POP – Point of Purchase Materials place in, on, or  around retail stores to augment the products presence. POP’s

are use by the company as apart of the entire marketing mix to increase sales.


1. To remind the consumers while they are inside the store and at the point of buying.

2. To stimulate the impulse buying.

3. To influence the retailer to buy the products.










1. Product Availlability

— The best merchandising material is the product itself.


a. All packsize must be availlable.

b. All variants must be display.

c. All kind of display will be filled with the products. (secondary and primary)


A. Eye level

B. Within product CATEGORY


RATIONALE: brand switchers will turn to brand nearest to their previous brand.

: strong brand will have more customer traffic flow




A. CLEANLINESS – be sure that all shelves and displayed products are always clean.

B. BRAND VISIBILITY – all brand name must be visible.


– color contrast of hte brands versus variants and versus competitor’s products

should be considered.

D. STABILITY OF DISPLAY – always check the completeness of the products on the display.

E. STARTER GAP PRINCIPLE – removing 2-3 packs so new users would think “if others will buy it, I

will buy it too. It must be worth trying.”


F – irst

I – n

F – irst

O – ut.

– All first book items and delivered must be first in the display.


A. provide more space for the fast moving variants.

– consumer passes an average of 300 items per minute or 5 items per second.


A. smaller to bigger pack size

– Bigger pack size to the right (Most consumers are right – handed. This would encourage

consumers to purchase bigger pack sizes.)


A. up to date, clear and clean.

b. price mark your products and merchandising materials.

c. use red ink.

d. handwritten figures

e. priced products will move twice as much as unmarked products.


Everybody wants to be a SALES CHAMPION, but not everybody is a SALES CHAMPION, of course, if theres a will, there’s a way….i would like to share with you some inputs i learned in my 15 years in marketing and distribution business, by the way, yours truly was a 5 year consecutive FIELD SALES SUPERVISOR OF THE YEAR awardee, and still counting, my field of expertise is in MERCHANDISING, DISTRIBUTION and DEVELOPMENT OF THE NEW PRODUCT LINES. Here we go….
Merchandising– right display of your products inside the store.
– It gives information about your products.
– It hypes the products..
– It is the last link of company’s product supply chain to a shopping
cart of the buyer.
Before making any products it has been studied.
The products will be tested if it will encourage the consumers.
After the market research, the product will be develop according to its
features (designs,benefits for the consumers)
In this stage the Advertising and Merchandising are now studied (pricing,
packaging, promotions, etc.)
The products are now produce by volume.


We have heard the saying Clothes make the man. But the truth is Good manners make the real man. Likewise, good manners make the real sales champions.

“I have upheld the highest level of ethics, professionalism and integrity in dealing with my clients,” Mr. David Loo proudly said before a forum of chosen salespeople.

“I have pursued this career in sales very, very professionally. I have never stolen anybody’s client… and I do not make any promises that I cannot keep,” he said further.

David is a Malaysian national who has established residence in the Philippines and is a consistent top producer in selling membership shares for the Subic Bay Yacht Club in the Philippines. His success story is no different from the rest of us who have struggled, stumbled, fallen and risen again to fight and win. When David hit his lowest, he bravely picked himself up from the fall, struggled again with renewed hope and strength, until success welcomed him at the top.

According to him, he has seen people who have achieved instant success. They usually get drowned by its spirit, causing them to “fall by the wayside and crash back to earth” in no time at all. These people never seem to get up again. Hence, David learned from experience and strove hard to manage his success with humility and propriety.

What is the significance of David’s story as far as his success in selling is concerned? It shows us that, aside from possessing the three basic qualities, namely self-confidence, competence and enthusiasm, there is something else that makes the real super sales champion. There are three other higher qualities that serve as his capping stones, so to speak. These are PROFESSIONALISM, ETIQUETTE and INTEGRITY.

Without these capping stones, like the majestic pyramids, he will not be complete. Without these three qualities, a salesperson will only be as good as long as his self-confidence, his competence and his enthusiasm last. But with integrity, etiquette and professionalism, success is lasting. These three build a kind of relationship that only good asal can establish.

“You will be judged by the kind of asal you project while interacting with your clients,” Dr. Jocano often reiterates.

If you maintain your good manners in dealing with your clients and your fellowmen in general, it is guaranteed your clients and your fellowmen in general, it is guaranteed that they will also treat you well. It is not the quality of your product that will make them do so, but the goodness you show them while interacting with them.


