Selling Secrets

An elderly male, well beyond his sixties, made history: his being enterprising and different surprised the sales industry. Three things are puzzling in this statement. First, it says an old man; second, he manifested a miracle in the world of sales; and third, he had the guts to be different.
This super grandpa (lolo) really made history. How? He simply sold five thousand copies of the Bible in one year. Yes, it sounds simple, you may say. In fact, you may also add that you too can sell ten thousand copies of the Bible. You challenge that you can do it in less than a week. That is the spirit. It is good if we can accomplish the job. But what if we could not? That would be very embarrassing.
Our super lolo did not do wholesale. He sold the Bible one copy at a time, and he went from house to house. How did he sell five thousand Bibles in one year? You have to sell more than thirteen books a day every day, seven days a week to sell all the five thousand copies in one year.
When interviewed, the old man refused to explain his story on camera. He told the TV crew to just observe him when he made his client calls. So they did. They saw our super lolo knock on the front door of a house. In labored speech, he beseeched the person who opened the door to him.
“Good morning, ma’am. I’m Ka (a colloquial term used before the name of an elderly) Roger.”
“Yes. Can I do anything for you, lolo?”
“I would like to sell you a Bible, ma’am.”
“Is that so?”
“Yes. Would you like to buy or would you rather listen to me relate to you the whole book?”
If it were you, how would you answer? What would you say? Will you buy or would you like Ka Roger relate to you the whole Bible? It might take him a week going through Old Testament in your house. Would you allow that? I suppose you would rather buy.
Each salesperson has his own creative approach. Each of them has his own particular type of novelty. Ka Roger is no different. The point here is that the impression we get at first blush in our story of our super lolo is the mystery that surrounds his accomplishment of selling a great number of Bibles. But the moment we learn the why and how of his tale, we are wont say, “Naku, ‘yun lang pala (So, that’s it)!”
What seemed a secret at first became common knowledge. With that knowledge, the shroud of mystery was removed. But It cannot be denied that Ka Roger’s secret or magic worked! Expect the same thing to happen with the secrets I am going to reveal to you here. They will work. They will bring forth amazing results like the secret of Ka Roger. They are mysterious at first until you learn about them. This is like the magic of David Copperfield and that of the other great magicians. It is truly magic until you learn how it is done.

THE PAKI- MAGIC

Salespersons are oftentimes confronted by various difficult situations akin to the performance of their professions. Divided conveniently into three, these situations are identified as the ONE-ON-ONE situation, the GROUP situation and the CRISIS situation.
How would you face these situations if you were confronted with them while doing your job? How would you react to each one of them?
According to Dr. Jocano, when confronted by a one-on-one situation-say, by a smart aleck or a persistent client-you should know how to use the principle of PAKIKITUNGO (harmonious relations). You do not make a sales call to engage in a debate but to make a sale. Through pakikitungo and respectful dialog, you can turn a sales rejection into a success. On the other hand, rejection could be the result if you do not exercise patience and consideration.
Filipino clients like being treated well. They enjoy being treated as very important personalities. This may be due to a once-popular slogan, The customer is always right. But, whether this is right or wrong, customers deserve to be treated well. They are who they are-customers-and their kind makes the business of selling alive and profitable.
How do you react when confronted by a group situation? Again, according to Dr. Jocano, know how to use the principle of PAKIKISAMA. Getting along well with your clients will surely get you what you want and where you want to be, inside the bank, making encashment.
The crisis situation is best met by PAKIKIRAMAY (sympathy). You express your intentions by giving a significant part of you to help bear the gravity of a given crisis. This is essential in the kind of relationship we build with our friends and clients. Without this, selling will be just as cold and empty as the concrete windowsill atop a tall building where even the birds refuse to lay rest after a day’s flight under the sun.
Paki- (please) is a Filipino magic prefix. When invoked, it is a special key that opens the door to all the avenues of agreement, cooperation and consent. When used wisely and sparingly, paki- makes the impossible tasks possible.

