Advocates and Collies: Illustrating the Importance of Influencers on the Sales Process
Posted: Tuesday, April 24, 2007
by Steve Radford
The summer before my senior year in college, I took a job selling pots and pans door to door. I wanted to get some sales experience before graduation and thought this was the way to go. My target market was females who were recent high school graduates but not yet married. Come to think of it, that was my target every summer. But this particular summer, I was selling pots and pans (or cookware as they say in the business).
One lasting lesson from my experience that summer came from a visit to a farm house near Watseka , Illinois . I was with my sales trainer and we were lost. We stopped at a farm house and I walked toward the door to ask directions. A collie was sitting under a shade tree in front of the house. I stopped to pet the dog and he wagged his tail. After a few moments, I proceeded to the front door. As I got closer, I could see that the main door was open so I knocked on the wooden frame of the screen door. What I anticipated was the face of a friendly farmer and some directions back to the main road. Instead three startled, angry Dobermans leaped up and commenced barking. Because it was darker in the house, I had not seen them until their front paws were against the screen door at my shoulder level and their teeth a foot from my face. Startled, I jumped back. When I did, the weight of the three dogs leaning against the screen door was enough to open it and one of the dogs got out. Fortunately, the weight of two dogs was not enough to keep the door open and the other two could only keep barking from inside the house. That still left one mad dog on my side of the door.
At this point it seemed like everything went into slow motion (except my sales trainer who was already back in the car and rolling up the windows as fast as he could). I remembered something my Mom had always said. "Dogs can sense fear. So if you don't show fear, they won't attack." But when I saw the dog leap, airborne toward me, baring his teeth, I realized he had never heard about the "no fear" policy. His open mouth hit the side of my knee before his feet hit the ground but he didn't get a grip. Then, out of the corner of my eye, I saw another dog streak into the picture. It was the collie. Though much smaller than the Doberman, that collie rolled the bigger dog in the dirt. At that moment, I went back into regular speed, ran to the car and hopped in, thanking my sales trainer for all of his support. After gathering myself and seeing that I only had a minor scratch on my knee, I thought "man I am glad I made friends with that collie!"
Over the years as I have walked into the front door of companies, whether for an appointment or a cold call, I've remembered that experience in Watseka. I'm friendly to people in the parking lot. I smile at people coming out of the building. I hold the door for people entering the building. I always make it a point to get the receptionist's name and treat him or her with respect. I hand them a business card as I introduce myself to make their job easier when they announce me to the decision maker. I try to be reasonably observant and attentive to their situation. It's one of the first lessons I teach new sales people and it amazes me how many seasoned sales professionals overlook it. Now I am not comparing professional receptionists or "managers of first impressions" with a dog (okay I am but only with total respect and admiration), The truth is that we should never be rude to another human being. But if altruistic reasons aren't enough, remember the collie. It never hurts to have an advocate.
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Top-level comments on this article: (3 total)What a wonderful story. I was right there with him. I am a dog lover (more along the Collie type). I learned a lot.
I think you have coined a new phrase, "make friends with the collie." You took a stiuation most would have never wanted to think about again and turned it into a beneficial life lesson.
I loved this article! Actually, I loved everything about it.
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