Trafford Publishing: Some do, some don't, some will, some won't...: so now what?

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Some do, some don't, some will, some won't...: so now what?

by William J. Serratore

70 pages; quality trade paperback (softcover); catalogue #01-0397; ISBN 1-55212-995-0; US$12.95, C$18.95, EUR12.40, £8.60

A concise guide to a life in sales, with personal stories.

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About the Book About the Author Excerpts Catalogue Information

About the Book

This is a book for sales professionals, novice to expert. It is filled with tips and explanations on how to be successful in sales. It is one man's story of his life in sales...so far.

About the Author

William Serratore is a 15-year sales professional, however, he has been selling since the age of eight (with his "shine box"). He has done everything in sales from entry level sales up to senior management. He is married to "wonder woman" and has two wonderful children. He continues to practice what he preaches and lives a salesman's life every day. He is always looking for new ways to motivate himself and his staff. He feeds off energy and believes in being positive and that success is infectious.

Excerpts

March 1989

March, to me, was the time of the NCAA basketball tournaments, known as "March Madness." Little did I know at the time that March madness was about to take on an entirely new meaning...?
It was my first day of work in a career in an industry that I knew nothing about. This would be my first sales job. At the time, I figured it would be a place to work and get a paycheck for a little while until I figured out what I wanted to be "when I grew up." You see, I had spent most of my time after college trying to work in theater as an actor. After five years of accomplishing very little other than learning to be a good waiter, bartender, DJ and ticket taker, I decided it was time to get "a real job," but what could I do? My friend, Max, suggested that with an acting background I would be very suited for a sales job. "After all, account executives tell stories about their company's products and services," said my friend. Figuring that I had nothing to lose, I requested his help and we were off to the races!
So there I was, wearing a cheap suit and tie and something on my feet that resembled business shoes, with three dollars in my pocket for the day! Around me were young, energetic, well dressed completely energized people. I could not have felt more out of place! At this point the receptionist went to get my new boss, Joe Di Martino, "Big Joe D" as he was commonly known. Joe had recently been promoted to management, having spent the last 20 years as a sales representative. He was Knowledgeable (yes, with a capital "K"), he was fun and he was big. By big, I mean both figuratively and literally. Joe D must have weighed 350 lbs or more, but he was to be one of the greatest mentors that I have ever known. Moreover, he could "sell ice to Eskimos!"
Joe informed me that day that for the month of March the branch "call" was to sell $1 million worth of new inventory. They nicknamed the contest "March Madness." I was then led to the "bull pen" (the sales floor where it all happened). There were signs on people's desks, little cartoons that were hand drawn, bells ringing, high fives everywhere and hands clapping, cheers and jeers. There was a big white board with everyone's name on it and big red numbers next to the names designating a percent association. It reminded me of a sports book room in a casino. When I asked about the board, Joe informed me, "You are who the board says you are!" Everyone was fanatically making phone calls and going on appointments to make those sales numbers reality. So Joe spent the morning with me "showing me the ropes," and by the end of the afternoon I was making sales calls over the phone by myself. That afternoon there was a sales meeting for the entire branch. The purpose was to discuss the sales for the previous week, as well as draw attention to who did not sell. I was introduced as the FNG (F****ng New Guy) and I was given a proper "raspberry" (boos and hisses) greeting. I was a little freaked out by day's end but my acting background, which had provided me with a thick skin, prevailed.
Things went particularly well for the next two weeks. I was making my allotted number of appointments and even closed my first sale, albeit in error. We had protected geographic territories and someone from my territory, and existing customer, called in and asked about a new machine. We were not supposed to sell existing customers, but I didn't know that at the time so I went through the entire process and sold a new machine to an existing account. After the paperwork was signed and submitted for processing and it was discovered that it was an existing account. An administrator informed my boss and Big Joe went to bat for me. He argued ignorance and naivete; I might also add that he did this rather eloquently. He told the sales director, "The FNG just broke his cherry, let 'em have the deal!" After this brief discussion with upper management, Big Joe informed me that the sale was mine. I thanked him and quite frankly didn't understand what the big fuss was all about. I asked some of the other sales people in the office. Well, they began to tell me and some chastised me about beginners' luck amongst other things. At this point I did not care. I thought life was great! I made a sale, and I had a couple thousand dollars of commission coming my way and I was under the impression that "this sales thing" was a piece a cake. Well, my luck was about to change...
