In order to make an effective presentation a sales person looks for information about the prospect in the print and electronic media.  The fifth floor of the Dallas Public Library displays much printed and electronic information about businesses and industries.  Informed and cooperative employees are ready to respond to inquiries

Over a year ago while I was looking for Spanish publishers, the Library gave the name of one in Barcelona to whom I submitted some Spanish manuscripts by email.  No, I did not get a contract, but the rejection note written in flawless Spanish was very polite.

Sales persons can look for prospects in the yellow pages, both print and Internet.  Chambers of Commerce keep lists of members as do trade associations.  Magazines and newspapers may offer information.  Finally, don’t neglect Google, Yahoo, Ask, Bling and others.  They have much to report.

Fortunately, it is doubtful if a salesperson will encounter a prospect like the patient who was admitted to the office of a doctor who promptly asked him “Tell me about your problem.”  The patient  replied “That’s for you to find out.”  The physician retorted  “Sir, please go to the waiting room while I call a veterinarian. He is the only doctor who can make a diagnosis without asking questions.”

Many authoritative sources stress the importance of good listening.  The Bible says be “quick to listen…..”  A Korean proverb advises “Don’t speak too soon.  Wait and see.”  While listening carefully, sales persons can continue mentally to mold the presentation to meet the needs and wants of the prospect.

An article by a successful salesman in the May, 1965 issue of Nation’s Business stresses the importance of listening and encouraging the customers to talk..  He writes “The less I say, the more customers say.  In many instances my customers will talk themselves into a purchase.  Let them talk, and they’ll often knock down their own objections to something they don’t like in the merchandise.”

I quoted this to a sales meeting in Houston a few years ago, and several heads nodded in agreement.

 How to listen?  1.  Concentrate on what is said.  2.  Don’t interrupt.  3.  Check your comprehension with the speaker.

Alexandre Dumas, a French novelist of the 19th century, affirmed:  “He who reads knows a lot, but he who observes knows still more.”  For example, someone who makes a sales presentation to prospects in their office sees information about them from the items and photos on the desk, from pictures on the wall and from the furnishings of the office.   Knowledge of body language also helps the sales person “read” the information showing in the prospects gestures and facial expressions.  If airport screeners could read the body language of passengers at airport gates, the nation would be much more secure.

Sales persons may want discreetly to consider the advice an Arkansas father gave his 18-year old son who was leaving home to make his own way in the world:  “Keep your eyes open and your mouth shut.”