My first sales teacher was Emory Rose. I was 29 years old and he was at least 70. He taught me that people will buy from you only when they like you, trust you, believe you and understand you.
Maureen Dowd wrote today that the while Hillary's staff called her tough after this week's debate, "she can break, just like a little girl, when male chauvinists are rude enough to catch her red-handed being slippery and opportunistic." What is she then, tough like a man or soft like a woman? I wouldn't buy a hot dog from someone called slippery and opportunistic. Hillary breaks all of the Emory Rose rules of selling. On top of that, her brand is tired, worn, tattered and torn.
Look back at the advice of Emory Rose in reverse order. He said that people will buy from you only if they like, trust, believe and understand you. If you are a small business or a new business or if you are selling a brand new product, start by making sure people understand you by crafting your message clearly. If people can understand you then they might try your product so they now believe you and they get real results so now they trust you and over time they come to like you.
One of the best brands in America is Cindy McIntee's little chain of restaurants called Mo's Chowder. You can see for yourself why people like her, trust her, believe her and understand her. Here she is at Small Business School.
