By Todd Duncan

When the Los Angeles Times phoned, Brent was in the mood to do some research. How would a newspaper salesperson handle the truth? The young man calling wasted little time. “Can I tell you a little about our paper?” he asked and then without waiting for an answer he reeled off reasons the Times was the right fit. It was one of nation’s most respected papers, he insisted. Millions read it daily.

It reported the events a west coaster was curious about. And best of all it was cheap if you ordered right away—only pocket-change a day. When the salesman finally took a breath, Brent chimed in with the truth: he was allergic to new sprint. “That’s a new one,” the young man choked out between chuckles. “C’mon, you can’t be serious.” “I’m completely serious,” Brent replied, incredulous. “And you have a nice day.” With that he hung up the phone.

A year later the doorbell rang and it was a different story. This time it was a university student selling subscriptions to the local paper. “Whatta ya got?” Brent asked. The young man was knocking on doors, he explained, because each paper he sold helped him pay his tuition. Now Brent’s wife was listening. “What are you studying?” she asked. “I’m PreMed,” he answered, “and I’d like to be a pediatrician one day.” “I was PreMed for three years,” Brent replied as he led the three into the living room.

Standing around the couch and coffee table the three discussed majors and where college might lead a person after he graduates. For ten minutes they chatted, not once mentioning the paper. Later, when the student walked down the front porch steps and out the driveway, he had a check in his hand and success in his step. Brent and his wife ordered a subscription despite his allergies because they weren’t buying ink; they were helping a young man fulfill a dream.

There’s a big difference.

Lesson Summary

If you’re not inspired to sell then how do you expect to inspire others to buy? The Los Angeles Times salesman wasn’t enthusiastic about his job—he just feared missing his quota. The student, on the other hand, was inspired to sell papers because they were providing for his future hopes and dreams.

Building Loyalty

For you to build loyal, lasting relationships with your clients, you must take the time to know them, not just know about them. And you must allow them to know you. It makes a difference in you and your customer when you know why you’re selling.

Lasting Success… is built with the
stuff on the inside— who you are and who you want to become, why you sell and what legacy you intend to leave.

Selling is what you do in the process of living. It’s not the other way around. Life does not happen after work is done. Living is supposed to be supported and supplemented by selling. Therefore, you must adapt your selling endeavors to your most treasured life.

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