Gitomer speaks in Springfield

“You live in the greatest place on the planet. You live in the real America,” the syndicated sales author told attendees during his Oct. 25 seminar at Ozarks Technical Community College.

Gitomer said Midwestern manners and ideals make selling easier here than in other parts of the country. He should know, because he travels to seminars 250 days a year.

“You’re living in the land of happy here,” he quipped.

Of course, just living here doesn’t make someone a great salesperson. It takes mastery of basic human qualities that most people take for granted, such as positive attitude, enthusiasm, patience and confidence.

Most of all, though, Gitomer said successful salespeople must be friendly. Selling is not manipulating a client, he said. It’s harmonizing with them.

Solid draw

“I think he’s awesome. I like his energy,” said attendee Terri Hall, sales manager for OnMedia, which, along with Springfield Business Journal, Joplin Tri-State Business and OTC, sponsored the event.

This was Gitomer’s second trip to Springfield. He initiated OTC’s National Speakers Series last October.

The series also brought best-selling author Harry Paul to town and is looking to lure authors Jim Collins and Thomas Friedman next year.

This year, Gitomer drew 249 people – one more than last year, said Dana Patterson, OTC’s assistant dean of continuing education.

“When you bring back the same speaker, you worry that you’ve saturated your market,” she said. “But we’re very happy to see that 90 percent (of the attendees) were brand new.”

Still, Gitomer said 70 percent of his speech was new in case he had repeat customers.

“I don’t want to insult anyone by giving them the same talk twice,” he said. “I’ll be back next year doing more new things.”

During a session break, first-time attendee Corrine Eschenbach said she was enjoying Gitomer’s presentation.

Eschenbach, an executive meeting manager with The Lodge of Four Seasons in Lake Ozark, decided to come to the seminar after reading Gitomer’s “Little Red Book of Selling.”

“I felt like I could gain more coming and hearing him and interacting with him rather than just reading the book,” she said.

Sales tips

Gitomer spoke for about three hours, and here are some of his observations:

• Advertising doesn’t work if the product stinks.

• Never lower a price to make a sale.

• Cold calls don’t work.

• It’s not who a salesperson knows, it’s who knows the salesperson. Reputation is key.

• Land a star client and others will follow.

• Use customer testimonials to earn other sales.

• Brochures are a waste. They end up in the trash can.

• Be professional, but don’t talk professionally. Talk friendly.

• People hate to be sold, but they love to buy.

• Customer satisfaction is worthless. Customer loyalty is priceless. “Would you rather your spouse be satisfied or loyal?” Gitomer asked.