“If you can’t explain it simply, you don’t understand it well enough.”
– Albert Einstein
I was twenty-two years old when I graduated from the University of Maryland. Within two weeks, I found myself working as a salesman for the New York Life Insurance Company. I was quickly given a spot in a bullpen with a dozen other salespeople, and I was given a desk, a phone, and a phonebook. If you’re wondering where the computer was, I must tell you that no salesman or office had a computer at that time. I repeat; not one computer to be found. Within two years, this was all about to change, but I consider myself fortunate to have sold at this time, and I’ll tell you why.
When salespeople in our office prepared to meet with their clients, they did so in a far different way than you might imagine. A typical preparation consisted of packing a rate book to figure out a client’s premium, an application to write the policy on, and a nice clean yellow pad of paper.
If, by chance, a client wanted an illustration of future dividend projections or cash values (known as a policy illustration,) you went to the general office for their assistance. You provided the administrative people with ages and names, the information was phoned to New York, and you waited. You could get a verbal answer or two on the phone, but a typical policy illustration took about a week to return in the mail.
Unencumbered with stacks of data, customers talked of problems and needs while salespeople talked of concepts and solutions. In those next few moments, something occurred that has since become rare. People sold – and they sold based on who they were, not how computer literate they were.
It was tragic to me to see so many of our most talented and tenured salespeople become casualties during the computer revolution of the early eighties. Many from this generation of sales veterans had ten times the product knowledge of their competition. They had experience and business savvy that was light-years ahead of those they were competing with. What they did not have were pages and pages of illustrations with projected dividend options, and multiple cash values based on projected interest rates. They could not quickly manipulate an interest rate or payment amount. Then again, most of them would not have, even if they had the knowledge. It just was not how they conducted business. They were the true heroes of the selling profession, and when the computers came in, a generation of tremendous sales professionals was lost. They became obsolete overnight, and unwilling to change their ways, quietly faded away. My father, Lee Jolles, was one of them.
I am all for technology, and I was one of those “young whippersnappers” who embraced this change, and fought his battles with his new computer. In retrospect, it diminished my selling abilities, and contributed to making me more of a computing machine that made more eye contact with his screen than his client, rather than a trusted business advisor. Remember, machines have no feelings. I lost who I was and I lost the empathy I once displayed with my customers as well. I even lost my yellow pad of paper.
When it comes to change, I don’t want to sound like the old man standing in front of his house shouting, “Get off my lawn!” Change is often inevitable, and ultimately we adjust our ways to allow technology to enhance what we do. Used properly, this technology should mean better service and improved efficiency. Those who are careful to blend technology with old school attention continue to display honor within selling.
And so, standing on my lawn, watching you walk by, with one eyebrow up in the air, I leave you with this one last reminder: The next meeting you have with a client, there will be a time to Google and gather the data you feel is necessary. But before you break out your laptop, tablet, or other display of data to show the client how smart you are, take out something else first. Take out your yellow pad of paper and listen without the distraction of the computer screen: Your reward will be the connection you make with the client and the trust you will be building by having a true conversation.
Rob,
I couldn’t agree more. Though I’ve only been in sales about 18 years, I see younger folks coming in that don’t have the same interpersonal skills as in years past. My guess is over reliance on snap-chat, text, email and whatever else is out there has left them rough around the edges when they have to orchestrate a sentence that doesn’t have “like” every other word.
There will never be a substitute for human interaction and “belly to belly” sales calls.
Keep up the great work!
I agree. I think its a bit of laziness. As you know, it’s easier to dump information on an individual than it is to ask questions, lock in, and listen. Thanks for the post Seth.
Rob,
Thank you! Another meaningful article. The parts of “old school” that make the client feel important, listened to by a person they trust, still come first. Quick turn-around of proposals comes next. Thanks. Michael
Well, they say everything old is new again, and I’m hoping the yellow pad makes a comeback. (I’m not so sure about the rate book.) Thanks, as always, for posting Michael. Truly appreciated.
Oh yes… I remember that first IBM 256K computer and the dot matrix printer from 30 years ago…. I also remember lessons learned from many of those very wise professional sales mentors including the great Rob Jolles!
