Ralph Lauren, expert sales closer

Published: Wed, 06/12/24

Updated: Thu, 06/13/24

June 12, 2024

TOGETHER WITH

Good morning sales world, and good luck to everyone in the middle of another glorious, miserable, exciting, depressing, uplifting week in this incredible horrendous profession. This week, we’ll take a look at the career of former tie salesman Ralph Lauren, share a Sales Fail about a canvassing trial gone wrong, and give some advice to a rep who just started their own consulting business. Let’s do this.

NUMBER OF THE WEEK

46% of B2B sales reps list lead quantity and quality as their top challenge.

Source: Spotio

SALES ROUNDUP

Here’s what’s happening in the sales world this week:

Which country’s salespeople are the best at closing deals? The answer might surprise you. A recent study from Pipedrive claims that South African salespeople have the highest conversion rates, followed by Ireland, New Zealand, Australia and Chile. Why is the conversion rate among SAs so high? The study suggests that it’s because the country’s reps skip the small talk. You can read more about the study here.
Dreadlocked rapper J.Cole was ignored by salespeople while shopping for a Cybertruck, according to a TikTok that recently went viral. A TikToker shared a video from a Tesla car dealership showing the North Carolina emcee shopping around for a new Cybertruck. However, the salespeople appeared to be “ignoring” the Grammy award-winning artist and instead spending more time with other customers, like the mentioned TikToker. You can read the article here.

FEATURE

FashionStock.com/shutterstock.com

How Ralph Lauren went from tie salesman to fashion magnate

Ralph Lauren, born Ralph Lifshitz on October 14, 1939, in the Bronx, is a name synonymous with luxury and classic American style. His journey from a retail salesman at Brooks Brothers to the founder of a global fashion empire is an inspiring tale for salespeople everywhere.

Early Life

Lauren's early life was marked by modesty and ambition. Raised in a working-class family of Jewish immigrants, his father was an artist and house painter. Facing bullying due to his surname, Ralph, along with his brother, legally changed their last name to Lauren when he was 16. After high school, he attended Baruch College but dropped out after two years, opting for hands-on experience over a traditional education.

Beginnings as a Salesman

Following his service in the U.S. Army from 1962 to 1964, Lauren took a job as a sales assistant at Brooks Brothers. This position was more than just a job, it was a formative experience that would shape his understanding of the fashion industry. His role at Brooks Brothers introduced him to the world of high-quality menswear and the importance of customer relationships.

He would continue as a tie salesman, taking a role at Rivetz, a necktie company, which helped him better understand the necktie market. By the age of 28, Lauren was selling for Beau Brummell, another tie manufacturer. Here, he made a bold move that would set the course for his future. He convinced the company's president to let him create his own line of neckwear. With this opportunity, Lauren launched his first business venture, The Ralph Lauren Corporation, in 1967, starting with men's ties.

His Most Important Deals

Lauren's ties were unique and embodied a broader, more flamboyant style than was typical at the time. He got his big break when he convinced a buyer at Neiman Marcus to place an order for 1,200 ties. Working out of a single drawer in a showroom in the Empire State Building, Lauren personally delivered his ties to the store, a testament to his dedication and hands-on approach.

In 1968, drawing on his love for sports, Lauren introduced his first full line of menswear under the brand name "Polo." This line marked the beginning of the iconic Polo Ralph Lauren brand. Lauren wanted to incorporate sports into his brand; he later said that he chose polo rather than basketball or baseball (two sports he loved) as it conveyed the luxury and sophistication he strove for in his company’s branding.

In 1969, he negotiated an exclusive agreement with Bloomingdale’s which included his own in-store boutique, the first time the department store gave a designer their own exclusive space — a concept that went on to become popular in department stores across the country.

Taking Over American Fashion

Lauren's success continued to snowball. In 1971, he launched a line of women's tailored shirts, which featured the now-famous Polo player emblem. This was followed by a full women's collection and the opening of his first store on Rodeo Drive in Beverly Hills. His innovative approach to branding and retail set new standards in the fashion industry.
By 1972, the introduction of the signature Polo shirt solidified Ralph Lauren as a household name. The shirt, available in various colors and featuring the iconic logo, became a symbol of preppy style and elegance. His designs didn't just appeal to fashion enthusiasts but resonated with a broader audience (as it still does today), capturing the essence of the American lifestyle.

