Outserving The Competition

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Outserving the Competition


Always render more and better service than is expected of you, no matter what your task may be. - Og Mandino


It is the service we are not obliged to give that people value most.
John Cash Penney


One of my college professors exclaimed in class one day, “ If you seek to outserve others, you won’t find much competition.” It was years later, working as a sales professional , that I truly understood the meaning of that statement. If our focus is on giving instead of only getting, then we are swimming against the current, aren’t we ? Of course we need to “get” sales, “get” commissions, hit our quotas, and keep our families fed ; but we also have to provide a high quality product and service in order to make this happen. What is the value that we bring to the table for our clients, and have we articulated this effectively?


This shift has to occur within our thinking first, then is expressed in our actions. Out of the heart flows the issues of life. We must conceive it before we achieve it. Do we look for opportunities to bring value to our customers, instead of the rest of the sales herd that wants to take the money and run ? How do we successfully accomplish this ? The reps that are best at it show up, ask questions and listen. Listen to a customer long enough, and they will literally give you a road map to their business. Hear their pain points. What are their greatest challenges and how can you help ? Even if it means that your product or service might not be the exact fit for this situation or customer, are you still willing to help ?  A contractor reached out to me a month ago with a project, and after walking through the scenario, I told him that my product was not a good fit for his application. I made some alternate recommendations. He thanked me and went on his merry way. Last week, this same contractor called me back with a much larger opportunity, stating, “ Listen, I really want to find an opportunity to work with you and your product. “  By not forcing a square peg into a round slot, we generate goodwill with a client that will eventually want to reciprocate. And even if they don’t, then someone else will, because that’s how the law of reciprocity works within this universe.


By developing our “ serve “ , we become a consultant to our clients. You are not a pesky sales rep, you are a problem solver. You are an asset protector. You help snatch bacon from the fire, or edamame from the steamer, if you're vegan. Promote the best welfare of the customer and become the person who get’s called to the dog dish first. My friend Tony, who also happens to be a contractor , has worked with a Florida-based health system for years. I have watched him take a loss on projects because he wasn't pleased with the outcome of the installation . He has become a trusted advisor to the top people involved in the facilities & design department. They even ask him to help them with solutions for problems that are outside of his scope of work. Why ? Because they trust Tony. He has served this client faithfully over the years and earned their trust. They believe Tony has their best interest in mind, and he does. Other contractors have done business with this healthcare system, and do you know who ends up fixing their mistakes ? Yep, Tony. At the end of the day, he out serves the competition. How about you ? What are some areas that you can change to bring greater value to your client ? How strong is your serve ?

The more generous we are, the more joyous we become. The more cooperative we are, the more valuable we become. The more enthusiastic we are, the more productive we become. The more serving we are, the more prosperous we become. -  William Arthur Ward


A merchant who approaches business with the idea of serving the public well has nothing to fear from the competition.  - James Cash Penney

Time Is Money

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Time Is Money


Without a sense of urgency, desire loses its value.
- Jim Rohn


Bryant McGill wrote, “ Within the hearts of men, loyalty and consideration are esteemed greater than success. “  Time is money. Especially in the world of commerce where everyone is racing at breakneck speed to accomplish our tasks. How vital it is for sales professionals to be sensitive to the pace of our clients, without adopting it ourselves. I used to work with a contractor who, when on the phone, spoke in a rushed flurry of short sentences culminating in conclusive action points. When talking with this gentleman, I found myself talking faster, and getting right to the point. In order to respect him, as a client, I needed to mirror his pace,or I would lose him. That did not mean that I had to adopt his pace for my life.


Regardless of what our pace or disposition is, whether we are “ damn the torpedos, full steam ahead “ people, or just chilled out, easy going, I -just-ate -a - country-meal-at - Cracker - Barrel individual; we have to always respect the time of our clients. Mean what we say, say what we mean. Yes, we need to emote all of this with kindness and professionalism ; but it is vital that we get to the point. I find that if I give people a time frame of how long my presentation or update will take, then they cooperate, as long as I hold to my original boundary. Yes, we believe what we have to say to the client is important. For us , it might mean the difference between beans and rice , or steak and salmon on the dinner table ; but that’s not our prospect’s focus. We can never lose site that they are doing US a favor by yielding and investing some of their precious time to hear us out. So we always have to value these moments like someone just handed us stock options to a company on the verge of exploding.


