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September 28, 2006

News & Opinion: Why Johnny Can't Sell

By: Dylan Schleicher @ 6:36 PM – Filed under: Big Ideas & New Perspectives

Well Johnny shared some of his ideas for increasing sales with me and I have to tell you. I now know why Johnny cant sell. His first thought was, lower the price everyone buys the cheapest. Johnny I only want to tell you this once, no matter what price you sell your products and services for, someone will always sell it for less. In general people do not buy on price alone.
The next thing Johnny was going to do is to, go into the market and hire sales superstars. This too is probably a bad idea. In the book Conversations on customer service and sales, Ken Edmundson writes, we have a 52% chance of hiring the right person. It is only increased by 8% if we employ superior interviewing skills.
He goes on to say that there are certain traits great sales people possess. They include:
  • Passion
  • Determination
  • Self-discipline
  • Attitude
  • High self esteem
  • Belief system
  • Communication skills.
I shared this with Johnny. Finally he shocked me with this oneYou know Michael, Emotional connections are for sissies. Johnny, Johnny, Johnny my prodigal child. Most buying decisions are based on emotion. We typically buy on emotion and justify with logic. Think about that time-share you bought in Mexico last year. I can assure you that if a buyer doesnt like you, your company or products, they aint buyin from ya!!!!

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.