Proud to be a pedd peddler!(Brief Article)

• Author: WIESNER, PAT

OR ANYTHING ELSE YOU WANT TO CALL SOMEONE WHO CAN SELL AND MARKET! FROM THE FLINTSTONES TO DOT.COM, THE GOOD ONES HAVE BEEN IN GREAT DEMAND.

I used to be offended by the words "peddler" and "pitch." But no more. I don't use them myself. I think that people who do are trying to put suede shoes on someone who is really wearing work boots, and who has the talent and ability required to do something they don't quite understand.

Occasionally I go on sales calls with our people. I really enjoy doing it because it's where the fun is and where the energy comes from in our business. Probably our salespeople think my main purpose is to see if they are performing up to par. But my real reason is to try to absorb some of the energy that exists only at the point of attack. At the point where it all begins when it comes to business success.

This one customer, after deciding to buy a six-issue program in one of our magazines, was surprised when our salesperson began telling him how much better his marketing program would be if it were nine or 12 issues. He smiled broadly and said, "You peddlers are all alike, always trying to get me to buy more than I want to buy." The problem was, he didn't want to buy enough to solve his marketing problem. Our job was to help him solve his problem completely.

It's hard to be good at selling. Work ethic, personality and insight are important, as in all jobs, but being good at selling requires a weird balance between the desire to help others and the will to win for yourself, to stand out and achieve. Everything you do (or don't do) is out front and measurable. Everyone in the company (probably in the industry) knows how well you are doing. So most successful salespeople have an ego and self-confidence that relishes the visibility, and are motivated by it.

But the really great salespeople solve problems. Other people's problems. This requires getting out of the limelight. Or better yet it means putting your customer in the limelight. Honestly and permanently. All the modern sales training courses aim at becoming a "counselor" or "advisor" to the customer. Some of the type As...