Many years back, a Jesuit priest in the southern Philippines found an eagle’s nest. This is unusual because most eagle’s nests are located on very tall trees. The priest discovered the nest nestled at the foot of a century-old tree. The tree might have cushioned the fall of the nest because the egg inside was unbroken.

The priest brought the nest home. In the hope of saving what was in the egg, he added the egg to those belonging to a hen in the poultry.

When all the eggs were hatched, six chicks emerged. The seventh was the eaglet. The hen took care of the eaglet as much as she did her chicks, even if the eaglet looked different, because it had become part of her brood.

Whenever the chicks chirped, the eaglet also chirped. He sounded a bit different-but not that different. He was able to blend with the chicks because the imitated them. He had no problems growing up with them.

One day, the little eagle looked up at the sky. He saw a full-grown eagle majustically soaring in the sky.

“What is that? How high it flies!”

“It’s an eagle,” answered one of the chicks.

“How beautiful! How I wish we could fly as high as he does. Wouldn’t that be great?”

“Don’t even think about it, bro. We aren’t made for flying. We’re only chickens.”

“Is that so?” the young eagle sighed. “Too bad. I wish I were an eagle too,” he added.

So, the young eagle lived and died having one fixed idea in his unfortunately conditioned mind. He was just a chicked who could never be an eagle at all. How pathetic!

Some people are like this poor eagle. They have lived and died within the limitations set by their peers and their environment.

You cannot be this; you cannot be that. In our company, nobody earns one hundred thousand pesos a month. You cannot go beyond this; you cannot go beyond that.

If you accepted all these-hook, line and sinker-how on earth will you be able to earn two hundred thousand pesos a month? How will you buy everything you want-house and lot, a car, beautiful clothes?



Before anything else, you need to know if you have enthusiasm. Because, if you do not have it, how can we fire up something that is not there? Do you really have even a bit of enthusiasm in your system?

Ms. Maggie dela Riva explains: “Enthusiasm is the high energy level in you. To have it, you’ve got to be very dynamic in the way you look, walk, talk, present (your product), handle objection and close (sale)”

There are two essential factors involved in what Maggie has mentioned: first, the high energy level; second, the dynamism in a lot of things. One of them is being dynamic inĀ  your dating.

Enthusiasm is having a strong excitement of feeling. This is what is meant by “high energy level” The zeal and liveliness you feel is beyond ordinary. It is like having a high, so they say. With this energy, you are able to do things better than when you are disinterested or weak.

For example, we have a foreman, or kapatas, who has ordered his carpenter to cut three pieces of wood as big and as thick as the high of Incredible Hulk. Imagine yourself cutting a piece of wood of that size three times! If you were on a high energy level, you would just laugh at this order.

In a hospital, for instance, a director gave his surgeon three major operations to a perform in a single day. If that surgeon is on high level of energy, you will not hear him grumble.

The same case is true with a salesperson who is given twenty client calls in one day by his unit manager. If he is on high level of energy, he will undertake his assignment wholeheartedly.

In these three samples, we know very well what would happen if the person involved did not posses high energy level or dynamism. Disaster!

How do you fire up your enthusiasm if you have it? It is nolonger difficult to do this once you posses even just a tiny spark. In this case, we will be able to use the three principles I have earlier explained in the preceding chapter. Maggie has mentioned something about being dynamic. Well, you can be dynamic if you can learn how to WALL TALL, TALK RICH, and FELL GOOD!


shaking-of-handsHave you heard of the saying Smile and the world smiles with? Maybe you have also heard it told that It only involves fifteen muscles to smile and seventy-five to frown.

According to the Taoists, there are many people who live harboring anger, sadness, frustration, fear, worry and other negative energies in their hearts. This, they claim further, brings about sickness and deprives our bodies of good health.

A genuine smile radiates a loving feeling. It neutral izes everything that is negative. A genuine smile also breaks down the invisible wall that is always separates the salesperson from his clients.

In ancient China, the Taoist masters accept the power of a sincere smile, because it is said that this is very effective way of fighting the everyday problems of living.

