Secrets of the Rainmakers - A True Story

Wayne Atwell was the first sales manager I had at Xerox Corporation. He called me into his office and told me he had selected me from the new business team to
take over a new territory. I'll never forget how he ended that first conversation. He said, "Fulton, I don't expect miracles but I want you to make it rain."

At the time, I was too excited to ask what I thought might be a stupid question, "He wants me to make it rain?" Months later I asked and he explained that a "rainmaker" was a person who could go anywhere, no matter what the conditions, and produce results. He said that there were basically four virtues shared by all of the rainmakers he had ever seen: Optimism, Ego, Greed and Empathy.

Optimism
At one time or another we have all been tested and wondered if the glass is half empty or half full. Optimists see it as half full and will always find ways to make the rain come.

There is an old story of the shoe manufacturer who wanted to expand his market. He sent one of his sons to Africa and the other to India. He quickly
received two mails. The first mail said, "No one in Africa wears shoes. Returning immediately." The second mail said, "No one in India has shoes. Send stock immediately." Guess which son eventually took control of the company.

Ego
While ego is not normally thought of as a virtue, Wayne explained that the rainmakers have so much pride that they never believe they can be outsold
or defeated. "They really believe that nothing is impossible for them." He told me about a call he had made with Agatha Harley, one of the most confident Xerox sales professionals you could ever meet at the time.

Agatha had been told by the buying committee of a large law firm that they had decided to purchase from a competitor. She explained that she had never lost a prospect to this particular competitor and apologised for having done a dreadful job for the prospect.

She then said, "Gentlemen, I would never challenge your decision. I know that you have analysed the question thoroughly and made the best decision you could based on the information you have. But, before we leave, will you please tell me what the difference was between their proposal and ours?" Thirty minutes later they were in the car with the order. She told Wayne that she would have jumped out of the window before losing that order. Agatha's ego wouldn't let her lose that order and ultimately she knew that the decision to buy from her was the best possible for the client.

Greed
Greed is another trait not normally thought of as a virtue. Wayne explained that the rainmakers are all motivated by something tangible. Perhaps greed is an uncharitable way to describe this motivating attribute of the rainmaker.

A friend of mine is a very successful commercial real estate agent--a rainmaker driven by monetary security. She is not blinded by greed nor does she let it drive her to the unethical. She simply states that as a single mother she has to "make  R200,000 a year to support and educate my children." She says that just because she is raising her children by herself, there is no reason for them not to have a new car, a comfortable home, quality schools and memorable holidays.

Empathy
The rainmaker instinctively understands the pressures on the buyer. He knows that the buyer has more on the line than the salesperson and he wants to help the buyer make the correct decision. Sometimes that means doing extraordinary things to get the sale and sometimes it means sacrificing a sale.

Years ago, one of my friends at Xerox got a sizeable order on a single call. He explained that several years before, the prospect was just starting his business and a Xerox copier was too expensive. My friend had recommended that he call a particular local competitor and buy a certain "start-up" copier. He even told him what price he should pay.

The customer appreciated the good advice this salesperson had given him based on his situation and when that situation changed for the better, he called the Xerox rainmaker. Empathy had turned a short-term loss into a long-term customer.

The Rainmaker Brings Life
The tribal rainmaker has always been a most honoured member of the community. It is his place to break the drought with his dances and incantations. He brings the rain that gives life to the crops and animals and
prospers the tribe.

Legend has it that a young Indian boy asked an honoured Indian rainmaker when he knew it was time to stop his rain dance. The elder bent down to the boy and whispered, "The dance is over when it rains. I just keep dancing until then."

Have a splendid week ahead!
David