesale.”

ButIgetmuchmorethanthat.Igivethecustomeranofferhecan’trefuse,andhecanhardlybackoutofitlater,becauseIseemtobetrustinghimwithmorethananybodyelse.WhenIreachbackatapersonintheofficeandsay,“Giveme$100andI’llgetthecarreadyforyou,”sometimestheguywillsayhedoesn’thaveanycashonhimandwon’thaveenoughinthebanktillpayday.Ifhechecksoutandhasagoodjobandsoundsresponsible,I’lllookhimintheeyeandsay,“Youdon’tneedanymoney.Yourwordisgoodenoughforme.”

NowhowdoyouthinkacustomerfeelswhenIsaythat,acustomerwhoisstillalittleuneasyandhasn’tquitemadeuphismind?That’sright:Itdissolvesallhishesitation,andI’vegothim.

Orhetellsmethathedoesn’tthinkthecreditunionwillO.K.hisloantillFriday,andit’sWednesday.Thatwouldgivehimtwodaysouttherewiththesharks.Well,maybetheloanofficeratthecreditunionisoneofmybirddogs.Ifheis,

I’msurewecangetthewheelstoturnalittlefaster.ButevenifIdon’tknowhim,butthecustomerlooksgood,I’llwanttoputhiminto“his”carrightaway.

NowsupposingthatthecustomerstartsinwithalistofspecificationsthatIcan’tmatchexactlyfromstock.Alotofsalesmenwillsay,“Don’tworry.You’llgetwhatyouwant.I’llspecial-orderitfromthefactory.”Notme.IfI’vegotacarinstockthatiscloseenoughtowhathethinkshewants,I’mgoingtodoeverythingintheworld,includingspotdelivery,togethimtobuythatcar.Specialorderstakeweeks,usuallylongerthanyoutellthecustomer.Hestartsgettingitchy,thepromiseddatepasses,andheissomewhereelsebuyingacarfromsomeothersalesman.Iwon’teverriskthatifIcanhelpit.Therearealotofothercarsthatwillservehispurposejustaswell.

Whateverheasksfor,I’vegot.I’mnotgoingtoshovehimphysicallyintosomethinghehatesandthenlockhimin.Butacarinthehand,forhimaswellasforme,isworth20onthecome.

NowsupposethatIleadthecustomeroutbacktowheretheyhavepreparedthespot-deliverycar.Helooksandsays,“Iwantedgray,notpowderblue.”Itellhimhowgreatitlooks,andhowit’sthelateststyle,andhowitwilltakeaweektogetacarthatisnodifferentfromthisoneexceptforthisonesmalldetail.Meanwhile,heisholdingthekeysinhishand.MaybeIamalsopretendingtocursetheofficestaffformakingthismistake.Nowiftheguystampshisfootandsaysnothingdoing,IwantwhatIwant,maybeyou’vegotaproblem.Butit’snotlikeyourwife’sdress.You’reinsidethecarmostofthetime,andbesides,noneofthecolorsthatChevroletpaintsacararebadcolors.

Ifyouarenotinthecarbusinessyoumaythink,“Nowthat’sadirtytrick.”Ididn’talwaysunderstandselling—infact,whenIfirststartedIwasrathernaïve.Butaftersellingover12,000carsandtrucksIunderstandthisbusinessalittlebetter.Let’ssupposethatacustomerwantsasilverMonteCarlowithalltheoptions.Now,Ihaveoneinstockwithallthegoodieshewants—onlyit’slight

blue.SoIorderonefromthefactory.Thatmeansitmaybemanyweeksbeforehetakesdelivery.InthemeantimeafriendtellshimheshouldhaveboughtaFordFocus.Sohegoesandlooksatone.MaybehedecidestobuythatinsteadofmyMonteCarlo.HemightdecidetotakeavacationtoHawaiiandcancelthecarsohe’llhavethemoneyforthetrip.Perhapshisdaughterannouncessheisgettingmarriedandhedecidesheneedsthemoneyforthewedding.I’vehadthemtellmetheirmother-in-lawismovinginwiththemandtheyneedthemoneytofinishofftheattic.Thecarwillhavetowaittillnextyear.Believeme,I’veheardeverypossiblereasonforcancellingacarthatisonorder.Letmeexplainanotherfacetofsellingcars.Whenacustomerdecidestobuyanewcar,thefirstandmostimportantfactoristhecar(that’sthemake-style-options);thesecondfactorisprice(Isitagoodprice?CanIaffordit?);andthethird,andleastimportantfactoristhecolor.Somemayknowexactlywhatcolortheywant.Othersmayonlythinktheywantacertaincolor.Oftenapersonwillcomeinthinkinghewouldlikeawhitecar,butwhenheseesabrownonehedecideshewouldratherhaveitinbrown.InthecaseofthecustomerwhowantedthesilverMonteCarlo,ifIhadhadthelightblueonecleanedandready,theoddsarethatthecustomerwouldhavebeenjustashappywiththatone—becauseitwasthere,hewouldnothavetowait,andhecouldtakeithomewithhimthatveryday.Whatthecustomerbuysisacaratagoodprice.Thecolorhasnobearingonthevalueheisreceivingforhismoney.Myadvicetoanysalesmanistodeliveryourgoodsintothehandsofyourcustomerassoonaspossibleafterhehasmadethedecisiontobuy.Itwillmakeyoubothmuchhappier.

Remember:BeforeIputsomebodyinacarwithnomoneyinmyhand,Iknowalotabouthim.Wehavebeensitting,andhehasbeentalkingalotandIhavebeenaskingalittle.Iknowwhereheworksandforhowlong,wherehelivesandmaybehowmuchofthehouseishis.Iwon’tputanewcarintothehandsofaguywholooksandsoundslikeadeadbeat.Whataboutaconman?youask.Butyouhaveforgottenthatthecustomerhasn’tcomeintostealacarfromme.HeisreluctantandIamtryingtobreakdownhisreluctancebygivinghimwhathe

reallywantsinawaythatwillmakeuphismindforhim.Nobodyisgoingtooutfiguremeonathinglikethat.Andlookattherecord:Ihaveneverbeenhustledonaspotdelivery.

Thinkagainabouttheeffectofaspotdelivery.ListentowhatacustomersayswhenIputhimintoacar.“Youmeanyou’dgivemethecarwithoutmegettinganO.K.fromthebank?”WhenItellhim,“Yourwordisgoodenoughforme,”Iownhim.Ofcourse,justbeforehetakesoff,Icasuallyaskhimforthenameoftheinsurancecompanythatcovershiscar,becausehe’sinsuredinourcartoo.Anddon’tforgetthatwehavehiscarinourlot,andthat’sworthsomethingtoo.Iwouldn’tdospotdeliveryunlessIwassurethatitwasasoundriskandagoodinvestment.Ifanythinghappenstothecar,heknowsitisnothisandthathe’sresponsible.ButI’mnolawyer,socheckouthowitworksinyourarea.

SPOTDELIVERYWORKSFORLOTSOFSALESMENIfyousellthingsotherthancars,spotdeliverymayworkforyouevenbetterthanitdoesforme.IonceranintoafellowwhoservicedandsoldTVsets,andheworkedspotdeliveryveryeffectively.Sayyoucalledhimuptoaskhimtocomefixyourset.What’swrongwithit?heasks.Theguysaysthepictureisgettingdimandyoucanhardlyseeit.Heaskshowold,whatmake,andsoon.Thenhesayshe’llberightoverandhe’dliketobringaTVsetthatthefamilycanusewhiletheotheroneisintheshop.

Youcanfigureouthowitworksfromthere.Chancesarethecustomer’ssetisanoldTVworth$20today,andmaybeitneedsan$80picturetube.Initsplace,theTVmanhasputmaybea$1,000flatscreenTV.Wow!Ittakesacoupleofweekstofixtheotherset,andthefamilyisgoingapeoverthis“loaner.”Onlyyoucanbetitisnotgoingtoturnouttobealoaner.Whowantstogobacktoabeat-upoldTVafterhe’sseenaflatscreen?NowmyfriendisnotabouttoleaveaflatscreenTVwithsomebodywholivesinatentorhashissuitcasespackedwhenhegetsthere.Heisdoingacreditcheckduringthatfirstphonecalland

whenhegetstothehouse.

Whentheoldsetisready,soisaninstallmentpurchaseagreementthatletsthecustomertradetheoldTVfortheflatscreenformaybeonly$40amonth.WhointhatfamilyisgoingtoletDaddyturndownthatofferandtakebacktheoldset?

Idoit,andthisTVmandoesit.Youcandoitwithpracticallyanythingbutasteakdinner.ThefirsttuxedoIeverownedwassoldtomebythemanIwenttorentonefrom;hepulledabrandnewoneoutofstockandstartedmarkingitupwithchalk.IkeptsayingthatIonlywantedtorentitforawedding,andhetoldmenottoworry,becauseheneededtoputanothernewonemysizeinhisrentalstock.Hemusthavehadmefiguredoutprettygood,becauseitmademefeelverygoodtoknowIwaswearingabrandnewonethatfittedmeperfectlyjustforthepriceofarental.WhenIpickeditupafteritwasaltered,Itrieditonagaintomakesureitwasright.Heputmeintotheshirtandtieandcummerbund,thewholebit,anditlookedgreat.Soguesswhathappened?HestartsinwithhowmanykidsdoIhave,andhowmanyotherkidsinthefamily.Andbeforeyouknowit,hehas“proved”tomethatwithsomanyweddingsinthenextfewyears,Icouldn’tpossiblyaffordtorentascheaplyasIcouldbuythismohairandsilkjob,“andlookatthefit!”

Theysaythatsalesmencanbesoldeasierthanmostpeople,andmaybethat’strue,butwhatthattuxedorentalguyshowedmehappenedtobetrue.Andevenifithadn’tworkedoutwiththefigures,whatIpaidforthesuitatleastsavedmethetroubleofhavingtogoandrentoneeverytimeIneededtogotoaweddingorabanquet.

WhenItalkaboutusingspotdeliverytosell,youmightthinkIamavoidingprice.That’strueenough.IpridemyselfongivingthebestdealsaroundandIhavethatreputation.But,asIhavesaidagainandagain,thewholebusinessofcomparingpricesofcarsisnearlyimpossibleforacustomerbecauseofthe

tremendousrangeofdifferencesbetweenmodelsandoptions.Thereareevensomecolorsthatcostmorethanothers.

