A few years ago, a charming movie came out, starring Peter Sellers. Being There is about a grown man who has been raised on television, tended a garden, and never stepped outside of his abode, until his guardian died. What happens to him is completely amazing, but even more striking is how seriously people take him. Some suspect that he is a simpleton, but most believe him to be very, very wise, and enviably centered and calm. When he encounters new people, he does two things. (1) He listens to them, completely, hanging on their every word. (2) And he responds in parables, all of which have to do only with what he knowsgardens and gardening. Consequently, tremendous opportunities come his way. This is a marvelous approach to selling, as youll see, if you watch this fascinating film. When people are thoroughly listened to, they open-up and they reward the listener in unimaginable ways. Their needs come out, along with their hopes and dreams. They imbue the listener with all kinds of positive attributes, many of which are completely unsubstantiated. And most important, they want to reward the listener, because he has provided the kind of intimacy that is rare, if not unique in their everyday lives. In a phrase, they sell themselves, and the listener really doesnt have to do much of anything, except to allow the buying to take place. Oh, there is that other thing Chauncey Gardiner does: he speaks only about what he knows, gardening, and he never deviates from that subject, when he is called upon to respond. Salespeople should try walking down this Gardiners path. There are treasures at the end of it! |
