It’s Up to You

by Jacques Werth

I was head of sales and marketing for a company that provided production equipment to the electronics industry when I fired our sales representative for the upper Midwest.  I hired a young man named Ben as his replacement, and we brought him to the home office near Philadelphia for two weeks of product training.

A few weeks later Ben called to say that one of the largest manufacturers of radar detectors was interested in one of our production machines.  The prospect would probably buy several more machines if the first one worked to their satisfaction.  The prospect was also looking at two of our competitors’ machines.

Ben made a sales call to see their VP of Production, and he had one of our demo machines in his van.

A few days later, Ben called me to say that the prospect had decided to buy one of our competitor’s machines instead.  I asked him why?  Ben said that he didn’t know the reason.  I asked Ben if the prospect had actually tried out the demo machine.  He said. “No, we only went over the written specifications, which I left with him.”

I said, “Ben, I want you to call the VP and tell him that you are on the way to his plant to set up and run your demo machine.  That way, he can see how it works compared to what he has decided to buy.”

Ben said, “That’s over 160 miles from me.  It doesn’t make much sense if he’s already decided on a competitor’s machine.”

I said, “Ben, just make the call and let me know what he says.”

A couple of hours later, Ben called back and said the VP wanted him to bring the demo machine the following Monday.

I told Ben that we would have one of our field technicians fly into an airport near the prospect’s plant on Monday morning, and Ben should pick him up.  Then, the techie would set up the demo machine properly and train the prospect’s people, and Ben, how to use it.

About two weeks later Ben called me to say that the prospect wanted to buy the demo machine and a second one just like it.  Ben wanted to know whether he had to go all the way back to the customer’s plant to set up the second machine.

I said, “What do you want to do?”

Ben said, “Well we have a lot more equipment that they could probably use.  But, it’s a long trip.”

I said, “It’s up to you.”

Ben made that trip and several more.  By the end of the year that manufacturer was one of our top ten customers, and Ben was one of our top three salespeople.


It’s Up to You

Next Sales Training Workshop, Connecting With High Probability, Starts Tue 21 Jan 2014

The next Sales Training Workshop on Connecting with High Probability starts on Tuesday 21 January 2014, and ends on Tuesday 4 February 2014.  Tuition is $245 per participant (US Dollars).

This workshop teaches participants one of the fundamentals of High Probability Selling (HPS), which is how we treat people and how we communicate with them.  We recommend this for people who are just beginning with HPS.

This workshop is a series of 3 sessions conducted by teleconference, and led by Jacques Werth.  Sessions will begin at 12:30 PM Eastern Time USA (same as New York City) on 3 consecutive Tuesdays.  Most sessions take 90 minutes to 2 hours.  For more info about our time zone, please visit World Clock – Philadelphia.

Sessions are live and interactive, and exercises will be assigned between sessions.

To register for this workshop, you may do any of the following:

  • Call us at +1 610-566-1535, Monday to Friday, 8:30 AM to 5:00 PM Eastern Time USA.  Our toll free number is 800-394-7762
  • Email us (to with your name and phone number, and tell us when we can call you for additional info.  Please do not send credit card information by email.

Please note that we require each applicant to complete the following before participating in this workshop:

  • Read our Confidentiality Agreement and agree to its terms.  These terms are explained on our Confidentiality Agreement Webpage.
  • Complete the High Probability Benchmark Survey conducted by Pinnacle Group International (free, takes about 20 minutes).
  • Pay the tuition for the workshop, $245 per participant (US Dollars).

For more information, please visit our connecting workshop description page.

Next Sales Training Workshop, Connecting With High Probability, Starts Tue 21 Jan 2014