Thepointisthatalmostnotwocarsthatcomeoutofthefactoryhaveexactlythesameprice.Itispossibletohavetwoidenticalcars,butitalmostneverhappensinthesameareaatthesametime.Whatthismeansisthatifacustomerwhohasbeenshoppingaroundcomesintoseemewithaprice,thepriceIquotehimcanalmostneverbeforexactlythesamecar.Sothereisconfusion,andthereisleeway.Idon’ttrytoconfusehim.Idon’thaveto.IfIquotehimapricemuchlower,itwillbeforacoupleofreasons.EitherthecarIhave,whichmaybeverysimilar,costsless,orIamwillingtomakelessonthecarIsellhim,orboth.Thefactisthat,becauseIsellsomanycars,Icanaffordtomakelessoneachone.Alotofsalesmenshootforhighprofitpercarbecausetheydon’tknowwhatIknowaboutbuildingabigflowofprospects.Theydon’tunderstandthatifyouhave10or12peoplecomingineverydayaskingforyou,youcanmakealotmoremoneybygivingbetterdealsthanifyouseeonlytwoorthreeaday.

TherearetimeswhenIcan’tcloseacustomer,andI’lltellhimtogooutandshoptwootherdealers.I’lltellhimthatIthinkIcanbeattheirpriceby$1,000.Well,thatmaybestretchingitalittle.ButIdon’tchaintheguytothewall.Ilethimgoout,becauseIknowheisgoingtocomeback.Whenhedoes,hehastotellmethepriceshegotattheotherdealers’.Otherwise,Itellhim,Idon’tknowhowtocompare.OnceIknowthepriceshehasgotfromothers,Icaneitherbeatthemornot.ItisveryunlikelythatIcanchop$1,000offhislowestbid.Onceinawhile,acustomerjustmightgettwoveryhighquotes,maybetoohighbecausethesalesmenweregreedyandtheythoughttheyhadamark.ButusuallyIcancomein$50or$100underhislowestbid.

Theguyhearsmypriceandsays,“Butyoutoldmeyoucouldquoteme$1,000lessandallyougivemeis$100less.”Well,Iamquotingonacarwithextraequipment,andIpointthatouttohim.OrImaysay,“Look,Ididn’tknowyou

weresuchagoodshopper.Yougotthetwolowestpricesintownalready.Ijustcan’tcutanymorethanIhave.”Andthat’sprobablytrue.O.K.,Itoldhim$1,000andthatbroughthimback.NowI’mquotingjust$100off.AmIgoingtolosehim?Probablynot.Iflatteredhimbytellinghimhowgoodashopperhewas.Andbesides,thereisanoldChineseproverb:$100is$100.I’llgethimforthat.

THEMAGICWORDSWhatthecustomerswanttoheararemymagicwords:“Igotyourdealbeat.”Andinthecaseofalmosteverypersonwhoshopsaroundfirst,Icanmakethosewordsgood.Icertainlywanttoeverysingletime.BecauseIwanttosellacar,evenifitcutsmycommissionalittle.Afterall,asmallpieceofsomethingisbetterthanabigpieceofnothing,andthenumbersaregoodenoughinmybusinesstomakeitworthwhileformetobeatsomebodyelse’spricelegitimatelyasoftenasIcan.Earningmoneymakesmeveryhappy.Savingmoneymakesthecustomerveryhappy.Ibeatthecustomer’sbestpriceandeverybodyishappy.

Sometimesgettingthepricedownenoughisnotjustamatterofcuttingthemarginandmycommissionbyafewmoredollars.Sometimes,inordertoquotealowprice,Imayhavetotalkacustomeroutofsomethingoptionallikeabiggerengine(“Whatdoyouwantagasburnerlikethatfor?”)oracertainrear-axleratio(“It’llsaveyounomorethan$1yearongas”)orairconditioning(“It’llcostyouabout$50everytimeyouneedit,becausehowmanydaysdoesitreallygetthathotaroundhere?”).

ButwhateverIdotosellacustomer,heknowshegotasquaredealwhenheleaveswiththatcar.NobodyhaseveraccusedmeofmisrepresentingwhatIsell.NobodyeverleftMerollisChevroletwithadealfrommewherehethoughthehadboughtsomethingthathedidn’tget.Myreputationisworthtoomuchformetodothat.Andthat’strueformostofthesalesmenIhaveeverknowninthis

business,nomatterwhatpeoplesay.

Sometimessalesmenaretemptedtoplaygameswithacustomeronfinancingandpayments.Itistheworstthingyoucando,butitisnothardthesedays.Foralotofcustomers,theproblemoftotalpriceissecondarytothequestion:Howmuchamonth?O.K.,nowjustthinkofhowitcanwork.Acustomerwantsacertainmodel.Thesalesmansensesthatthemandoesn’tcareaboutanythingbutmonthlypayments.Soinsteadoftryingtosellhimacarhereallycanafford,heloadsitupwithextras.Whenitcomestosettingupthecarloan,thecustomersayshe’dliketopayaboutwhathedidlasttime,maybe$300amonth.Thesalesmansays,“We’llgetitclose.”Andwhenthepaymentbookarrivesfromthebanklater,themonthlypaymentsare$450.Ifthecustomersignedthethingbecausehetrustedthesalesman,heisintrouble.Butsoisthesalesman,becausehehashurtapersonverybadlyinthepocketbookformaybethreeorevenfouryears.Nobodybuysonlyonecarinhislife.Butthatsalesmanwillsellthatcustomeronlyonce,andhewillbebad-mouthedto250otherpeople.

Idon’twantthattohappentome.That’swhy,whentheyhavemadetheirdealwithme,mycustomersalwaysknowexactlywhattheyboughtforhowmuchamonthforhowmanymonths.Sometimesasalesmanwillgivethecustomerthepaymentsheasksfor,butmakeitforfouryearsinsteadoftwo.Ifthecustomerknowswhatheisgettingwhenhesigns,that’sfair.Butifithitshiminthefaceforthefirsttimeonlywhenhegetsthatfatpaymentbookfromthebank,thenthesalesmanhashurthim.

Iamnotsayingthereisanythingwrongwithtradingacustomerup.I’lldoitifIcan.SometimesI’llcallacustomerathomeafterhehasmadehisdeal,tryingtosellhimsomeextrasthathemightwantonthecar,suchasabetterradioorrustproofingorabettersetoftires.Buthewillknowwhatheisgetting,andifhesaysno,it’sno.Asforpayments,Imaytellacustomerthatwhathewantsisgoingtocostmore.Andifhewantstopayitoffoverthesameperiodasthelast

car,hemayhavetorefigurehisbudgetandgiveupsomething,becausethepaymentsaregoingtobemore.Ormaybewiththesamepayments,thetermoftheloanwillrunanothersixmonthsorayear.That’spartofselling.Ifthemancan’thandleit,Idon’twanthimtotakeit.BecauseIdon’twantthatmantohavethecarrepossessed,forthenIhavelosthimandhisfriendsandrelativesforever,andIcan’taffordthat.

Howevergoodyouareatpersuadingacustomertobuymore,besureheknowswhathehasagreedtobeforeitistoolate.Otherwiseyouhavemadeabadsale.Andnotonlyhaveyouhurtyourselfbyhurtingyourcustomer.Youhavealsohurtme,becauseonebadreputationhurtsusall.Sodon’tfoulupournestwithcheaptricks.

Rememberthatnobody—notevenme—sellseverybody.Youdon’thavetotwistanybody’sarmortellliestomakeagoodlivinginthissellingbusiness.Allyouhavetodoisuseyourheadandplantenoughseedsandfillenoughseats.Ifyoudoitright,you’llbeabletomakeafineincomeandlivewithyourconscience.Ihaveprovedthatitcanbedone.

Closing:Ifhecomesthatfar,hewantstobuy.Neverforgetthatandyou?llwinalot.

18

WinningAftertheCloseThefirstthingIdoafterImakeasaleistoprepareafileonthebuyerwitheverythingIknowabouthimandaboutwhathebought.Atthesametime,aspecialthank-youlettergoesouttothecustomer.Iguessit’saprettyobviousthingtodo—tothankthecustomerforbuyingfromme.Butyouwouldbesurprisedhowmanysalesmendon’tdoit.Thismeansthatmythank-youisnoticedinthathouse,becauseitissorare.

Mythank-youtellsthecustomerhowhappyIwastosellhim(orher)thecarthathe(orshe)wanted.ItalsoremindshimthatIwillpay$50foranybodyhesendsintomewhobuysanewcar.Thisisaverygoodtimetoremindhimaboutbeingabirddog.Youjusttoldhimwhenhegotthecar,andnowyouareremindinghimwhenheisshowingoffthecarandtalkingaboutittoneighborsandattheplant.IhavearulethatIsendoutthethank-youontheverysamedayasthesale,soIneverforget.

Alotofsalesmenwanttoturntheirbackonacustomerassoonastheyhavemadethedelivery.Ifsomethingiswrongwiththecarandthepersonbringsitin,somesalesmenevenhidefromthecustomer.Theyconsidercustomercomplaintsandproblemsasannoyancesthatwillfinallygoaway.Butthatistheworstattitudeyoucanhave.

Ilookatitthisway:Serviceproblemsandothercustomercomplaintsareanormalpartofallbusiness,regardlessofwhatyousell.Ifyouhandlethemproperly,theycanhelpyousellalotmoreinthefuture.Whenanewcarcomesinwithabadproblemforservice,theservicedepartmentpeopleknowtheyaresupposedtonotifymeifIsoldit.Iwillgooutandtrytopacifythecustomer.I’lltellhimIwillmakesurethattheworkisdoneright,andthathewillbehappywitheverythingaboutthecar.Thatispartofmyjob.Andifthecustomerhas

stillworseproblems,myjobistotakehissideandmakesurehiscarrunsthewayitshould.Iwillfightforhimwiththemechanics,withthedealer,andwiththefactory.

Ifanybodybuysalemonfromme—anditcanhappen—thenIamgoingtoturnthelemonintoapeach.Iwilldowhateverisnecessarytogetthecarright.SometimesIwillevenmakeaninvestmentoutofmyownpocket.Mostplaces,forinstance,donotguaranteewheelalignment,evenonanewcar.Afterall,afellowhitsapotholeordrivesoveracurbonthefirstdayhehasthecar,andthealignmentcangoout.Butifacustomercomesbackandasksforanalignmentjob,Iwillmakesurehegetsitandpayforitoutofmyownpocket.Itcostsmeonlyabout$50tax-deductible,anditmakesthecustomerfeelIreallywanthimtobehappy.(ButIalsopolitelytellthecustomerthathecannotexpecttogetasecondonefree.)Thevalueoftakingthecustomer’ssideisobvious.Ibecomeafriend,youcomebacktomeforyournextcar,andyoutellalotofpeopleaboutmeifIstandbehindyou.Thatisoneofthebestwaystomakecustomersintobelievers,believersinyouandinyourinterestintheirsatisfaction.

Ilookatacustomerasalong-terminvestment.I’mnotjustgoingtosellhimthatonecarandthentellhimtoshoveitwhenheisnotsatisfiedwiththatcar.Iexpecttosellhimeverycarheisevergoingtobuy.AndIwanttosellhisfriendsandhisrelatives.And,whenthetimecomes,Iwanttosellhischildrentheircarstoo.Sowhensomebodybuysfromme,heisgoingtolovethatexperienceandheisgoingtorememberitandremembermeandtalkaboutittoeverybodyherunsintowhoneedsacar.Ilookateverycustomerasifheisgoingtobelikeanannuitytomefortherestofmylife.Sotheyhavetobehappy.Theyhavetobelieveinme.

