Harvard Business Publishing

One thing my new company needs is sales. Even though we only have an alpha version, we need to start proving that the business model works. And that means shifting from development to sales for me.

Since I'd done well so far with Drew University college students for programming, I put out the word, "We've got a startup company. Maybe you can make some money. Come to BC 102 at 6pm on Monday." Four showed up.

They were therefore interested, but I felt like I was lecturing and they were leaning back in their chairs in the way that college students like to--"Hey man, I'm just here to learn, you got to teach."

I talked about how we were empowering musicians with new ways to build relationships with their fans--and make money. They had come and they wanted to be part of Jamseed, but I had to pull them to nod their heads.

I was tempted (but refrained from) implementing a story from a former mentor of mine. He often recounted a training session he attended as a young ad salesman at Time. The manager directed the roomful of recruits to roll up a copy of said periodical. Then they were made to stand on their chairs. The manager proceeded to slap his rolled up edition in the open palm of his free hand.

"If you act enthusiastic, you'll be enthusiastic," he said.

Slowly, disorganized, and quietly the room repeated him.

"If you act enthusiastic, you'll be enthusiastic," he shouted again and repeated the magazine slap. I'm sure you get the picture. This went on until there was a concentrated slapping and chanting that could be heard three floors away.

What held me back was that the man who told me the story cost me my life savings. Back in 1999, he sold me on the idea of joining him in buying a typesetting company in Iowa--with my father's money. By the time all was said and done, the investment was lost, 200 employees were jobless, I was nearly $2 million in debt, and both the man and my father had died.

So, is slapping a magazine really the right way to motivate a sales staff? Is mindless enthusiasm the most important aspect of sales or is it a deep knowledge and respect for the product being offered? Is it wrong to "put you in this car today" even if the salesperson drive a different brand or doesn't drive at all?

In reality, I've seen plenty of product adherents be unable to convince anyone of their preference's merits. And I've watched many people fall under the spell of a convincing front man.

So perhaps I will get my students to "act enthusiastic." But it will be with the intention that this company, this time, I'm doing it for all the right reasons.

What do you think? Have you seen a someone duped by a well-spoken huckster? Is it right for a vegetarian waiter to push the steak special? Or is it more about getting the customer what they want, regardless of the passions of the sales person?