What does a successful career in sales and Mark Twain have in common?
On the surface, it seems like very little.
Mark Twain is best known for writing two of America’s most beloved novels, The Adventures of Tom Sawyer and its sequel The Adventures of Huckleberry Finn.
Did you know that Mark Twain was also a great sales leader?
This might be obvious to some people but it certainly wasn’t to me. It turns out that not only was he a great novelist but he was also a very savvy sales manager.
In 1865 he wrote a sales training manual that offered a step-by-step guide on how to successfully sell his books titled The Successful Agent.
Yes, I did say 1865, 155 years ago!
What really struck me was how little the fundamentals have changed in 155 years.
In fact, if I simply presented his guidelines to you without context, you’d have no idea that it was written in the 1800s.
This has reinforced my core belief that the fundamentals of sales haven’t changed.
Here are Mark Twain’s 5 core steps for selling or as he called it “canvassing.”
First:--Thorough preparation.
Second:--Securing influence.
Third:--Gaining a hearing.
Fourth:--Creating a desire.
Fifth:--Taking the order
I dare you to show me how the basic sales process has changed or is any different today?
Let’s take a closer look at some classic sales advice from Mark Twain.
First:--Thorough preparation.
“You must be interested yourself, or you cannot interest others; and the way for you to become interested, is to KNOW your book THOROUGHLY.” - Mark Twain
This is as true today as it was in 1865. Any good sales rep worth their salt will truly believe in the product/service they are selling.
Go a step further and become a consumer of your product/service if possible.
Second:--Securing influence.
“The great majority of people are afraid to trust their own unaided judgment about buying a book; but show them that Dr. A. and Rev. Mr. B., or Judge C. and Professor D., or Colonel E. and Esquire F. -- or better still, all of these -- have taken your work, and you will decide them immediately. They will feel really proud to be on your list in such company.” - Mark Twain
This is a great example of social proof.
We know from psychology that people are more likely to follow the actions of others who they see as similar to themselves.
Third:--Gaining a hearing.
“How to Carry Your Outfit. Gentlemen should have a large pocket on the inside of the coat, directly under the arm, in which to carry it. This will not only be very convenient, but serve to keep out of sight what might excite prejudice, by telling in advance what your business is, and thus preventing you from obtaining a fair hearing.
Lady agents should carry their outfit in a satchel under a loose wrap.” - Mark Twain
Don’t lose your prospect at hello.
It’s tempting to showcase your expertise right out the gate by highlighting all the benefits you can offer. When this happens, your prospect will run as fast as they can in the opposite direction.
For example, when making your first dial on a cold call your objective is to sell the follow-up meeting, not offer all your solutions.
Fourth:--Creating a desire.
“Books are seldom bought for what they are as a whole, but for some particular feature or features they contain. And tastes differ. Acquire the faculty of judging beforehand what will most strike different kinds of customers.” - Mark Twain
What unique problem is your service/product solving?
Don’t fall into the trap of spewing all the features. Instead, focus on a couple of key benefits that solve your client’s biggest pain point.
A good rule of thumb: Features tell Benefits sell.
Great article here from Hubspot for further reading.
Fifth:--Taking the order
“Serving the Book. Let your manner be courteous, but thoroughly self-possessed and decided. In a word, be business-like. Never show the least misgiving that the customer will give you trouble. Say that you have brought his book, as per agreement, and he will find it a treasure indeed (or something of that kind). Look him full in the face and hand him the book.” - Mark Twain