Nice Ride! – Why you shouldn’t negatively prejudge

Don’t ever negatively prejudge the result of a sales encounter. I think in terms of one of our sales processes we need to make sure we are always thinking of giving it our best shot.

Don’t be like the Rolls-Royce salesmen in Indianapolis, Indiana. On a Saturday morning three Rolls-Royce sales people standing around talking. An old fellow walked in, in wearing dirty coveralls with a couple of holes in the knees. He walked over and looked at the Rolls-Royce in the showroom, and the salesperson who was up to talk to the next customer thought, what a waste of time it would be with this guy; so he blew him off.

And the other salesperson walked over and welcomed him to the dealership. He was courteous and accommodating to him. He subscribed to the philosophy never ever prejudge anybody. You don’t prejudge them by how they dress; you don’t prejudge them by your initial impression. The great sales people on the planet today are the men and women that every time they encounter somebody they give it their best shot every single time. The salesperson gave it his best shot and it worked out because Mr. Lilly with Eli Lilly and Company bought two that morning. One for himself and one for his wife; then he went back and finished his yard work.

If you are going to do any prejudging, positively prejudge. Is the projection of a balanced, positive demeanor something others have learned to expect of you? If so, that’s good. It demonstrates that you have cultivated a very positive habit. Confucius said, “He who cannot smile should not keep shop.” I say, “He who does not smile often does not sell often.” In selling any product, service, or idea, your disposition will have an impact on the response to your proposition.


Read more in Don Hutson’s new book Selling Value: Key Principles of Value-Based Selling. Get your copy today:



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