Sam I Am The Sales Master

Have you ever examined how Green Eggs and Ham by Dr. Seuss is a great marketing 101 book summarized in children’s book? Well, let me explain…

Green Eggs and Ham essentially shows how a small and seemingly unimportant individual can convince someone entirely different from them to try a product the salesman has never even tried and inevitably fall in love with the product. The real craziness is that in the end, the consumer winds up thanking the salesman despite their repeated denials at the beginning of the book. This is psychology at its purest form on how to close a deal. It’s better to ask “This or that?” rather than “Yes or no?” You leave out the option to back down and if you keep pressuring them and even get their friends on board with this seemingly outlandish product: green eggs and ham. This is called “social proof” Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. Robert Cialdini, author of Influence: The Psychology of Persuasion states “we view a behavior as more correct in a given situation to the degree that we see others performing it”. Not only is this salesman, Sam I Am, good at being persistent with his sales pitch and approach. Notice how his emotion never changes throughout the novel. From his rambunctious entrance to experiencing a disastrous series of events, he pursues with a smile on his face. The fascinating part about this is the end, the same damn smile all along. He never slips up on using his poker face to imitate calm, peace, and tranquility. These represent an extreme level of confidence and when people see this confidence and coolness about you even when grappled with whatever life throws at you, the odds that are stacked against you can be beaten. Be calm, stay consistent, have a product for every buyer, get everyone in on it, get the naysayers to follow you, close the sale and win the game. Think about it…

- David

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