Jim Blasingame, The Small Business Advocate, on Sales

Several times a year, small business expert Jim Blasingame generously invites me to be a guest on his nationally syndicated radio show The Small Business Advocate. It's always a pleasure. He's a gracious host.

Formerly in sales and management with Sears and a sales representative with Xerox - all before 1982 - Jim took his considerable sales expertise and founded a consulting firm in 1989 to focus on supporting small business CEOs. He said he was an executive vice president you can rent. In 1997, he founded his media company, Small Business Network Inc. which he continues to run today.

He's written two award winning books: The Age of the Customer and The 3rd Ingredient. I've long wanted to interview him about his sales / sales management experience. Here's what he had to say:

Tell me about your first sales job.

In fourth grade, I started selling vegetables door to door from the garden my dad and I created. If my mom didn't need the vegetables, I sold them. I learned a lot about customer service and merchandising. My customers, mostly stay at home moms, would pull back the ear of corn to inspect it and squeal if they saw a worm. I tried to tell them that all corn had worms but they didn't want to hear it. My expectations and theirs were entirely different. So I started cutting the tops off and getting rid of the worms.

My first professional job was with a small furniture company. Then I sold furniture and carpet for Sears. Both my wife and I received our educations from the commissions I earned with Sears. It took me only one extra semester to graduate.

What did you like best about selling for Sears?

liked helping people solve problems. They came to the store with an itch but didn't know how to scratch it. I was taught the communication skills to go to the source of that itch. I liked that I sent customers away happy.

They would leave me their money - part of which I got to keep. That's why I'm a big fan of leveraged comp plans. I'm also a control enthusiast - of my income and my destiny.

What was the most difficult part of sales for you?

Getting out of my own way. Shutting up and listening. Most have to work at it. Salespeople are the definition of a paradox. The best closer might not be a good prospector. The best salesperson might be bad with paperwork.

If you have a gregarious, engaging personality and you think you have the solution to their problem, you have to learn to be patient and listen.

If you have this tendency, be introspective. Role play with yourself. Prepare.

At what point did you see sales as your chosen profession?

By my late 20's I was working for Xerox and had so much world class training that I could handle anything - any objection I was up against. It didn't mean I always got the sale - but I knew why I didn't get it.

What did you learn at Sears that helped you succeed at Xerox?

Profitability. You must sell your product or service at a price that allows the company to make money. What's your impact on gross profit?

I also learned about customer service. Sears had a satisfaction guarantee or your money back policy. My manager told me to do everything I could to fix the problem.

Above all others, which trait do you think is the most important one for succeeding in sales?

I already mentioned listening. You must sincerely care about and want to serve other people and they have to know that.

When you started your consulting practice, what was your experience like working with CEOs at small companies?

For 20 years prior, I called on CEO's. I knew what they were up against when I was selling to them. I was listening to them. Having already seen what they were dealing with, I was specific when I asked them what they needed help with.

What surprised you the most about working with CEO's?

It was a good surprise. Everyone had different problems but the solution was the same. Once you learn problem solving skills it's transferable. I could consult with anybody.

When you speak with small business owners, what do they typically ask you about sales and or salespeople?

Not knowing how to hire a professional salesperson and making them that. The average CEO doesn't know how to get them through to that point. The biggest problem they have is training. Most people selling today don't know how to sell professionally. They aren't highly qualified professional salespeople. Companies won't put in the time and effort. If you don't have the skills, selling is hard.

If a small business owner is about to hire their first salesperson, what one piece of advice would you give them?

Find out how much training they have. What do they know about prospecting, development and nurturing customers? Can they take a suspect and over a period of three to six years develop them into a customer you can't run off.

If they are a good candidate but don't have that skill, teach them.

In the profession of sales, what do you think has changed the most?

The only thing that has changed is the way you prospect. I talk about this in my book The Age of the Customer. You can't get in the door unless you've demonstrated relevancy.

Closing, demos, proposals - nothing has changed.

Despite all the technological innovations, what has stayed the same?

Closing, the most human thing in the sales process. A contract with two humans. Two people eye to eye or voice to voice. Me asking you to agree with me. In the interim, get objections out of the way so you don't have to close 29 things at the end.

Jim, thank you so much for taking the time to speak with me. It's always a great conversation.