Business Marketing Advertising

In looking over the manual used by the salesmen of the National Cash Register Company I came upon a thought which is worth passing along here.
“Learn the value of patience,” counseled the manual, “remember you are asking your prospect to understand in half an hour what it has taken you months to learn.”
Even though our problems are different from those of a salesman selling cash registers, there is a world of wisdom in this advice. It is all too true that as we grow in experience we become increasingly impatient of the viewpoint of the man we must sell.
When he offers objections which we have heard for the ten thousandth time, we forget that in his mind the objection is very real, and very important. We impatiently brush it aside. We lack patience to try to see the situation through his eyes.
When we explain points that to us are as clear as day, and the prospect fails repeatedly to grasp them, we lose patience, and let our voice reflect irritation. The buyer, not wishing to be thought dull, says he understands when he doesn’t understand.
Let us remember that patience is the basis of all teaching, and stripped of its mysteries and theories, selling is nothing more or less than teaching. Don’t you agree with me?