THE PINOY COMMUNICATION ARTS

What are the guidelines in a smooth interpersonal relationship (SIR)? First, know how to deal with your fellowmen. Second, do not harm their feelings. Third, do not hurt their self-esteem. You must always remember that Filipinos, as we have discussed earlier, generally are very sensitive, person-focused, and family-oriented. Because they make up your clientele, you should take extra care in dealing with their sensitivities, if you want to have harmonious relations with them and take home order forms bearing their signatures.
But how will you go about this? It is not easy to deal with clients with a lot of sensitivities, is it? If it is difficult to talk with a client, do you just turn your back on him and look for someone else?
This is not easy to do. If you leave a difficult client, you will find out that the next one is more less just like the first one. You are in the Philippines. No matter what direction your eyes take, you are bound to find Filipinos.
Selling is a social encounter. Hence, it is best that you train yourself on how to deal with your clients. Know how they think, what their beliefs are, how they feel and how they act. It is because selling after all is your ability to influence your client how to think, believe, feel and act the way you would want them to. Thus, it is important that you know how to organize your ideas, how decisions are made, how to experience are given meanings and what guides your behavior and actions.
During wartime, why do people kill their fellowmen when, in fact, they do not even know them; much more, have anything against them? It is because during this time people are either friends or enemies. In times of war, you are given a medal for killing the most number of enemies. But during peacetime, you get the most number of death sentences if you do this.
It is noteworthy that something makes a man do things-good or bad. In the same token, there are certain things that condition him to buy one product over another.
One of my sales champions, Erwin Flores, became a consistent top producer because he gave importance to the salient points about the proper ways of dealing with Filipino clients.
Just how exactly do you communicate with Filipino clients? Do you use the direct style? Do you go straight to the point? In some cases, yes. But, generally, you have to feel your way around. You do not know your clients. So, you may start off by talking about the weather, the rising dollar exchange, the latest gossip about movie stars and basketball heartthrobs or the recent headlines dominating the front pages. Find out what topic is appropriate to what client. This depends on the profile of the person you are talking with. Once you have established rapport, you can proceed in bringing up your real intention. This is the usual way.
The disadvantage of this common method is the amount of time being wasted. This is possible if you have all the time for small talk. In the province, this may be possible. But, here in the city, the tick of the clock is the measure of every thing. You wake up at precise time. You bathe, change into office attire and have breakfast right on schedule. Time is of the essence, so they say.
Hence, in dealing with your clients, it is necessary that you know time management. You need to have an efficient system. You have to know when, where and how you can take shortcuts. In short, you need to be extraordinary. How do you do this? How do you become unique?
It is simple. Learn to be different. Be familiar with the nuances and the basics of Filipino culture.
As we have earlier discussed, there are three parts in the basic approach to Filipino clients. First, we have PAHIWATAG (to hint); second, PABATID (to make conscious); and third, PAHAYAG (to state openly). If you are good enough and truly different, you can have all these three in one shot. In short, you are able to shoot three birds with one stone in your approach.
The same is true in martial arts, according to a friend of mine who is a karate instructor. He is an expert in the fighting techniques of Bruce Lee. He told me that the steps in basic self-defense and offense are three. If your opponent hits you, first, make a side step to avoid him; second, you parry or ward off the blow; and third, you deliver your own blow.
