WMU News

Professor reveals 'Five Truths About Selling'

Jan. 18, 2002

KALAMAZOO -- Think that only smooth-talking extroverts can be successful in sales?
A Western Michigan University sales and marketing expert will reveal what it really takes at a Friday, Feb. 1, presentation as part of the Keystone Community Bank Breakfast Series at the Haworth College of Business.

Dr. James A. Eckert will discuss "Five Truths About Selling" at 7:30 a.m. in room 2150 of Schneider Hall on the WMU campus. Those who plan to attend the free program, which includes a continental breakfast, should reserve a seat by calling the Haworth College of Business dean's office at (269) 387-5050.

"Many people credit sales success to traits like being a smooth-talking extrovert," says Eckert. "The truth is, success in selling is not just about being a good talker with an outgoing personality. And it's not something you have to be born to do. Instead, it is a requirement of business success that requires a mixture of traits and skills that are within the reach of most people."

Eckert boils his experience down to five "truths" that he will explore during the talk:

  • selling is a numbers game
  • the customer is not always right
  • non-aggressive self-starters can succeed in sales positions
  • you should say what the customer wants to hear
  • objections are your friends.

Eckert is an assistant professor of marketing in WMU's Haworth College of Business. His areas of expertise include sales, marketing and supply chain management. He worked in sales for six years, between the time he earned his bachelor's and doctoral degrees from Michigan State University. Since 1999, he has owned and operated PartnerBuilding, a sales training and consulting firm.

The Keystone Community Bank Breakfast Series at the Haworth College of Business features WMU faculty and alumni speaking about their research and teaching on a variety of timely business issues. The company and college formed the partnership two years ago to offer monthly presentations, which are free and open to the public.

Media contact: Jessica English, 269 387-8400, jessica.english@wmich.edu


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