Always have a toothpick handy!

You have seen thousands of books, CD’s, seminars and websites all promising the “Secret” to success in sales as if the answer was hidden in a vault in the center of the earth and the only way to find the path to true success in sales was by buying their product. To be sure, many of these self-help genres contain useful and, in some cases, even life altering information. However, in my opinion, when all is said and done, the best article ever written on the true essence of sales was an unobtrusive story that appeared in Reader’s Digest over 35 years ago. The story wasn’t even about sales…at least not in the conventional way you think of sales. It did, however, cut to the very core of what real sales is all about. If you could condense all the sales tips in every book ever written and all the techniques from every seminar ever attended you would end up with the simple message that this story so eloquently tells. Perhaps you want to be a true professional in sales. If so, then read on and be amazed at the essence of simplicity in this short story.

The story takes place during World War II around 1943. Uncle Sam, in an effort to raise more money for the war effort, started a war-bond program for the men in uniform. The plan was that all the soldiers, marines, airmen and sailors could buy war bonds. The upside for the servicemen was that if they bought the war-bonds and were killed in action then the government would have to pay a $10,000 death benefit to the servicemen’s heirs back home. Of course $10,000 was a lot of money in the early 40’s. The downside was that the war-bonds would cost the servicemen around $3.00 per month which was also a hefty chunk of what the military men of the day made each month. The bottom line was that the cost was too much and the servicemen weren’t buying the war-bonds because they were just too expensive.

The story tells of a young 2nd Lieutenant fresh out of West Point, standing on a stump, in front of his platoon in France. He was trying to “Sell” them on the many reasons they should buy the war-bonds. He talked passionately about why they should get involved, saying things like, “It’s the patriotic thing to do, it will help the war effort” and “The government needs the money.” All to no avail. The men just stood there with blank faces and their arms folded. They were thinking, “It’s just too expensive.” I don’t care how many reasons you give me.”

A crusty old Sergeant standing off to the side said. “Sir, let me try” He got up on the stump and said in a loud voice, “Men, I have a statement to make and a question to ask. The statement is this: “If you buy these war-bonds and are killed in action then Uncle Sam will have to write a check for $10,000 to your loved ones back home, Right?” The men all answered, “Right”. “Now, on the other hand, if you don’t buy the war-bonds and are killed in action, then Uncle Sam doesn’t have to spend a dime, Right?” Again, the men responded, “Right”

“So, the question I have to ask is this: “Who do you think they are going to send to the front-lines first to be killed? Those that are going to cost them $10 grand or those they get by with for free!?” Needless to say, everyone bought the war-bonds!

You chuckle at the simple logic but you have to stand in awe of the message. Rather than talk about features of the program, the Sergeant cut to the very basic premise of sales. Sell your product based on what is important to your customer and not what is important to you.

The message is clear.  Be like that Sergeant.  Find out  the  important needs of your customer and position your product or service to solve those needs.