“… It’s not what the salesman says…it’s what the buyer hears…and sees…”

Image result for caricature of a "good salesman."“Learn to modify your approach to people, so as, to adjust to their method of receiving…. Rather than your approach to sending,” says Bobby Foster, former player, golf coach, and now business consultant to entrepreneurs and golfers, all over the United States.

Most salesmen employ a sales technique that initially had proven to be successful for them, but sooner than later… they will encounter resistance, and the potential buyer just “doesn’t understand” or accept their sales technique, as it applies to them. So, what must the “fancy salesmen” do; as he cannot afford to lose the sale, but still; he doesn’t want to modify his sales technique?

But, modify…we MUST. All salesmen should employ that technique which incorporates ALL of the various personalities, receptors, and attitudes of the potential buyer. The salesman MUST modify his approach to suit the buyer….remember, the buyer is KING.

Have you ever wondered why pharmaceutical companies, seem, to employ mostly attractive young women? And, the occasional handsome young fellow. They are there to satisfy what the potential buyer is “listening for.” It used to be that way, you may remember, within the airline industry. These same “allowances” are utilized along racial, economic, and cultural divides. One would not send in someone who was not fluent in Spanish, into a Spanish driven industry…would they? Large corporations, in particular, can afford to “style the salesman” such that they are properly, and fully, equipped to approach any given sales presentation scenario.

It’s not how we sell, it’s how the buyer listens. It’s not what the salesman says…it’s what the buyer hears…and sees. We salesmen must, therefore, adjust… modify…and adapt to the nuances of the buyer, if we are to meet our goals, budgets, and expectations.

God, also, expects us to adjust, modify, and adapt to His ways…not our own. As we are told in                  2 Timothy 3:16-17 All Scripture is breathed out by God and profitable for teaching, for reproof, for correction, and for training in righteousness, that the man of God may be competent, equipped for every good work.

God is aware of the gap between His perfection and our sinfulness. For most of us, there is a constant tension within us to try to close that gap, so that we feel more comfortable, such that we feel closer to God. Some of us will try to close the gap by trying to lower God’s standards… that will not work.  God does not change.  We can depend on Him to be the same yesterday, today…and tomorrow.

Ephesians 2:8-9 tell us…. “For it is by grace you have been saved, through faith—and this is not from yourselves, it is the gift of God—not by works, so that no one can boast. For we are God’s workmanship, created in Christ Jesus to do good works, which God prepared in advance for us to do.” When we “allow” God into our lives…He will produce “good works” within us.


About Charles Brooks

who is originally from Miami, Fla., moved to SC, holds two degrees from the University of SC. His business background is primarily in Real Estate Development (Motels, Hotel, Office Buildings, Restaurants, Residential) and Business Consulting. He currently is Managing Director of Brooks, Baker, Lehman & Kohlhepp - Investors in Real Estate and Mining, and has other business interests under the umbrella of Brooks Properties. FULL-TIME-MINISTRY: Fully engaged in spreading the Gospel of Our Lord Jesus Christ, with an emphasis on the Business Community.


Subscribe to our website to receive updates.

No comments yet.

Leave a Reply