Jay Dee Jason Davis sent me a link to Justy Driscoll's posting about a tailor who sold him a suit. It's hard to resist his description of a fantastic sales experience. Here's what Justy says about Milt, the tailor.
1. He was friendly
2. He loved the product
3. He knew everything about the smallest details
4. He was patient
5. He tried to up sell in a tactful way.
6. He tried to get to know me rather than pushing me out after the sale.
7. He let us know a little about himself so we felt more comfortable with him.
8. He made me feel like my suit purchase was as important to him as it was to me.
Let's cut this down.
1. Milton is a nice guy. But he didn't fawn over the customer (would it be fair to say Joe Girardi style?)
2. He believed in his product (or seemed to).
3. His pleasant personality, gentleness, effortless sincerity and apparent expertise sold the product well.
I'm impressed by Milton but let's ask some tough questions. Many sales people know that their product is not necessarily the best on the market or it has weak points. How sincere can they be? What if you are not a naturally friendly person? What if people are not coming to you but you have to go after them and sell against competitors? Justy doesn't mention any issues about price or style that might make this sale more difficult or should I say less simple.
In a follow up I will try to apply this to recruiting.
PS: Milton is 70 years old. We used to have a commercial here featuring a white-haired, old tailor in a white shirt and black vest. His shirt sleeves were rolled up and there was a tape measure around his neck and we came upon him working in the cutting room of a large factory after it has closed. I think he was selling coats made with a Borg lining. He had a slight accent so you knew that he came from central or eastern Europe and was a man with not only many hours of detailed work under his belt but a long cultural tradition of tailoring behind him, as well.
After a nice intimate chat in which he showed us the product, he came around the table, closer to the camera and said, "After all, have I ever lied to you, before." "No, Zaydie, of course not," is what you wanted to say. But, really, are sales always this easy? Perhaps not. Anthony J Meaney used to specialize in recruiting highly successful hustlers and he's told me some quite different tales.
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