KISS

I’ll bet that everyone knows the KISS method.  It is often stated as, “Keep It Simple Stupid.”  I’ll also bet that you don’t know the origin of that KISS statement.

Fred Herman was a sales trainer in the early seventies.  He wrote a book titled, KISS, Keep It Simple Salesman, published in 1973.  He also recorded a seminar that was published by Nightingale-Conant Corp.  Fred is the only salesman who made appearance as a guest on The Tonight Show with Johnny Carson. A highlight of the show was when Carson picked up an ashtray and said, “OK, since you’re the greatest salesman, sell me this ashtray.” Fred, then picked it up, examined it, and asked, “If you were going to buy this ashtray, what would you expect to pay for it?” Carson named a price. Fred said, “Sold!”  The audience went wild!

The book is long out of print and copies are nearly impossible to find.  I have the complete audio set and continue to listen to the simple approaches of Fred Herman.  His starting point about selling was this: “First you’ve got to get the customer’s attention.”  Things haven’t changed much.

We still need to get the customer’s attention before there is any possibility of a sale.  Initial contact, getting a prospect’s attention is step one, the start.  Nothing happens until someone starts something.  Starting is a strategic act and is the one thing the salesperson has control of.  Starting is the beginning of your ability to overcome inertia.  And, the only time to start something is Now!

Get your prospect’s attention immediately. Pay attention to your prospect’s responses and reactions as you attempt to overcome your own inertia and to start something. Focus on your prospects and what they actually want, not on what you think they should want or need.  Get their attention as a result of your simple approach in helping them, to clearly understand that with your help, they will indeed “be all right.”

Above all, Keep It Simple Salesperson!