Ithinkpeoplebuyfrommebecausetheyaretiredofgettinghustled.Theyaretiredofgettinghurt.Theyknowwhathashappenedtothemwhenasalesmanhitsthemforahighpriceandthenrunsandhideswhentheyneedhishelptoget

thecarright.Theyknowwhenthathappens.Theymayhavebeengullibleonce.Allyouhavetodoisturnyourbackonacustomeronce,andheknowshehasbeenhustledandconnedandliedto.

Butnotmycustomers.Whensomebodycomesinwhoisinahurrybecauseheneedsacarbad,alotofsalesmenwillbetemptedtoshoveittohimgood.Theywilltakeadvantageofhisneedandhithimforafatprice,maybe$600morethanhewouldhavetopayifheshoppedalittle.Buthehasnotimetoshop.WhenIrunintoacustomerinthatsituation,Imaynotgivethecarawaytohim.WhyshouldI?Ifhe’swillingtomakeafastdealwithoutshopping,I’llmakeagoodprofitforthedealerandforme.That’sfairtoeverybody.ButIamnotgoingtohoseacustomerjustbecausehehappenstoneedsomethinginahurry.Lookatitthisway:Apersonwhoisinahurryandiswillingtopaymorethanheshouldisgoingtofindoutsoonenoughwhatwasdonetohim.Andthenheisgoingtohittheceilingandstartbadmouthingthecar,thedealer,andthesalesman.Whoneedsthat?Notme,andIcanprobablyaffordafewlosses.Butyouneverknowwhoisgoingtocostyouabigannuity.Andbesides,Ilikeitwhenmycustomersarehappy.Itmakesmehappy.

MAKEALEMONINTOAPEACHWhenacustomerdrivesintotheservicedepartmentwithagenuinelemon,itcantakemeandmypeoplealotoftimeandenergymakingphonecallsandfindingtheplacestoexertpressuretomakethatcarright.Buyingfrommecanbeworthasmuchas$500morethanbuyingfromanothersalesman,justbecauseofthewayItakecareofcustomerswhohaveproblems.Idon’tmakeacustomerpaymoreforthatkindofqualityservice.Hegetsitnomatterhowgoodadealhegets.Idon’twritedownonhiscardthatheboughtcheapfrommeandthatIdon’thavetodoanythingelseforhim.Everybodygetsthesamequalityofservicefromme.

Ithinkthatshouldworkinanyfield.IfIbuyasuitduringasale,Iexpectittofit

aswellasifIboughtatthetopprice.AndifIgetthefeelingthattheyaretryingtoavoiddoingenoughalterationstomakethesuitfit,I’mgoingtoleanonthemtogetitright.AndI’mgoingtoremembertheirtreatmentwhenIwantanothersuit.

Automobileserviceisabigmysterytoalotofpeople.Intheolddays,carsweresimpleandeveryboythoughtheknewalltherewastoknowabouthowtheyworkedandhowtofixthem.Butthesedayscarsarealotmorecomplicatedthantheyusedtobe.Eventhoughcarsarebetter,alotofpeoplefeelveryhelplesswhenthingsgowrong.Iknowafewpeoplewhohavetakennight-schoolcoursesinautorepairs,justsothey’llknowwhatthemechanicistalkingabout.

Thatgetsusbacktolemons.Theycanhappen.Theydon’thappenveryoften.Buttheydohappen,maybebecauseaninspectoratthefactoryhadahangover,maybebecauseasuppliergoofedonanimportantsubassembly.Idon’tmeantoputdownanybodyinthisindustry.Butsometimesacarcomesoffthelinewithawholestringofthingswrong.It’llrunwellenoughtodriveofftheassemblylineandintothelot,anditwillgetpastthefinalinspection.Buttheneverythingwillhitthefan.Iguessit’sjustamatteroftheodds.Onecarcanneedadjustmenttothetransmission,anotheronehasapistonthatdoesn’tfititscylinder,anotheronehasafaultygearintherearaxle.Theycancatchandfixthatstuffprettyeasily.Butwhathappenswhenonceinacoupleofhundredthousandtimesitallhappenstothesamecar?Yougetalemon.

Youcomeinwithonethingwronganditgetsfixed.Thenafewdayslateranotherthinggoessour,andyou’reback.Inalotofdealerships,theirattitudeis:Herecomesthatcreepagain.Well,letmetellyouthatwhenaguygetsalemon,theonlycreepsarethepeoplewhowon’tdorightbyhim.

Itisnotsoeasytotakecareoflemons.Ikeeponverygoodtermswiththepeopleintheservicedepartment,buyingthemcoffeeinthemornings,giftswhentheirwiveshavebabies,andthingslikethat.Butthosearebusinessexpenses,

becauseImeanbusinesswhenoneofmycustomerscomesinwithserviceproblems.IalsoknowtherightpeopletocallattheChevroletoffices.Andwhennothingelseworks,I’llcallsomebodydowntowntomakesuremycustomergetswhatheisentitledto.

Allthiscostsmemoneyandtakesagoodpieceoftime.ButIdon’tthinkIhaveachoice.Justthinkaboutsomebodylyingthereinafuneralhome,andwatchallthepeoplecomingintopaytheirlastrespects.Amancomeshome,shaves,changesclothes,andmaybemisseshisbowlingnighttogoseehisfriendforthelasttime.Thinkofthepullingpowerofthatoneguylyinginthatsatin-linedbox.Andtherewillbeabout250morepeoplegoingthroughthesamethingtoseehim.Everybodyhasthatkindofpullingpower,andnoneofusintheprofessionofsellingcanaffordtojeopardizeonesinglecustomer,becauseofthose250peoplehislifeinfluences.

Asyouknow,peopletalkalotaboutcars.Inmanypartsofthecountryitisthefavoritetopicofconversationbetweenpeople,evenmorethantheweather.AndwhatIkeepthinkingisthatsomewhereoutthere,peoplearetellingastoryabouthowtheyboughtanewcarandeverythingstartedgoingwrongwithit.Theykeptcomingbackforservicebutnevergotitfixedright,sotheywon’teverbuythatkindofcaragain.Andthenonepersonstartstellingthesamestory,onlyheendsupsaying,“Itoldmysalesman,JoeGirard,aboutmyproblems,andbeforeIknewit,thatcarwasrunningbetterthannew.”IknowthatpeoplesaythingslikethataboutthewayItreatthem,becauseIhearit.Wheneverpeoplecomeinandaskformebyname,Ialwaysaskthemhowtheyheardaboutme.It’sagreatopener.Andyou’dbesurprisedhowmanyofthemmentionthatsomebodyelsetoldthemwhatgooddealsandgoodtreatmenthegotfromme.

Idon’tmeantosoundlikesomekindoftingod,butIthinkthatdoesalotforthewholeprofession.Youcanbesurethatitdoesalotformybusiness.

IhopethatbythistimeyouunderstandthatIdoalotofthingsthatother

salesmendon’tdo.AndIalsohopeyouunderstandthatwhatIdoworksforeverybody.Iamgoodtomycustomers.TheyknowIreallycareaboutthemandtheybelieveinme.ButIdon’tdoanythingforlove.Idoitformoney.IhaveoftensaidthatthethingIliketodomostintheworldissleep.It’smyhobbyandit’smyfavoriteoccupation,sowhenIhavetogetoutofbedinthemorning,somebodyisgoingtopayforit.

ButwhenIdotreatmycustomerswell,nobodygoesoutandsays,“Girarddoesn’treallymeanit.Heonlydoesitforthemoney.”WhatIsayisthatIdoreallymeanit,andIdoitforthemoney.Butitisalotmorepleasanttobenicetocustomersthantotreatthemlikemoochesandrunandhidewhentheycomeinwithtroubles.Andyoumakealotmoremoneybymakingyourcustomersbelievers.

Iknowamanwhousedtobuyallhisclothesinonestorefromonesalesman.Hehadwalkedintothestoreafterseeingsomethinginthewindowthatheliked.Thesalesmanwhowasupsoldhimandstayedwithhim.Hewouldbuytwoorthreesuitsayearfromtheman,andhedidn’tevenneedthem,becausehemostlydidn’twearsuitsinhiswork.Butthesalesmantookthetroubletofindoutwhathelikedandhewouldalwaysdoanumberwiththefitterwhenthemanboughtsomething.Andsometimeshewouldtellhimwhenhecameinthathedidn’tthinktherewasanythingnewthatthecustomerwouldlike.Thatwasalmostachallengetothemantotrytoprovethesalesmanwaswrong.

Anyway,onedayhecameinandaskedforhissalesman.Somebodycameoverandsaidthatthemanhadretired,andthenwalkedaway.Thecustomerhungaroundforawhilelookingatsuitsontherackandeventriedononejacket.Butnobodywentovertohim.Hefinallyleftandnevercamebackagain.Sodon’ttellmethattherelationshipbetweenthesalesmanandthecustomerisn’timportant.

Isellsomethingthathundredsofthousandsofothersalesmensell.AChevrolet

isaChevrolet,youprobablythink.Youcanbuytheminanytowninthecountry.They’reallalike.Right?Wrong!AChevroletsoldbyJoeGirardisnotjustacar.Itisawholerelationshipbetweenmeandthatcustomerandhisfamilyandhisfriendsandthepeopleheworkswith.About250people.

Youmustbethinkingthatyouhaveheardallthisbefore.ButI’llkeepsayingit,becauseIbelieveitandIknowitworks.Itisthemostobviousthingintheworldtome,anditmakesmybusinesslifeveryinterestingandveryprofitable.ButIwillkeepsayingit,becauseeventhoughitisobvioustome,itmustnotbeveryobvioustoanybodyelse.Otherwisehowcometherearesomanysalesmenwhobarelymakealiving,andsomanycustomerswhothinkallsalesmenarerichhustlers?

I’vebeentellingyouhowimportanttheafter-salephaseis.I’vetoldyouhowIalwayssendathank-youtoeverycustomer.I’vegivenyousomeideaofhowItakecareofmycustomerswhentheyhaveserviceproblemswiththecarsIhavesoldthem.SoyougettheideathatIstaywiththemasmuchaspossible.NotonlydoIdothethingsIhavedescribed,butIalsodooneotherthing.

KEEPINTOUCHEvenifIneverhearfromthecustomerafterthesale,Ikeepintouch.Alotofsalesmentaketheircommissionsandthenforgetaboutthecustomer,especiallyiftherearenoproblemswiththecar.But,asyoumightexpect,Ilookatthingsalotdifferently.IfIsellsomeoneacar,they’llgetmythank-youandthey’llgetmyhelpwiththeservicedepartmentiftheyneedit.Buteveniftheydon’tneedhelp,theyaregoingtohearfromme.

