By Steven Ginsberg
Washington Post Staff Writer
Monday, March 23, 1998; Page F09

One of the unique pleasures of being American is that you can't go anywhere without someone trying to sell you something.

While many people find this frustrating, the truth is we're all selling something, aren't we?

For a business to survive it has to peddle a product, whether it be a car, financial advice or newspaper article. Naturally, then, successful companies invariably have mastered the art of the deal. In today's ultra-competitive marketplace, consummating that deal is harder, and therefore more important, than ever.

We talked to a number of local experts to get their thoughts on ways modern salespeople can avoid the fate of Willy Loman; here's what they said:

The Case for Cold Calls and Thick Skin

"The purpose of a cold call should be to set up an appointment," said Laura Lang, senior vice president for sales management at Baltimore-based Legg Mason. "Before you recommend anything you need to find out a person's financial situation."

Sticking to the golden rule is a good start, Lang said, so if people want off the phone, let them go. But before they hang up ask them if you can call back later. The idea is to make the person feel comfortable -- the old method of pounding someone into submission no longer works, she said.

Here's a sample approach that Lang says made one of her colleagues very rich:

Broker: "Hello, my name is Steven and I'm a broker with Legg Mason. Do you have a minute to talk?"
Potential customer: "Just what I need, another call from a broker."
Broker: "Sounds to me like you get called by brokers every day."
Potential customer: "Yeah, I do. So what are you selling?"
Broker: "I couldn't sell you anything now if I wanted to. I can't make any recommendation until I find out what's appropriate for you. We need to sit down for 20 minutes and talk. Now tell me, is next Tuesday or Thursday better for you?"

Another way to sell your services is to do what Lang terms "cold walking," which amounts to going inside an office building, introducing yourself around and passing out business cards. This approach can be particularly effective at small businesses, she added.

"Just walk in, say you had an appointment in the area, introduce yourself and act like you're in a hurry," Lang said. "You want to get out in literally two to three minutes."

Whatever your approach, the key to succeeding is to have thick skin. "I've never seen someone make it who took rejection personally," Lang says. "It's absolutely the biggest thing because you have to be able to sell."

The Art of Crafting a Good Image

But before taking your company to the streets, it's best to do a little homework, said Scott Slood, chairman of U.S. brand marketing for Burson-Marsteller. "You have to have a clear understanding of a company's business, issues and customers," Slood said. "And you have to understand how the audience views the company."

Take McDonald's, for example. The company is going through a series of ups and downs as far as public perception is concerned. It has built up a reservoir of positive feelings, but its last few promotions have sputtered.

So to bolster its image, Slood said, a company in McDonald's position should pinpoint its pluses, whether they be products, image or market trends, and push them. A common mistake is to overplay a company or event that stands well enough on its own. The key is to find the good stories, not push the humdrum ones.

To do this well, PR representatives need to find the right outlets. Don't pitch business stories to non-business publications. Don't push a story to a newspaper when it would make a more compelling story on television news.

Another useful tip is to find out what form of communications members of the media prefer. Some like e-mail, others favor faxes, most loathe phone calls. Many a good story has been killed by an annoyed brushoff, followed by a dial tone.

And whatever else you do wrong, don't pitch a story before you know the outlet's correct name. That's the quickest way to lose a sale.

Keys to Car-Selling: Patience, Rapport

"When the customer walks on the lot, the first thing they get is a handshake," said Jackson, who has been selling cars for 26 years. "You've got to give the person a firm handshake and let them feel that vibration through the arm." And while you introduce yourself with your right hand, slip the customer your business card with your left, he added.

From there, you have to be patient and find out what the customer really wants, Jackson said. "If you listen to the customer, he'll buy the car, you won't have to sell it," he said. "Follow his lead."

Telling a customer what is best or what you think he or she might like is unwise. Simply ask a lot of questions and proceed based on the answers. If someone wants a two-door car, save yourself a lot of time and don't show four-door models.

One of the most powerful selling points is the test drive, and every customer should take one, Jackson said. Make sure you give the customer time to drive all around, though; a 20-minute ride gives him the chance to test out the car and gives you the chance to build on that all-important rapport.

When you pull back into the lot, it's time for you to take the lead. Bring the customer into your office, ask for his driver's license and credit application and do what Jackson calls "lead them up to the sale."

Don't set yourself up, though. A common mistake salespeople make is to ask questions such as: What do I need to do to sell you this car? Or, what do I have to do to earn your business? These questions give the customer a chance to make demands you can't meet.

And whatever you do, keep your negative opinions out of it. If a customer asks what you think of four-cylinder automobiles and you happen to hate them, keep it to yourself, Jackson said.

When a sale appears to be in jeopardy -- for instance, your dealership doesn't have the exact color or model the customer has been looking for -- it's time to call on that rapport.

Jackson suggested saying something like: "I'm working real hard, give me the opportunity to sell you a car." That'll usually work, he said, because, after all, everyone understands the plight of the salesman.

If you have questions about getting ahead, you can e-mail Steven Ginsberg at ginsbergs@washpost.com