But if you are extraordinary, like Bruce Lee. The three counts become just one count, meaning, you sidestep, parry, and strike in one sweeping movement. You are able to do three things in a flash. You knock out your opponent. In sales, you catch your client in the first round, so to speak.
How can you accomplish these components in an instant? How do you hint, make aware and state your intention all at the same time? You need to be sensitive to body signals. Even if you have met your client only for the first time, you should know if he has no interest in your product; if he is beginning to take an interest in it; or he has obviously taken a deep interest in it.
From here, you can adjust the kind of approach and presentation you will perform. For a client who is not yet interested, your job is to arouse his interest. For someone whose interest has just been kindled, your duty as a trained salesperson is to fire up that interest. But for a client who is interested without doubt, your responsibility is to close the sales as soon as possible.
In this way, you do not waste time on long and use less pep talk about the weather and others. You know fully well where to start. Time is gold, remember.
Effective communication is measure by the amount or the degree of response you see from the other fellow. If you are trained or organizing your ideas, proficient in systematically arranging their flow, then, in not so many words, you can make you presence in your client’s place agreeable, acceptable and worthwhile because you will not leave the place empty-handed.
There are many styles of approaching customers written by Western writers. We can use some of them here, but most of them are not appropriate in our country. This is the Philippines, and our culture is unique.
Here in our country, it is so easy to break down the immense barrier between a salesperson and his client. All the salesperson needs to do is use a particular style of conversation. Through this method, he is certain to get a one hundred one percent response from his client. Why? It is because Filipinos and it is natural for us to give a cooperative response when approached in this manner.
“Ma’am, are you from Cotabato?”
“Yes. Are you from there too?”
“Yes, ma’am. I’m from Marbel.”
“Is that so?”
“Yes ma’am. We live close to the Marbel Rice Mill.”
“We are from that area. What did you say is your surname?”
“Valiente, ma’am. Mr. Yap, the rice-mill owner, is a relative from my mother’s side.”
At other times, the tone of your voice or your speech intonation is a big factor in gaining your client’s trust.
“Ala, ay taga-Batangas ka ga (Are you from Batangas)?”
“Yes, sir! Sa Kalatagan po ako tinao (I was born in Kalagatan).”
“Ako naman e taga-Nasugbu, pero nariyan sa Kalagatan ang isa kong anak at naka-empleyo sa Punta Baluarte (I am from Nasugbu, but one of my children is in Kalatagan and is employedat Punta Baluarte).”
“Ako naman po, sir, e dating nagtatrabaho sa Polo Club duon (As for me, sir, I used to work at the Polo Club there).”
“Ala, ay nalaro rin ako ng polo rati (I used to play polo too). Pero nang mapilay ang akin si Brando, ‘yung aking kabayo, e ako’y natigil na (But when Brando, my horse, got lamed, I stopped playing).”
Rapport is matching voice tone aside from matching body language. If you are successful in establishing rapport the Pinoy way, you develop a firm relationship of trust and responsiveness with your client.
In that way, you successfully put yourself ahead of the rest. You use a style that makes your client feel comfortable with you. It also paves the way for warmth and understanding to enter into your relationship because you have something in common with your client.
People transact business with people who are like them. If you come from the same province, things become a lot easier than when you are not. It also helps a lot if you are from the same fraternity or sorority, or if you both belong to a particular civic or professional grouping. More often than not, Filipinos give weight to this.