March had gone well for the entire branch; $1.2 million of new sales revenue had been made. April promised to be just as rewarding, however, the first few days of the month were particularly rough on me and my previous success was now over. I was receiving multiple hang-ups, no new appointments had been set and cold calling was not going any better; in fact, I had been kicked out of several buildings by security for soliciting. My low point occurred when I was escorted out of a building and had my photo taken and placed on the security desk. I was informed that the next time I entered the building I had better have an appointment or risk being arrested! I told security that I was only doing my job; they replied that they were doing theirs. I went back to the office thinking that they would understand. Joe was out with another rep, and the branch manager scolded me, sent me back to my territory and told me not to come back until after 4 p.m. "Nobody is in the office 'til after four. Didn't Joe tell you that?" Finally, after several frustrating days, I reached a boiling point and decided that I didn't have this "sales thing" at all. I decided I would need to choose a different job. I spoke to Joe about my frustration and he said to me, "I want you to go home tonight and do something fun and not think about work. Tomorrow when you come in meet me in my office and we will go out together." I said, "Fine." I went home, watched the baseball game and didn't think about work. The next day I arrived at work and went to Joe's office resigned to the fact that I was knocked out for life and sales was not for me.
Joe arrived, jovial as usual, asked me how my night was, and asked me to get my coat and meet him in the lobby. I figured that we would go out to my territory and that he would observe me and perhaps offer some advice about what I was doing wrong. I also figured that I would wind up resigning at the end of the month. When we got outside Big Joe asked me to follow him, so I did. He took me around the corner to a bar. I was amazed. After all it was only 10 a.m. Joe asked me if I wanted a drink. I ordered a soda; he fired back,"I said a drink." I responded ,"But, Joe, it's still morning!" He said, "Then have a mimosa!" Not wanting to offend, I did as he instructed. We sat there for a few minutes having our drinks then he looked me in the eye and asked,"So what's bothering you?" I responded that I felt I didn't know what I was doing and as a result was unable to attain my appointment quota or any new sales and that I wanted to quit and consider a new career. He looked at me for a long time; the silence was deafening. I thought he might actually hit me! Then all at once came a mighty big belly laugh. I was surprised and wasn't quite sure where this was going. Big Joe then uttered these words to me, Some do, some don't, some will, some won't...So now what are you gong to do about it?"
I looked at him for a long time and I said, "I'm not sure what you mean." Big Joe then explained to me that in sales there are always going to be people who do buy from you, people who don't buy from you, who will listen to you, and who won't. It's up to you, as a salesperson, to decide how to deal with this. We stayed in that bar until well after lunch. Joe continued to explain his theory and what it would mean to me until all the mimosas went to my head and I could no longer think straight much less sit up straight.
"You don't need to be a heavyweight drinker, just a heavyweight closer," Joe said. "You felt like a heavyweight champ when you got that commission check, right? It felt good, am I right?"
"Well yes," I said.
"Imagine if you ot two or three or more every month. Where else can you make that kind of money legally? You go home now and sleep on this."
Again Joe sent me home, this time saying,"Come in early tomorrow and I may give you something to read. Depending on what look is in your eyes." I agreed, staggered out of the bar to the commuter train, rode to my station, walked home and passed out for the rest of the evening.
The next day I arrived at the office and found that Joe D had placed on my desk a book by someone named Zig Ziglar. In addition to the book, he handed me an invitation to see the same guy that evening. Joe told me to go to the library and read the book. That afternoon and evening completely altered my outlook on sales, and , more importantly on me.
Zig Ziglar was spectacular, dynamic and painted a great overview of how to succeed in sales. Big Joe gave me the local feel and flavour of the market and the benefit of his 20 plus years in the business; Zig set me on fire! I was up all that night! My mind was bursting with ideas on how to "make it." It all seemed so simple now. Of course it was not, but that was its effect on me. I guess Joe expected that, and furthermore, I think he knew that with my acting background I would appreciate someone like Zig Ziglar. He was right!
The next morning I was a new man. I felt invigorated. I went to Joe D and thanked him; he asked me if I still wanted to consider another career and I told him, "No." Joe then asked me, "So, are you in?"
"Yes."
Neither he nor I ever mentioned it again. Joe did not know it then, but I was forever changed and forever a believer in a Life of Sales. Joe went on to bigger things, but I never forgot what he told me. Some do, some don't, some will, some won't. So now what? Joe did not know that he had given me advice and offered great wisdom that I still fall back on to this day.
I have always maintained that the greatest thing I can do to repay Joe is to be successful, stay in sales and one day return the favor to a new FNG salesperson. Over the past 12 years I have done just that many times over. It is my hope that, in writing this book, I can reach a great many more sales professionals and share the wisdom of Big Joe D and my own acquired knowledge of a life in sales.

Catalogue Information