Issue 7.

Best sales story ever :-)

Enjoy it. And learn.

It is 1993. I am a young cocky sales guy in a team of 6 sales dudes.

We sold advertising in magazines.

We are getting a day sales training.

From a guy called John Miers at Black Isle Communication. (I have never forgotten him)

At the end of the first day, he says;

“Ok. Let’s do a role-play. I am the advertising buyer for Cathay Pacific Airlines. We spoke last week and I was considering buying advertising from you. I told you I was going on holiday and would be back today, so we can discuss the deal”

He says.

“Ok, Ned. You go first. You go to the other room, call me, and try to close the deal.

(It was 1993, and we didn't have the internet).

So I go to the other room. The other 5 sales dudes stay with him ready to laugh at my efforts to close the deal.

Ring ring…

“Hi, John. It is Ned. We spoke last week about the advertising. How was your holiday?”

Me thinking I am so smart that I remember his holiday…

He says;

“Not so good. My wife died in a car crash”

I said…

“Good good. Now about that advertising. I can do a great price for you”

I was so focused on me, what I wanted to say, and my outcome.

I simply didn't listen.

I heard the other sales guys laugh.

But I didn’t know why

I came back to the room.

They played the tape back.

So embarrassing.

But I never forgot the lesson.

If you are not listening. You are not selling.

It is as simple as that.

It is never about you.

Especially when their wife dies.

Get Listening.

Ned

Episode 4 of The Sales Movement Podcast