What Objection?
By Bill Sheridan on Apr 30, 2007 in Other Voices
It was one of those moments I wish had on tape. I saw and heard the little kid for less than a minute of my life but have never forgotten him. At the time he was around ten so today is about forty (and I’m betting a very successful salesman).
I was buying gas at a Skelly gas station in Fort Dodge, Iowa on a hot July day in 1977. A Pepsi truck was parked nearby and its driver was obviously tired and cranky from hauling heavy cases in an out of stores in the heat and humidity. That’s when it happened.
The boy on the bike came up to him and asked, "Can I have a free pop, mister?"
"Listen, kid," he snarled, "if I gave a free pop to every little ragamuffin who asked me for one, I’d be fired within a week and broke."
I expected the young biker to head off into the sunset feeling rejected and ashamed for asking. That’s why I was astonished, pleased and amused by his reaction.
"Does that mean ‘No,’ mister?"
What a lesson in persistence and perseverance!
To be honest, I don’t remember the outcome of the incident. If the Pepsi dude didn’t give him a free pop–he should have. And if I didn’t go buy him one–shame on me. That ten-year-old boy taught me a life-lesson about successful selling and not taking the first objection as the final one. As a matter of fact, he acted as if he hadn’t heard it. He didn’t take it personally and, with that one five-word question, asked for the ’sale’ again.
How about you Mr. or Ms. Small-Business Owner? Are you too quick to give into the first negative response from your prospect or do you see it as an opportunity to clarify your position? Do you have the courage to stay in the battle for that sale? Can you find some way to say your version of, "Does that mean ‘No’ mister?" No matter how good we are, none of us are going to win all of them. However, absent his tenacity, we won’t win any of them.
That’s why the young guy is my hero. Wherever you are, kid (that’s the way I’ll always remember you), "Hats off to you and thanks for what you taught me on that muggy July day so long ago. Look me up. I’ll buy you that pop or whatever beverage you’re drinking these days. You deserve it."
Popularity: 2% [?]
John Cuvelier | May 1, 2007 | Reply
The problem I have had with sales has been the rejection and I think at one time I took in very personally. I never stayed to ask again but I always said it might have been the day they were having. Like your story about the driver and what appeared may have been a bad day. I always went back and if told no again I didn’t write it off as never but pulling back into that driveway was much harder the 3rd time and time after that. I’ve also learned that with some folks it like the old maid ” It’s still nice to be asked”.:) Have a great day Bill and thank you again for your blessing to others in your gift of writing. You refer to your gift from God which it is but it is for all of us who read it a blessing from Bill Sheridan.
R. Patrick Sheridan | May 1, 2007 | Reply
It never ceases to amaze me that good writers can pick what appears to be an insignificant event and turn it into a “learning experience.” Great article, WJ. Also, a quick comment about the previous “commenter.” I know John Cuvelier, and in my opinion, he is the “classic entrepreneur”, with a heart. John has been recognized area wide for the volunteering of his valuable time, including adding his expertise to my business classes. I am happy to see him find this valuable site and adding his comments.
Bill’s brother, R. Patrick
John R. Ingrisano | May 3, 2007 | Reply
Rule # 1: Ask for the order.
Rule # 2: Ask again.
As a sensitive, shy ex-New Yorker, I figure they can always throw me out or tell me to stop calling. I don’t necessarily recommend this approach. However, when I have a product or service that I believe in and that I know can benefit a prospect, I hate to just walk away from the business for all the wrong reasons.
Good luck and good selling! JRIngrisano
Jeffrey Loyd | May 8, 2007 | Reply
Excellent reminder. My mom always taught me to ask for the sale 3 times. Honestly, she did teach me that. She’s in sales too.
One Man Band | May 9, 2007 | Reply
This Weeks Carnival of the Capitalists is Up!
Hosted by Carmen Van Kerckhove at Race in the Workplace.
Here are the first three posts that made me click through and might interest One-Man Bands:
The first-click-through award goes to John Ingrisano at The Freestyle Entrepreneur for What O…
John R. Ingrisano | May 12, 2007 | Reply
Here. Here. My “secret” to success is not talent or charm, but persistence.
I actually had one prospect — with whom I had been patiently but relentlessly following up for months — finally take my phone call and tell me, “I suspect that if I don’t give you a chance to show me what you can do, you’ll never leave me alone. So, are you any good? Prove it to me!”
And I did. At the risk of being redundant again: Ask for the sale! Ask for the sale! Ask for the sale! — JRIngrisano