->-> This little trick made $4 million…

 

When all else fails, consider this.

 

One of the world’s largest ad agencies is BBDO – Batten, Barton, Durstine and Oswald.

 

But they were struggling back in the mid-1940s.

 

Charles Brower – head of BBDO at the time – said something I have never forgotten: “Honesty is not only the best policy, it is rare enough nowadays to be pleasantly conspicuous.”

 

If you wonder why a lot of marketing these days leaves you cold it’s simple.

 

The writers make claims that fail to satisfy – they don’t give you a reason to believe.

 

Another thing you should know if you want to succeed is that you can do so by studying the advice of successful salesmen.

 

I recently received this e-mail from Nick Sevier, with this wonderful example you and I can learn from.

 

I used to be in a class of salesmen more disliked than those fellas on used car lots… that’s right, I was a furniture salesman.

 

I didn’t think I would be good at it. I had no real sales training. No tricks up my sleeve. But they offered me a job, and I needed one.

 

Everyone else was a wannabe spin doctor. “Is this $200 bed made of hardwood?” “Yes! It’s engineered hardwood. Isn’t that a great deal!” The customer would look at him with suspicion and keep walking.

 

My approach was different. Not because I was smart, but because I was principled. I was dedicated to telling the truth truthfully.

 

A customer would ask, “Is this $200 bed made of hardwood?” I’d chuckle and reply, “Of course not. It’s made of sawdust and glue. That’s why it only costs $200. But it looks great and is perfect for your spare room that doesn’t get a lot of use… If you want hardwood, let me show you our selection.”

I sold $4M worth of furniture a year, outdoing even my sales managers who had been doing it much longer.

 

Sadly, I earned 0% commission!

But I learned a lot and got a good story out of it. And perhaps that’s worth more than the money.

 

Best,

 

Nick

 

It’s a great example of how the truth can outsell lies

 

Just me reminding you that you must always give people a reason to believe you.

 

Do you?

 

Or do you fester in the realm of the promised land?

 

Sadly, as the economy takes a nose dive, you’re going to use every bit of skill and knowledge you possess.

 

It’s my job to give as much as I can to you. Honed in more than one recession – including one where I had so much grief I had to live under the radar for several years

 

Want to know what I learned? A great place to start is EricValdivieso.com.

 

Best,

 

Eric

 

P.S. If you want your front-line service workers to deliver more intuitive service that up-sells itself – increases profits – and keeps customers coming back to you, why not get in touch right now. Before you forget. EricValdivieso.com

 

P.P.S. Honesty is the best policy…