A discussion about sales, sales tips and advice, and about those who land the deal

Ever hear of Bruce Barton?

You may not know it, but he holds the key to success when it comes to successful selling.  Let me explain...

I read a great article about him in a recent ETR newsletter.  As the article relates, he's most famous as the second 'B' in "Batten, Barton, Durstine, and Osborn" or BBDO, one of the most famous ad agencies of the 20th century.

He's also the creator of "Betty Crocker," named General Motors and General Electric, and helped build Ford Motors, Carnegie Steel, plus a few dozen more of America's most famous companies.

Here's the funny thing. Barton never imagined he'd wind up in the ad industry. Barton originally wanted to be a novelist. Then a journalist. For a while there, he was a magazine editor. But his partners would later say Barton was born for advertising.

Why?

Not because he could successfully "bamboozle" customers into buying. But for the opposite reason. Here's Barton himself, spilling out his personal philosophy back in 1925:

"Do not venture into the sunlight unless you are willing first to put your house in order... no dyspeptic can write convincingly of the joys of mince meat. No woman-hater can write convincingly of love... unless you have a real respect for people, a real affection for people, a real belief that you are equipped to serve them, and that by your growth and prosperity they will likewise grow and prosper, unless you have this deep-down conviction, gentleman, do not attempt advertising. For somehow it will return to plague you."

And then once more, writing in that same year:

"I believe the public has a sixth sense of detecting insincerity. We run a tremendous risk if we try to make other people believe in something we don't believe in ourselves. Somehow our sin will find us out... the advertisements which persuade people to act are written by men who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell."

Translation: "Be genuine."

That was Barton's secret. It's also the secret I suggest you and I carry into the coming year.

Being genuine means being honest with yourself too, as a professional. Especially when it comes to focusing on your objectives and setting the goals you'll target over a lifetime of selling.

A big part of being "genuine" is embracing everything that you, your program and your company has to offer. 

Are you doing that, Mr. or Mrs. Sales Professional?  Or are you doubting and second-guessing the benefits that you can offer compared to your competitor?

As sophisticated buyers here in the U.S., we can sniff out phony-baloney sales schtick a mile away.  We know when someone is simply selling, and not really "believing" in their product...there's no passion, no connection.  The thing is, your prospects can sniff out the same thing from you if you aren't passionate - and genuine - about what you have to offer.