The Southwestern Company Internship Difference Blog
Now and then, I’ll receive a correspondence from someone a Southwestern Company independent student dealer has met in the course of running their business who does not have a complete understanding of our summer sales program or the dealer’s intentions. Why? My experience leads me to believe, more often than not, they are not listening or wanting to understand. That’s a shame. It is quite a simple concept – for those who take the time. Here’s what I think:
FEAR BREEDS MORE FEAR; MISINFORMATION LEADS TO MISCOMMUNICATION
Case in point: an e-mail recieved July 14, 2009 (in entirety):
To Whom It May Concern,
We were approached by an extremely polite, nice young man selling your wares. We live in Florida and it is extremely hot for someone to be biking around door to door (91 degrees). As nice as this person was all I can think about when someone comes door to door is whether they are staking out our home for robberies or what type of scam is being pulled.
Even though you are a legitimate company, I would never buy from you this way and I really think it is a horrible way for a young person to make sales. Most of my neighbors also feel this way and we all feel really sorry for the young person. This seems like a really ineffective sales technique not to mention dangerous for young people. As a legitimate business with a good name dealing in materials for children I can only say it doesn’t reflect well on you.
“What you have told me is a common fear that runs deep through the thread of America at this time in particular households. Since 9/11, I have noticed an increased awareness and sense of protection in countless neighborhoods. I really think this is a great thing for each community and our nation.”
“I certainly respect your opinion of door-to-door sales and appreciate the openness of your e-mail. I think there is a whole other side to this type of sales that benefits the students dealer, the customer they do serve that have a need for the products and the community in general that welcomes them.”
The conclusion to my e-mailed response:
“As a parent of two daughters, I understand where you are coming from. I have, however, also been on the other side. While the door-to-door sales model for this program does have very old roots, please keep in mind, for the student it provides attributes found desirable in the workforce even in today’s technological and sophisticated society. The byproducts of sales are quite simply a real life education the students do not receive in the classroom. Our real product is the students themselves, rather that the books and software we publish.”
No one has to subscribe to my opinion. I only ask they approach it with an open mind.
I think that it is true that many families do have those exact fears. I also appreciate the way this email approached the topic of the specific fear. To many times i have been turned away from families purely because they thought that door to door in itself was a terrible way to learn about or buy products. however educating families such as in this specific case further helps the door to door selling lifestyle to become more of an acceptable practice as a form of work.
I agree Chad. When you think of using the opportunity to educate someone about the virtues and benefits of door-to-door solicitation, it can be a win-win – even if they don’t make a purchase. Some of the most interesting, nicest people you meet are hesitant at first.
Fear is common among people, and fear is often not beneficial to us. Some fear keeps us safe, but most fear denies us opportunities in life. We knock on doors, aiming to show families a study system that will help their children’s education, but their fear of lies denies them the chance of getting the help.
Andrew – that is excellent! There are two types of fears, the good kind and the bad kind. One is natural and keeps us safe, out of harm’s way such as the fear of getting severely injured in a car accident. We wear seat belts to nullify the fear. The other type is one founded on false information of principles.
I’d have to agree with you, Trey. It seems like some people are just so closed minded that they don’t stop to think about why a student would make the choice to participate in this program, and what benefits they could be out to gain.
Yes, but it takes all kinds of people to make the world go round… I thought by sharing this, I could show how it is possible to help others see the beneficial side to selling door-to-door.
I personally prefer enjoying the outdoors compared to my old job where I spent every single day inside a air-conditioned, stuffy lab!
“…I would never buy from you this way…” No problem, thanks so much your time! (For every person who has said something similar to me, there have been ten who said, “Wow, what you’re doing is so cool!”)
You bring up a good point Robin. It is always important for each person to have their own opinions, but for every one person that gets upset about it, there are lots more who are welcoming or neutral.
I can understand and appreciate this person’s concern for the student; however I sold for seven summer during great turmoil in this country, 65 through 71, and never felt or experienced any danger. To the contrary, to this day I have no doubt that what I learned about myself, others, families, communities, and our great country is the best experience and education of my life.
My own experience tells me that when you voice a concern to others they tend to agree with you to avoid confrontation so this person’s perception that “most of my neighbors shared my feelings and felt sorry for the student”, was most likely overly stated and misread?
I never one time in all the thousands of presentations I gave wanted anyone to ever feel sorry for me and never relied on anyone to buy my books because I needed the money to go to school. I learned the most effective selling is that which focuses on the benefits of the product rather than my own personal needs. That became such a part of my makeup that I could never betray that philsophy and principle.
I could go on and on but basically I would disregard this person’s comments as irrelavent to the experience of being a “book man”.
Jim, well said. In all of my experience, I think it’s safe to say this person generalized the opinions of his neighbors. One by one, one home at a time, the thousands of bookmen and women each summer will help people see there is nothing wrong with talking to one another, learning from one another and approaching families at their home. Thanks!
So- I am curious as to why you decided to post this? I’m interested in knowing more on this subject.
Melanie – I think it is important to publicly identify and address the issue that some people find door-to-door sales as bothersome, inefficient or simply unsafe. It’s healthy to communicate both sides. By posting an actual e-mail and portions of my response, I had hoped to open the dialogue and get people talking. Thanks everyone for your comments!