Most recently, I have found better success in requesting 15 minute product updates with my clients, as it secures my objective and theirs as well. Our time spent with the client or prospect does not always equate to the outcome, but our timing can ! Last year, one short meeting and a sample of a new product, procured my largest sale of the year ! I’d love to tell you that I razzled and dazzled the client with my extemporaneous speaking and cognitive display of our product’s award-winning bells and whistles. Nope. I simply got a product binder into the hands of the right designer at the right time, and good things happened.


While wrapping up a luncheon presentation recently with a large University, my Regional Manager and I asked the participants for five more minutes to clarify and expound on some specific services that we offer. They agreed. We spoke. Then we made sure to hold up to our end of the promise. We closed the luncheon in five minutes. We conveyed to our prospects that we wanted to make sure to respect their time, and you could see their smiles and expressions of affirmation. How would you like to be known - as the sales rep who honors their client’s time, or one whose clients are hesitant to give them a meeting because they don't know when to shut up ?  If we respect their time, they will eventually trust us with their business. A long journey begins with one simple step. Respecting time is that step.


Time is more value than money. You can get more money, but you cannot get more time. - Jim Rohn

Stop, Pause and Listen

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Stop, Pause and Listen




“ There isn't much I have to say, that I wouldn't rather just shut up and do. “ - Ani DiFranco


Alan Dershowitz once said that , “ a good lawyer knows how to shut up when he’s won the case.” I believe the same is true with a good sales professional. Alex Trebek added to this thought in stating, “ It’s very important in life to know when to shut up. You should not be afraid of silence.”  I think Alex nailed it.  Sometimes we keep talking out of nervousness or fear. Salespeople become afraid that if we are not controlling the conversation, then somehow, we may lose the opportunity, right ? Thus the term, “ fast talking salesman “ comes into play.


One of the most basic rules of good sales is learning not to “ show up and throw up “. Blah …. All over the customer! I cannot overemphasize the importance of learning to listen to our clients. Only by listening, do we discover someone's core needs and problems. As we drill down deeper into the sales presentation, we learn that it is similar to reading a piece of music with very specific notes and rests ; understanding that the rests within music give emphasis to the song. The rest beats make the balance of the music pop. Likewise, it is the times that we ask questions and stop , pause, and listen ; that give emphasis to our sales story, and show empathy towards our client. We pause when we ask the prospective client questions about their business and their challenges. We pause to allow them to respond to our features and benefits. And we pause after we ask them closing questions. Some salespeople just keep talking and pushing through the process like a bull in a china shop. It would be like a man asking a woman for her hand in marriage, and not giving her a chance to respond ; but immediately jumping into a  diatribe about where he wants them to live, how many kids they should have, what schools their kids should go to, ad nauseum. Do you think there’s a chance that she might not say “yes” ? Have you ever seen someone literally talk themselves OUT of a sale because they didn’t know when to stop ?


A wise rabbi once told me that “ the best time to stop speaking is when people don’t want you to.” Once someone’s brain switches off, you’ve lost them ; and you see that glazed over look in their eyes that screams, “ Help ! I need a shot of caffeine !“ It's too late at this point !  Have you ever endured a Powerpoint presentation where the speaker feels it is their corporate mandate, to read every single word of every single bullet point ? Snore ! By the time they get to the end of the presentation and they ask for questions, the audience looks more like a recovery group for insomnia. Rarely will anyone ask any questions at this juncture, because they are all feeling like kids cooped up on a long ride  in a school bus , wanting to be set free ! Usually, more information is not better; it’s just more information. Why drop the entire military into the confluct when a small group of special forces can get the job done? In other words, smaller statements and certain strategically placed power questions, can actually lead to better results, than hours of extemporaneous product babel.


I have seen sales people, or even managers , become upset when prospective clients interrupted their presentations. Don't be ! If we are interrupted, it means the client is actually listening and is thinking about what we are saying. Roll with it. Allow guided conversation to spontaneously take place. As long as it has to do with solving the customer’s problems with your product or service, who cares ? So you don’t cover every slide of your beloved powerpoint. Is it really a big deal ? Stay in the moment with the client. Some interaction is better than dead silence, believe me. I conducted a luncheon presentation for a company one afternoon, and it became very obvious that the group was present for the free food and the continuing education. I could’ve turned the lights off and let them nap, and they would’ve extracted as much out of my presentation. I find this  situation is very rare. I recently participated in a presentation that we had to skip over parts of the course, because the architects were so engaged with the subject material. They actually started applying our information to their current projects, and we let them !


