Consulting | Haigh TV

Sometimes it is even simpler than the cod definition of a consultant: “Someone who uses your own watch to tell you what time it is”. Joe Girard, one of the most successful sales consultants of all time effectively reduced it to “I like you(r watch)”.

It is pretty clear Girard had a natural flair for sales, though he also worked really hard to put the systems in place so he could maximize his returns on talent. For 12 years in a row, Girard featured in The Guinness Book of World Records as the world’s greatest salesman. Girard was a consummate communicator, as you’d expect. Famously, on birthdays and public holidays potential customers would receive a card from Mr Girard. They might get as many as 12 a year. “Happy Birthday” the card would read, or “Happy Easter”, or whatever. And then followed the words: “I like you. From Joe Girard, Chrysler Montana.” As Girard put it: “There’s nothing else on the card. Nothin’ but my name. I’m just telling ’em that I like ’em.”

Why is “I like you” such a powerful phrase?

It is perhaps the greatest sentence in the business of communications. But why so?

Churchill said: “Broadly speaking, short words are best, and the old words, when short, are best of all.” Girard ticks that box. It is hard to think of a shorter, useful Object-Verb-Subject combination. Love rules, yet like fits inter-personal business communications better than love. We like to be liked. You may find simply copying Girard’s approach feels too trite. Keep the spirit of it in mind with your communications. Girard made over thirteen thousand individual big ticket sales in his selling career.

Are you maximizing your talents? Is there something in your business that is worth more than your business?

If you think so, but are not sure, do get in touch.