In 1935, in “The Theory and Practice of Selling the AGA Cooker” – a sales guide still considered one of the best sales manuals ever written – David Ogilvy outlined the 10 universal rules that define a successful salesperson.

1. Thursday, August 8, 13

2. Tell the person who opens the
door frankly and briefly what you
have come for; it will get her on
your side. Never on any account
get in on false pretences.1
Thursday, August 8, 13

3. Study the best time of day for
calling; between twelve and two
pm you not be welcome, whereas
a call at an unorthodox time of
day – after supper in the summer,
for instance – will often succeed2
Thursday, August 8, 13

4. Study the methods of your
competitors and do the exact
opposite.3
Thursday, August 8, 13

5. Find out all you can about your
prospects before you call on
them; their general living
conditions, wealth, profession,
hobbies, friends, and so on. Every
hour spent in this kind of research
will help you impress your
prospect.4
Thursday, August 8, 13

6. The worst fault a salesman can
commit is to be a bore.5
Thursday, August 8, 13

7. The more she talks the better, and
if you can make her laugh you are
several points up.6
Thursday, August 8, 13

8. Perhaps the most important thing
of all is the avoid standardisation
in your sales talk. If you find
yourself one fine day saying the
same thing to a bishop and a
trapezist, you are done for.7
Thursday, August 8, 13

9. When the prospect tries to bring
the interview to a close, go
gracefully. It can only hurt you to
be kicked out.8
Thursday, August 8, 13

10. The more prospects you talk to,
the more sales you expose
yourself to, the more orders you
will get. But never mistake a
quantity of calls for quality of
salesmanship.9
Thursday, August 8, 13

11. Quality of salesmanship involves
energy, time and knowledge of
the product.10
Thursday, August 8, 13

12. What do modern sales leaders think
about how to be a great sales rep?
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