Don’t be afraid of silence. Don’t be afraid to ask good questions, then shut up and listen. The client could end up saying “ I do “ , and a new relationship could begin.




“ Till I was 13, I thought my name was ‘Shut Up.’ “ - Joe Namath

Perseverance is King

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Perseverance Is King


“ Perseverance is the willingness and determination to keep going when you simply can’t. It means digging down deep for that one last ounce of strength. It is difficult to be labeled a failure when you are continuing to persevere. It’s when you stop short of the prize that you run the risk of failure. Choose to persevere and keep on climbing. “  - J.R. Hirschfeld


One of the greatest character qualities of any successful sales professional is perseverance. They refuse to give up. J. R. Hirschfeld describes this principle in his book “ The Success Code “ by stating : “ Perseverance is simple. When the going gets tough, the tough get going. It means that when everything else fails and falls apart around you, keep pushing forward. Stick to your goals. Never quit. Never give in to temptation. Difficult times will come….You must keep focused on everything around you. Stay with your plan. Keep your eye on the prize. It will soon be yours. As far as I am concerned, we all must persevere each and every day. It makes our minds sharper and stronger. Regardless of what happens, persevere.”


J.R. was not formulating a hypothesis based on wishful thinking or conjecture. He truly understood the meaning of perseverance . Completing several tours in Vietnam, and being a decorated sergeant in the Army ; he knew first-hand the need to keep going, even when enemy bullets ripped into your flesh. Likewise, when he and his wife, along with their family, started a collegiate apparel business that competed on a level of quality and delivery schedule with some of the largest apparel businesses in the world ; this too called for perseverance. J.R. would not give up. He worked the phone and criss crossed the United States, meeting with buyers of top retail chains and together, with his wife’s administrative and accounting acumen, built a business framed in excellence and respected by many. If you’ve ever purchased a collegiate National Champ shirt in years gone by, chances are, you’ve worn a shirt that was printed by TL Sportswear.


How did I know all of these details about J.R. ? Well, he happened to be my father-in-law. I was privileged to have a front-row seat as I watched him and Elaine and other family members build their apparel business from the ground up, starting in a flea market , and culminating at a National Wholesale level. J.R. was one of the boldest, most infectious and determined salespeople I have ever had the pleasure of knowing. Do you know many father-in-laws who give Zig Ziglar tapes and motivational books to their son-in-laws for birthday presents? J.R. did. He understood the sales profession, backwards and forwards, and he motivated others with information and by his example. He would not give up until he saw his goals realized. J.R. was also a connector. He loved connecting with people, because for all of his intensity of personality, he possessed the gift of making people laugh. In 2008, J.R. and I played 17 holes on a local golf course in Lake County, FL . I say seventeen, because we were laughing and cutting up so much, that we actually lost one of the holes ! The course ranger even reprimanded us for “ joy riding “ on the cart path, which made J.R.’s day.


To our surprise, the very next week, while watering his plants on the pool deck, the day before Mother’s Day ; J.R. experienced a massive heart attack and passed away. It was a trying time for our family - especially for my mother-in-law. The absence of J.R.’s strong, rambunctious and humorous personality left a gaping hole in our family. He is still missed today when we assemble for Holiday’s and special events. But his legacy lives on in his children, stepchildren and grandchildren that keep moving forward and never never quit.


None of us ever know when our end will come. We take life one day at a time and thank God for daily blessings. And, in J.R.’s words, “ Regardless of what happens, we persevere. “


Perseverance is not a long race; it is many short races one after the other. - Walter Elliot


By perseverance the snail reached the ark . - Charles Spurgeon


Perseverance is a great element of success. If you only knock long enough and loud enough at the gate, you are sure to wake up somebody. - Henry Wadsworth Longfellow

Door To Door Boldness

Door to Door Boldness


Successful people know that obstacles are opportunities in disguise.


