One of the greatest books on salesmanship doesn’t have the word sales in the title or in it’s contents, but it’s been said that if you’ll read the book every 6 months for the rest of your career, you’ll become a much better salesperson.
The book is Lord Chesterfield’s Letters To His Son. It was published well over 200 years ago, to be used as a guide for his son to use to become a better person, a gentleman and a success.
Salesmanship wasn’t the intention, nor was it even mentioned, but the rules the brilliant diplomat/author put on paper to help his son thru the various social contacts and situations, form a perfect guide for the salesperson who wants to master the human side of his profession.
One of the topics that Lord Chesterfield stresses in many of the letters is the necessity of using compliments to please others.
” Sincere praise is always good. You will easily discover every man’s prevailing vanity by observing his favorite topic of conversation, for every man talks most of what he has most a mind to be thought to excel in. Touch him there and you touch him to the quick. “
The lesson here is for the salesman to listen while the prospect talks, make a mental note of what he is most interested in, and then, when the opportunity arises, steer the conversation towards that topic.
It will take a tremendous gaffe to get a prospect/customer/client to ever leave you, if he feels important, comfortable and desired while you’re together.
Compliments, not flattery, will go a long way towards more sales.
I found my copy on Alibris.com and there’s still several there. Amazon has several versions, too.
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