"‘They show bad taste,’ Roosevelt boomed, ‘and I’ll tell the President so when I see him.’ “Alice brought a piece to him on a plate, and he went over to the office eating it as he went and greeting gardeners and laborers as he passed. . . “He addressed each person just as he had addressed them in the past. Ike Hoover, who had been head usher at the White House for forty years, said with tears in his eyes: ‘It is the only happy day we had in nearly two years, and not one of us would exchange it for a hundred-dollar bill.’ ” The same concern for the seemingly unimportant people helped sales representative Edward M. Sykes, Jr., of Chatham, New Jersey, retain an account. “Many years ago,” he reported, “I called on customers for Johnson and Johnson in the Massachusetts area. One account was a drug store in Hingham. Whenever I went into this store I would always talk to the soda clerk and sales clerk for a few minutes before talking to the owner to obtain his order. One day I went up to the owner of the store, and he told me to leave as he was not interested in buying J&J products anymore because he felt they were concentrating their activities on food and discount stores to the detriment of the small drugstore. I left with my tail between my legs and drove around the town for several hours. Finally, I decided to g back and try at least to explain our position to the owner of the store. “When I returned I walked in and as usual said hello to the soda clerk and sales clerk. When I walked up to the owner, he smiled at me and welcomed me back. He then gave me double the usual order, I looked at him with surprise and asked him what had happened since my visit only a few hours earlier. He pointed to the young man at the soda fountain and said that after I had left, the boy had come over and said that I was one of the few salespeople that called on the store that even bothered to say hello to him and to the others in the store He told the owner that if any salesperson deserved his business, it was I. The owner agreed and remained a loyal customer. I never forgo that to be genuinely interested in other people is a most important quality for a sales-person to possess—for any person, for that matter.” I have discovered from personal experience that one can win the attention and time and cooperation of even the most sought-after people by becoming genuinely interested in them. Let me illustrate. Years ago I conducted a course in fiction writing at the Brooklyn Institute of Arts
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