AfewweeksormonthsafterImakethesale,I’llgothroughmyfileofrecentcustomersandstartcallingthemonthetelephone.Youwouldthinkthatmightbeaskingfortrouble,butformeitisaskingforfuturebusinessandinsuringthatIgetit.Justthinkaboutthetypicalexperienceoftheaveragepersonbuyingacarfromtheaveragesalesmen.Whenitisover,thecustomerisrelievedjusttohave

gotoutofthereinonepiece.

Butwithmycustomersitisdifferent.Iworkhard,andtheyknowit.Whenitisover,theyarerelievedtoo,butitisnotbecausetheyescapedfromtheclutchesofahigh-pressuresalesman,butbecausetheygotthroughanexperienceinwhichtheystartedoutfulloffearandendedupfeelingsatisfiedthattheygotbetterthantheyexpected.

AndthenIpickupthephone,dial,andaskhowthecaris.Iusuallycallduringthedaytimeandgetthewife.IfIhaven’tseenthemsincetheytookdelivery,thenIfiguretheyhavehadnoproblems.Thewifeusuallywillsaythatthecarisfine.I’llaskifthere’sbeenanytrouble.I’llremindheraboutcominginfortheseriesofcheckupsnecessarytokeepthewarrantyinoperation.AndI’lltellhertobesureandtellherhusbandthatifhehasanyproblematallwiththecar,anyrattle,anymileageproblem,orwhatever,heshouldbringitinandaskforme.ThenI’llaskifsheknowsofanybodywhoislookingtobuyacar.I’llsuggestfriendsandrelativesandremindherthatIwillpay$50foranycustomerwhobuysfromme.Ifshesaysherbrother-in-lawwastalkingtheothernightabouthowbeat-uphiscaris,I’llaskherforhisnameandnumber.AndI’llalsoaskhertodomeafavorandpleasecallhim,andI’llcallhimlater.ThenIremindheraboutthe$50andsaygoodbye.

NowchancesarethatthiswomanwilltellherhusbandthatIcalledandaskedaboutthemandwhetherthecarwasO.K.Ifhehasneverboughtfrommebefore,hemightfalloutofhischair,becauseeverybodythinksthatnosalesman,especiallyacarsalesman,evergivesadamnaboutthecustomerafterthesale.AndmaybeI’llbeabletosellherbrother-in-lawacar.Sothatextendsthechainofgoodwillandgoodbusiness,becauseshegetsthat$50birddogfeeandherbrother-in-lawbecomesthesecondsatisfiedcustomerinthefamily.AndnowIhavetwolocked-inbuyerseverythreeorfourorfiveyears.

MYWAYISBETTER

IfwhatIamdescribingissoobvious,howcomemostsalesmenneverdoit?IknowthatIamnotsmarterthanaverage.AndIknowthatIamnotanicerperson.ButperhapsIhavejustfigureditoutbetter,andputthewholesellingprocesstogether.Maybethat’sbecauseIcametoitlate,didn’thavetheusualbadadvice,andhadtoinventmyownmethods.Ididn’tknowallthestuffthatmostsalesmenknowabouthangingaroundandwaitingforamoochoracreeporaflake.Andmaybe,also,myneedtosucceedwasgreater.ButonethingIknowforsureisthatthereissomethingaboutthatmomentwhensalesmenfinallygettheorder.Itcloudstheirminds.Theygotwhattheywanted,andtheyforgetallthesmartthingstheyshouldknowaboutfollow-upandkeepingthecustomerhappyforthenextsaleorreferral.

ItellyouthisbecauseIunderstandit.Iunderstandthisdesiretomakethesaleandjustholdthemoneyinyourhand.Iunderstanditaswellasanybody,maybeevenbetter,becauseIunderstandthefeelingwellenoughtokeepitfromdefeatingme.IfImake$150foranhour’swork,Iknowthetemptationtothinkthat’showitgoes.ButwhenIfeelthattemptationcomingon,Ialsofeelthecureforit.

What’sthecure?Itisusingyourhead.Nobodywhosellscarsmakes$150inanhouroreventwo.Eitheryouhavespentalotoftimeandmoneybuildingbusiness,plantingtheseeds,fillingtheFerriswheelseats—oryouhavespentalotofhoursdoingnothing.Ifyousellonecaradayandmake$150,whichisaprettybigaveragecommission,youdidn’tmake$150foranhour’swork.Youmade$150foraday’swork.Nowthatisnotbad.Infact,ifyousoldacaraday,youwouldbewellaboveaverageasacarsalesman.Butyouwouldnotbemaking$150anhour.

Isellmorethansixcarseveryday,andIamtheworld’sgreatestsalesmanasfarastheGuinnessBookofWorldRecordsisconcerned.AndIknowthatIhavetospendalotoftimeandmoneytodoit.Itcostsmealotofmycommissionstodo

thekindofbusinessIdo.Butitisworthit,becauseIsellmore,feelbetteraboutmywork,and—evenwithwhatIspendtogetbusiness—stillgettokeepmoreaftertaxesthananyotherretailautomobilesalesmaninthiscountry.ThereisnothingaboutthatintheGuinnessbook,butI’llbetitistrue.Soifyouarelisteningtome,keeponlistening,becausethisisallaboutsatisfactionandmoney.Andnobodycantellmethatalltheeffortittakestosellnearly1,400carsandmakearound$500,000ayearisntworthit,ifyouarearealproinourbusiness.

Keepsettingaftertheclose—themoneygetsevenbigger.

19

AlltheHelpYouCanGetIhavebeentellingyouallthethingsIdotobuildmybusiness,tokeepthecustomerscomingintoaskformeandbuycarsfromme.Andyouhaveprobablybeensittingtheretakingitallin,butthinkingthatnosinglehumanbeingcoulddoallthatandstillfindtimetoeatacoupleoftimesadayandgethometochangeclothesonceaweek.

Let’slookatmyhistoryagain.Inmyfirstfullyearofcarselling,1963,Isold267units.Anybodyinthebusinesswilltellyouthatasalesmanwhosells267carsmakesagoodliving.Noawardwinner.NomentioninGuinness.Butaprettygoodbuck,thenornow.Myoutputwentupto307thenextyear,andto343in1965.By1966Ihadbeguntotakeagoodlookatwhatwasworkingforme,andIbeganfocusingonthosethingsthatIcouldseewereproducingthemostresultsforme.Inotherwords,Ihadlearnedwheremystrengthswere,andIstartedusingthemasbestIcould.Iwassendingoutmyowndirectmail.Iwasbeginningtopromotebirddogs.AndIhadlearnedbythenthatmycustomersweren’tmooches.

SohowdidIdointhefirstyearthatIreallywasoperatingoutofexperienceandcarefulself-analysis?HowdidImakeoutinthefirstyearthatIwasnolongeroperatingoninstinctandfeel?In1965Isold343carsandtrucks,butin1966mytotalsoaredto614units.Iwassellingalotofcarsandtrucks,andIwasmakingalotofmoney.ButIwasbeatingmybrainsout,stayinglateattheofficetocatchuponpaperworkandtelephonecalls.Attheendoftheyear1969,themanwhodoesmyincometaxeslookedatmyfiguresandsaid,“Joe,you’reknockingyourselfoutandyou’repayinghalfofittothegovernment.Whydon’tyouspendsomemoneytogetsomehelp,andhiresomearmsandlegstohelpyou?It’llonlycostyou50¢ofeverydollaryouspend.Besides,you’llbeabletoconcentratemoreonthethingsyoudoandlikebest[closingthesale],andyou’ll

beabletopaysomebodyelsetodotheroutinestuff.”

Nowjustreadoverwhathesaidtome.I’mindebtedtomyaccountantforpossiblysavingmylifeandultimatelymakingmemoresalesandmoremoney.Ican’tputitanybetterthanthattoanyofyouwhohavereachedafairlyhightaxbracket.Infact,Ihavetalkedtomyaccountantaboutitlately,andhesaysthatsalespeoplewhomakemorethan$20,000ayearworkingalonecanaffordtopayforatleastsomeparttimeoutsidehelp.ThekeypointisthatIendupwithalotmoremoneyforeverydollarIspendonoutsidehelp.Itislikeacapitalinvestment.Insteadofbuyingamachine,IbuythetimeofahumanbeingtofreemetodowhatIdobest,whichis“closing.”

Rememberthatnobodysellsallalone.Tosellyourcustomers,youusehelpwhetheryouthinkofitthatwayornot.Youusethetelephone,youusethemailservice,andyoumakeuseofotherpeopleinyourorganizationsuchassecretaries,filingclerks,mechanics,tailors,andothers.Youhaveotherpeopletodowhattheycandobetterthanyoucan.

Istartedusingoutsidehelpwhenmymailingliststartedtakingtoomuchofmytime.Ihiredhighschoolstudentsparttimetostuffandaddressmymailings.Youmayneverhavemorethanahandfulofnamesonyourmailinglist.Butifthelistevergetstomorethanafewhundredandthenumberofmailingsgetsupthere,youcan’tpossiblyaffordthetimeittakestodotheroutinestuff,unlessyouthinkyoucan’tmakemorethan$5or$7anhourwhenyouareworking.I’mserious.That’sthewaytolookatthenumbers.Ifyoucanonlymake$15anhour(andI’msureyoucandoalotbetterthanthat),youarestillwayaheadpayingsomebody$5todosomeofthenonsellingchores.Becauseevenifyougetonly$15,youare$10aheadbyhiringsomebodyelsetofreeyou.Thatissimplemathematics,andthereisnowaytoargueitaway,unlessyouliketodononsellingwork.Andifthat’sthecase,yououghttogetoutofthebusiness.Youwouldbehappiernotselling.

AfterIhadthattalkwithmytaxman,IhiredayoungmanIhadmetafewweeksearlier.Afriendofminehadsenthimtoseemetolearnaboutthesellingbusiness.Icalledhiminandputhimtoworkgreetingcustomersforme.Bythattime,alotofpeoplewerecominginandaskingforJoeGirard.OftentherewouldbepeoplewaitingwhileIwasclosinganothercustomer.Ilostsomeofthembecausetheygottiredofwaitingandleft,orletanothersalesmanintheshowroomhandlethem.Besidesthat,IwaslosingcustomerswhomIwasabouttoclose,becauseIwouldbeinterruptedbyotherpeoplecominginorcallingme.InevertakephonecallsnowwhenIamclosingacustomer.Ihavesomebodytohandlemybusinesscalls.AndIdon’tgetpersonalcalls,becauseItelleverybodynottocallmeatworkunlessthereisagenuineemergency.