What are the day-to-day problems of salespersons? Is it not their prospective clients? Your arrive at their door-steps-be it in their offices or houses-and they do not know who you are. Some smile immediately because they have had a good night’s rest or have just solved a problem. But a majority of them do not.

So, you smile first in the hope that your client will do the same. The most powerful energy of one’s personality is his genuine smile. Just imagine one single cell of your body emitting a fraction of a millimeter of loving energy, if you smile sincerely. Now think of this. We have approximately 64 trillion cells in our body. Imagine how strong a loving power that would be, if activated by one genuine smile. It is tremendous!

But let us not confuse each other here. By “loving power,” I mean the vibrations emitted by your whole being that says, “I care for you”; “Your welfare is my concern”; “I am truthful and honest in my words and deeds.” In short, you are not bluffing your way around; you are not putting one over your client; and, you are offering him a product that is totally beneficial to him.

If faith can move mountains, so can a smile, in a manner of speaking. It can eventually move pens to sign sales agreements in your favor. Then, you will feel good because of this. After simply feeling good, you will really feel good if it bears fruit.

Frank Irving Fletcher has this to say: ” A smiles costs nothing, but it creates much. It happens in a flash, but the memory of it sometimes lasts forever. It creates happiness in the home and fosters goodwill in business. It is rest to the weary and daylight to the discourage. It is sunshine to the sad and nature’s best antidote for trouble.”

With all these good words about smile and smiling, are you still feeling grouchy? Cheer up!


logo_master_salesperson2Please do not be misled. I am not saying here that you talk like a rich man or pretend to be one. What I mean is that your speech must be rich with proper conversation conduct and ethics. Suitability is again the order of the day here. You do not talk useing Pidgin English or Tagalog, or colloquial terminology, to an obviously hard-core academic creep. I mean, academic buff. No, I mean, serious intellectual. See?

Talking rich includes having extensive knowledge of how your products fare with other name brands. Knowing these, you can confidently walk with authority and with registered ease about the whole spectrum of product comparison. Talking rich is also talking with marked convenience about pertinent subject matters surrounding your product or product line. Just make sure that your speech is filled with factual truths because if you are just bluffing your way around, sooner or later, your client will find you out.

Part of enriching your speech is getting right the manner and the timing of injecting humor in your conversation with your client. Believe it or not, humor is an integral part of a wholesome conversation. Some salespersons call on their clients with nothing in their “speech bags” but product knowledge and other hard facts. Not an iota of humor. So, they sometimes end up being the biggest joke of the day. It is not quite funny conversing with a person without the slightest trace of a smile on his face?

“A sense of humor is essential to everyone because it gives a sense of balance, proportion and perspective [to things],” according to former Senator Maria Kalaw-Katigbak.

How will you acquire a sense of balance and proportion if you do not possess a sense of humor? How will you gain a sense of perspective if you do not smile at all? So, if I were you, I would smile right away.


walk-tallThere is definitely nothing much we can do about your height if it is way below the conventional standard. It is part of reality that some are born tall, others are not. But, even if you are a little bit short, you personal image can be taller than the tallest PBA import when properly managed and handled.
What to wear on what occasion is also on essential element not to be ignored in personality building. Color matching or contrasting of wardrobe can be learned easily, including the proper matching of jewelry and accessories.
You do not have to spend much in order to enhance your overall image. The bottom line here is for you to be able to master how to identify with the kind of client you are dealing with. Walking tall is not tall walking. It is your ability to adjust to your client’s pace. If he walks fast, naturally you would be left behind with your shorter strides.
If your client will spend the weekend in the beach, it is more likely than not that he is in his seaside attire, complete with matching visor and beach sandals or rubbers.
Look at how awkward your appearance will be if you arrive in your best suit or shirt and tie, with matching leather shoes and attache case.
Is is not more pleasing to see if you go to your appointment dressed in almost the same manner as your client? Immediately you have something in common. If he smiles at you, would you not feel a certain welcome in tha air?
The truth is: your client will momentarily forget that you are a salesperson, who has trailed him to the beach to get his signature. At first, you may probably talk about the water or about his jet ski. By talking less and listening more, you gain a foothold over him. Gradually, depending on your capability to steer the conversation, you get to your desired direction. You end up a winner.


