Ben Franklin has been dead now for a hundred and fifty years, but the psychology that he used, the psychology of asking the other man to do you a favor, goes marching right on.
For example, it was used with remarkable success by one of my students, Albert B. Amsel. For years, Mr. Amsel, a salesman of plumbing and heating materials, had been trying to get the trade of a certain plumber in Brooklyn. This plumber’s business was exceptionally large and his credit unusually good. But Amsel was licked from the beginning. The plumber was one of those disconcerting individuals who pride themselves on being rough, tough, and nasty. Sitting behind his desk with a big cigar titled in the corner of his mouth, he snarled at Amsel every time he opened the door,”Don’t need a thing today! Don’t waste my time and yours! Keep moving!”
Then one day Me. Amsel tried a new technique, a technique that split the account wide open, made a friend, and brought many fine orders. Amsel’s firm was negotiating for the purchase of a new branch store in Queens Village on Long Island. It was a neighborhood the plumber knew well, and one where he did a great deal of business. So this time,when Mr. Amsel called,he said:”Mr. C,I’m not here to sell you anything today. I’ve got to ask you to do me a favor,if you will. Can you spare me just a minute of your time?”
“H’m—well,”said the plumber,shifting his cigar.”What’s on you mind? Shoot.”
“My firm is thinking of opening up a branch store over in Queens Village,”Mr. Amsel said.“Now,you know that locality as well as anyone living. So I’ve come to you to ask what you think about it. Is it a wise move—or not?”
Here was a new situation! For years this plumber had been getting his feeling of importance out of snarling at salesman and ordering them to keep moving. But here was a salesman begging him for advice; yes, a salesman from a big concern wanting his opinion as to what they should do.
“Sit down,”he said,pulling forward a chair. And for the next hour,he expatiated on the peculiar advantages and virtues of the plumbing market in Queens Village. He not only approved the location of the store, but he focused his intellect on outlining a complete course of action for the purchase of the property, the stocking of supplies, and the opening of the race. He got a feeling of importance by telling a wholesale plumbing concern how to run its business. From there, he expanded into personal grounds. He became friendly,and told Mr. Amsel of his intimate domestic difficulties and household wars.
“By the time I left that evening,”Mr Amsel says,”I not only had in m locket a large initial order for equipment, but I had laid the foundations of a solid business friendship. I am playing golf now with this chap who formerly barked and snarled at me. This change in his attitude was brought about by my asking him to do me a little favor that made him feel important.”