SoIhiredthisfellowtohelpme.ItrainedhimtogreetpeopleandexplaintothemthatIwastiedupatthemoment,butthathewouldhelpthemasmuchashecould.Hewouldinterviewandqualifythem,showthemaroundacar,andanswertheirquestions.Alsohewouldtakeacarefullookattheirtrade-in,andtakethemforademonstrationride.Afterward,hewouldcallmeinmyclosingofficeandtellmewhathefoundout.Itrainedhimtolookforcluestohobbies,travels,familyneeds,andevidencethattheprospecthadshoppedotherdealers.Hewouldalsotellmetheconditionofthecarthecustomerdrovein.

Myincomeincreasedbymorethanwhatitcostmetoemploythisassistant.HemademoneyandImademoney.OnceIhadseenthevalueofthisemployee,Iknewthatitwasthewaytogo.In1966IsoldalmosttwiceasmanycarswithouthelpasIhadsoldtheyearbefore,butitpracticallykilledme.Icouldnotpossiblyhavegonethroughanotheryearlikethatwithouthelp.ButIcouldn’tstandstill.Ihadtokeepbreakingrecords.AndafterIhadbrokeneverybodyelse’srecords,Ihadtogoonbreakingmyown.

MYBIGGESTCOMPETITORYouwanttoknowwhomIcompetewith?IcompetewithJoeGirard.WhatIdid

todayIwanttobeattomorrow.Thereisnobodyelsetocompetewith,becauseIhavepassedthemall.IreadanarticlesomewhereaboutafellowinIllinoiswhoissupposedtobethebiggestCadillacsalesman.AndIguessheis,butIlookedathisfigures,andIrealizedthateventhoughCadillacsellsfortwiceasmuchasChevrolet,Inotonlyoutsellhim3to1onunitsbutIprobablyselltwiceasmanydollars’worthashedoes.AndIknowthatmycommissiontakeismorethantwicehis.SowhoelseistheretocompetewithexceptJoeGirard?Nobody!

TheonlywayIcankeepbeatingmyownrecordistospendsomeofmymoneytohirepeopletohelpmeincreasemyoutput.OtherwiseIwouldreachalimitwhereIwouldneverbeabletogrowanymore.Andthatwouldkillme.Itwouldalsoholddownmyvolumeandincome.Andsellingismyjoy,andmoneyismyreward.

Butwhatismostimportantfromabusinessstandpointisthatyougetthegreatestpossibleleveragebyhiringpeopletohelpfreeyoutodoyourmostproductivework.Andifyouareaprofessionalsalesman,yourgreatestskillandyourgreatestjoyisclosing.Thatisthekill,thatisthevictory,thepowerandthegloryofselling.

Iusemyhelpnowtoallowmetofocusmostofmyworkingtimeonclosing.Backin1970Ihiredmyfirstfull-timeemployee,ayoungmannamedNickRenz.Heisstillwithme,andheisnowmyrighthand,runningtheadministrativepartoftheoperationandhelpingmewithotherbusinessventures,especiallymyspeakingworkwithsalesgroupsandmysalesfilmprogram.MysonJoeyalsoworksfulltimeforme.Eachearnsasalarythatalotofsalesmenwouldconsidergood.Bypayingthemgoodmoney,ImakeevenmorethanIevercouldoperatingalone.

Thetruthis,asIhavepointedout,thatnoneofusoperatesasoneman.Wedon’tmakewhatwesell.Alotofsalesmendon’tdeliver.Wealloperateaspartofahugeeconomicsystemwhereeverybodydependsoneverybodyelse.Thetrickis

tobeincommandofatleastapartofthatsystem,sothatyoumakeaprofitfromotherpeople’sefforts,eventhoughyoupaythemafairpricefortheirwork.

MysonJoeisnowinchargeofthewholefrontendofouroperation.BythisImeanthathegreetsourcustomers,linesthemupastheyawaittheirturn,andgetsalltheinformationhecanfromthem.Heisalotmorethanagreeter.Heisourintelligenceagent.Heshowsthemthecar,presentsitsfeatures,givesthemademonstrationride,andhandlesthetrade-in.HeisonthelookoutforallthecluesthatImentionedearlier.Hedoesmostofthejoboftryingtofindoutwhatkindofpersonwearedealingwith,whathisinterestsare,whathewantstobuy,whatheisafraidof,andwhatwecandotosellhim.

ShortlyafterJoepassesthecustomerintomyclosingoffice,hecallsmefromtheshowroomonthephone.Isayallkindsofthingsintothephone,pretendingIamtalkingtosomebodyelse.ButwhatisreallyhappeningisthatJoeisgivingmehisreportonthecustomer.He’lltellmethemileageonthecar,theconditionofthetires,plusallkindsofthingslikeaDisneylandbumpersticker,anemptyboxofshotgunshells,oranythingelsethatwillgivemeammunitiontouseindisarmingthecustomerandgettinghimoverhisfearofbuyingwhathecameintobuy.

Ihavesaidalotaboutthatfear.Butjusttrytothinkofwhatthatpersonisgoingthrough.Heisprobablyanaverageworking-classguy,andhehastospendmaybe$5,000onanautomobile.Thatisasmuchashemaymakeinfourmonths,andhehasahardtimeforgettingthisbasicfact.Whatwearetryingtodoistogethisthinkingtothepointwherehewillmakethatpurchase.Nowyouhavetobearinmindthatnobodyforcedhimintoourplaceofbusiness.Howevermuchmail,howevermuchpersuasionfrombirddogs,heisnotgoingtocomeinuntilhewantsacarandneedsacar.Whatwearetryingtodoismakehisdecisioncometrueinthemostpainlesswaypossible.AndthemoreinformationaboutthecustomerthatJoepassestomeinthatphonecall,thequickerandmore

effectivelyIcanclosethiscustomerandgoontothenextone.WhenIsaymoreeffectively,Imeanputtinghimintothebestpossiblecarheneedstogotowork,totakehisfamilyplaces,andtogettohisspare-timeactivities—atapricehecanafford.RememberthatIneverwanttodeceiveamanabouttheamountofhismonthlypaymentsorthenumberhewillhavetomake.Iwanthimtobeabletomanageeveryaspectofthatcar,includingpayingforit.Becauseifithurtshimtopayforit,Imaystillearnacommission,butheisnotgoingtolikehismemoryofbuyingfromme.Iguessyoucouldsaythat,byusinghelp,Icandoabetterjobofgettingtherightcarattherightpricefortherightperson,becausemyintelligenceoperationworksbetter.

Joealsohelpsmetokeepourcustomerssold,becauseitishisjobtotaketheirdepositcheckstothebanktogetthem“hammered”—that’sourslangwordforcertified.OnceIhavethecustomer’sdepositandhissignatureontheorderformand,Ihope,hisbodyinacar,Nicktakesoverandhandlesalltheafter-saleadministrativework.Heworksoutthedetailsofthecredit,insurance,andregistrationarrangements,sendsoutthethank-you,doesallthepaperworkfortheoffice,andmakessurethatalltheproperinformationonthecustomergoesintoourfiles.

WhatdoIdo?Iclose.Igetthecustomerstothepointwheretheysayyesandmeanyes,not“maybe”or“I’llletyouknow.”

AGREATPERFORMANCEISTHETRUTHIhavesaidthatsellingisacting.Iputonaperformanceformycustomers.Idon’tlieanymorethananactororacomedianonastageislying.Iplaythepartofafriend,anadviser,apersuader.WhenyouseeCarrollO’ConnorplayingArchieBunker,youknowheisnotArchieBunker,andthereisnoArchieBunker.ButyoualsobelievethatCarrollO’ConnorisArchieBunker.Heisnottellingyoualiewhenhegivesagreatperformance.AndneitheramI.IamallthethingsIpretendtobe,andIamalsoJoeGirardlookingtogetathrillfrom

sellinganothercar,andlookingtomakesomemoremoney.

Ineedhelptogetthescriptreadyandtohelpmegettheaudienceoutofthetheateraftertheperformance.Iusedtodothewholejobmyself,andIdiditprettywell.IwonafewawardsevenbeforeIstartedemployingotherpeopletohelpme.Butnow,withtheirhelp,Iamdoingevenbetter.Andthemoreyoumake,themoreyoucanaffordtousehelpsothatyouearnevenmore.Onceyouareworkingeveryminuteofeveryday,thereisnootherwaytogrowexceptbyusingotherpeopleintelligentlyandefficiently.Nootherway.

That’snotcompletelytrue.AlotofpeopleaskmehowcomeIneverwentintobusinessformyselfandbecameadealer.ThesimpleansweristhatIamasalesman.It’struethatIdidalotofotherthingsinthefirst35yearsofmylifebeforeIbecameasalesman.ButforthemostpartIdidn’tdothemverywell.Itwasn’tuntilIdiscoveredselling—neededtodiscoverit—thatIreallyfoundsomethingIlovedandneverwantedtostopdoing.Butnowsellingisthegreatjoy,thegreatsatisfaction,andthegreatmoneyproducerofmylife.

Icouldprobablyraisethemoneytobecomeadealer.AndIcouldprobablyrunaprettygoodoperation.ButIdon’twantto.Iamhavingtoogoodatimeselling.Ihavetwotoppeoplewhoearngoodmoneyhandlingmyoperations.Idon’thavetowatchthem.Ihavenopersonnel,capital,security,ormanagementdecisionstomake.MydealermakesmoremoneythanIdo,butheisentitledtoitbecausehehasalotofmoneyinvestedinhisbusiness,andbecausehehasalotmorebusinessresponsibilitiesthanIdo.ButImakealotmoremoneynetthanmanyotherdealers.

THEBIGGESTTHRILLOFMYLIFETheworstthingaboutbeingadealeristhatIwouldnothaveanytimetosell.Iwouldprobablymakemoremoney,butnotthatmuchmore.AndIwouldhavetogiveupthebiggestthrillofmylife,theexcitementofclosingfiveormoresalesalmosteveryday.Nodealercaneverexpecttodothat.AndIwouldn’t

giveitupforanything.Notthatowningadealershipisn’taperfectlyrespectablewaytomakealiving.Itsurelyis.Butitjustisn’tasmuchfun.Igetitbothways—thefunandthemoney.Idon’tthinkthereisanyotherwaytomatchthejoyofselling.

AbouttheonlyotherthingsthatexcitemeasmucharetheotheractivitiesIhavegottenintoinrecentyearsthatrelatetoselling.AsIhavesaid,IgivetalkstosalesmenandIperforminandproducesalestrainingfilms.Inarealway,theyarelikesellingbellytobelly.Insomewaystheyareevenbetter,becausetheyaremoreofthesame.