Closing is such an important tool that it needs reiteration and emphasis. As we have stated earlier, with a closed sale, the tinkling of the cash register is not far behind. But how do you close a sale?
In my 25 years in the selling profession, I have found out five major reasons why we fail to close a sale. First, it is matter of economics. We fail to qualify our prospect in the proper financial bracket. Second, our value perception is not keen. We fail to justify the value of our proposition. Third, we lack a sense of urgency. We fail to create an immediate need or want now. Fourth, we cannot handle objections, conditions and excuses well. We fail to rationalize the decision to say yes. Fifth, we do not know how to ask a closing question.
In the Bible, it says: Ask, and it shall be given. Keep on asking, and you keep on getting. It is a very simple process, and yet a majority of salespersons, whether veterans or beginners, sometimes fail to ask a closing question at the opportune time. As I always say in my seminars: “Closing is too basic to ignore, but it is a challenge even to the most experienced sales professional.”
I remember one of my trainees who had religiously been following the basic pointers of selling. He knows about prospecting, making contacts, qualifying clients, presenting his product, handling objections and closing. Yet, it was almost a month and he had never closed a single sale.
I had one-on-one session with him and I asked him, “How do you close a sale?” His immediate response was “Well, if they show interest.” I repeated the question: “How do you close a sale?” Since he was new then, I thought he just did not know how to answer the question properly. So, what I did was observe him as he made his presentation with one of his qualified prospects. His presentation with one of his qualified prospects. Hi presentation was good. But soon enough I discovered what was missing. He failed to ask for an order.
Try to remember how you ended a presentation when you were new. I am sure it is no different from this. After the presentation, the average salesperson will close this way: “Ma’am/sir, that’s it! What do you think of our product or service?” He probably thinks the customer will automatically say: ‘I will buy it!” But I bet that, 80-95% of the time, he will not get the sale.
Having observed a lot of failed transactions, I firmly believe that closing is not simply asking. It is asking a closing question. It is the most basic step in closing a sale.
Dr. Felipe Landa Jocano, our foremost Filipino anthropologist, calls it pagsangguni, or consultation. We call it the BASIC ORDER FORM CLOSE, in case you are using order forms, reservation/application forms or any written closing materials. For example, we say, “Sir/madam, would you like this under your name or your company’s name?” Or, “where would you like us to send your receipt and other relevant materials-your office or your residence?”
We in sales call this closing question the ALTERNATE OF CHOICE. Never ask a question that is answerable by yes or no. It must be a question wherein the answers are both affirmative. Remember, however, that it is not the same in all situations. As we commonly hear, we need different strokes for different folks. The basic premise is that if you persistently ask for the order, it shall be given, unless your client still has hidden objections, conditions and excuses. In our training, we address this by using our LASER approach, which is covered in another chapter. As long as you LISTEN to your client’s objection, condition or excuse, ACKKNOWLEDGE in with SINCERITY, EXPLORE the real reason or emotion behind it and RESPOND properly, you can handle any form of objection, condition or excuse that comes along.
As a reminder, never use the traditional approach in handling objections. “Yes, but…” also invites violent reactions. You say, “Yes, but…” e kung batukan ka kaya ng kliyente mo (what if your client hits you)? Remember to differentiate “Would you like to win an argument?” from “Do you want to win an argument?”
We cannot share with you in this book all the different techniques and strategies in closing a sale. But, in my second book, I will share with you 365 ways to close a sale in different situations and in different industries as shared by top-notch graduates and professional salespersons. Once it is published, it will be your reference. Every page will contain a success story on closing a sale against all odds. Watch out for it!
Let me relate to you instead the story of my indirect mentor, Mr. Tom Hopkins. Back in 1984, I brought him here in the Philippines to conduct his first public seminar in Asia entitled “How to Master the Art of Selling Anything.”
In his seminar, he narrated his humble beginnings. At the age of 17, he had what seemed to be at that time his first motivational talk with his parents. It resulted in his parents sending him to college to study law. But, after one semester, he quit. He told his parents. “College is not for me.” His parents told him, “You know, Tom, we have saved enough to send you to college to take up law and yet you quit. That’s your choice. Be assured that we will always love you. But, too bad, you will never amount to anything.”
That became his first and real motivational talk in his life. He left home and found a job with his uncle as a construction worker. After 18 months, he quit his job. When asked why, he said, “It’s real hard work! I carried steel bars for 18 months. I used to be 6 ½ feel tall, but after that my height diminished to 5 feet and 6 inches.” So, before he became a midget, he went to look for another job.
Just like any of us when we were young, he looked for greener pastures. He was attracted to an ad that said: EARN YOU FIRST MILLION IN REAL ESTATE. With so much enthusiasm, he joined the organization that placed the ad. But, after six months, he only sold one-to a relative. He concluded that, as a salesperson, he was relatively good-maybe because he had a good relative. As he was about to quit, he saw a gentleman stop near his office. He was impeccably dressed, and he drove a Jaguar. Tom was so impressed that he asked the gentleman, “What do you do for a living?” The gentleman said with pride, “I’m in sales, and this year I will be earning $50,000. How about you, young man?” “Well, I’m also in sales, but I have to quit because my average income is only $42/month.” After a short pause, he asked: “How did you do it?”
But this proved to be Tom Hopkins’s turning point in learning the art of closing. The man asked, “Have you heard of J. Douglas Edward?” Tom said, “No.” The man said, “He is the master trainer. He will teach you what to say, when to say it and how to ask a closing question-word per word. Why don’t you attend his seminar?”
Tom did attend the seminar. During his first hour with J. Douglas Edward, he found out how little he knew about closing a sale. But he made a commitment to JDE that he would replace him as the No. 1 sales trainer in the US after the seminar. True to his commitment, Tom Hopkins surpassed his trainer. In his book How to Master the Art of Selling, JDE wrote the introduction, endorsing Tom Hopkins as his replacement.
When Tom Hopkins learned the art of closing a sale word per word, he was able to close 365 houses and lots in 366 days. This won him the Sammy Award (for Sales and Marketing Excellence) by the National Association of Realtors.
But here is the best part of his story. He was invited again to the awarding ceremonies of NAR. This time around, he was to hand the Sammy Award to that year’s winner. The moment came. The emcee’s booming voice was head: “Ladies and gentlemen, fellow realtors, our Sammy awardee this year earned $50,000 last year.” There was silence. Then the audience started booing and shouting: “That’s chicken feed! I earned a million dollar last year.” Above the din of dissatisfaction, the emcee continued: “Wait! The announcement is not yet finished. This year’s Sammy awardee is a realtor like you, but he’s totally blind.” There was silence again. Then an astounding applause and a standing ovation followed. When Tom Hopkins handed the award, he asked the awardee, “How did you do it? How did you earn $50,000 with such a handicap?” The blind realtor said: “Being blind has several advantages. One, I have never seen any of the properties I have ever sold in my entire life; hence, there’s a degree of objectivity there. Two, in real estate selling, you have to do a lot of site inspection and tripping. I have saved a lot of my transportation allowance because, when my client does not like the property at the site, he can’t leave me. Because I’m blind, he has to bring me back to my office. And third, which is the most important advantage, I always see the property I’m selling through my buyer’s eyes.”
That blind Sammy awardee has a point there. Fellow salespersons, have we ever asked ourselves why sometimes we fail to close a sale? Try to reflect on this a moment. When asking the closing question, do we ever look in our buyer’s eyes and try to see through those eyes? Or, do we avoid them and simply listen to our client, with the cash register ringing in our ears? When he looks in our eyes, does he see the peso sign or the percentage sign? The truth is: The decision to say yes comes to your client at a point when he sees the word SERVICE, with I AM HERE TO SERVE YOU, alternately twinkling in your eyes.
Let us learn from the author OG Mandino: MISSION (service) first, before the COMMISSION. Not the other way around. If we go for the commission first, the kunsumisyon (exasperation) might follow.
Now that you know what it is all about, welcome to the delightful world of closing! May you be happy selling; may you be happier closing; and may you be happiest serving!


