The Southwestern Company 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.