As you say Rob, anyone can run numbers on a computer. The true differentiator is demonstrating that you know the client, the client’s goals, the clients wishes and the clients dreams. And, as you say, that all starts with a cup of coffee, a yellow legal pad and genuine interest in the person sitting across from you.
Thanks for helping me get started 30 years ago. Thanks for handing me down your first IBM 256K computer. And thanks for the many lessons along the way.
That’s very kind of you to say Brian. In the 30 years since we walked the hallow halls of New York Life, you’ve built an amazing business with a yellow pad, and something else that is often forgotten; sheer hustle. Glad you’re my insurance professional! I’m smiling thinking about that IBM 256k because the truth was, we didn’t know what the heck to do with that thing! Thanks for posting Brian.
Hit it on the head!! Listen intently, be present, solve problems, build a relationship. Great BLart Rob.
If anyone should know about this topic, Doug Sandler should. The book you are getting ready to publish is dedicated to customer service, and doing things the right way. Like you, I can’t wait for that book to come out, and to see you on the stage teaching others the valuable lessons you live. I hope when you do take to the stage, we walk out there with a yellow pad! Thanks for adding your voice to this topic.
Nice use of the Gran Torino reference!
I had to reread my own BLArticle® to figure out what Grand Torino reference I accidentally made! I don’t think I’m quite as cranky as Clint, but I miss that yellow pad… young fella. Great hearing your voice Tony.
Hope this doesn’t disappoint you, but I usually use a white pad of paper. Other than that, I concur.
As the man who has the vast majority of my financial planning for the past 20 years or so, I’ve seen that white pad of yours many times! I’d like to think I had a little something to do with it because I remember when we first met you loved that laminated massive book of efficient frontiers, and other data that was losing me – and I use to tease you about it. For the holidays I might just buy you some yellow pads. Thank you my friend for taking good care of me and my family over the years, and for posting.
You won’t believe this, Rob, but I just had lunch today – with two ‘aspiring’ New York Life agents….(they ‘treated’ )….but, in return, wanted to set up a meeting to discuss….the ‘financial opportunities’ they could provide! What a coincidence with today’s ‘BLArticle’!
I, too, was a NYLIC agent, many moons ago – and can re-live the feelings and experiences you just related…and it brought back many fond memories of that ‘era’ – that started me off on my long 45-year sales career!
….as Bob Hope use to say…….’Thanks for the memories….!”
JM
“C.T.”
Our New York Life, and Xerox careers crisscross often. I’ll bet you don’t still have your rate book, but if you do, I want it! Maybe some day on your long running show Communicating Today, (http://www.communicatingtoday.com/Home) we’ll do a show on this topic. In the meantime, how about posting one of our shows on that site of yours, or at least a picture of us together when the Robble-Head made an appearance on your show! Thanks for posting John.
Both of our Dad’s had an appreciation for yellow legal pads. You spoke to my Dad a few months ago. As a lawyer, yellow legal pads was essential to his work. They were all over his office and there were a bunch in our house where he’d sit read legal cases (from books, wow!) and take notes. He also had his secretary (what a quaint term now) take steno dictation. Technology including computers was not his sweet spot.
In 1999 I went to work at a high-tech company. One of my teams responsibilities was to ensure that all of the hundreds of systems that our ran on would work when Y2K occurred on New Year’s Eve. Y2K was a huge issue then. We were afraid computers would stop working after midnight.
A few months after I started to work I went to visit my parents and told them of my responsibilities. When my Dad heard I was engaged in Y2K he asked what would happen if things did not work. I said I didn’t really know. He had an encouraging word for me. “Don’t worry we have a gross of yellow legal pads in the basement and lots of #2 pencils.”
While I appreciate yellow legal pads I an glad that one minute after midnight on January 1, 2000, I didn’t need a yellow legal pad.
Great BLArticle Rob as you can tell from all the responses. Applies to so many professions. In my field of healthcare the computer is a helpful tool but often hampers the doctor- patient relationship with so much attention to the documentation. The focus is often on the computer instead of the person. No meaningful relationship is established which is harmful to both. Always enjoy your thoughts Rob!
I hear this from my healthcare friends all the time. I have a friend who retired early from his rehab position because the iPad paperwork kept him from truly being able to focus on his patients and just wore him out. We may need to point a finger or two at the legal profession for requiring all this documentation, but that’s for another BLArticle®. Always grateful to read your comments Bob.