They can destroy all and every thing you have so painstakingly worked for. Just think of how different the work “price” is from the word “investment”? Or, the phrase “down payment” from “initial investment”? There is a marked difference, is there not?

Rejection words create FEAR. For example, are you not intimidated if you are told, “Sir, please sign the contract instead of “Sir, with your approval, I’ll have this agreement processed in no time at all”?

I repeat: rejection words create fear. They are things of the past. They are obsolete, history, passe. We must use GLAMOUR WORDS instead, because glamour words create desire aside from bestowing respect. Hence, janitors are now called sanitary engineers; messengers, now field clerks; air-con technicians, now climate engineers.

So, be careful with the words you use while you are at the closing stage of your selling. If you are not tactful, the oft quoted Kuwarta na, naging bato pa (Cold cash turned rubble) might happen to you!



This tool helps us identify who or what our target market is. Who should we approach with our product? Market segregation is easy because each market segment identifies itself. The medical segment has its hospitals and clinics, doctors and nurses, drugstores and medical offices. The academe has its bulk of educators from the highest officials down to the teaching line, and extending further down to the student populace. The business segment has its established organization, and the businesspeople in general are divided into varying income brackets, such as the ruling class, the lower-upper class, the upper-middle class, the middle-middle class, the lower-middle class, etc. So you see, the income ladder of possible clients can be conveniently identified. It is so easy to identify that Don So-and-so or Mr. So-and-so has this much money and that he can possibly be your client. but how do you get to know them in person? What are the various ways available in order for you to get to know them better? What is the next move?


It is the next most appropriate thing to do after market identification. Some people use the mail; some give out brochures; some utilize the telephone or the fax; some use the referral system. But there is no substitute for direct selling-face-to-face, so they say. Letters can be easily filed. The telephone can be easily put down. But your physical presence in your client’s place is another thing. He cannot make you leave just like that. Always remember: THERE IS NO IMPACT WITHOUT CONTACT.

Urgency should always be observed amid these situations when your prospective client is definitely identified. You need to contact him. Consider the possibility that your client is already willing to buy your product NOW. TODAY. Imagine that he is holding in his hands the cash or the check to pay you and that he is only waiting for you to go to him. Countless cases of disappointment and frustration have occurred because the salesperson, after identifying his prospective client, took his own sweet time calling on him. What happens is that, when he calls on the client the following day, he finds an entire encyclopedia set sitting on his shelf. Another sales agent visited his prospect on the day he decided to postpone his visit.

