Sometimes You Have To Break Wind

What I mean here is that sometimes you
have to throw out the old rule book on how
things are done. In the sales business there
is a lot of protocol, and if you follow the rules
to closely you'll lose out on some big business.

Why would I say that?

If you have ever been in any sales organization
you know that the guy at the top is usually a
maverick, and a rule breaker. They do things
just a shade different than anybody else, and if
they are out of line their sins are usually forgiven.

That's because of a simple rule in sales.

The top dog rules.

This rule isn't taught in business school, but ask
around if you think I'm not right. Top dogs can
invent their own rules as long as they make the
company money.

Usually the only guy they report to is the CEO, in
spite of the fact there may be three or four layers
of management in between.

When you're a rookie you can't operate like the top
dog. You will have your behind handed to you by
those three or four layers of management. It's what
they do.

But a good rookie will find a way to attach himself
to the top dog. Keep your ears open and listen. See
if he'll tolerate you spending a day or two with him.
This where the top dogs often spill their guts. They
won't tell management anything, but they will tell a
fellow salesman a trick or three. Especially if they
think you have what it takes.

I learned most everything I know about the sales
business from top dogs, and older former top dogs.
They will tell you all the good stories about how they
snatched a million dollar account right out of the hands
of competitors.

And they didn't always follow the rules, or accepted
protocol. They all did some crazy things to get noticed,
or made some outlandish statements.

The trick is knowing how to turn the encounter in your
favor once you engage the target. Many times the client
turns out to be their biggest supporter.

I don't know how many times I heard a CEO tell a friend,
"Let me tell you how I met this crazy son of a bitch...he
comes into my office and he..."

And another big account starts falling.

If you want to shoot elephants, you have to carry a big gun,
and be willing to fire it.

And like my favorite old sales guy says, "No only means no
until tomorrow." Then you can ask them again, and you'd be
surprised at how many say yes.

From the big saddle,

Jim Whelan

P.S. If you want to catch me on the tube, or the internet, tune
into the Academy Awards on Sunday. This will be the fourth
straight year I get a boatload of free publicity. We can make
this kind of thing happen for you too, but you have to pick up
the phone and call us at 206 407 3124.