I was lucky to get a job as a schmuck (errands, cleaning, etc.) in a music store when I was a teenager, and it changed my life. The owner, Bob, was hilarious.
He was one of those great jazz guitarists who could play whole songs in what I call Ted Greene six-finger chords, but he never played in front of customers because he didn't want to make anyone feel inadequate.
He never said a negative thing about anybody. I was this horrible long haired geek, and he treated me like I was a star. In fact, he treated everybody who walked through the door as though they were important. And they were.
He taught me that sales is about helping people, period. Bad salesmen manipulate people into spending too much for something they don't need. Good salesmen help people get what they want, period. It really is that simple. Guess which ones make the most money?
He was sorta classically trained in sales, too. He had a library of books by guys like Zig Ziglar and Dale Carnegie and he delighted in sharing stuff from them, because the whole idea is that if you help people get what they want, the numbers take care of themselves.
He not only made me read How To Win Friends And Influence People, he practiced the points with me until they were branded on my frontal lobe.
BECOME A FRIENDLIER PERSON
1. Don't criticize, condemn or complain.
2. Give honest, sincere appreciation.
3. Arouse in the other person an eager want.
4. Become genuinely interested in other people.
5. Smile.
6. Remember that a person's name is to that person the most important sound in any language.
7. Be a good listener. Encourage others to talk about themselves.
8. Talk in terms of the other person's interest.
9. Make the other person feel important - and do so sincerely.
10 The only way to get the best of an argument is to avoid it.
WINNING PEOPLE TO YOUR WAY OF THINKING
11. Show respect for the other person's opinions. Never say, You're wrong.
12. If you are wrong, admit it quickly and emphatically.
13. Begin in a friendly way.
14. Get the other person saying, Yes, yes immediately.
15. Let the other person do most of the talking.
16. Let the other person feel that the idea is his or hers.
17. Try honestly to see things from the other person's point of view.
18. Be sympathetic with the other person's ideas and desires.
19. Appeal to the nobler motives.
20. Dramatize your ideas.
LEADERSHIP
21. Throw down a challenge.
22. Begin with praise and honest appreciation.
23. Call attention to people's mistakes indirectly.
24. Talk about your own mistakes before criticizing the other person.
25. Ask questions instead of giving direct orders.
26. Let the other person save face.
27. Praise the slightest and every improvement. Be lavish in your praise.
28. Give the other person a fine reputation to live up to.
29. Use encouragement. Make the fault seem easy to correct.
30. Make the other person happy about doing the thing you suggest.
I'm lucky if 5% of that stuck, but I shudder to think of what I'd be like without Bob's example. For instance, he had picked up a bunch of mannequin hands (!) at a junk shop. We weren't allowed to say; can I help you? to customers, simply because the worst way to begin an interaction with anyone is for one of you to say no. Bob grabbed one of the mannequin hands, walked over and said; need a hand? And handed it to them! Start off with a smile. He was just like that. Everybody adored him. Just a massively fun guy to be around.
Imagine the best salesman you can. That was Bob. He was genuinely interested in you. He asked the right questions to find out what you wanted - and he actually listened to you - and helped you get it.