While our old friend Willie has been quoted on every subject under the sun, I’ve only once heard him quoted as inspiration for a salesman.
A man in Indianapolis, who found out my fondness for sales messages, once told me this:
” Assume a virtue, if you have it not.”
At the time, this man was being paid a LOT more than I was, so I figured he must know more than me. Even if he didn’t, it was worth looking into.
” Assume a virtue, if you have it not “, he said again, after seeing my eyes wide and mouth hanging open. ” That one quote is worth it’s weight in gold to any salesman “, he said.
I needed more to get a grasp on the concept, so he explained it to me in simple terms. You know I like simple.
You assume that the prospect knows everything there is to know about the product. This is very complimentary to them. When explaining the products uses, you never run the risk of talking down to or patronizing the prospect.
You preface your remarks with phrases like:
” Of course, I don’t need to explain this to you, but … “
” You already know this, but … “
” I don’t have to tell you this, but … “
Then you go ahead and explain the product and all of it’s possibilities in the simplest terms you can find.
I’ve found that when I sense someone feeling like I’m trying to talk over their heads, or if I’ve said something that they might consider condecending, I can sometimes gloss it over with a phrase or two like this, as I continue to educate them on something they should already know.
You can also use this to instill a sense of you believing them to be a big player, even though you know they aren’t.
” We only make this offer to the leaders in the industry … “
” This only works for those that are ahead of the curve .. “
You can use some of Shakespeare’s finest sales advice to put you ahead of the curve or to become a leader in your industry… but I don’t have to tell you that.
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