The same case happened to a cellular-phone salesperson. Just because his prospective client was his next-door neighbor, he called off his appointment with him twice. Imagine his remonstration when he approached the said prospect. He told him that he bought two cell phones two days ago, on a cash basis to boot.

Sales champions do not sit or sleep on opportunities. When they have prospects, they rush to them immediately! If the client is a total stranger, one of the most effective ways is through referrals.

“My name’s Jun Garing, Mr. Gerald Limsuan. You may not know me, sir, but we have a mutual friend, Mr. Pestaño.”

“Ah, yes. Please come in, Mr. Garing. I haven’t heard from him for sometime. How’s Danny?”

See? You are a complete stranger, but he allowed you into his house. The next move will be yours. You need to be sensitive in order to do it right.


Once inside the house of your client, it is easier for you to make an assessment. Through your conversation, you will know if he is qualified or not. He may belong to the middle-upper class income group, but his overhead expenses are significantly too much and almost nothing is left in his pocket. You know that he will not qualify. But you can devise a scheme for him so that he can qualify in a certain bracket. Do you agree?

While you are at it, take advantage of the situation. In the course of your conversation with him, get to know his friends. Who knows, they can be the next prospective clients for your product?

Presentation of Sales Demonstration

This follows after thoroughly qualifying your client. But how do you make your presentation? Make it simple. Make it brief and clear. It must also be responsive to your client’s questions and line of interest. Satisfy his sense of sight through carefully chosen colorful brochures, photographs or other visual aids. Appeal to his sense of hearing. The tone of your voice should be light and easy on the ears. You do not need a beautiful voice, although sometimes it really helps. Any voice pitch will do as long as it is sincere and pleasant to hear.

According to Zig Ziglar, “No kind of technique [in selling] will work unless your clients know how much you care.”

If your product comes with sound or music tracks, let him hear them. It is different if he actually listens to it. Let his own ears be the judge. Exploit his sense of touch. This is an effective part of a sales presentation. Let your client touch a sample or prototype of the product he is selling.

From here, you can feel and conclude where your client has a cooperative response. Then, give the response more emphasis until you close the sale. You need expertise on how to choose which of the three your client is most responsive to. From there, you can proceed and close the sale after that. That is, if no objection surfaces. If something comes up, handling it is the next thing worth your time, expertise and attention.

Handling Objections

What are the usual objections of prospective clients? It is too expensive! I will buy later. Please leave your calling card. Please include a brochure. I will think about it. I need to ask my husband, my wife, my mother, my boss, etc.

The list objections of different people can be a mile long, but the bottom line of it all is simply the resistance to buy. It does not matter if the objections are valid or not. Even if your presentation is appealing and convincing, why does your client not commit? Maybe he does not have available cash, or he cannot decide for himself. So, he asks you to leave your calling card and the brochures.

But the card and the brochures cannot answer all the objections. In a situation like this one, it will be helpful for you to try ALTERNATE OF CHOICE METHOD to make your chances of coming back a hopeful one.

“Please lave your card, Mr. Gaba. I’ll consider your offer very well.”

“Thank you. I know you won’t ask for my card if you’re not interested.”

“I’m interested.”

“I’ll come back for it next week then?’


“What day will it be? Monday? Tuesday?”

“Wednesday will be fine.”

“What’s a convenient time? Morning or afternoon?

“Why not in the afternoon?”

“Is three o’clock okay? Or, is it too early?”

“I think so. Five o’clock will be perfect.”

Perfect, indeed! You have come to an agreement to meet with each other again. Had you left earlier, what would have happened? Nothing. Matters would be indefinite. But now, you have a specific date and time when to return. It worked! Narrowing down the uncertainties by using the alternate of Choice Method eventually led you to a point where things have become clear and predictable. In the process, you subliminally stressed into your client’s subconscious that next week, on the specified date and time, he is obligated to let you inside his house and entertain you. That is. if he does not hide from you. Things of that sort happen once in a while

But watch out. Do not overdo or overuse this method. You might get a dose of your own medicine if you do not take care. Customers are shrewder these days. If  you do not get ahead of them, chances are, your method will boomerang on you.

This is my story. When my eldest was still a little girl, she did not enjoy taking a bath. So, I tried to utilize the Alternate of Choice Method on her.

“Olga, who will bathe you? Daddy or Mommy?

“I’ll settle with Daddy.”

“Will you take off your clothes or will Daddy?”

“I’ll do it.”

” Who will turn on the shower-Daddy or Olga?”

End of story? The bath was in progress, why should it not be? Well, the little girl grew up. As she did, she also grew up in various ways. She imbibed a lot of things, and she thought of trying out some of them. Take this one, for instance.

