Recently, on the Facebook Go-Givers Sell More “Like” page, I posted the following paraphrase from the book:
Perhaps the greatest secret of ultra-successful selling is understanding: “It’s not about you — it’s about them.”
One of the reader responses was from Michael Fisher, who wrote:
You got that right.
I learned this a long time ago from an incredibly successful salesman in Manhattan. I used to watch him walk the halls of all these companies and stop people and ask them “How’s your wife Karen doing? Did she enjoy her trip back home?”
It was incredible – not only for the number of people he knew, but also the details he knew about them – and asked about them. They loved him because he showed a sincere interest in them.
He also happened to make a bunch of money in the process. We went into these companies competing against some of the largest companies in our industry and he won the contract in a huge majority of the cases. If only we could bottle that… Wait, you just did – Thank you Bob Burg and John David Mann!”
I love what Michael wrote. And, the thing is, this is not rare. These stories abound. Please keep in mind that the key regarding the mega-success of the salesman Michael referred to was his sincerity. He wasn’t trying to manipulate these people; he truly cared about them … and they knew it!
As Sam told Joe in the first book, “All things being equal, people will do business with and refer business to those people they know, like and trust.” And there’s no better, quicker or more effective way to elicit those feelings toward you in others than by genuinely focusing on them.
Thank you, Michael, for sharing that terrific example.