ESKIMOS AND REFRIGERATORS

Is a good or only an irresponsible salesman able to sell a refrigerator to an Eskimo? In my seminars there often are arguments about this topic.

From time to time I use this subject to find out how my participants think about selling. Almost everyone agrees that selling refrigerators to Eskimo is highly dishonorable.

For me that is interesting, because I see it quite differently. The question is not whether a good salesman can sell a refrigerator to every single Eskimo (excuse me, actually the name is Inuit), but to one or the other of them. And why shouldn’t that be possible? Honestly, do you always want to defrost your beer first or, even worse, deal with burst bottles forever? Doesn’t an inhabitant of icy regions have the right to a well-tempered drink?

The question also conceals another topic. Many sales people make decisions for clients. They decide that certain products are not needed or even harmful for the customer without asking them. In one seminar I had a heated discussion with a participant who was upset that her grandmother had been “sold” something. When asked, however, it turned out that the grandmother had bought voluntarily and in full possession of her mental powers – and was in fact still very satisfied with her decision. And it wasn’t an electric blanket or a magnetic bracelet, but something the granddaughter thought was unnecessary in her grandmother’s life.

In my experience that happens again and again. Certain products or services are not offered to the customer (although they match their requirements), because the salesperson thinks that this is not the right thing for them. I think that’s just unfair.

For years my mother didn’t offer the best glass for picture frames to her clients in her workshop because she thought it was too expensive. When I was finally able to free her from this misjudgment, it turned out that most customers were happy to spend this money because they saw the advantages of it.

Back to the Inuit or colloquial Eskimos. Please let the good people decide themselves if they want a fridge after you have explained the advantages of such a device. Those who choose not to buy one have the right to do so.

The same applies, however, also vice versa. If a customer opposes your best recommendation, even though this would be so perfect for them, please do not take it against you. You are dealing with adult, intelligent people. They buy refrigerators or not. Your job is merely to initiate a possible purchase with the best means … even if you prefer to drink your beer directly from the ice.