“Daddy, where will we have our snacks after school? Jollibee or McDo?”

“Daddy, it’s my birthday next week. How many gifts will you give me? Two or three?

It is not surprising that come things are that easy to learn. Sa mata ng bata, ang ginagawa ng matanda ay nagiging tama (In the eyes of a child, the ways of an adult are made right).

So, be careful lest your client, instead of you closing a deal with him, closes his door on you.


This is the most wonderful term in selling. It brings about the sound of gold, so to speak. It initially suggests that an understanding has been sealed between you and the client and that both of you have agreed on the merits and benefits of the product you are selling. Secondly, the fact that a friendship has also been established between you and the client renders the closing much warmer than a simple selling incident. But, until the order form has actually been signed, the deal is still a deal and the client has the option to change his mind about buying. There are last-minute factors that could alter every good intention.


A good carpenter goes to work feeling good because he has an energy level more than enough to fulfill his eight-hour job in order to earn his day’s rte. But is a high energy level enough for one to take to work? No. Apart from his lunch box, he carries with him his toolbox containing the implements of his profession-a saw, a tape measure, a chisel, a hammer, etc.

The same is true with a good physician. He does not make calls without the necessary tools or medical devices and gadgets; otherwise, the very purpose of his rushing to the aid of his patient will be defeated.

But it is not as simple as that with a salesperson. More is required of a good salesperson than the carpenter and the medical doctor. The carpenter is assured of his day’s wage and tenure for as long as he does what is expected of him. The same is true with the doctor. Whether or not his patient gets well, his services are paid for each visit.

Where lies the difference with the salesperson? Consider this carefully. For every client call that a salesperson makes, a sword of Damocles hangs above his head, so to speak. The slightest mistake in his dealing with his clients may mean disasters, rejection or zero sales.

The doctor and the carpenter do not have this to fear. There is no threat that could cause anxiety in their hearts, like a client’s change of heart in a minute or no earnings for a day.

The simple art of getting your clients to say yes is a complex as a mirror maze, if you do not have what it takes. You see mirrors everywhere in the maze, do you not? In all of those mirrors, you see yourself. Sometimes your image is so clear you think you could get through the mirror. But, once you try it, BLAG! You hit the mirror. You bumped into yourself.

The same is true when you make a mistake during a client call. That is why you need to take with you always your own set of tools of the trade.

The requirements for a successful sales call are basic in nature. They are too basic  to be ignored. But sometimes we have to be reminded of the things that we already know in order to keep our wits about us all the time.

My number one reminder is for you to maintain the proper attitude about sellings. This is a profession-yours as well as mine. It is ours. We need to accept it and be proud of it!

“If you’re not identified with your profession or if you’re not proud of it, how can you be committed to excel?’ Dr. Jocano has challenged people from all walks of life again and again.

How true it is! How can you excel, indeed, if you are ashamed of your profession? This brings to mind one young man I have had a conversation with.

“Son, what do you do for a living?”

“I’m only a salesperson, sir.”


“Only at the Waterfront Village Securities, sir.”

“What products are you selling there?”

“Only investment shares, sir.”

“Is that so?’

If I were his client, I would definitely not buy. Imagine, he is selling millions-of-pesos worth of investment shares with that kind of attitude? Only a salesperson? Only investment shares?

This is one of the various attitudes that a sales champion does not possess. It gives a bad impression to prospective clients. This is bad enough considering that most of them believe that ninety-five percent of all salespersons are flatterers, dishonest and always wanting to put one over another. We have to change these bad impressions.

If ninety-five percent of all salespeople are known in a negative light, let us be the five percent. If many of us come across as flatterers, let us show sincerity. Let us make others feel that it is for their own good that we are selling them our products.

Clients can easily detect if you are sincere or not. You can dish out all the flattery you want, but it will get you nowhere. A client has a way of knowing whether you are flattering him or not. If the flattery is explicit, the client will see through the lie or the exaggeration. If it is implicit, it will not escape his gut feeling.

If a salesperson is said to be talkative, he must learn to listen twice as much as he talks. Simply listening creates a magical bridge connecting the salesperson and the client. Sometimes you ask yourself, “Why do I have to listen and listen well? What will happen to all I need to say if I keep quiet and let my client do all the talking? What about my own views? Are they not worth an ear?”

You will be surprised to learn that people generally appreciate being listened to. It is a unique way of making them feel important. You give them the impression that their views and opinions are equally credible. This does not necessarily mean that your views and opinions are not. But it is important that your client feels he is important and that you believe in him.

You can air your views and opinions somewhere else. If you want, you can even engage anyone in a debate-but not with your client. Never! In the first place, you have sought him out in order to fill his needs, not yours. Remember that.

Some people think that whoever talks more steers the flow of the conversation. This is not so. The one listening is actually the one who is in control of the whole thing.