J.R. Hirschfeld, Entrepreneur & Motivator




The writer of Proverbs states that “ the wicked  flee though no one pursues, but the righteous are as bold as a lion. “  (Proverbs 28:1 NIV ) There’s a reason that the lion is called the “ King of the beasts”. OneKind.org says that a lion’s roar is the loudest of any big cats that exists, and can be heard up to 8 km away. The lion is a symbol of strength and courage, and it has been celebrated as an icon of power throughout history. Do you tackle your sales career like a lion ? Are you bold, fearless, retreating before no one; and ready to push through to every opportunity ?


For a short season in my sales career, I was a door-to-door aluminum salesman in central Florida. I walked from house to house, cold calling on home owners as I attempted to land leads for our aluminum siding, soffit & fascia, and screen enclosures. Every lead that I obtained, I passed on to the “ closer” salesperson ; and I would receive 10% of any contracts that he brought in from my leads. In the course of my job, I wore out two sets of penny loafers ( literally wore the leather off the soles ). All I could think about was my young wife at home nursing our newborn son and managing the homefront. Needless to say, I was motivated ! A person’s hunger drives them forward.


I averaged approximately fifty doors for every one lead. The salesman I worked for had a decent closure rate, but needless to say, it was either feast or famine when you worked on straight commission. Going door-to-door, it became easy to grasp the fact that sales is a “ numbers game” , meaning the more doors you knock on , the more opportunities you have. Are you experiencing a slump right now in your sales ? Let me ask, have you knocked on enough doors ? Are you going back to the same old doors in a familiar neighborhood, expecting them to open ; or do you need to break out of your comfort zone and find some new doors to knock on ? The process can be scary and exciting at the same time, but it works if you don't give up.


In my door-to-door season, I experienced a fair amount of people slamming doors in my face, and telling me to “ go to hell”. Some people even sicked  their dogs on me. Some were kind though, and showed interest in my products. I would’ve missed those opportunities if I didn't knock on those doors. Even with these challenges, though discouraging at times,I could not be deterred; because my “why” was stronger than the rejection I faced. Even though I felt like a house cat sometimes, I chose to be as bold as a lion because I knew my cause was right , and I had a family who was counting on me. Keep knocking on those doors and believe that behind the next open  door could be a “yes”.


Do you want to know who you are? Don't ask. Act! Action will delineate and define you. -  Thomas Jefferson

Protect Your Brand

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Protect Your Brand


“ A good name is more desirable than great riches;
To be esteemed is better than silver or gold.”   - Proverbs 22:1 ( NIV)


How much is a name really worth ? What value does a good reputation have ?
Companies spend millions of dollars creating and protecting and marketing their brand.Your brand is your name. To build a good brand requires a lot of hard work and is typically not accomplished overnight. A good name can take a lifetime to build , and be lost in an instant.


Take Starbucks, for instance. Their mermaid logo was derived from a nautical theme, inspired by the story “Moby Dick” and the first mate of the famous whaling ship, whose name was “Starbuck”. Since their first store opened in 1971, Starbucks has held as their mission, the desire “...to inspire and nurture the human spirit- one person, one cup, and one neighborhood at at time. “  ( from Starbucks.com )  Even without the text, how many of us immediately recognize the green mermaid logo ? I’m surprised that my GPS doesn’t automatically alert me with a command to “ turn into Starbucks “.  The brand is representative of what we all know that we find in each store - fresh brewed rich and robust coffee, free WiFi , and a casual atmosphere with good tunes that encourages connection and communication. It is a chilled vibe of collaboration and a great atmosphere to work or to play.


If our personal name was branded, trademarked and registered, how would people react in the market place ? OK, I realize we don’t base our lives on people’s opinions, but what do you think the overall consensus would be ? It is a sobering thought . Would our brand be synonymous with the words, “ creative”, “ honest”, “ responsive” , “ hard working” , “ trustworthy” , “team player”,“ dependable “, and “ kind “ ? Even in the midst of our uber high tech world, the word of mouth still remains the strongest and most respected form of advertising. I have seen restaurants that started slipping in their service and quality of food. Almost overnight, behind the scenes, patrons started talking bad about their experiences ; and by the time the bad news reaches the owners, their business is already close to death. Mark Twain once said that , “ Bad news travels halfway around the world, before good news gets out of bed in the morning.”


So...are you protecting your brand ? Not only your company brand, but your personal brand ? Our clients know who is honest and who is not. They observe , in their business dealings, who treats them with fairness and who is only out for themselves. Our clients see who responds the quickest to their requests, and who follows through and keeps their word when they make a promise, even when it hurts. Those who have a good name will be trusted, and trusted people become successful people. Trusted sales reps get the second and the third calls. Protect your brand !  A good name is more desirable than great riches.


