Selling to Farmers: Age

“Age Has Little to do with Success, Time Has Much”

(One of the most intriguing books I own is Selling to Farmers by Larry Williams, published in 1939. It is relatively small in size, hardbound with green boards and features the De Kalb ear of corn on the cover. Yes, “De Kalb.” Not “Dekalb.” The De Kalb County Agricultural Association was founded around 1918 and was the grass roots foundation of the Dekalb seed company (today a brand of seed owned by Bayer). This is one of a series of posts featuring its contents.)

A training manual for sellers of De Kalb seed. It’s contents are still relevant today.

The following text is provided in its entirety. It’s from Chapter 10 that focuses on planning for success. Yes, “men” or “man” are used solely throughout. It was 1939, after all..

Age Has Little to do with Success, Time Has Much

“The outstanding success of men past sixty in science, art and commerce is proof to all of the opportunities and chances for all men to make good, regardless of age. Indeed, in the sales field the best men of many firms are past fort-five. So, youth with its energy and age with its wisdom start even in the selling field and battle for fame and fortune where both are theirs for a price.

The all-important requisite is the deep-seated desire to sell. The art of selling is always to conceal the art. Practice teaches both young and old that influencing without apparent influence makes sales and dollars as well as friends for them.

How well is the value of the service or product established in your mind? This value is the thing you are to get others to enjoy. You are out to give values, not to take anything away from your prospect. Then tell me, in a business of getting others to share in values you know are great, what has age to do with the program? You are charged with the task of getting others to believe and visualize benefits which they may enjoy. You can be as adept at age 25 or at age 65 as your understanding and ability will permit. You are not too young at age 25 to show proof and value, and impress others with benefits. Nor can a man of 65 find age a handicap in bringing others to take advantage of values he can prove are there if they will but accept them. Vision and planning for success are both keen in men who love life, regardless of age.

Let the young man who feels his youth a handicap try stressing values and increasing enthusiasm about his product and he will find youth and asset and people will admire his enterprise and help him on toward success. The same thing works for the older man, for the moment people notice his vigorous drive for business they respond with a desire to see a man with such pep succeed.”

Yes, 81 years ago, all ages of salesmen could be motivated to impart values on customers. And what I really like about this section is that it appreciates the energy of youth and wisdom of old and their roles in selling to farmers. I’ve often been the oldest member of a sales team and always enjoyed the younger teammates. No, they don’t have my experience, but eventually they will because they have a drive to succeed. Often, the willpower to overcome deficiencies and gain experience is all that’s needed to thrive in this business.

I want you to do well. ~ph