Another impression salespersons make on other people is that they are liars. Let us change this by being honest ourselves. This is not too difficult to do. If your client tells you that what you are selling is expensive, do not waste time arguing with him. Agree with your client right away. But, at the same time, point out to him the unique and special features of your product, which are not found in any other. Explain to him that these add up to the overall value of your product and to the benefits he will derive from it. Clients are quick to understand, if we spend enough time explaining things to them. If we are sincere, they are bound to know.

You may think that Honesty is the best policy is a worn cliché. But being trustworthy is still your key to harmonious relations with your clients (ang pagiging tapat ang siya mo pa ring ipagsasama nang maluwat ng iyong mga kliyente). Nothing in this world can break that.

By now, I hope that I have convinced you to be among the remaining five percent of salespeople who are honest and trustworthy. To those who have decided to be counted among the few, welcome. You have joined the limited population of successful sales champions who never forget the basic tools of their profession.

Do we need to review these basic tools? ” We need to be reminded again and again of these things in order for them to sink deep into our consciousness,” says Dr. Jocano. A timely reminder is an antidote to a person who forgets (Ang paalaala ay gamot sa taong nakalilimot) is a saying we often hear. But how many of us feel grateful whenever someone gives us a reminder? Sad to say, not too many. Some people think they have reached too high a level that they no longer need to review the basics. Even if you have a PHD, you need to keep on learning. If you stagnate, you become PESSIMISTIC, HUMORLESS, and DEPRESSED.

We all know that life is a continuing study. Review is an integral part of it. Physicians, lawyers, engineers and others do just that-review. So should salespersons.

What are the things that we need to review? Has anyone succeeded in any competition who has not prepared well? Has anybody passed an exam without having reviewed at all? What then do we need to go over?


What are other barriers that can prevent us from reaching the top of the ladder of success, apart from the opposites of PEAK performance given by Rene and apart from the principles propounded by Dr. Jocano?

There are but seven general obstacles to achieving peak performance, even when you are not under pressure. These are the seven Habits of Highly Ineffective Salesperson. These seven are surefire downers that will plunge you mercilessly into the deepest pit of misfortune, if you nurture them.

You hear these everywhere. Probably, day and night too. It is possible that you yourself may be using these surefire downers without being aware of them. Let me introduce each one of them to you. It is important that you are able to indentify them all, so that eventually you will stop using them. In fact, how about starting TODAY?

Never nurture BAKA (perhaps; maybe; might). Remember that you are a salesperson, not a rancher. In the Philippines,  ranchers take care of a different BAKA (cow). For example, you are scheduled to go to a client, but you choose not to proceed because it might rain (baka umulan) or you might not find your client in his office or house (baka hindi mo abutan ang kliyente mo sa kanyang opisina o bahay). You think, he might not interested or might not have the money ( baka, `ika mo, hindi interesado o walang pera). In case he is in his office, he might not be in the mood to entertain you; or, worse, he might be in a foul mood ( baka naman wala siyang ganang makita ka; o, masahol, baka mainit ang ulo niya). Or, he might have already invested elsewhere (baka napunta na sa iba).

What about your next client? Will you still meet with him? No more, because there is traffic (KASI matrapik); because you do not have a car (kasi wala kang kotse); because you have an LBM [loose bowel movement] attack (kasi sira ang tiyan mo); because you are not proficient in English (kasi hindi ka gaanong marunong mag-Ingles); because you client belongs to the elite (kasi elitista ang kliyente mo); because it will be coffee break when you get there (kasi nag kakape na pagdating mo doon); or because it is hot (kasi mainit)?

How about your third client? Why are you not making a call on him? You assume that he will not make it to his office today (AKALA mo, hindi siya makararating sa opisina ngayon). You assume that he is out-of-town (akala mo, nagbakasyon sa ibang lugar). You assume that he will ignore you because of your appearance (akala mo, iisnabin ka lang niya dahil sa ayos mo). You assume that he will buy from someone else (akala mo, bibili na siya sa iba). You assume that it is true (akala mo, totoo)!

But why are you like that? How can you make a sale with that kind of attitude?

“Yes, I know. If I had a car, I would have an easier time going from one office to another (KUNG me kotse ako, madali nang pumunta sa mga opisina). If I had a decent suit, I would be able to meet with my elite clientele ( kung me amerikana ako, pwede ko ang sugurin ang mga sosyal na kliyente ko).”

Another way of feeling inadequate is through wishful thinking. “I wish I knew the mayor, I’d be OK (SANA kilala ko ang alkalde, OK na ako). I wish I had money, I could buy impressive clothes and shoes (sana may pera ako, makabibili ako ng bonggang damit at sapatos). I wish we weren’t thirteen siblings, I would have gone to school (sana hindi kami labintatlong magkakapatid, nakapag-aral ako).”

There are a lot of other ways to improve your lot. Do you agree? Do you not want to succeed? “I want to, but this is the way I really am (pero TALAGANG ganito na ako); but I am really an engineer, not a doctor (pero talagang inhinyero ako, hindi duktor); but I really easily get tired (pero talagang madali akong mapagod); but I really have no patience talking with clients (pero talagang kulang ako sa tiyaga na makipapag-usap sa mga kliyente).”

