The Sales Conversation that Changed My Life

The final excerpt from my upcoming book ' The Mindset of Sales".

In May 2013, I was at a networking event. I saw a friend whom I had not seen in a year. When I asked how he was, he said he was “getting better and feeling stronger.” He had been diagnosed with prostate cancer and had just finished his treatments. Suddenly, there it was: my fear of cancer staring me in the face. I had a cousin who died of leukemia at 17. My father died of a brain tumor at 57. Losing two people I loved to cancer had given me a lifelong fear and dread of getting cancer myself.

 As I was listening, I felt that sinking feeling in the pit of my stomach and began to silently chastise myself for not making an appointment for my annual physical. I was way overdue.

 I asked my friend how he found out he had cancer, and he told me about getting his PSA level checked during his regular exam. We talked for about 30 minutes before I gave him another hug. The last thing my friend told me in our conversation was this: “Get your physical and get the test. It’s better to know.” Truer advice has never been spoken. The “sale” for me to do the right thing and take care of myself was perfectly executed and closed. My friend was in sales mode. He was trying to influence me to change my behavior—which he did.

 The next month, I went for my physical and nervously asked for the PSA test. I was hoping my doctor would try to talk me out of it and tell me I didn’t need it, but he agreed it was a reasonable idea. I anxiously awaited the results. When they came in, my anxiety turned to panic. The normal PSA line is between 0 and 4, and mine was 5.5. When I talked to my doctor about the results, he helped me feel less afraid. While we talked, I mouthed a silent and heartfelt “thank you” to my friend for taking the time to tell me his story, persuading me to get tested, and being present with me.

 As you’ll read later in the book, I got appropriate treatment and, with the help of family and many great friends, and the expertise of a team of outstanding health professionals, I am alive and healthy and writing these words today.

 All this started with one conversation—a perfect and true “selling moment,” if there ever was one, and a moment full of positive selling behaviors. Let me start with the most important one. Good selling behavior is genuinely seeking what is best for people every chance we get is.

 My friend did that for me. There was nothing in it for him in our conversation. He just wanted to help me. And my friend had the mindset of helping. He told me later that, many years earlier, he had made the decision to look for opportunities to help the people he met. He chose to make helping a habit and a goal.

Todd Cohen, CSP, has been inspiring and motivating audiences for over 15 years, teaching them to sell themselves to achieve goals and incredible success. His sales culture keynotes and workshops are in demand from audiences from every background, including salespeople! Delivering approximately 90 appearances every year worldwide, Todd leaves people with a story to tell and feeling great about themselves!