Ihavetalkedaboutleverage,andaboutthethrillofsellingacar.ButIhavefoundthatthesetwootheractivitiesletmeputleverageandthethrillofsellingtogetherinaveryspecialway.Itisnotexactlywhatthisbookisabout,butletmeexplainittoyou,andIthinkyou’llunderstandthatitisquitecloselyconnectedtowhatwearetalkingabout.WhenIstandonaplatformandtalktoothersalesmen,thereareacoupleofpayoffs.OneislikethefeelingIgetwhenIfinallycloseacustomerinmyoffice.OnaplatformIgetthesamefeeling,onlymoreofit,becauseIknowthatIamgettingacrosstoaroomfulofpeople.Afterward,theycomeupandtellmehowmuchofwhatIsayhasaffectedthem.Theytellmeandtheywritemethatnobodyelseevertellsthemasmuchabouthowsellingreallyisbecausenobodyelsewhogivessalestalkshashadasmuchon-the-jobexperienceasIhave.That’spartoftheexcitementofmakingfilms,too,knowingthatthepeoplewhowatchthemhaveneverseenanythingastruetolifeabouttheirbusiness.I’mproudofwhatIdoandofhowwellIdoit,andIgetathrilloutofknowingthatIamchangingtheprofessionallivesofothersalesmen.

IlikesellingandhelpingothersalesmenalotmorethanIliketheideaofrunningadealership.That’swhyIhavestartedtheJoeGirardSalesCourse.OvertheyearsIhaveseenmanypeopletrytheirhandatsellingonlyeventually

togiveituporsettleforanaverageincome.Ihavealwaysbelievedthatifthesepeoplecouldhavehadtheproperguidanceandtrainingtheywouldprobablybelivingtodayinamannerwhichtheyneverwouldhavethoughtpossible.

Butjustrememberthatwhenyouarealonewithacustomer,facetoface,inthatcrucialconfrontation,therearealotofotherpeopleandservicesworkingforyou.Andyoushouldlookforandgetallthehelpyoucanafford.Thatmaymeanbirddogs,aswellasparttimeandfull-timehelp.Becauseleverage—extendingyourselfmostefficiently—isthewaytomakethemostofyourtimeandyourskills.

Anybodywhowantsto,reallywantsto,canbuildthekindofoperationIhave.Ibuiltthewholethinggradually,andpaidforitoutofpartoftheextramoneymygrowthwasbringingin.Morehelp,morecustomers,moremoney,morehelp,morecustomers,moremoney,andonandonandon.That’sthewayithappenedforme,andthatsthewayitcanhappenforyou.

Don’tthinkthatIamloafingbecauseIwentfromsomeparttimerstooneandthentwootherpeoplefulltime.IamworkingjustaslonghoursasIusedto,butIkeepondoingbetter,becausewhatIamdoingallthetimenowiswhatIdobest—closing.Asurgeondoesn’tcleanhisowninstruments.Hehireslower-pricedpeopleforthatsothathecanconcentrateonwherethebigmoneyis—thesurgery.Andthat’swhatweare,surgeons,andwetooshouldconcentrateallourtimeonthesurgery.Letsomebodyelsepreparethepatient,dothetests,getthehistory,sowecandothecuttingthroughofthecustomer’sfearsandgettotheinside,wherewecanfindandcutawaythesalesresistance.

Getallthehelpyoucan—itbuildsgrossandnet.

20

SpendingandGettingTherearealotofwaystoputtogetherwhatIhavebeensayingaboutmyselfandourprofession.Onewayistounderstandthatallofthemosteffectivewaystobringincustomersandsellthemcostmoney.Youhavetobuybusinessifyouwanttoeliminatetherisksandbeassuredofasteadyandgrowingincome.Thatisthesamesituationthatanyotherbusinessmanisin.Infact,that’swhatanybusinessisabout:decidingwhatarethebestwaystospendmoneytogetthemostmoneyback.Withusitisamatterofspendingtimeaswellasmoney.Butsinceweknowwhatisthemostimportantandmostvaluablethingwedo,allwehavetoworryaboutisbeingsmartinhowwebuybusiness.

Itdoesn’ttakemuchtounderstandthevalueofbirddogsbecauseyouhavetopayonlywhenyouhavegotwhatyoupaidfor:thesoldcustomer.Soitmakessensetospendtimeandmoneytogetmorebirddogs.Thereisnoprobleminunderstandingthatdirectmailthatgetsreadisworththecost,anddirectmailthatdoesn’tgetreadisn’tworthsendingevenifitisfree.

IamsureIhaveconvincedyouthatmybirddogrecruitingandmydirectmailareworththeinvestment.Butyoumaythinkthattheyareworthitonlytomeandthatitwouldn’tpayforyoutotrysomethingsimilar.ButwhatIamtryingtosayisthatIknewinadvance,beforeIspentthemoneyandstartedthesalesrollingin,thatthosethingswouldwork.That’swhyIdidtheminthefirstplace.Iwasabletostartthemonasmallscaleandbuild.Andthatishowyoucandoittoo.

Butyouhavetobeabletolookatthesituationinyourbusinessandfindoutwhatareyourbestopportunities.Forinstance,thewifeofaservicewriteupmangoestothehospitalforanoperation.Heisgoodathisjobandhelpsmealotwithmycustomers’serviceproblems.Iwanttosendagift.Everybodysends

flowersandcandytosickpeople.Butthenthestuffgetsthrownout.Andthelongeritlasts,themoretimestheywillthinkofJoeGirard.SoIfigurewhatwouldbeagoodlastinggift,andIsendaplantinsteadofflowers.Theplantstaysinthehouseandpeoplealwaysrememberwhosentit.NowIhaveanarrangementwithafloristforsendinggiftswheneverIthinktheyareneeded.Isendaterrarium,whichisforplants,butitisalsolikeapieceoffurniture.Peopledon’tthrowsuchagiftaway.Itisspecial,soitisworthmorethanwhatitcostme.Andthat’sthegame—whateveryoudoshouldbeworthmorethanwhatitcostsyou.Thatdoesn’tmeanithastobecheap.Instead,thinkofhowmuchgooditcandoforyourbusiness-building.Thinkofhowmuchitwilldotogetpeopletothinkofyouasaniceguyandtalkaboutyoutotheirfriendsandrelatives.Thatisthekindofbusinessjudgmentyouneedtomakesurethatyouareputtingyourtimeandyourmoneytoworkmostefficiently.ThisiswhatthepeopleatthePentagoncall“cost-effective.”Itdoesn’tmeancheap;itdoesmeangettingyourmoneysworth,howevermuchorlittleyoudecidetospend.

THESPENDINGTHATMORETHANPAYSITSWAYGifts,terrariums,you’rethinking,that’sforthehighrollers.Nottrue.Theyareforeverybody.Juststopandthinkofwhathappenswhenyouhearthatacustomerissickandyousendaget-wellcard.Whatsalesmandoesthat?Soherecomesthiscardtotheguyinthehospital.He’sgotnothingtodobutwatchtelevisionandwaitforvisitors.Yousendjustacard—nevermindplants—andyouknowthatthiscustomerisgoingtorememberyouandtalkaboutyoutoeverybodywhocomesin:“Igotaget-wellcardfromJoeGirard,thefellowwhosellsChevvies.”Oryouareaclothingsalesman,andyousendsomethingtothefellowwhorunsthetailorshopwhenheisoutsick.Nowacustomercomesinwhowantstobuythreesuits,buthe’sgoingonatripandneedsthemtomorrow.Ifthereisanywayofgettingthosealterationsdonebytomorrow,youknowthatyourfriendinthetailorshopwillfinditforyou.

Themoremoneyyouspendwisely,themorepeopleyoucanputtowork,talking

youup,helpingyousell,buying.

Ihavesaidalotaboutmakingjudgmentsandspendingmoney.Buttherearealsoimportantwaystoinvesttime.Andoneofthemostimportantisthinkingsmart.Whateveryourbusinessisabout,howeveritworks,itcanbeimproved.Thereisnoperfectwaytodobusiness.Youcanalwaysfindsomewaytodothingsbetterifyouspendenoughtimethinkingaboutit.Butyouhavetothinkinwaysthatwillhelpyougetnewideas.Youhavetolookatthemosttried-and-truemethodsasifyoucouldrearrangethemandmakethemworkbetterforyou.

Here’saclassicexample:Ayoungmancomesoutofalifeinsurancecompanytrainingprogramandstartslookingforbusiness.Everybodyintheprogramhasbeentoldthatoneofthewaysistouseadirectoryofbusinessexecutives.Sothisyoungmandoeswhatheistoldandgetsholdofacopyofthedirectory.Hesitsdown,opensthefirstpage,andstops.Hethinkstohimselfthat20otherguyswhowereinthetrainingprogramaredoingthesamething.Theyareallsittingdownwiththedirectoryandopeningittothefirstpage.Thismeanseverybodywillgoafterthesameprospectstosellthemthesamething.WhyshouldIbother?themanaskshimself.ButwhatcanIdotogetaheadofthem?Thenhehitsonaverysimple,obviousideathatnobodyelsehadsuggested.Insteadofopeningthebookto“A,”heopensitnearthemiddle,at“N.”Asaresult,hecallsprospectswhohardlyevergetcalled,hegetsalotofappointments,andhesellslotsofinsurancepoliciesrightfromthestart.

Thatmanisaveryprosperousinsuranceagentnow,andhebelievesthatstoppingtothinkofabetterwaytooperatewasthethingthatcontributedmostofalltohissuccess.Afterthat,hesays,therewasnothingtoit.Idon’tbelievehimcompletely,andneitherdoeshe,becausewebothknowthatheworksverysmartallthetime.Heisalwayslookingfornewanddifferentwaystoapproachthesameoldproblems.Andbylooking,heprobablyfindsthemmoreoftenthanothersalesmen.

DON’TBEAFRAIDTODOITDIFFERENTLY—IT’SUSUALLYBETTERYoucouldsaythesamethingaboutmydirectmailprogram,aboutmygifts,andaboutthewholewaythatIdobusiness.Itisalotdifferentfromthewayotherpeopleusedtosellcars,anddifferentfromthewaymostotherpeoplestilldo.Iwasignorantofallthe“wisdom”ofthebusinesswhenIstarted,soIdevelopedmyownmethods.Notallatonce,butgradually,asIkeptlookingforbetterwaystobuildmybusinessandsellmore.IamnottryingtosaythatIinventedeverythingthatIdo.Iborrowedalotofmyideasfromotherpeopleandotherbusinesses.Doeseverybodyinyourbusinessworkalistfromthebeginningofthealphabet?Thenwhynotstealonefromtheinsurancemanandstartinthemiddle,ormaybeyoushouldtrytheend.Butwhateveryoucomeupwith,theimportantthingisnottobeputoffbytheguyswhotellyouthatyoucantdoitbecauseithasneverbeendonebefore.

