A couple nights ago a received a knock on my door around 6PM. I was eating dinner with my family, but I answered the door anyway – after all, in this age of telemarketers and spam, a visit in person from anybody is intriguing.

Standing at my door was a young lady – a college student.
Good evening, she said. Oh – what a cute baby!
I was holding a baby. The young lady extended her hand, rattling off a name I couldn’t catch. I adjusted the way I was holding the baby and shook her hand. It was awkward. Her grip was initially limp. My grip was firm.
Good handshake, she said. Awkward.

She proceeded to tell me about how she was collecting points to win a trip to Paris and a thousand dollars.
Have you ever been to Paris, she asked.
Yes.
What about a thousand dollars? Have I ever won a thousand dollars?
No.
Well, she said, now you know why I’m trying to win these points.
I didn’t follow her logic, but continued listening out of politeness. After all, she at least had the decency to visit in person.

Pulling out a small booklet, the young lady began yapping about magazines. She was speaking faster than a French DJ, but I caught just enough to know we were through.
I’m really not interested in magazines, I said.
She paused. She cocked her head her right and dropped her jaw a little. Well, she said – raising an eybrow, would you care to donate money to a children’s hospital so you don’t have to deal with me no more?
Excuse me? I said.
Would you care to donate money to a children’s hospital so you don’t have to deal with me no more?
It was a rhetorical question, I said. I might have been interested in donating were it not for your horrible attitude. Good night. I shut the door.

Before it closed, I heard a faint I’m sorry sir. Later I’d wished I’d been more patient – maybe shared a few tips on tact and salesmanship. General awkwardness aside, the young lady made a few big mistakes.

1. Her first mistake was even mentioning her benefit. Why on earth would her trip to Paris and prize money motivate me to purchase needless magazine subscriptions?
2. She didn’t appeal to my nobler motives. She never gave the opportunity to be charitable. In fact, she assumed the only reason I would want to give to a Children’s Hospital would be to get rid of her.
3. She overlooked the fact that I could get rid of her simply by closing my door.

Had she emphasized my benefit by appealing to my nobler motives, she would have won my attention through the duration of her pitch. I would have over-looked her initial awkwardness and stayed on her web page at the door. Maybe I would have subscribed to a magazine or two. I didn’t care about her trip or her prize money. But if she won the contest and wrote me a nice letter informing me of my part in her good fortune, I would have been delighted. I probably would have written her back and asked to see some pictures when she returned. Not only would she have made the sale, she would have retained a customer – and maybe (eventually) a friend.

Emphasize your customer’s benefit by appealing to his nobler motives (like philanthropy or charity). He will be much more interested in what you’re selling. Follow up with him – detailing the impact he made and how much you appreciate his business. Your genuine appreciation will likely yield his loyalty.