What are the guidelines in a smooth interpersonal relationship (SIR)? First, know how to deal with your fellowmen. Second, do not harm their feelings. Third, do not hurt their self-esteem. You must always remember that Filipinos, as we have discussed earlier, generally are very sensitive, person-focused, and family-oriented. Because they make up your clientele, you should take extra care in dealing with their sensitivities, if you want to have harmonious relations with them and take home order forms bearing their signatures.
But how will you go about this? It is not easy to deal with clients with a lot of sensitivities, is it? If it is difficult to talk with a client, do you just turn your back on him and look for someone else?
This is not easy to do. If you leave a difficult client, you will find out that the next one is more less just like the first one. You are in the Philippines. No matter what direction your eyes take, you are bound to find Filipinos.
Selling is a social encounter. Hence, it is best that you train yourself on how to deal with your clients. Know how they think, what their beliefs are, how they feel and how they act. It is because selling after all is your ability to influence your client how to think, believe, feel and act the way you would want them to. Thus, it is important that you know how to organize your ideas, how decisions are made, how to experience are given meanings and what guides your behavior and actions.
During wartime, why do people kill their fellowmen when, in fact, they do not even know them; much more, have anything against them? It is because during this time people are either friends or enemies. In times of war, you are given a medal for killing the most number of enemies. But during peacetime, you get the most number of death sentences if you do this.
It is noteworthy that something makes a man do things-good or bad. In the same token, there are certain things that condition him to buy one product over another.
One of my sales champions, Erwin Flores, became a consistent top producer because he gave importance to the salient points about the proper ways of dealing with Filipino clients.
Just how exactly do you communicate with Filipino clients? Do you use the direct style? Do you go straight to the point? In some cases, yes. But, generally, you have to feel your way around. You do not know your clients. So, you may start off by talking about the weather, the rising dollar exchange, the latest gossip about movie stars and basketball heartthrobs or the recent headlines dominating the front pages. Find out what topic is appropriate to what client. This depends on the profile of the person you are talking with. Once you have established rapport, you can proceed in bringing up your real intention. This is the usual way.
The disadvantage of this common method is the amount of time being wasted. This is possible if you have all the time for small talk. In the province, this may be possible. But, here in the city, the tick of the clock is the measure of every thing. You wake up at precise time. You bathe, change into office attire and have breakfast right on schedule. Time is of the essence, so they say.
Hence, in dealing with your clients, it is necessary that you know time management. You need to have an efficient system. You have to know when, where and how you can take shortcuts. In short, you need to be extraordinary. How do you do this? How do you become unique?
It is simple. Learn to be different. Be familiar with the nuances and the basics of Filipino culture.
As we have earlier discussed, there are three parts in the basic approach to Filipino clients. First, we have PAHIWATAG (to hint); second, PABATID (to make conscious); and third, PAHAYAG (to state openly). If you are good enough and truly different, you can have all these three in one shot. In short, you are able to shoot three birds with one stone in your approach.
The same is true in martial arts, according to a friend of mine who is a karate instructor. He is an expert in the fighting techniques of Bruce Lee. He told me that the steps in basic self-defense and offense are three. If your opponent hits you, first, make a side step to avoid him; second, you parry or ward off the blow; and third, you deliver your own blow.
But if you are extraordinary, like Bruce Lee. The three counts become just one count, meaning, you sidestep, parry, and strike in one sweeping movement. You are able to do three things in a flash. You knock out your opponent. In sales, you catch your client in the first round, so to speak.
How can you accomplish these components in an instant? How do you hint, make aware and state your intention all at the same time? You need to be sensitive to body signals. Even if you have met your client only for the first time, you should know if he has no interest in your product; if he is beginning to take an interest in it; or he has obviously taken a deep interest in it.
From here, you can adjust the kind of approach and presentation you will perform. For a client who is not yet interested, your job is to arouse his interest. For someone whose interest has just been kindled, your duty as a trained salesperson is to fire up that interest. But for a client who is interested without doubt, your responsibility is to close the sales as soon as possible.
In this way, you do not waste time on long and use less pep talk about the weather and others. You know fully well where to start. Time is gold, remember.
Effective communication is measure by the amount or the degree of response you see from the other fellow. If you are trained or organizing your ideas, proficient in systematically arranging their flow, then, in not so many words, you can make you presence in your client’s place agreeable, acceptable and worthwhile because you will not leave the place empty-handed.
There are many styles of approaching customers written by Western writers. We can use some of them here, but most of them are not appropriate in our country. This is the Philippines, and our culture is unique.
Here in our country, it is so easy to break down the immense barrier between a salesperson and his client. All the salesperson needs to do is use a particular style of conversation. Through this method, he is certain to get a one hundred one percent response from his client. Why? It is because Filipinos and it is natural for us to give a cooperative response when approached in this manner.
“Ma’am, are you from Cotabato?”
“Yes. Are you from there too?”
“Yes, ma’am. I’m from Marbel.”
“Is that so?”
“Yes ma’am. We live close to the Marbel Rice Mill.”
“We are from that area. What did you say is your surname?”
“Valiente, ma’am. Mr. Yap, the rice-mill owner, is a relative from my mother’s side.”
At other times, the tone of your voice or your speech intonation is a big factor in gaining your client’s trust.
“Ala, ay taga-Batangas ka ga (Are you from Batangas)?”
“Yes, sir! Sa Kalatagan po ako tinao (I was born in Kalagatan).”
“Ako naman e taga-Nasugbu, pero nariyan sa Kalagatan ang isa kong anak at naka-empleyo sa Punta Baluarte (I am from Nasugbu, but one of my children is in Kalatagan and is employedat Punta Baluarte).”
“Ako naman po, sir, e dating nagtatrabaho sa Polo Club duon (As for me, sir, I used to work at the Polo Club there).”
“Ala, ay nalaro rin ako ng polo rati (I used to play polo too). Pero nang mapilay ang akin si Brando, ‘yung aking kabayo, e ako’y natigil na (But when Brando, my horse, got lamed, I stopped playing).”
Rapport is matching voice tone aside from matching body language. If you are successful in establishing rapport the Pinoy way, you develop a firm relationship of trust and responsiveness with your client.
In that way, you successfully put yourself ahead of the rest. You use a style that makes your client feel comfortable with you. It also paves the way for warmth and understanding to enter into your relationship because you have something in common with your client.
People transact business with people who are like them. If you come from the same province, things become a lot easier than when you are not. It also helps a lot if you are from the same fraternity or sorority, or if you both belong to a particular civic or professional grouping. More often than not, Filipinos give weight to this.