“ Character is like a tree and reputation like a shadow. The shadow is what we think of it ; the tree is the real thing. “  - Abraham Lincoln

Optimistically Confident

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Optimistically Confident 

“ Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence. “ - Helen Keller

Every good sales professional I know is confident and optimistic. Not a single one of them would ever think of showing up at a client’s office looking like Eeyore the donkey from Winnie the Pooh, eyes to the ground, and whining to the customer , “ You don't wanna buy from me. You won't like my product. I’m sorry for wasting your time.” If we see ourselves as a loser, then so will our prospective client. On the other hand, if we see ourselves as winners, as problem solvers, as overcomers, as solution providers, as top notch professionals, as caring & compassionate people, as purveyors of cutting edge technology, as servants to make our client’s lives easier - then doors will open up for us. We have to believe in the core of our being, that our products or services will make people's lives better !

Webster defines confidence as , “ Trust, reliance, applied to one’s own abilities, or fortune, belief in one’s own competency.” ( Noah Webster 1828 ) It is vital for us to believe in ourselves, in our company, and within our product or service; in order to effectively sell. If you have the core desire to become a successful salesperson,but lack confidence in one or more of these areas,  then what should you do ? 

In twelve step programs, one of the exercises that is particularly helpful as well as insightful, is an honest assessment of our strengths and weaknesses. Making a list of these items and reviewing them with a safe person or good friend can bring much revelation. We tend to focus only on our own shortcomings, but what are we good at ? Some salespeople can be overly confident, and deny any character defects. This isn't healthy either. It is imperative to review both our strengths and weaknesses to achieve an honest self assessment. You may be an excellent speaker or a gifted writer or fluid communicator, but struggle with planning or follow through. You may be a superb planner, or excellent strategist; but are deathly afraid of presenting to a group of people. You may be a superb student and know your product backwards and forwards, but become tongue tied when asked a question by a prospect. Recognize those weaknesses, but turn them into strengths. Feel the fear, and do it anyway. Focus on the positive and how you can apply your strengths to your trade. 

Become a “Jedi Master” on your company and your product. If you are not confident enough in your company and service, then dont expect others to buy in. Clients will sense your reservations or feel you holding back. Request a factory tour. Go out to job sites or completed projects and take pictures. Speak with contented customers. Zero in on the top producers within your company and ask them questions and learn what their “ secret sauce “ is. Most top producers will be more than happy to help those who ask. And read , read , read. Go on your company website and review all of your literature and videos. Become a geek. Get so comfortable with your product and service , that you can be like “ Major Payne”, who can hang upside down blindfolded, and can take apart and reassemble his weapon before his nose starts to bleed. 

Listen to the greats. With modern tools like Audible or Pandora or audio books, we have so many resources at our disposal. Tap into the greats like Zig Ziglar, Earl Nightingale, Jim Rohn, Tony Robbins, Stephen Covey, Robert Kiyosaki, Dave Ramsey, Jeffrey Gitomer; who are some of the motivators that I have listened to and benefited from. Play these good teachings while you shave or get dressed in the morning, while you work out, as you drive your car. Let these positive words sink down into your soul and watch your confidence level begin to soar. And when a door slams in your face ? Listen to more motivation. Dig in. Deepen your resolve, and keep moving forward. Remember, out of the overflow of your heart the mouth will speak. If we download good things into our eyes and ears, and store them within our heart ; they will flow out of us organically when they are needed. What we think on is what we become, so we must be intentional about choosing to think on good things !

To be optimistic is to be “ hopeful and confident about the future.” Do you expect to build that new business relationship, land that account or make that sale ? Are you hopeful of getting that appointment with the key decision maker ? Are you confident that you will hit your number this year, this month, this day ? No matter what adversity you have faced, no matter what negative things that have been said to you or about you, understand this - today is a new day and you are fearfully and wonderfully made. You are worthy of success ! Choose to be optimistically confident !

“You have to feel confident. If you don’t , then you’re going to be hesitant and defensive, and there’ll be a lot of things working against you.”

Clint Eastwood

“ If you think you can do a thing or think you can't do a thing, you're right.”

Henry Ford