Before I discuss what I learned from this man, let me introduce him first.
His name is Brian Jiang, and he happened to live in my house. He’s 13 months old and looks a lot like me. Although he can’t fully walk yet, his mesmerizing gaze and smile would trump anything Steve Jobs puts on a picture. And his sales pitch, which is mostly composed of pointing and ‘da da’ sound, would put anything Alec Baldwin could come up with to shame. I would buy anything Brian tries to sell me. I am sure in 10 years he will drive me crazy. But for now he is absolutely world’s best salesman to me.
Here are three things I learned from him on sales:
1. Likability – this man likes me more than anything in the world. Every time he sees me, he would give me a big Duchenne smile (one that involves both the eyes and lips). When he is with me, his body language constantly reminds me how happy he is. As the result, I really like Brian too. In his classic book on the psychology of persuasion – Influence, Robert Cialdini puts ‘liking’ as a major principle of influence. No one does it better than Brian. In fact, I would do anything for this man.
2. Trust – it’s no secret that we buy from people we trust. For Brian, although I do question his ability from time to time, I’ve never questioned his intention and sincerity. When he wants another bowl of soup, it means that he really likes it, not that he is trying to make his mother feel better. People say a man is only as good as his word. For Brian, I know I can trust this man’s word regardless of its intelligibility.
3. Fearlessness – I have learned not to be afraid of rejection. However, no matter how much I try in this category, Brian has me beat by a mile. Some times he wants his toy, and sometimes he wants me to have his toy. No matter what he wants, he asks me with the fearlessness that commands respect and often cooperation. The unfair thing is, he didn’t have to ask Olympic ring donuts to train for this ability. He was born with it.
What is the world like if we have companies whose salespeople are 100% likable, trustworthy and fearless. I would find those companies and buy their stock no matter what industries they are in.
What have you learned from your own best salesman or saleswoman?