Competence is efficiency. It is also fitness and capability. In Pilipino, it is kakayahan; never kayabangan (boastfulness).
To be competent, it is a MUST that you are qualified for the job you have just undertaken. This is not so much about academic qualification though. It is more of being qualified to push forward real hard-with you mind, body and spirit-in order to realize the fulfillment of a pre-designed objective, which is to win, to win and to win.
A noted Filipino intellectual, Mr. M.P. Guanzon, has stressed that: “To be efficient, you must be ready to meet people whose main objective seems to be to knock you down. Tibayan mo ang iyong pagtitimpi sa ganitong mga pagkakataon (Keep your cool in times like these). These are the ingredients of success.
Is it too much to ask? It may be so, but it is true. Success does not socialize with the impatient and those lacking in self-control. Instead, it rewards those with the ability to keep one’s cool amid countless trials or sales rejection.
“There is no success without its equivalent sacrifice,” adds Mr. Guanzon.
Sacrifice includes, among others, making yourself physically and mentally fir, psychologically capable and even-tempered in order to withstand disappointments. It prevents you from blowing your fuse when your clients are pretentious (maarte) and insistent (makulit).
Clients are different from one another. There are those who are educated and decent; there are those who are smart-alecky and delinquent. In any case, you ought to be ready and proficient in answering all their questions regarding your product. You must always bear in mind that , if you clients are not satisfied with your explanations, they can turn their attention and insterest somewhere else-where the next salesperson is far more friendly, more patient, and better equipped in answering inquiries clearly and professionally than you. In other words, clients are drawn to companies with competent salespersons. A great part of their competence comes from their being will versed in the details that pertain to the product they are selling. In short, they have product knowledge.
But over and above intelligence is the way you handle yourself before your client. Product knowledge is useless if you cannot get through your client because of your dating (literal meaning, “arrive”; in this context, “countenance”).
What turns off customers? There are too many to enumerate all. We will discuss only the obvious.
Some salespersons come on too strong. Around their clients, they use loud and authoritative voices. When they clasp and shake their clients’ hands, they almost convulse their clients’ bodies and break their fingers.
Some come across like teachers. When they start talking, they give the impression that their clients know nothing. How do you identify this type of salesperson? Listen to his speech. It always begins with “alam n’yo ba(Do you know), sir…?” “Alam mo(You know), sir….”
There is also the incessant talker type. Believe me, the client will never get the chance to talk until he is through with his “Product Knowledge” speech.
But the salesperson most likely to make the client balk at his presence or drive him away is the one who will ask for a drink or who will look for the comfort room the moment he arrives. His clothes are soggy with perspiration, and it looks like the efficacy of his deodorant has run out on him. But he nonetheless goes ahead with his “Product Knowledge” speech.
“Product knowledge is good, but you must also know the client’s system,” stresses Dr. Jocano.
By “client’s system,” it is interpreted here as your client’s right to be understood. But what do you need to understand about your client?
First, he deserves to be treated with utmost respect and decency whoever he is or whatever his status in life is. He is not simply an object or number in your sales call list that you need to go through and finish so you can move on to the next.
Like you, your client has certain peculiarities and sensitivities. That is why extreme care should be taken in conducting your conversation with him. This is one criterion you must pass in order to be a sales champion.
Competence is best enhanced and supported by three factors equally independent of each other: (1) WALKING TALL, or the manner by which you carry yourself, is one but not necessarily the first; (2) TALKING RICH, or your propiety in speech, is another but not necessarily the second; (3) FEELING GOOD, which is your proficiency in projecting a wholesome image using your smile, is still another but not necessarily the third and last.


KNOW WITH WHOM YOU ARE TALKING. Is this easy to do? It is, if you know how. First, look at the whole picture. Then, assess what you see in its entirety.
You are a salesperson doing business in the Philippines. Hence, most of you clients are likely to be Filipinos. If your client is a foreigner who has lived in this country long enough, he may be a Filipino-American, a Filipino-Japanese or a Filipino-Indian.
So, generally, your client is a Filipino. Having indentified your client of his nationality is a good springboard towards getting to know him better.
What are his habits, ways, thought patterns and bases of choice? Is there an established pattern in the way he acts, relates and decides?
In short, what really is a Filipino?
Dr. Jocano has poetically defined what to him is a Filipino:
A Filipino is like the mythological bamboo.
He sways valiantly with the winds of misfortune,
only to rise unscathed when the tempest is over
to meet the warmth of the morning sun.

