“I
damn well guarantee, nine times out of ten, it’s bound to work.
You’ve
got the sucker on the hook.” That’s pretty much what the
training
guy told me and the other salesmen in our class that day.
Kansas
City Star, that’s what I are. That famous Roger Miller song
of
the 1970s played on my car radio the first day I went to work
as
a display advertising salesman for that acclaimed Midwestern
newspaper.
The
instructor, hired by the paper to increase sales and production
from
their reps, was a high pressure tactician with an array of
deceptive
shyster practices in his repertoire.
“When
you’ve finish your pitch to businesses extolling the benefits
of
newspaper display advertising as the optimum and lucrative
method
to attract prospective customers to buy their products and
services,
look them in the eye with a confident and reassuring
intensity.
And holding the contract in one hand, present them with
a
pen outstretched in your other hand.
Their
instinctive inclination is to accept the offering, and then they are
prompted
to act, signing their contract to buy. Don’t take no for an
answer.
Keep pushing that pen in their face. Close the damn deal,
signed,
sealed, and delivered!”
Well,
for me that was a nervously sweaty proposition. I was not
used
to pushing my will on anyone especially trying to convince
a
hesitant customer to spent some of his profits on the “maybe”
possibilities
of advertising.
But
this was the job which my employer not only expected,
but
demanded results from me. Sales and profit were the sole
objectives
here.
So,
off I went that day determined yet a bit nervous about my
first
attempt. It was a local car dealership, AMC Rambler as I
recall
(at the time, not one of the top automotive companies
in
the industry.)
Upon
my arrival at the dealership, I identified myself to the
lady
in the lobby and asked to see the person in charge of
advertising
who happened to also be the owner of the estab-
lishment.
I waited in the showroom, and in a few minutes
he
appeared (not congenially smiling either as he would have
had
I been a customer rather than a newsprint salesman).
His
look, I surmised, told me intuitively that he had better
things
to do with his time and money. Nonetheless,
we
shook hands and I began my spiel, showing him
examples
of display ads from some of his successful
competitors.
At
the finish, my outstretched pen in hand was a no go.
With
arms firmly folded across his chest, he
roundly
rejected
my proposal telling me business industry-wide
was
in slumping times.
His
negative demeanor convinced me to withdrawal.
And
with my tail between my legs, so to speak, I left
empty
handed.
It
was just my luck. I had run into the one and only
guy
in this whole stinking town who “wasn’t buying it.”
I
got that one in ten chance that asshole trainer had
talked
about earlier that day. What, I wondered, were
the
odds of that?
It
was then it struck me, I had better look for a different
profession,
being skeptical of any wise guys who tried to
hand
me a pen. Perhaps the next time I would take Roger
Miller’s
musical hit career path as my theme song—
“Trailers
for sale or rent, rooms to let 50-cents…
I’m
the King of the Road.”
-30-
Chris
Hanch 2-27-2023