Selling Your Product 135
boardwalk in Atlantic City, New Jersey. It was such great fun for
him that people who didn’t need slicers, who didn’t even want
slicers, bought them to show that they enjoyed his enjoyment. It
was their way of applauding him for a great show.
Now, you may not be selling slicers, but you are putting on a
show for your client, so a key ingredient is the ability to have a
good time doing it.
McMahon often said, “If I can point to it, I can sell it.” He
could just as easily have said, “If I can tell you about it, I can sell it
to you.” Not only was he a splendid performer, but he connected in
that most important way: the jovial, beloved family member.
The buyer doesn’t want a professional salesperson. The buyer
wants a son or daughter or grandchild.
If you’ve ever sold a house, the real estate agent you picked
met all the likability criteria.
If you bought a car, remember what it was about the salesper-
son who convinced you to pick that brand, that dealership, and
that model.
In all the seminars I’ve conducted, the technique I teach that
has been most helpful to salespeople is the technique of the open
face. Even the most successful salespeople in my teaching ses-
sions agree that they found a new clue to helping themselves be-
come believed, trusted, and, ultimately, even more successful. I
urge you to work on this technique every chance you get. Your
mirror may not buy what you have to sell, but your clients and
customers will.