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“It is not the strongest of the species that survive,

nor the most inte!igent, but the one most responsive to change.”
❧ CHARLES DARWIN

Sell When You See The


Whites Of Their Eyes!
THE SALESMAN’S FABLE

And in those days, behold, there came through the gates of the city
a salesman from afar, and it came to pass that he sold plenty.
And in that city were they that were order takers and they that
spent their days in adding to the alibi sheets. Mightily
were they astonished. They said one to the other, “How doth he
getteth away with it?” And it came to pass that many were
gathered in the back office, and a soothsayer came among them.
And he was one wise guy. And they spoke and questioned
him saying, “How is it that this stranger accomplisheth the impossible?”
Whereupon the soothsayer made answer, “He of whom you speak
is one hustler. He ariseth in the morning and goeth forth full of pep.
He complaineth not neither doth he know despair. He is arrayed in
purple and fine linen, while ye go forth with pants unpressed.
“While ye gather here and say one to the other, ‘Verily this is a terrible
day to work,’ he is already abroad. And when the eleventh hour
cometh, he needeth no alibi. He knoweth his line and they that would
stave him off, they give him orders. Men they say unto him
‘nay’ when he cometh in, yet when he goeth forth he hath their
names on the line that is dotted.
‘He taketh with him the two angels’ ‘inspiration’ and ‘perspiration’
and worketh to beat hell. Verily I say unto you, go and do likewise.”

❧ AUTHOR UNKNOWN
Are you that salesman? Are you able to develop large numbers of clients who continually buy
from you because you can “see the whites of their eyes?”
A colleague of mine, Mike Postlewait, owns Management By Strengths, a training
company in Olathe, Kansas, that teaches individuals how to understand temperaments. His
philosophy is that the better you understand yourself and others, the better you can work with
and sell to others.
Within that training, Mike uses the following example about being out of control:
“You are standing in an alley, and a guy is walking toward you. Immediately, you realize
this guy is not friendly because he is throwing rocks at you as he walks toward you. You look for a
way out of the alley and see there is no way out, but you notice a garbage can lid (the shield) and
start deflecting the rocks.”
Mike continues, “It’s the same with our psyche - if something goes against your
temperament, you become defensive and raise that shield, then it is difficult to receive what is
being said.”
Hence the title of this book, Sell When You See the Whites of eir Eyes! e only way to
sell, the only way to develop a relationship with your prospect, and the only way to develop
referrals and repeat business is for you to get your prospect to pull down that “garbage can
lid” (the shield) and get to understand your prospect.
What does seeing the “whites of their eyes” mean? I can only get close to you
(psychologically) and possibly intimate with you (meaning you’ve opened up to me) if I can see
your eyes. is is the ability to communicate with and get inside the mind of the other person. If
I were to stand about ten feet away from you and attempt to conduct a conversation, I wouldn’t be
able to effectively communicate, since I wouldn’t be able to watch your expressions and facial
movements. I would be too far away.
But you won’t let me get that close if you don’t trust me or feel that I care about you.
When I’ve proven to you that I do care and that you can trust me, you begin to have confidence in
me and let me get close enough to see the “whites of your eyes!”
e “garbage can lid” Mike refers to is the shield your prospect puts up until you get close
enough to them that they pull it down. You can’t pull the shield down yourself, only your
prospect will pull it down, based on how you interact with them. Your prospect puts the “garbage
can lid” down when they feel that you care about them. And they feel you care about them when
you begin to help solve their problems, not yours.
e “garbage can lid” or shields, can be anything your prospect or client uses as a way to
keep you at a distance. People have developed an innate distrust of anything new, especially if
they are the ones who say “yes” first. ey use these shields to keep you at bay. eir thinking is
“if you can’t get close to me, I won’t have to make a decision to buy right now.”
“Garbage can lids” may be verbal and may include statements like these:

“I only have a few minutes.”


“I never buy anything right away.”
“I have to talk to my partner (spouse, associate) first.”
“Just looking (retail).”
“I need more information.”

Do statements like these indicate that your prospect won’t buy from you? Absolutely not! Your
job is to get close enough to your prospect for them to pull these “shields” down and turn this
individual into a loyal and repeat client.
Sell When You See the White of eir Eyes! will show you how to help your prospect pull
their “lids” down by helping you to understand yourself. You can’t change others. You can only
change yourself; and by changing your approach to your prospects, your prospect will change
toward you, pull down that “lid” and become your client.
Sell When You See the Whites of eir Eyes! is broken into four sections. Section one will
show you what attitudes to develop to begin the change process. Section two will help you
develop methods to track and organize your sales activity.
e third section is the heart of this book. Here, you’ll begin to understand the sales
process and make it work to your advantage by showing you how to help your prospect pull their
shield down.
And finally, section four will help you develop additional attitudes and behaviors
necessary to make the changes you’ve planned.
You’ll notice that two references are used throughout this book. ese terms are
“prospect” and “client.” If you haven’t yet sold someone or some entity, they remain a “prospect”
until sold. Even aer the sale, the “client” may again be a “prospect” because they once again can
be sold.
Once your “prospect” buys, he or she becomes a “client” rather than a “customer.” e
term “customer” connotes someone who may or may not buy again from you. e attitude
throughout this book is to make your new “client” someone who continually wants what you’re
selling. erefore, “client” is used as a term to better describe the relationship you develop by
applying the ideas and actions suggested throughout this book.
You’ll also see the following “ACTION Steps” designed to help guide you through the steps
to develop your sales plan. e format of this book is designed to let you write your thoughts and
ideas in such a way as to develop this success plan to achieve your results and acquire more
clients.
Schedule time each day to work on one or two “ACTION Steps” throughout this book.
Your maximum benefit will come from a minimum of thirty minutes. It’s always better to spread
your time over the course of a week. It’s much like exercise. e true benefit comes from a daily
regimen rather than being a weekend warrior.
Use this book as a workbook. When you find something that is important to you,
underline, highlight or use a notebook to take notes. is information will then be readily
available for your review. Time invested in reviewing what you’d like to learn and change pays
dividends. Follow through on each action step. By the time you arrive at the end, you’ll have a
well-formulated plan to achieve the results you’ll begin to establish in the first section.
You may also want to get a notebook or pad of paper and graph paper. Many “ACTION
Steps” instruct you to put a large amount of information on paper. Rather than take up space in
this book, you can begin to develop your own plan in your own book.
By developing these “ACTION Steps,” you’ll be thinking outside of your normal mindset,
so you can look at another way to operate your business. You may not agree with some of the
ideas and suggestions, but you’ll be comparing your way against another.
To achieve success, the kind of success you really would like to have takes courage! Before
you can achieve this kind of success, you need to earn the right to have your success. By
developing the “ACTION Steps” throughout this book and putting them into action, you’ll begin
to take the steps necessary to earn this right and earn the success you deserve.
How many ways are there to sell? As many ways as there are salespeople. You’re only
limited by your own imagination. Use your imagination as you read this book and when you
write down your thoughts in the “ACTION Steps.” e only thing that might change is your sales
success!

The money you make in any line of endeavor is determined


12 1/2% by knowledge and 87½% by your ability to deal with people.
❧ STANFORD UNIVERSITY INSTITUTE
ACTION: What are those “garbage can lids” that your prospects are putting up? List as
many as you can before continuing.

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