Fresh out of college ready to face the world I took a job selling vacuum cleaners door to door. It was either that or sell men’s shoes. My sales manager was gruffly, an old cigar smoking pro. He handed me a manual that was really a small book and said, “Learn your sales pitch. You will have to show me you know this pitch before I can allow you to deal with customers.”
He might as well been asking me to read Greek.
Back then, most women stayed at home. We were taught to ring the doorbell and then take two steps backward. This was to give the lady of the house her space. My pitch began as soon as she opened the door, “I’m Jack with the Acme Company. I’m here to save you and your family a lot of money.” The company policy was for me to then move close enough to put the toe of my shoe in the door, making it impossible for the client to close it.
I could never stick my foot in some nice lady’s door. I changed my pitch – which would have instantly gotten me fired had the boss known. In fact, I not only changed the spiel, I tossed it out entirely and began to make a conversation.
I would say, “Good morning ma’am, I’m Jack White. I’m a new salesman and don’t have a clue how to sell you a vacuum cleaner. I don’t even know my sales pitch.” Then I’d remove a white handkerchief and wipe my forehead even if I wasn’t perspiring. This lifted the client’s fear that I might try to sell them something. I was just a harmless young man; hot, tired and new at my job.
100 percent of the time the lady would say, “You look thirsty. Come on in and I’ll fix you a glass of ice tea or cold water.”
It never failed. As I was taking a long, cool drink, the client would say, “I would like to see how your cleaner works. Can you show me?”
Questions would vary, but the bottom line is they wanted a demo. Most led to sales.
From this experience I discovered, almost immediately, selling has nothing to do with a well thought out sales pitch. You pitch a baseball. Selling is problem solving. Instead of using a pre-planned pitch, I listened to the client. I learned a lot about selling by making those cold calls. It didn’t take me long to figure out the first impression was 90 percent of the sale. Some wise person said, “You only get one shot at a good first impression.” HOW TRUE!
That Acme manual was right about one thing, stepping back and giving the owner space was the best thing I could have done. I always smiled before I spoke. My shoes were shiny and my white shirt was clean. When the housewife asked me in to drink tea or water, most of my selling was done. To invite me in said, “I trust you.” Trust is the foundation all sales are built on. Until the client trusts you, selling is impossible.
The key to all selling is to get your client to relax. If you are standing with your arms crossed, they will read your body language and think you are shutting them out. I also learned to focus on their wants and needs. If the lady asked, “Will your machine clean blinds?” I immediately showed her the blind cleaning attachment. Then, without another word, I began the demonstration. Sometimes they would ask about a pile of dust. I grabbed a bag of oatmeal from my case, spreading flakes all over the floor. I was always careful to make sure this was done on a solid surface. Then I’d quickly vacuum the mess up, ending the demonstration with a big smile on my face, “See how easy that is?”
After six months, I was offered a job drafting for an architectural firm. Besides, winter was coming and the thought of trudging through ice and snow made selling vacuum cleaners much less attractive. I didn’t realize that I’d set a record for the most vacuums sold for the company.
Lesson One:
Find a way to get your client to relax and feel comfortable before you begin to make your pitch. Remember, you will never connect with anyone if they are standing with arms crossed over their chest. Until you can get them to relax and unfold their arms, you don’t have a snow ball’s chance in South Texas in August. The best way to accomplish this is to get the client to speak about their favorite topic. What is that topic? THEM! Keep asking questions that require more than a one word, yes or no answer.
Lesson Two:
Find out what the client WANTS. People don’t need art. It is a luxury purchased with excess cash. I’m sure there are exceptions to the rule but the vast majority of art is purchased because the new owner likes it. Your work will fit perfectly in the spot they have in mind. They connect to the piece.
Lesson Three:
When the client has settled on one piece, remove the art from the shelf or wall and place it in their hands. Keep holding the art out until they take possession; then move back two or three steps. Once the client holds the art, they have a sense of ownership.
If the piece is large then take the art to a viewing area, also known as a closing room. You don’t have a spare room? Then set up an extra easel where you can isolate the art. You want that piece of art to be your client’s only focus. Stop showing any other art after the client indicates their choice.
Lesson Four:
Don’t tell them how the oil paints were ground or how the canvas was spun. Don’t build Noah’s Ark. Talk about the benefits of owning the art, not how long you took to produce the product. People don’t care how many hours you spent making the art. They want a piece that emotionally connects to them. I recall an artist who took pride in grinding and mixing his oils. The question people asked him the most was, “Why don’t you buy paints in tubes like other artists?” By virtue of making his colors he was telling his clients, I’m 150 years behind the rest of the art world. Instead of defending his handmade colors, he could have been selling the art.
Lesson Five:
Ask for the order. It’s been proven – 50 percent of artists never ask the client to purchase. Then, they’ll complain about what a lousy show they experienced. It’s important you ask your client to buy.
This method worked for me because of my personality. I would tip back my Stetson and ask, “Would you like to use a check or do like doctors and lawyers?”
I can still see their startled faces as they’d respond, “How do doctors and lawyers pay?”
With my best Texas cowboy grin I’d answer, “Cash! They always pay with cash. But I will take your check or credit card.” This never failed to bring a laugh and close the sale.
At the end of the day, all that counts is the number of pieces you have sold. There are no moral victories, just sales. You don’t need a pitch; just have a friendly conversation with your client. My favorite Whiteism: “Nothing happens until we sell something.”
