In Washington there is an inkling of fall in the air,
which means that the election of a new President
is getting closer.
Last night I watched Hillary say all the right things
in a mercifully short speech. Hillary says Barack
is her man. That's what she said, but if I was a
buyer I wouldn't have written a check, or handed
her a credit card for payment.
Because she really didn't mean it.
Buyers are a savvy bunch. You can sell them
most anything when you're sincere, and almost
nothing when you are just spinning the words.
And believe me, last night Hillary was just spinning.
Her body language didn't match the message.
In sales, if you don't believe in your product
you aren't going to sell much of it. Oh, you'll
sell some, because their are folks out there
who'll buy anything. But you'll never get to be
a good salesman by faking it.
Genuine enthusiasm will sell a lot of products.
I have a friend who makes all kinds of technical
errors in his presentations, and not only that,
he butchers language in a way that would make
Norm Crosby laugh out loud.
But it isn't an act in any way. What you see is
a real person who happens to be very funny
without trying, and who truly believes you can
solve almost any problem with one of his products.
He is the leading salesman in his company and
no one else is even close.
He is beloved by customers, and especially by
staff, because he knows the name of every last
person in the building. He doesn't have it written
down anywhere either. He also has an uncanny
memory for telephone numbers, which he only
has to hear once. I've seen him make 20 or more
calls and never look up a number.
The thing about him is that you know he means
what he says, no matter how it comes out of his
mouth. If he told you he was for Barack, you
wouldn't think twice about it.
Others could say the same thing, but you
wouldn't pay any attention, just like Hillary.
It's very hard to convince people that you
believe in something when you don't. They
can sense something is amiss.
And if you can't believe in what you're selling,
you're really in the wrong business.
From the big saddle,
Jim Whelan
The Chairman of the Board
P.S.
Watch Bill Clinton speak tonight.
You'll see exactly what I mean.
thejamesrwhelanagency.com
206 407 3124
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