Thismaybethestupidestattitudeintheworld:thatsomethingcan’tbedonebecauseithasn’tbeendonebefore.Ifthatwastrue,therewouldneverbeanythingnewintheworld.Noneoftheinventions,noneofthegreatnewideas,wouldexist.Andthesameistrueforyourbusiness.Whosayssomethingwon’tworkbecauseithasn’tbeendonebefore?Justthepeoplewhodon’twantcompetition.Butthatiswhatourprofessionisabout—competition.Everybodywhosellsiscompetingallthetimeagainstotherpeoplesellingthesamethingorotherthings.Acustomercan’tdecidewhethertowaitsixmonthsinsteadofbuyingfrommetoday,becausehealsowantstospendthemoneyonaboatoravacation.Soaboatdealerandatravelagentaresellingagainstme,besidesthethousandsofotherpeoplesellingChevroletandeveryothercarintheworld.

Thebiggestadvantageyoucangetistocomeupwithabetterwayofreachingandsellingyourcustomers.Goodideasarealwaysworththetimeittakestothinkofthem.Andtheyarealwaysworththemoneytheymaycosttoputintooperation.“R&D,”theycallit,researchanddevelopment.Youshouldhaveit

too.Youshouldalwaysbelookingatnewthingstotryandnewwaystotestthevalueofwhatyouarealreadydoing.Thatwayyouwillbeconstantlylookingtoimprovethemostimportantproductthatyousell—whichisyou.

Thetrickisalwaystolookfornewwaystodooldthings.Theunexpectedcanbethemosteffective.IhavementionedbeforethatIamverysensitivetoethnicslurs.Aguywouldstartinabout“dagos”and“wops,”andIwouldstartboiling.WhetherIhithimornot,Iwouldgetmadandlosethesale.Finally,onedayIdecidedthatmybusinessduringworkinghourswassellingcarstoanybodywhowantedone.Ididn’twanttolosebusinessorteethgettingintofightsaboutmybeingSicilian.SoIdidasimplething.Icalledtheprinterandtoldhimtoprintmeanewbatchofbusinesscards.Insteadofputtingmylegalname,Girardi,onthem,ItoldhimtodroptheiattheendandmakeitjustplainGirard.Ididn’tchangemynamelegally.Ijustdecidedtotakeonastagename,likeJohnWayneandDeanMartinandthousandsofotherpeople.EventhatCadillacsalesmanImentionedbeforedropsthelastpartofhisnameinbusiness,becauseitistoolongtowriteandtopronounce.

Thatwasasimpleidea,butittookmealongtimetofigureitout.YetonceIdecidedtodoit,itchangedmylife,becauseiteliminatedoneofthemostimportantproblemsinmybusinesslifewithoutchanginganythinginmyprivatelife.IhavereceivedhatemailfromotherItalianswhothinkIchangedmynamelegallybecauseIwasashamedofwhatIam.Butthat’snottrue.IdiditforthesamereasonthatIdon’twearfancysuitstoworkandforthesamereasonthatIdomanyotherthingsinmybusiness.IdiditbecauseIwantedmycustomerstolookatmeasthepersontheybelieveinandwanttobuyacarfrom.Idon’tcarewhattheythinkabouttherealworld.Iwantthemtocometomyshowandtrustmeandbelieveinmeandbuyfromme.SoImakesurethatIgiveagoodperformancebywearingtherightclothes,givingthemacomfortableenvironmenttobeinwithme,andcarryinganametheywillrememberonlybecausetheyliketobuyfromme.Iftheyhaveprejudices,that’stheirproblem.I

don’twanttoknowaboutit.IntheworldwhereIamsellingthem,IwantnothingtointerferewiththeirtrustinJoeGirard.

Iamnotrecommendingthatanybodychangehisname.ButwhatIamtryingtosayisthatyoushouldlookateverything,includingyourname,toseeifyoucanimproveyoursellingefficiency.Changingmybusinessnameworkedforme.Somethingelsecanworkforyou,whetheryouthinkitupyourselforstealitfromsomeotherbusiness.Lookingaroundforideas,researchanddevelopmentissomethingthatisalwaysworththeinvestmentofyourtimeandmoney.ButwhenIsaytimeandmoney,Ishouldalsomentionathirdingredient—patience.Patienceisnotaneasythingwhenyoudonthaveunlimitedtimeormoney.Butwithoutityoumaynevergetthefatpayoffthatyouhavestartedinmotion.WhenIstartedrecruitingbirddogs,IknewthatitwouldtaketimebeforeIwouldstartseeingnewbusinesscomein.ButIjustkeptonlookingandrecruiting.

AndIkeptafterthepeopleafterIsignedthemup.Theygotmailremindersfrommeaboutthe$50,andalotofthemalsogotphonecalls.Youplanttheseedsandyouhavetowaterthem,andthenyouhavetodootherthingswhileyouarewaitingforthemtosprout.Buttheywillsproutifyouhaveexecutedthefirststepsproperly.Youcanbetonthat,becauseifyoumadetheeffortandhavethepatience,youhavestackedthedeckinyourfavor,andyoucan’tloseinthelongrun.

Butpatiencealone,juststandingbythedoor,willnottilttheoddsyourway.Youhavetomakeyourownoddsbyspendingtimeandmoneytodevelopyourownmethodstobringinthecustomersandthemoney.

Timeandmoneywellinvestedwillbuildyourbusinesstremendously.Alwayslookfornewandbetterwaystodoit.

21

ThereIsNoLastChapterIfyouhavecomethisfarwithme,Ihopeyouarenotstilllookingformagicwordsorformulasorphrasestosaytoyourselfinthemirror.Lifedoesn’tworkthatway,andbusinessdoesn’teither.Therearenosecrets;thereisnomagic.Theprocessofsuccessfulsellingmeansendlessuseofyourmentalresources.Thereisnofinalchapter.Theprocessjustkeepsonstartingoverandover.

Ittookme35yearsofdriftingtogettothebeginningoftheprocess.Butittookmeonlyafewyearsfromtheretogettothetop.AndIamatthetop.

Alotofpeopleoutthere,maybemillions,haveheardofme.Andthousandshaveboughtfromme.Theythinktheyknowalotaboutme,becauseIknowalotaboutthem.TheythinkIhavebeentoYellowstoneNationalPark.TheythinkthatIhavefishedforsalmonnearTraverseCity,Michigan.TheythinkIhaveanauntwholivesnearSelfridgeAirForceBase.TheythinkthosethingsbecausetheyhavebeentoYellowstoneNationalParkandfishforsalmonandlivenearSelfridgeField,andbecauseIknowabouttheirlives.

TheythinktheyknowmynameandwhatIamlike.Theyhaveheardalotaboutme.Buttheonlythingtheyreallycareaboutiswhattheygetfortheirmoneywhentheybuyfromme.Theybelieveinmeandinmydeals,becausetheyknowforsurethatIgivethebestdeals.Andtheyarerightaboutthat,whichisallthatreallymatterstothemandtome.

ANYBODYCANDOWHATIHAVEDONEIfthereisanythinglikeasecretinallthatIhavesaid,itisthefactthatanybodycandowhatIhavedone.Youdon’thavetobeagenius.Ineverevenfinishedhighschool.ButIstilltrustmyeyesandearsandmyfeelingabouthowIliketobetreated,andIknowwhatmakesmebuyfromonepersonandnotfromanotherone.

IhavetrainedmyselftorememberatalltimesthateverybodyImeetcanbecomeimportanttomybusinesslife.Ineverthinkofanypersonasjustonesale.Never.IalwaysthinkaboutGirard’sLawof250;allthefriends,relatives,fellowbowlers,andcoworkerswhocanturnouttobepartofthat250.Itdoesn’ttakeacomputerexperttounderstandhowthislawworks.Iknowthatthesame250peoplewhocouldbad-mouthmeforbeinglousycanbemycustomers.Ineverforgetthat,andIdon’tbelievethatanybodyelsewhosellscanaffordtoforgetit.

YoucanbesurethatifIamthinkingaboutthatmanypeopleallthetime,Itreateverybodyverycarefully,evenpeoplewiththeworstpossiblecreditratings.Afterall,Iwasbrokeplentyoftimesinmylife.ButIcameback,andIhaveatopcreditratingnow.SoIfigurethatifsomebodyhashadtroublepayinghisbills,hecanstillbeallright.Andifyoufigureoutawaytofinancehimwhenhisratingislow,youwillmakehimabelieverforlife.

ThatiswhyIamverycarefulevenwhenapersonhastohaveacosignertogethiscarloan.WhenIrunintoacaselikethat,Itellhimtobringinhisbestbuddytohelpmeverifyhiscreditapplication,andtoletmehandleit.Whenapersonhearsthatyouwanthimtosignforafriend’sloan,heusuallystartstalkingabouthowhehasaruleaboutnevercosigning.ButItrytoavoidputtingitalloutfront.Iaskthemantolookatthefactsontheapplicationand“justO.K.thisforme.”AndIpushthepenwherehehastopickitup.Ifthemanresists,Iappealtohimonthebasisofhisfriendshipwithmycustomer,remindinghimhowtheyfishedtogetherandwenttohighschooltogetherandchasedgirlstogether.Iremindhimofhowtheyarebestfriends,andthathisfriendneedshishelp.Andmycustomerreassureshisfriendthathewillhavenotroublemakingthepayments,becausehistroublesarepastandhehasagoodjob.Ihavemadeitintoafavorthatthemancan’trefusewithoutlosinghisfriendandlookingbadinfrontofme.Andhesignsit.

IcandothisbecauseIreallybelievethatpeoplecanchangetheirlives,becauseI

changedmylife.Justso,youcanchangeyourlife.WhenIgetacosigner’snameontheform,IamexpressingmybeliefthatotherpeoplecancomebackfromthebottomjustlikeIdid.

IneverforgetthenightIspentinjuveniledetentionandthenightsIsleptinfreightcarsintherailroadyard.NowIsleepinabeautifulhomeinGrossePointeShores,justafewblocksfromwheremembersoftheHenryFordIIfamilylive.Asapresentformywife,Ihadaspectacularbathroombuiltwithamarbletubandasaunaandcolumnsallaroundtheroom.Thatalonecostme$32,000.That’smoremoneythanIevermadeinanytwoyearsbeforeIgotintothesellingprofession.

IfthissoundslikeIambragging,IguessthatIam,alittlebit.Butyoudidn’treadthisbooktofindouthowgoodIam.YouwantedtoknowhowIbecamesuccessful,andhowyoucantoo.

Themessageisthatyoucandoit,becauseifIdidit,startingwhenandwhereIdid,thenpracticallyanybodycandoit.Butyouhavetowanttodoit.IknowalotofsalesmenwhoarejustassmartasIam,maybesmarter.Andplentyofthemarejustasgoodclosers,maybeevenbetter,buttheydon’tputitalltogetherlikeIdo,andlikeyoucan.Theymaybelazy,theymaybecontentwithjustalittlebitofthepie.Butifyouexpecttogetmore,youhavetowantmore.Youhavetoknowwhatyouwantsobadyoucanpracticallytasteit.YouhavetomotivateyourselfthewayIdidwhenmywifetoldmetherewasnomoneyforfoodforthekids.Maybewhatyouwantthatbadistoaffordaseparateplaceforyourmother-in-lawtolive.Maybeyouwantacabincruiser.MaybeyouwanttotakeatriptoParis.Thenwantitbadenoughtomakeitaffectyourprofessionallife.Lookateverybodyyoumeetasifhecangiveyouwhatyouwantifyoucangethimtobuyfromyou.Andlookintoyourselftoseewhyyoulikesomepeopleanddon’tlikeothers,whichiswhyyoubuyfromsomeandnotfromothers.

