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One day he was asked, "How do you meet competition?"
He replied, "I don't have any competition."
"Do you mean to say that you never run into a prospect who says he wants to investigate some other company's merchandise?"
"Oh sure," he replied, "but I tell them all companies in my line of work are fine, and go right on with my sales story."
"What if they insist on talking about it?"
"In that case, I am just as insistent. I refuse to discuss my competitors. Sometimes I say, 'Look, Mr. Bates, I know you're sincere in wanting to know all about the various deals that other companies have. But let me tell you, I've made a study of the whole field and have staked my entire future with my company. I'm proud of it and know there's no better firm in the world. No company will do more or go further to treat its customers with the utmost fairness. You take my advice— let me and my company take care of you and you'll be just as proud of them as I am—you'll never regret it.' "
HOW TO BUILD COMPANY PRIDE
All executives realize the value of a strong esprit de corps and do all they can to foster it. They dream up all sorts of fringe benefits, welfare plans, pensions, and everything possible to win the good will and affection of their employees. Many feel these things aren't very effective and that most workers would rather have the cash. It is necessary to appeal to their emotions and develop their pride in the company.
As a sales manager I believe that one of the very best things I can do is to praise our company constantly to the salesmen.
244 BE PROUD OF THE COMPANY YOU WORK FOR
I watch for the fine things they do that are different from most companies. I tell the men of the many little acts of service and help that all too often go unnoticed. At every opportunity I play up our top officials. If they are elected as officers of their associations, I let the salesmen know about it. If we get a nice piece of unusual business in some other part of the country, I make sure that the men hear of it.
TIFFANY-CADILLAC
"Tiffany" and "Cadillac" are words that have become syn-onomous with quality and excellence. Both these firms will readily admit there are other fine jewelers and automobile manufacturers. But by the high quality of their merchandise and very effective publicity, they have gained the high opinion of the public.
One day my wife and I walked into the beautiful Tiffany store. We explained that we just "wanted to look around." The clerk was most gracious and showed us everything he thought might interest us. We finally bought a little pin for Mrs. Bell, and an amethyst ring for our daughter. Neither item cost much—but they are prized more than many things more valuable because they came from Tiffany's.
When a man drives a Cadillac it is largely because he enjoys the pride of owning it. Many cars costing half as much would take care of the transportation all right. Possibly this is getting a little close to vanity!
One of the greatest assets the salesman can have is pride in his firm and this is wonderfully illustrated in the Cadillac and Tiffany salesmen. They have a sincere affection for their companies and are proud to represent them.
WHAT TO DO
Whether a salesman sells insurance, hardware, clothing, or anything else, he can most certainly find things to be proud
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