A faithful and correct translation into the National Language would be:*
Ang Filipino ay tulad ng maalamat na kawayan
na magiting na humahapay sa bugso ng mga kasawian,
upang bumangong muli na ni hindi nasaktan
ng unos na nagdaan at lumisan,
upang damhin ang init ng panibagong araw.

This description of a Filipino highlights his remarkable flexibility to survive after tackling life’s trials and blows.
But, in order to know him btter, we also need to know his social characteristics.
Generally, Filipinos are very SENSITIVE (maramdamin). If you raise your voice while talking with him, he immediately gets mad because he thinks he is being shouted at. If you fail to notice or greet him the moment he sees you, he will regard you as proud.
A Hongkong tourist-guide story has it that an American tourist found it very difficult to differentiate a Japanese, a Hongkong Chinese, and a Filipino from one another because of their common Asian appearance.
The tourist guide tol the American: “If you accidentally bumb an Asian while walking on the busy streets of Hongkong, and he steps backwards and apologizes while bowing, he’s a Japanese. If he assaults you with high-pitched profanity, he’s a Hongkong Chinese. But, if you’re knocked out because of a fist blow, he’s a Filipino.”
That is just a story. But it graphically illustrates the latent Filipino character called silakbo, or the irrational sudden outburst of uncontrolled anger.
Generally, the slightest and unintended intrusion into their persons or reputaions also easily offends Filipinos. If you happen to say something that has pricked their self-esteem, touched their sensitivities or arouse their built-in hang-ups, they would be offended. It is also possible that you have not uttered anything wrong, but because they mis-interpret whatever you have said using their preset orientaion or norms, they become furious. When this happens, the unfortunate result is that you are misunderstood. What already been established.
So, take the necessary precautions here. We have to make sure that what we know about our clients is utilized as a road map in our dealings with them. This helps us to achieve a smooth interpersonal relationship with them. This is because we ourselves like harmonious relations.
Aside from being sensitive, the Filipino is also very PERSONALISTIC. He likes almost every thing personalized.
Filipino customers seldom respond by phone or through mail. It would be good already for those having mail order business in their direct marketing if the response they get amounts to 1%.
In the Philippines, there is no substitute for face-to-face communication. Filipinos generally prefer person-to-person attention.
Why do you think did Jollibee surpass McDonald’s in the Philippines?
If you can recall, it was McDonald’s that introduced the fast-food service idea in the country. Its first store was near FEU, along Nicanor Reyes Street. You were the one who would get your own food from the counter. Then you would find a table for yourself. Afterwards, you would be the one to clean your table.
This did not work. Why? It is because, here in the Philippines, customers prefer personalized service.
“Ako na ang bibili at kukuha ng pagkain ko, ako pa’ng maglilinis? Aba, masaya ka! (I pay for my food and get it from the counter. Am I still expected to clean up after I’ve eaten? That’s too much!)”
It is also notable that Filipinos are FAMILISTIC. More often than not, decisions in the family are not unilaterally made. There is consultation among family members whenever a major issue is in need of a final decision- e.g., what the first baby’s name will be, who will be his godparents, what preschool he will go to. It may also be where to spend vacation or what house appliance should be first bought.
If you offer a refrigerator to the wife, she will tell you, “I’ll tell my husband first.” If you ask the husband, he will say, “I’ll consult with my wife first.” Whenever there is a substantial change in the offing, the effort and the concern are always directed towards the general interest and welfare of the whole family. This, every salesperson must consider all the time.
Knowing with whom you are talking not only saves you from pitfalls of trouble and embarrassment. It also helps you steer your way through the labyrinth of peculiar human behavior towards the end of the tunnel, where it is bright and where you can see clearly your client filling up the order form you brought for him.