Finally, there is this four-lettered defeatist word LANG (only), which is deeply ingrained in the Filipino daily conversations. You often hear it any where.

“Wow, what beautiful shoes you have!”

Mura lang ‘yan (They are only cheap).”

“Is it imported?”

Hindi. Lokal lang! (No. It is only locally made!)”

“Where do you go to school?”

Sa UST lang (Only in UST).”

“What are you taking up?”

“Nursing lang (Only nursing).”

“Will you work abroad?”

Hindi. Dito lang sa Pinas. (No. Only in the Philippines).”

” By the way, where do you live?”

Sa Tondo lang (Only in Tondo).”

“Oh, do you have a house there?”

Wala. Nangungupahan lang. (None. We’re only renting.)”

“What’s your father’s occupation?”

Magsasaka lang (only a farmer), bumbero lang (only a fireman), drayber lang (only a drive), empleyado lang sa City Hall (only a City Hall employee). kartero lang (only post man), ahente lang (only a salesperson)….”

Hold it! I beg to disagree with you. Salesperson only? I am a professional salesperson. There is dignity in what I am doing. This is a decent job. I do not fool anyone. I am proud of what I am, and I am proud of what I do. In the same token, there is also dignity in the other occupations just mentioned as well as the many others not included here. Whatever your calling in life is, as long as it is above reproach, be proud of it.

Lang is the most humiliating and insulting prefix, if I may say so, ever added to decent nouns. Lang is not an expression of humility as some may contend. It is a suggestion of embarrassment and inferiority, as if someone or something is always so insultingly better than what you are and what you have. The word lang divests you of whatever lofty or respectable position you are in because it hints of inferiority or embarrassment.

“What is your car brand, Mr. Tupaz?”

“Mazda lang po.”

Only a Mazda, just because you know that your friend has a Benz?

All of these surefire downers will push you towards the wrong direction away from your dreams.

Are you not interested in at least trying to change your direction in life so that you will become successful?                         “I’m interested. Who wouldn’t want to succeed? But perhaps, this is my fate. If that were so, there’s really nothing I could do, is there?”

Believe me, there is! Listen to a seventeen-year-old farmer with whom Dr. Jocano has had a conversation during one of his intensive research work.

“Do you believe in fate?”

“Yes. It if God who has etched the lines.”

“Where are the lines etched?” asks Dr. Jocano.”In our palms?”

“Why the palms?”

“So that we hold the future. So that we can control our becoming successful or not.”

“Son, do you believe you will succeed? I know you are a tenant here,” probes the doctor.”

“Now, yes. I am a tenant,” answered the young man. “But it won’t be long before all of this will be mine. I will buy it all.  I will study at the CLAC* this coming school year.”

What a healthy self-confidence he has! He knows that he holds his future in his hands that is why he sees to it that he controls it. Real champions are like him. They become champions because they struggle so hard to make themselves so. Losers are losers because they personally designed their lives to be such.


Winners are those who are more than willing to surpass their limitations. They resort to ways that are oftentimes out of the ordinary in order to succeed.

For example, Mr. Fil Barbasa III is not one who confines himself to his circumstances. When he saw a big house with a impressive swimming pool, he said, “I’ll also have those for myself-bigger and more beautiful!” Fil was definite and determined when he uttered this. What is admirable is that he said this when he was still earning sixteen pesos a day.

BIg dreams are they not? What is wrong with having big dreams? Everyone is entitled to his dreams. But some dreams are different. They are not based on hope alone. Like Fil’s dreams, they are statements of decision and conviction.

A dreamer without conviction will simply say, “Sana, magkaroon din ako ng ganitong bahay balang araw. May awa ang diyos! (How I wish that someday I would have this kind of a house to. God is mercyful!)” How easily he invokes the name of God. What if his dreams are not fulfilled because of his own shortcomings? How will that reflect on God? Lacking in mercy?

Fil’s exposure to selling started when he was still in Grade six. He had very humble beginnings, and he is not ashamed to admit it. He has seven siblings; that was why his daily school baon (provisions) at that time was less than meager. Oftentimes, it amounted to nothing.

What he did was pick up guavas in the forest every weekend and exchanged it for paper, which he in turn sold to his classmates during school days. His additional income came from selling sweepstakes tickets.

In 1974, with three long-sleeved shirts and two pairs of pants, he migrated to Manila. He left his hometown in Capiz to look for his pot of gold at the end of the rainbow, so to speak. But he ended up in a Makati prison for jay-walking.

Fil earned eight pesos a day in his first job. He changed jobs several times and sold various goods in between-bangus (milkfish), Reader’s Digest, Life Magazine, as well as other magazines and comics.

