APRIL 1978 Circulation: 450 - Cont USER WANTS NO "MICKEY-MOUSE - Cont On a "cold call", George's advice is to be polite, particularly until a rapport is established. The first phone call to a prospect (and it had better be a phone call, because you'll never get near George Ream without a prearranged appointment), should be conducted with a straightforward, professional attitude. "A little formality never hurt anybody," declared Mr. Ream, but he quickly added that the class should call him "George". Once a common ground is established (user has problem, vendor can solve it), George Ream demands honesty. "Make sure the customer's problems are crystal clear. Don't try to change the problem to fit your solution." He also expects the salesman to have a comprehensive knowledge of the total product line and applications. "You don't have to have every answer to every question, but you have to know how and when you can get it." Mr. Ream doesn't like surprises. If his new system or equipment is a first, he wants to know what he's getting into. By the same token, George also wants to know all about new products and improvements; things that will help his system work better. George Ream feels very strongly that a salesman must maintain a close contact with the user. Keeping the communication open and frequent, even if the system is running well, is a must. The salesman has a need to know what problems a user wants to tackle next. Clear and periodic communication can mean add-ons and upgrades, and a better system for the user. "After all," he said, "the more successful the salesman is, the better off the customer is." A good, honest relationship between a user and the salesman may be difficult to establish. George warned the class that unsatisfied users may not discuss their problems with the vendor, but they tell everyone else. "News of a bad installation spreads fast." Particularly to competition.