Some salesmen proudly claim that they can even sell IGLOO (ice) to the Eskimos. This amounts to saying that they can throw dust into the eyes of their customers and persuade them to go against their own interests and accept something unnecessary or useless.

Let’s assume that you are sitting with an Eskimo and presenting the features, advantages and benefits of your superior ice product. The only possible way you’re going to close the deal is by using arm twisting tactics. There can’t be any other reason for him to spend money on something that is so inconsequential and so freely available right outside his snow-clad hut?

There can’t be a better example of a salesperson putting his needs before those of the buyer than the Eskimo analogy. It represents a diametrically opposite situation of how a conscientious Business Development Manager should act and behave.

If you’re ‘selling ice to an Eskimo’, there’s only one thing you’re interested in; yourself!

Successful and truly sincere and genuine salespeople put the needs of the prospect first and foremost. During the initial stages, they don’t seek to sell anything. Instead, they invest their time in understanding, gathering information and offering advice, knowledge and insight. Only once they have a complete understanding of the customer’s requirements and limitations, is a viable solution even presented.

They are even prepared to walk away without a deal if their products or services don’t correspond to the customer’s problem, reduce risks, save costs or increase client’s revenues. A short-term success will only come at the expense of never being able to build the skills, trust and reputation that come from honest, hard work and continuous improvement.

Business development is about the art of making a customer win and in the process win too. It’s the blend of attitude, behaviours and skills that separate the good from the bad; it requires planning, preparation, positivity, patience, persistence, piety, prayer, personal integrity, empathy, attentiveness and helpfulness to mention just a few.

Those who can sell ice to Eskimos are not good at selling; they are selfish; they’re good at bypassing the skills and behaviours that earn credibility, respect and long-term rewards.

Lose a business rather than lose a customer and lose your reputation forever. You may sell ice to the Eskimo but soon the whole population would know about it and your clever techniques. An unhappy customer would tell at least ten others and so on, so forth and soon you will be out of your business.