A talk show host gets schooled in sales

In the 1960,s Merv Griffin  had a popular talk show on TV.He would have a lot of famous guests like The Dalai Lama ,Muhammed Ali,Salvador Dali , and some not so famous guests like the Japanese general who planned Pearl Harbor...and  even a Man who called himself the  Worlds Greatest Salesman, A man nobody had ever heard of .but was arrogant enough to claim the  title .Mervs producer booked the "Worlds Greatest " Telling Merv "Maybe he really is the worlds greatest salesman ,who knows? .

, "If nothing else it would be entertaining to fluster him and debunk his claim.of being the Worlds Greatest salesman" ,we will see Merv muttered to himself .

When Merv announced to the audience that The worlds Greatest Salesman had agreed to be on his show , the audience snickered .
Merv looked at the audience and said I understand your Skepticism  , "believe me I feel the same way .He calls himself The Worlds Greatest Salesman , we will see if he says that after I get done with him".

After a commercial break , Merv introduced the salesman to the audience

"So I hear that you are the worlds Greatest salesman" Merv said

"Yes sir ,I am "said the worlds greatest .
After what seemed like 5 minutes of silence ,Merv broke the ice by saying

" If you're so great why don,t you prove it  to me and the audience and sell me something" Merv said

"Ok , what would you like me to sell you ?The salesman asked and waited silently  for Merv to answer .Once again it felt like 5 minutes of silence .

This wasn,t going the way Merv anticipated so after a few  moments of  thought Merv said "how about a ashtray"?

"Why do you want to buy a ashtray" ?the salesman asked ,once again waiting patiently for Merv to answer.

Taken aback Merv said "because some of my guests smoke and I wouldn't want the ashes to burn a hole in one of the oriental  rugs" Merv said

"Those are good reasons . Just so I could tailor something to fit your needs can you describe what your ideal ashtray would look like" ? the salesman asked and stood silently  

Now on his heels , Merv said "I would like a ashtray that  is  one of those glass like pedestals,that would fit with the motif of the set"

"How tall would you like it to be" ? the salesman asked and stood silently waiting for Mervs response

"About 3 feet high no higher than that"  Merv said

"And what color would you like it to be? Asked the Salesman

"Blue to match the carpet" said Merv.

"And how much would you be willing to pay for a blue 3 foot pedestal ashtray"? asked the salesman and waited

"My stage manager usually handles this , but I would think $200 to $300 would be fair" .Merv said

"Ok. Its yours for $250" the salesman said.

  He walked over and  shook Mervs hand  and then  promptly walked off the stage, never looking back at Merv who was standing mouth agape and flabbergasted ,that he had been sold a ashtray on national T.V.

Contrast the "Worlds Greatests" approach to the typical salesperson ,who would have tried to sell Merv a pen ,or a chair.Boring him with features and benefits of the product ,selling what they are selling rather than what the client wants to buy.clients buy for their reasons ...not the salespersons .Selling is not telling .Its finding a need/problem and solving it.Finding a need/problem the client has is revealed by asking questions and listening to the answers

My mentor used to always say to me "People will Not implement solutions to problems they do not think they have".Find the need /problem and then and only then show them how your product will solve their problem.

 .

 .