THE TRUSTING PINOY

When a Filipino puts his trust on someone or something, he is serious. He is easily deceived (madaling marahuyo), so they say. But, with the passing of time, he has learned caution.
In sales, it is used as a guide by salespeople in order to help their clients make a wise decision in buying what they need.
In the 70s, salespersons were left to rely completely on their own strength and ingenuity. This was due to the lack of a basic standard formula or approach.
This is what happened to one of my friends who became a salesperson at that time. He was a salesman of a large and popular appliance store then. They had an impressive showroom in Rizal Avenue, Sta. Cruz, Manila. Their main product line then was compose of sewing machines and beds. But the store also carried television sets, refrigerators, stoves, stereos and others.
Every time this friend of mine was on duty in their showroom, he was able to make those who were window-shopping sign order forms and buy their products. He would remove his tie, roll up his long-sleeved shirt and go to where the window-shopper was. He would stay by his side and look together with him at the displays. He would admire the product with the prospective client while conversing with him. Shortly afterwards, he would lead him inside and ask him to sign an order form.
He would be able to sell outright to six out of ten. The rest either came back the following day or called up to cancel the signed order sheets because they discovered that they did not have the capability to buy what they ordered.
Why did they sign the order form in the first place? Simple!
With the style and technique of this friend of mine, he was able to win the trust of the prospective buyer. He exchanged pleasantries and swapped opinions with him in the showroom as if he were buying himself. Where the client showed admiration, there he also did likewise. Thus, even those who had no intention to buy at that time were moved to sign order forms. The intention to buy is there, all right. But they did not have the available funds yet, so they were just looking around.
The point at issue here is the effectiveness of the system of BUYING THROUGH THE BUYER’S EYES and THE MIRRORING STYLE, wherein the salesperson discreetly observes the gestures of the prospective clients and imitates them to a certain degree.
In my friend’s case, apart from the gestures of his client, he also observed closely what product or product parts the client was interested in. he would focus there and explain its features with a registered enthusiastic tenor. We all know that genuine enthusiasm is contagious. Hence, his prospective client would end up being enthusiastic too. So, when he was invited into the showroom, he would follow without question. When he was asked to sign, he would sign presto! He would realize his rashness only when he arrived home. Too bad, he got carried away with no intention to buy-at least, not in the meantime.
“People buy trust first, product second,” says Kerry L. Johnson, an American trainor and author.
It is true that the first thing your client buys from you is not your product. It is trust in you because of your credibility. They know that what you are selling is good. But what pushes them to buy is your endorsement that your product is good. Once you win your client’s trust, you automatically win his approval.
The existence of trust between you and your client automatically brings harmony into your relationship. If that happens, even if there arises some point of contention, you would find a way to resolve it.
“You have to establish the belief and confidence of your client in you; otherwise, you won’t be successful,” says Dr. Jocano.
Consider: Would the window-shopper allow himself to be led into the showroom if he did not trust the one who led him? Would he sign the order form in the first place if he had no trust in the salesperson who asked him to sign?
This is where we find truth in the saying It is the salesperson who makes the decision to buy, because he puts himself in the shoes of his client. But how do you actually put yourself in the shoes of your client? First, you have to take the shoes of your customer’s feet.
But the decision to finally pay for the product is a prerogative that is entirely your client’s. What is important here is that you have initiated the process of his decision-making, which will eventually lead to the direction you have in fact decided for him earlier.
Trust is one factor that is always present in the profile of a Filipino client. In other cultures, this degree of trust that you give to somebody else, at times allowing him to practically decide for you, is unthinkable.
I remember an experience I had when I was in the US some years back. I took with me a visitor who was a fellow Filipino to a big restaurant. He had just arrived, and it was his first time in the US. He was looking at the menu when he asked the American waiter, “Waiter, is this good?” as he pointed to the item on the menu.