The challenge to improve his lot came when he was told that he had no future in comics.
He took the challenge to heart until he succeeded. He built a thirty-million-peso residential mansion, bought a Mercedes Benz and had just about one of almost everything. “If you put your heart and mind into your dreams, your dream will come true,” Fil concluded his story with a smile.
In 1984, a leading sales trainer in the US, accompanied by his three children, aged 14, 12 and 10, visited the Philippines. I went with them to the Manila Zoo. His three children meandered to where the elephants were while we chatted nearby.
In the midst of our conversation, the American noted how low the walls were where the elephants were kept and how thin the rope tied around the hind leg of each was. The stakes where the ropes were tied were small as well.
The American in no time approached the caretaker and reprimanded him for what he thought was standard security in the Manila Zoo. “You may not be able to pay the insurance of my children the moment you elephants go astray.”
“How come? Who are you, sir?” asked the bewildered caretalker.
“I’m the best sales trainer in the entire US.”
“Sir, if you are an expert in training people, I am the best animal trainer here. So you listen to me.”
The American was dumbfounded at the caretaker’s reply. So, he heard him out.
“For your information, sir, these animals,” the caretaker started his discourse, “were still newly born when they were made to roll in the mud. They were stubborn, so they were tied with fat ropes to big stakes in order for them to stay in place.”
“Why?” asked the American.
“We wanted them to learn that they couldn’t free themselves however much they tried, whenever they made any attempts. We did that for six months. Because they knew no better, they grew up thinking that they couldn’t free themselves from being tied, however thin the ropes and small the stakes are.”
The elephants in our story are no different from the eaglet that grew up in a chicken brood. They were given restrictions, and they failed to surmount them.  It is like putting a barrier on every path that leads to glory.
Will you acquiesce to something like this? I think you will not! You are a man. Just as what I have been telling right from the start, you are a winner-a champion. My job is to make you aware of this fact: THAT YOU ARE BETTER OFF THAN THE PERSON YOU THINK YOU ARE.
Mr Fil. Barbasa III did not allow himself to be shackled by his circumstances then, that is why he is successful now. He was not the only one who did this. There were many others. To mention a few, we have Mr. David Loo, a Malaysion; Mrs. Miguelita M. Terrado of the Turkey-Philippines Export-Import Co., Who underwent a lot of trials in Singapore before attaining success; Mr. Norman L. Goss, a trainor of trainors; Ms. Tine Mendez; Ms. Gina G. Manandic; and Ms. Sally M. Bascara.
Why are these sales champions CHAMPIONS? What has catapulted them to where they are now? How have they created that urgent necessity to really reach for success? How has this strange thing called “madness”? pushed them to the fulfillment of their dreams?
His peers insulted Fil because of his comics business. He was hurt, but he did not get angry. Instead, he worked harder. Lita Terrado was disappointed  by her experiences in Singapore, but she did not give up. David Loo was accused of a lot of things, but these did not affect him. Instead, he pushed himself some more. What made all of them succeed? It is simple: THEY DREADED BEING BRANDED AS FAILURES.
As the lyrics of an internationally famous song by the pop group Abba go: the winner takes it all, the loser has to fall. This is true, especially in cockfighting. When you lose, the winner takes your fighting cock home in addition to his winnings. Is this not embarrassing? So, if you are afraid to be taken for a loser, the only thing left to do is WIN!
I have used the fear factor not only once to speed up beyond what is normal the salespeople under me who are just beginning in their careers. I tell them, “If you cannot sell despite all the training and support given you by the management, don’t call yourselves salespersons-persons, yes; but not salespersons. If you cannot close a sales, why, we will close the company for you.”
As expected, we get almost one hundred percent favorable results. Sometimes we even surpass our expectations. At times, I get the impression that they are people of cheap thrills; that they are content only with hundreds of thousands. But, to my surprise, they have needs, and many of them reach millions in earnings.
In one of his recent convention lectures, Mr. Rene A. Espinosa, vice president for a sales and marketing department of a well reputed management corporation, said: “Peak performance can be achieved even when under peak pressure-by your boss, by somebody or something else. By PEAK, I mean, you should exercise POSITIVE THINKING, have ENTHUSIASM, or the science of action.”
This is ture, especially with regard to the aspect of positive thinking. With it, you are able to do everything better than with negative thinking.
Zig Ziglar, before becoming a phenomenal sales motivator, was a negative thinker. When he switched to being a positive thinker, he garnered one of the top positions in their organization and handled seven thousand salespersons as a result thereof.
The same principle is being advocated by Mr. Norman L. Goss, trainor of trainorsm in all his lecture series: STOP WHINING; BE A WINNER SIMPLY BY THINKING POSITIVE.
We all know that negative attitudes, including all its relatives, are definitely detrimental to one’s struggle for success. We need to eliminate them right from the start, because nothing good will come out of nurturing them. In fact, we should not even think about negative influences. Why?
“What we think and how we think are what come to us in whatever form they are. If we think we’re failures, failures we will be. If we think we’re successful, then successful we will be,” opined Dr. Jocano.