Matthew May sends this vintage (1958) award-winning ad for McGraw-Hill, which even today offers a smart and tart reminder for all of us trying move others.


8 Responses to “How to sell to the man in the chair”

  1. Kent says:

    It depends on how we communicate. The situation above is very normal, we need to talk his interest.

    I know who you are.
    I know your company.
    I know your company products.
    I know what your company stands for.
    I know your company’s customers.
    I know your company’s record.
    I know your company reputation.

    In fact, I don’t come to sell, I come to give value and help you. 🙂

  2. Kenneth Vogt says:

    Thanks for a great reminder that we didn’t event communication yesterday. Humans have been victims of human nature for a *very* long time. It’s about time we start thinking in terms of the other guy, the world, and what will last. Consider this:

  3. Brian says:

    People buy from people they:
    1. Know
    2. Like
    3. Trust

    This is an old adage! The key is to come to listen and not to sell!
    “I am not sure if I can help you Mr Customer. I need to learn more about your company before I can know if I can help you. I have come to learn more about your business. I DO know that we have been able to help companies like yours, so I thought it might be worthwhile for us to talk. For instance, we saved Company XYZ…….

  4. @motormanwrithes says:

    I’d add another line after “…reputation” for today’s consumers.

    “I only have 60 seconds of attention for you. At most.
    Now – what was it you wanted to sell me?

  5. Bob McNeel says:

    One of my favorite images. I have had it posted on the board next to my desk for nearly 20 years.

  6. Frode H says:

    Good one. This applies to a lot more than just sales, even landing your dream job. But guess, that is kind of selling too. The product is the applicant selling himself, so it was sales anyhow.. Love the face on the picture.

  7. Nobody buys from a company. A few people buy from a brand. Everybody buys from an individual. Imagined or real. Be real.

  8. You can’t just possess talent, you have to be able to sell others on that talent.

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