Ted Nugent, the Byrdland, and Your Sales Career

Nugent Guitar

Guest Post by Bill Guertin

The Gibson Byrdland guitar was developed primarily for jazz players in 1955.  It was a most unusual choice for a young Detroit rock-and-roll guitarist in the mid-1960’s named Ted Nugent, but its uniqueness was one of the things that attracted him to it.

“The mighty Gibson Byrdland guitar,” Nugent said in a Guitar World magazine interview, “is a magical piece of American craftsman artwork that has a musical voice all its own.  A beast of an instrument that was created to provide a limitless palette for creative sonic bombast and musical adventure that called my name from the very first time I witnessed its power in the hands of Jimmy McCarty (of Mitch Ryder and the Detroit Wheels) around 1961.

“This custom guitar is capable of more sounds than a normal human being is capable of dreaming of.  But since I am not a normal human being, our love affair continues to produce soul-cleansing and crotch-inspiring sounds and love songs for the masses.”

Are you inspiring that kind of passion for the customers you serve?   

The “instrument” in your hands is the quality product or service you represent as a sales professional.   Here’s your checklist of how you can be a rock star, for both your company and your customers:

  • Approach your prospects in a memorable way.  How can you separate yourself from others who are offering a similar solution?  Ted Nugent chose to be outrageous in his style, but his confidence in his presentation is what stole the show.  Choose to be yourself confidently in a way that serves others well, and make sure your initial contact is solid.
  • Understand what kind of music they want to create.  Ask the questions necessary to help them visualize the outcomes they want, not the ones you think they want.
  • Write a GREAT “song” (proposal), and use all the attributes of your product to make it come alive for them.   Just as “Terrible Ted” used power chords and his guitar’s construction to create a unique sound, your product or service has enormous potential as a vehicle to “wow” your prospect.  From special product sampling and demos to whatever your imagination can create, present your ideas in a way that your prospects would be crazy NOT to come along for the ride!
  • Close the deal when the prospects’ motivation to buy is at its peak.  Tour merchandise for music acts like Ted Nugent fly off the shelves of souvenir stands at concerts because people are in the best possible mood to buy.  The best time for your prospect to say “Yes” is when they’re most excited for its potential, while they’re in the aura of your positive presentation.  Ask for the business!   

Your products and services are a limitless palette of opportunities for achieving the goals of your prospects.  Most customers, however, won’t see what you see unless you let loose with some creative power chords of potential.

Nugent took a quality instrument and made it uniquely his own.  Can you rock your customers’ world in the same way?

— Bill Guertin is CEO (Chief Enthusiasm Officer) of Stadium Gorilla, a sales training and consulting firm to dozens of ticket sales teams in the professional sports industry.  He is the author of two books, including The 800-Pound Gorilla of Sales: How to Dominate Your Market, and speaks regularly to all kinds of corporate and conference audiences on how sports teams sell out their stadiums, and how any business can learn from the sports industry’s system of success.  Learn more at www.StadiumGorilla.com, or reach Bill directly at bill@The800PoundGorilla.com.