Years ago I spent some time in the furnace business. I had sunk into a rock in my former job and decided to try the selling game. I must point out that I am probably the greatest dullard in the world when it comes to things mechanical, and since the furnace I was selling was a brand new and revolutionary design, the job of learning about it and selling it as a challenge.
After my training., I went out on the road and made my first call on an old gentleman who had been servicing and installing furnaces for 40 years. He wasn't in the least impressed with my pitch and proceeded to tear down every case I built up for my product. His observations were based on 40 years experience. I couldn't fight back. From that moment on I decided to change my tactics. When I entered the shops, I would not even pretend to have all the answers on furnaces. I asked my potential customer to look the product over closely and to give me HIS idea on the soundness of design.
It worked beautifully. Each one was flattered that I should consider him an expert. Indeed, I'd come right out and say that he certainly knew more about it than I, and that I value his opinion. From that time on I made a pretty successful furnace salesman, and one day sold 350 units which was the largest order the company ever got. I accomplished this by NOT knowing my product, or at least by making my customers feel that THET knew much more than I, which was true. You can't teach an old dog new tricks, but if you expose the old dog to new tricks, he will often teach himself.
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