Published November 2003

Dr. Seuss’ Sam-I-Am on ‘succeeding in sales’

The 1960 children’s book “Green Eggs and Ham” is a classic. But is it really for children — or could this 50-word wonder be a subliminal sales manual?

No matter what your position, some form of sales (internal or external) is required. Maybe you’re looking for a job or promotion, or trying to pull out of a sales slump; Sam-I Am demonstrates several key principles to help you succeed.

I’m not the first to draw the comparison between Dr. Seuss’ bestseller and selling; I doubt I’ll be the last. “Green Eggs and Ham” serves up a full-course on many of the basics we have either forgotten or not applied.

The first Seuss sales tip is to keep your pitch short and simple. One of the biggest “sales sins” is complex and extraneous communications. Only convey the essentials necessary to make the sale.

Two points here:

1. Ignorance is a barrier to transaction, and if the prospect is confused, it’s the seller’s fault.
2. Sales people often “buy back” their own product because they don’t know when to shut up. The experts sell more with their eyes and ears than their mouth.

Next, you should be prepared to do a variety of presentations. You don’t always know what a new prospect’s hot buttons are, so be adaptable. If you try to shove a square peg into a round hole, you won’t likely “win friends and influence people.”

Have a medley of presentation tactics and tools in your sales kit. Also, remember that Sam-I-Am offered a sample of his product. Getting the prospect to “experience” the product or service dramatically increases conversion.

After you’ve laid out the “prospect tailored” features, advantages and benefit, it’s time to close the sale. Sam-I-Am teaches us to offer options. “Would you like them in a box or with a fox?” It’s referred to as the “decision close.”

Rather than asking “if” they want to buy, it’s better to ask “which” option would work best. It’s also referred to as a “trial close.” Baby steps are perceived as less risky to most prospects.

A couple of important characteristics were also demonstrated, perseverance being the staple. Sam-I-Am attempted to close the sale 12 times before he convinced the nameless skeptic to try his product. You need a thick skin and tenacious tenet to be successful at selling.

Finally, and I don’t mean to get “Anthony Robbins” on you, but attitude truly matters. People having a positive attitude, and a passion for what they do, always outperform those who don’t. Confidence (not cockiness) is a powerful sales tonic.

One important selling principle “Green Eggs and Ham” didn’t name was “qualifying the prospect.” Reserve your time and energy for those prospects that meet your pre-established criteria.

My philosophy is you can’t lose something you never had, so don’t take “no” personally; learn from each interaction and don’t give up. Whether you sell a house or a mouse, in the rain or on a train, follow Sam-I-Am and his example, then your sales will be more than ample.

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

Back to the top/November 2003 Main Menu