Legacy

Lauren's journey from a salesman to the head of a multibillion-dollar fashion empire is a remarkable example of vision, perseverance, and strategic thinking. His ability to identify market needs, coupled with his unwavering commitment to quality and style, can serve as an inspiration for salespeople everywhere. Lauren's story underscores the importance of believing in one's vision, taking bold steps, and maintaining a personal touch in all business dealings.

For salespeople, Ralph Lauren's career can be a powerful reminder that success often starts with humble beginnings and that with passion and persistence, one can turn even the smallest opportunities into monumental achievements.

READY FOR YOUR NEXT SALES JOB?

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Find your next role!

MEME OF THE WEEK

Source: Instagram -- Sales Humor

QUIZ

Which of the following people is considered to be the world’s first sales trainer?

A. Dale Carnegie
B. John H. Patterson
C. Zig Ziglar
D. Jordan Belfort

SALES FAILS

Each week, we bring you the most cringe-worthy sales moments from across the web. To submit your sales fail story for consideration, click here. (Don't worry, you'll remain completely anonymous).

About fourteen years ago, I was a year or two out of college and was looking for a new sales job. My friend worked for a regional telecom company that sold phone and internet services to small businesses. It was an outside sales role. I met with the manager for the first round of the interview and for the second round, I was supposed to go out prospecting with one of their reps to see how everything worked.

He and I met at the office and drove to a small downtown where we knocked on some doors. I wasn’t crazy about the job or product but I needed money so I was thinking I would take the job if they offered it to me. For lunch, we went to a diner and I ordered a bunch of heavy, greasy breakfast food like pancakes and sausage and things like that.

After lunch, he wanted to stop by his house, which was not far from the town and the office. When we got there, we hung out in the living room for a little while. I think the only reason he was comfortable having me there was because I was friends with his coworker (the one who got me the interview). Well, I had eaten so much food that after sitting on his recliner for a while, I started to doze off and fell asleep.

For some reason, he decided not to wake me up and went back out prospecting for the afternoon without me. I called him when I woke up and he said to just hang out until he got back. He picked me up and we went back to the office. A few days later, I got a call from the manager who said he didn’t have any open positions at this time but that he’d get back in touch when something opened up. There’s no doubt in my mind that the other guy told him I fell asleep in the middle of the workday. But all he had to do was wake me up! Anyway, I found another job and I’m still in sales.

Anonymous Location withheld

GRAPH OF THE WEEK

Source: LinkedIn Poll -- June 2024

WORTH A PEEK

Have you ever wonder how sales has evolved over time? From the Roman Empire to the software you use today, Unstrategic put together a brief history of the sales profession. It's a fun read that shows you how far we've come. You can check it out here.

ASK THE QUOTA

Want to submit a question and be featured in our advice column? Click here. (Don't worry, you'll remain completely anonymous).

Dear Quota Team

I've had a long and successful career in sales, but I've always wanted to work for myself. After saving up enough cash to float myself for a while and signing my first client, I took the leap 3 months ago and started my own consulting business. Things are going just okay so far. As a salesman, I'm embarrassed to even admit this, but I've been struggling to close deals for myself. It just feels so different and I wasn't expecting this. I guess I didn't realize how much easier it was to sell when I was doing it for established companies that had years of trust built in with case studies, client referrals, brand awareness, and big marketing budgets. Any advice on how to close deals as a small business owner?

Embarrassed in Location Withheld

Dear Embarrassed

Congrats on going off on your own. The first thing to remember is to have patience. You mentioned you just launched the business 3 months ago. You shouldn't expect to build a 6-figure business overnight (contrary to what grifters on the internet will tell you). You should try to look at things over a longer time horizon. Think years, not months. Effort compounds, and if you stick with it, before you know it (and assuming your business provides value), you’ll have more clients than you can handle.

It also sounds like you're used to selling for larger orgs. Selling your own consulting services is a different game. But just because you don't have the resources of a big company doesn't mean you're at a disadvantage, you just need to rethink your positioning. What you're really selling is yourself. You're convincing prospective customers that you're the right person for the job. Focus first on their problems, then, on the advantages you bring by being a small independent consultant, such as more attention to detail, better communication, faster turnaround times, and the level of care you’ll be able to put into your work.

Keep working at it, play to your advantages, and don't give up, even when it feels hard. You'll be closing more deals soon. Good luck on your journey!

Quiz Answer: B. John H. Patterson is considered to be the world’s first sales trainer (you can read the source article here)

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Today's email was written by Ken Kupchik, Erica Furgiuele, Steve Rado, and Emily Hill.

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