“Yes, sir, it is.”
“How about this one?”
“That’s also good, sir.”
“Here’s one more. Is it also good?”
“Yes, sir, you’re right.”
“Okay,” he said while putting down the menu, “choose for me the best from among the three and give it to me. That will be my order.”
“I beg your pardon, sir, but I couldn’t make the choice for you.”
“Is that so? How come?”
“You’re the one who’s going to eat it, so you choose.”
They haggled for some time, until my visitor made the choice himself in the end because the waiter could not be made to do it.
Cultures indeed vary. What is permissible in one culture may not be in another. There are varying profiles of people all over the world. The profiles of sales clients likewise vary from one nation to another. Here in our country, the client is truly unique. It has been said that the Filipino is different (iba ang Pinoy).
We have discussed in earlier chapters that Filipinos are sensitive, person-focused and family-oriented. These are the general categories. The particulars are more complicated if we study them closely. You see, there is always a sense of pride in the Filipino. The real Filipino is always proud to be a Filipino wherever he is.
One good example is our friend Dr. Jocano. When he was in China, someone approached him and said: “Dr. Jocano, you look like a Chinese.”
“Don’t say that! I’m a Filipino, and four hundred million Chinese look like me.
Definitely, there is pride of identity in that reply. We are Pinoys, and we are expected to be proud of what we are. If we are not proud of our race, who else will?
“To be proud of one’s citizenship is to reflect the highest teaching of humankind,” said former Philippine president Manuel Roxas.
According to author and historian Gregorio Zaide: “Of all Asian nations, the Filipinos are verily the most unique.”
“They have that community of thought, of feeling and of interest-the national unity and spirit,” added former ambassador Carlos P. Romulo, Sr.
What do we oftentimes hear? Pilipinas: Isang Bansa, Isang Diwa (Philippines: One nation, One Spirit), is it not? But why do we say one spirit? It is because we have only one source of standard of harmonious relations-that is good character (mabuting asal).
Among the Bisayan, it is kina-iya. To the Ilonggo, it is kabubot-on. To the Waray, it is batasan. To the Bikolano, it is marhai. To the Ilocano, it is napintas nga ugali. To the Kapampangan, it is mayap-a-ugali.
From Aparri to Jolo, wherever you go in the Philippines, you will notice a certain uniformity in the way people relate with one another in every domicile you visit. This is kagandahang-asal (good moral character).
Have you ever experienced an incident where the house owner slams the door on your face after you greet him “Good morning, sir (Magandang umaga po)” with a smile? Never! As long as you are in a Filipino domicile, you are certain to be treated in the same respectful manner as you have extended. If ever somebody slams the door on you, he is what we consider the exception. The reason why he has that kind of asal (character) is because he has been influenced by the prevailing mores in other cultures. Or, it may also be because he is carrying a heavy burden in his heart. But, generally, Filipinos are easy to get along with.
But, if they are easy to get along with, does that necessarily follow that they are easy to sell to? If Filipinos are generally nice people, does it mean that they are gullible and easy to fool?
To answer these questions, let us examine a few customer interviews done at random involving a cross section of Filipino clients.
“Ma’am, why don’t you like that salesperson? He looks decent to me.”
“He’s decent indeed. That’s OK, but he does not know how to deal with people.”
“Why do you say that?”
“Well, imagine, I disagreed with him at some point of his discourse and, goodness gracious, he engaged me in a debate. As if he is right all the time and I am always wrong.”
“What is it that you dislike about that salesperson, sir?”
“He’s unreachable. I offered him a cigarette and he declined. I gave him one shot of gin and he refused again. And you know what? This is what he told me: ‘Thank you, sir. I don’t have minor vices.’ What does that make of me? Full of vices? How ungrateful!”
“In short, he didn’t know how to get along with others?”
“That’s right. You couldn’t have said it better.”
In these examples, Dr. Jocano has only this question to ask: “Do you want to make a sale or do you want to start an argument?”
You are a salesperson. The reason why you sought your prospective client is for you to make a sale, not to start a debate or propagate your personal convictions and beliefs. It is important that you know how to get along well with people.

