by Hank Trisler
At a recent sales seminar, an attendee innocently asked, "Is manipulation necessary in selling?"
I was eager to respond with my standard answer to such questions: "The principle difference between seduction and rape is salesmanship."
While true, I sensed that this was not the sort of information this serious sales scholar was seeking. It further occurred to me that I wasn't even really crystal-clear about the meaning of "manipulate." I cleverly quick-drew my iPhone and called up the Dictionary app. The following definition jumped out at us.
ma·nip·u·late
[muh-nip-yuh-leyt]-verb (used with object), -lat·ed, -lat·ing.1. to manage or influence skillfully, especially in an unfair manner: to manipulate people's feelings.
2. to handle, manage, or use, especially with skill, in some process of treatment or performance: to manipulate a large tractor.
3. to adapt or change (accounts, figures, etc.) to suit one's purpose or advantage.
4. Medicine/Medical . to examine or treat by skillful use of the hands, as in palpation, reduction of dislocations, or changing the position of a fetus.
Acting precisely as I'd expect a young, inquisitive student to act, he jumped all over the words, "especially in an unfair manner," like a Duck on a June-bug. He said, "Just as I had suspected. Manipulation is why salespeople have such a bad reputation."
WRONG, young Moose Breath, a bad reputation is earned by bad salespeople manipulating badly. Manipulation, when properly performed is complete undetectable. People only get mad about being manipulated when the manipulator screwed up.
Some people need help in making a good decision that is in their best interests. Some people simply don't know what's good for them. These people, and many others, need to be manipulated to enjoy a better life and that's just what good salespeople do.
A fellow named Herbert J. Taylor was the President of the Chicago Rotary Club in 1932 when he penned the guiding principles of Rotary International. They have come to be known as "The Four-Way Test." Before saying or doing anything involving other people, as yourself these four questions:
Is it the TRUTH?
Is it FAIR to all concerned?
Will it build GOODWILL and BETTER FRIENDSHIP?
Will it be BENEFICIAL to all concerned?
If you can honestly ask and answer these question of yourself, I think the question of manipulation is completely irrelevant. You can manipulate hell out of me, just keep me happy. That's what being a salesperson is all about.
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