Thinkaboutthefearyouhavesometimesfeltwhenyouwenttobuysomething.Thenyoucanbegintounderstandwhatisgoingoninyourcustomer’sheadwhenyoumeethim.Thinkofhowpeoplelookforafriendwhentheyarescared,andthenbethatfriend.Makeyourselfafriendthatyourcustomercantrustandbelievein.

It’sagame,Ihavesaid.It’sanact.Butitisalsoreal.Ifyouaredoingyourjob,youreallydobecomethatcustomer’sfriend.Idon’tmeanthatyoubowlwithhimorinvitehimintoyourhouse.Notthatkindoffriend.Butthekindthatapersoncantrusttotreathimfairlyanddecently.Hecomesinscared.Heknowsyouarenotinterestedinhishealthandwelfare,butinyourown.Heknowsyoudon’tcareabouthiswifeandkidsandwhathappenedatthejobtoday.Butallofasudden,hefindsthatyoudocare,becauseyouareaskinghimaboutthesethings.Prettysoonheisn’tasafraidanymore.Hestartstobelievethatmaybeyoudocareabouthim.Youlethimtalkandyoulisten.Beforelong,hetrustsyouenoughtodowhatyousay,whichistosigntheorderandbuyfromyou.

THEMOSTVALUABLEASSETINSELLINGNowcomesthetest.Hebuysfromyou,butwillheregretit?Notifhetrustsyouandbelievesinyou.Hewon’tregretitifhefindsthatyoureallydidtreathimfairly,andthatyoureallydidmakesureheunderstoodexactlywhathewasbuyingandforhowmuch.Afterheleaveswithhispurchaseisthetimeoftherealtest.Hegotoutoftheresafe.Nowheislivingwithhispurchase,withwhathetrustedyouenoughtobuywithoutbeingabsolutelysure,beyondareasonabledoubt,thatthiswaswhathewantedtodo.Nowheislivingwithwhatyoudidtohimandforhim.Andifyouplayedthegamefairandwonthebattleforbothofyou,youhavecreatedthemostvaluableassetinthesellingbusiness,acustomerwhotrustsyoubecauseyouhelpedhimgetwhatheneededandwanted.

Thatallsoundsprettysimple.Nothingtoit.Nothing,exceptgettingyourownheadright.Ihavesaidoverandoverthatyouhavetowantandyouhaveto

knowwhatyouwant.Butthatcanmakeyougreedyinsteadofagoodsalesman.Thatcanpushyouintopushingthecustomertoohard.Andwhetheryousellhimornot,ifyoupushtoohard,youlosethecustomer.Evenifhedoesn’ttalkyoudowntohisfriends,hewon’tcomebacktoyounexttime.Youhavetolearntocontrolthewantingsothatitmakesyousmart,notstupidlygreedy.

Youmaystartouteverymorninghatingsomebody:yourboss,yourmother-in-law,yourdog,oryourdeadfather.Butyoubetterfindthatoutbeforeyougotowork.Becauseyoucanusethesefeelingstodriveyoutowardgoodhabits,notbadones.Insteadoftryingtoconandoutsmartyourcustomer,youcanconvertthesefeelingsintowantingtowinthecustomerovertoyourside.

IhaveneverstoppedtryingtoprovetomyfatherthatIwasworthsomething.Fortoomanyyears,Ilethiswordsdestroymymotivation,becauseIwastryingtomakehimlikemebyprovingthathewasright.IreallydidfeelthatifIdidlousyandwasabum,hewouldlikemebecausethiswouldprovethathewasright.ButthenIhadtogrowup.TherewasnowaytosurviveifIkeptbelievingIwasnogood.NowIplayittheotherway.IrememberhissayingthatIwasnogoodandusethismemorytoprovethathewaswrong.EverytimeImakeafriendoutofacustomer,Iprovethathewaswrong.IwinmyfightwithhimeverytimeIsellacar,everytimesomebodybelievesinmeandtrustsme.

Insteadofmakingmedumbandnogood,hiswordsandthememoryofhisfistsandhisstrapmakemesmart,makemeeffective,makemeanevenbetterprofessionalthanIwasbefore.Everybodywhomakeshimselfintosomethingbetterhastofighttheforcesinhimthatwanttobesomethingworse.Everybodyhasthosefeelingsinhim.Bothkinds,destructiveandconstructive.Winningisconstructive.AndifIcouldturnfromalosertoawinner,andyouknowthatIdidit,thenanybodycan.

Ididn’twakeuponemorningandgothroughamiraculouschange.Ididn’tsuddenlyknowhowtotreatcustomers,whotolistento,whotostayawayfrom,

howtogetpeopletoreadmymail,howtogetpeopletobuyfrommeandlikeit.

ITCANHAPPENTOYOUIhavetriedtoexplaintoyouhowithappenedtome.Ihavetriedtodoitinawaythatwillconvinceyouthatitcanhappentoyou,ifyoumakeithappen.WhatIamtalkingaboutisnotmentalhealthorpeaceofmind.Iamtalkingaboutselling.Iamtalkingaboutallthetimethatyouareworkingandthinkingaboutwork.Thatisalotofthetimeinthelifeofanyprofessionalsalesman.Anditrequireshimtolookathimselfandwhathewantsandfocusonhowtogetit.Youhavetodoiteveryday.Youhavetoremindyourselfofwhatyouwant.Andyouhavetothinkabouthowyougetwhatyouwantandhowyoucangetmoreofit.

Thatmeansyouhavetolookatyourworkasaprofessionwithrightmovesandwrongones,withideasandmethodsthatworkandothersthatdon’twork.Youhavetostudyyourselfandyourworksothatyouknowwhatmakesyoueffective.IhavetoldyoualotabouthowIthinkandfeelandwork.Ihavetoldyoualotofdetailsaboutmymethods.Iknowthatthereisalottherethatyoucanuse,becausemanysalesmenhavetoldmethattheyhavelearnedfromwhatItellthem.TheyhavetoldmethatwhatIdoworksforthem.Butthebestofthemgoontodeveloptheirownmethodsandtechniques.Theytakeofffrommineanddevelopbettervariations.Ortheymayevencomeupwiththeirownsystemsthatworkbetterthanminedo—them.AndIknowsalesmenincompletelydifferentfieldswhohaveusedmytechniquesandvariationssuccessfullyeventhoughtheyhadneverbeenusedbeforeinthatbusiness.Wehaveallseenagroupofnewsmallretailbusinessesdevelop—boutiques,theycallthem,smallstores,usuallysellingclothing,thatofferverypersonalservice.Thismeansthateventhoughyoucanbuyeverythingyouwantbypushingacartthroughaself-servicestore,peoplewantpersonalservice.Theyprefertobuyfrompeoplewhoactliketheycareaboutthem:peoplewhocallthemwhensomethingcomesinthattheywant,whoremembertheirbirthdaysandtheirinterests,whowriteto

thempersonally.

Anybodycanrunaboutiquetypeofsellingoperation,nomatterwhatyousell.Becausewhatcountsisnotwhatkindofstoreyouworkinorwhatkindofmerchandiseyousell;whatcountsishowyoutreatyourcustomers.That’stheoldest,tiredestadviceintheworld,butitisalsothetruest.Inaworldofcomputersandself-service,asalesmanwhosays“thankyou”canlooklikeaheroandafriend.Youhavetosayitbecauseyoumeanit.Butwhyshouldn’tyoumeanit?SomebodycameinandboughtfromyouandgaveyoumoneysoyoucanfeedyourkidsorgotoEuropeorbuyaspeedboat.Youbettermeanit.Youbetterbelievethatanybodywhogivesyoumoneyisnotamoochbutahumanbeing.

Thereisnolastwordtothisbook.Thestorydoesn’tend.Itjustkeepsbeginningagain.Buteachtimethatitbegins,eachtimeyouplantseedsorfilltheseats,itshouldbealittlemoreprofessional,alittlemoreeffective.Thecustomersandthemoneygrowgradually,buttheygrow.Andthemoreyousell,themorefunandthemoreprofityouhave.

Atthebeginning,IsaidthatifyoureadandlistenedandlearnedthewayIlearnedanddidwhatIdid,youwouldbeabettersellerofwhateveryousellandyouwouldlikeyourworkandyourselfbetter.

Thatguaranteestillholds.IfIdidit,youcandoit.Iguaranteeit.

AbouttheAuthorJOEGIRARDhasalwaysbelievedthatsmartworkandpersistencecanworkwonders,andhehasproventhispremisewithhisownlife.Startingasashoeshineboy,JoeGirardworkedasanewspaperdeliveryboyattheageofnineandthenasadishwasher,deliveryboy,stoveassembler,andatmanymoredifferentjobs.Hebecameahomebuildingcontractor,andthroughsomedishonestpeoplehelostatwo-million-dollarbusiness.Hewaswithoutajobandbroke,hisfamilywashungry,andhegotajobataChevroletagencyjusttobringhomeabagofgroceries.Beforeleavingtheagencyhesold13,001retailcarsinhisfifteen-yearcareer,including1,425carsin1973,arecordthatputhiminTheGuinnessBookofRecordsas“theworld’sgreatestsalesman”fortwelveconsecutiveyears.Hestillholdstheall-timerecordforbig-ticketretailsales,anaverageofsixsalesaday.AllhissaleswereauditedbytheaccountingfirmofDeloitte&Touche.

OneofAmerica’smostsoughtafterspeakers,JoeGirardappearsbeforesalesconventionsandsalesralliesforFortune500companies,suchasBrunswick,GeneralMotors,SeaRayboats,Hewlett-Packard,FordMotors,Sears,CBS,Kraft,Dun&Bradstreet,Kiwanisclubs,JohnDeere,FederalReserveBankofChicago,KMart,MaryKaycosmetics,DaimlerChrysler,GeneralElectric,3M,IBM,BellCanada,andIngersoll-Rand.

Mr.Girard’slistofawardsisexceptional,includinginductionintotheAutomotiveHallofFame(theonlysalespersoneverinducted)andtheGoldenPlateAwardfromtheAmericanAcademyofAchievement.HewasalsonominatedfortheHoratioAlgerAwardbyDr.NormanVincentPeale(authorofThePowerofPositiveThinking).JoeGirardisalwaysinterestedhearingfromhisreadersandmaybereachedat:

JoeGirard

P.O.Box358Eastpointe,MI48021www.joegirard.comjoe@joegirard.com