THE PRINCIPLE OF PAKIKISAMA

Decision-making in this country is not based on logic or reason. It is not the meeting of the minds, as in other societies. It is the meeting of the hearts. In other words, it is intimacy (pagpapalagayang-loob). If it is present in your relationship with your client, even if you commit a mistake, you will be given another chance,” Dr. Jocano explains further.

“Filipinos are relationship-oriented, not individual-oriented, like the Westerners. They always evaluate one another according to the value system that each one of them possesses. It is something that they seriously internalize. Why? Because Filipino society is a relationship society, it is feelings-focused,” Dr. Jocano adds.

“One should move and talk, much more behave, along this criterion. Because if we did not, there would be no meeting of the hearts, and what would be disadvantageous to the salesperson trying to get his client’s approval of his product,” emphasizes Dr. Jocano.

This is how relationships work in the Philippines. The concept of getting along well with others (pakikisama) is predominant. In fact, it is safe to say that this concept is above all things at times. For example, it is practiced by people sitting in high positions in public as well as in private institutions. We see it everywhere, but nobody will openly admit that it is entrenched In the bureaucracy.

We learn of its effects from the complaints of the victims of those who abuse this concept negatively. For instance, one believes that he should have gotten the job he applied for because he is qualified and he has attained a high rating in the exams given, but the head of the company has chosen someone else. Why? It is because the boss and the applicant came from the same school.

In this case, pakikisama becomes an instrument of unfairness and injustice. Sometimes it is true that this concept is used erroneously. Oftentimes, it is used as an excuse for not doing the right thing. Nakisama raw kasi (He had to go along with others).

“Pakikisama is not a value. It is a norm because it tells you what to do. It is not a standard of anything. It is a rule so that the standards of interpersonal relations are met,” Dr. Jocano adds.

When utilized positively, pakikisama becomes a potent instrument of friendship. We often hear it being said, ”Iba na ang may pinagsamahan (The tie of friendship is beyond the ordinary).” Why? It is because concern is what true friendship conveys. It is giving support and assistance to our friends in need.

“Pakikisama is Filipino tactfulness. Can you be tactful without taking into consideration the feelings of others? Pakikisama is the Filipino spirit of teamwork. Is there teamwork without thinking of the good of the other members of the team? Pakikisama is the Filipino principle of Pr (personal relations). Is there PR without wanting to get along well with others?” asks Dr. Jocano.

So, what is the role of this concept in making sales champions stay champions?

If we look into the life of Fil, our example of the rags-to-riches success story, we will discover how important pakikisama is in becoming successful.

When Fil was still a small-time salesperson, he called up almost all his customers-in the evening, on weekends or during any hour that is convenient to talk.

“Why do you call them up?”

“None.”

“None? As in N-O-N-E?”

“Not really, what I mean is we don’t have to talk about important things.”

“So, what do you talk about, for example?”

“The latest news. At times, gossip. A little of this and that. Sometimes I would just like to know how they are faring. We talk about life. I share them my experiences in Manila. I find them laughing at them. In this way, I am able to give them some sort of entertainment.”

“Don’t they get enough of you calls?”

“Of course, not. In fact, if I don’t call them up, they ring me up and keep me busy on the phone.”

“Is that true? What have you gained by doing that?”

“Well, they became my friends. When the products I was selling became more sophisticated, I approached them. They did not hesistate to help me find buyers for them.”

“What about now that your’re a multimillionaire? Do you still call them up?”

“Oh, yes. You don’t forget clients just because they have already bought from you, do you? It does not seem nice. Befriend them. After all, they have helped you, right?”

This is concrete proof of the saying Rome was not built overnight. The fruit of the pakikisama we sow does not come in a flash. It takes time, patience and understanding.

Fil is a professional, with an unquestionable integrity and an encouraging etiquette. An integral part of these three higher qualities that he possesses is kabutihang-asal (good character). He cannot go on having friendly relations with his clients if he does not have this.

Salespeople in the car business call this After Sales Service. The others call this After Sales Relationship. Whichever way you call it, the bottom line is that your relationship with your client stays even long after you have closed your first sales pitch with him. By achieving this, you have fulfilled your moral obligation to truly care for your clients.

Lita Terrado has put an additional dimension to it by including her children in befriending her clients. She said that if one is already effective, two or three others are even more effective.

“I’ve noticed that involving my family in my work has made my clients trust me more. It has made a different impact,” Lita added.

These sales champions have maintained the warm relationship they have established with their clients from the beginning. They likewise have stayed successful.

Going back to Dr. Jose Rizal: “There are ten factors of success: one is work, and the other nine are more work.”

If this is how difficult it is to win or go up the ladder of success, you can just imagine how much more difficult it is to stay on top. If you are there, the only way left to go is down.

“The moment that you commit a mistake, you will definitely plummet downwards, crash back to earth and fall by the wayside,” sabi nga ni David Loo.

It ain’t easy going down, goes a popular song. Why? It is because getting up again will not be just as easy as it was when you started inching your way up to the much-coveted peak of success, especially when you have been irresponsible to let it slip away.

According to Dr. Jocano, “If we want to become successful sales champions, we must, first and foremost, learn how to enhance our relationship with our clients…. Let us treat our clients the way we would treat respective families.”

So, who will be your judge as to whether or not you stay a sales champion? Is it you? Is it fate? May this be a sweet echo in your memory: “You will be judged by the kind of asal you project while interacting with your clients.”