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     I recently read an article by Entrepreneur Magazine entitled "The 10 Laws of Sales Success." As I read through the literature I could not help but to draw the parallels to bass fishing. So here they are as interpreted by a bass fisherman.....

Law #1 - Keep your mouth shut and your eyes and ears open.
Pretty plain and simple, most fisherman talk way too much! Some of the greatest fisherman I have ever been in the boat with scarcely said a word. Their entire focus was on what was happening under, on top of, and around the water. If you are constantly focused on conversation, you will miss that tournament winning fish.

Law #2 - Sell with questions, not answers.
Most of us probably know someone that is so thick-headed that they are always trying to force feed fish. Some of us probably know them quite intimately (you know you've done it). Rather than getting out on the lake presupposing what the fish will be doing, try starting the day off with a series of questions that only the bass can answer. This will ensure that you never pigeon-hole the bass to a pattern that they are not on.

Law #3 - Pretend you are on a first date with your prospect.
Get curious about the bass and the conditions affecting them. We have already established that you need to be asking questions, but don't ask the same old questions all the time. When your date tells you she loves music, you always ask "what kind?" Get creative about asking questions because the more specific they are, the more fish you will catch.

Law #4 - Speak to your prospect just as you speak to your family and friends.
This law states that what works for the familiar will generally work with the unfamiliar. When approaching an unfamiliar body of water, never forget what works on your home lake. Just like people are people, bass are bass.

Law #5 - Pay close attention to what your prospect isn't saying.
Always make sure when you are establishing a pattern to take note of not only what the fish aren't biting, but also how well they are committing to the lures you are catching them on. John Sappington once told me that if he is only catching fish on the back hook of a crank bait, even during a tournament situation, he will change it until he finds the one they will engulf.

Law #6 - If you're asked a question, answer it briefly then move on.
If you ask a pro what the secret to their success is, many of them will tell you they keep it simple and stick to the basics. I have seen so many people get way too intellectual about fishing. So much so that it stunts them from committing to any decision. Ask yourself about the seasonal patterns, prevailing conditions, and water clarity then get to fishing.

Law #7 - Only after you've correctly assessed the needs of your prospect do you mention anything about what you're offering.
If you have been fishing a spinner bait for four hours without a bite, do you really think that changing the skirt from chartreuse to white is going to make much of a difference. Sure there may be times that is does, but chances are the fish probably don't want a spinner bait. Before you refine a pattern or presentation, make sure you have the right one. If you don't you just might spend all day refining a spinner bait presentation that the fish don't want.

Law #8 - Refrain from delivering a three hour product seminar.
As stated before, don't spend all day doing something before you change it up. Pick out a handful of different presentations and and use them in a variety of areas. Make sure to cover all of your bases: fast, slow, top, bottom, power, finesse, etc.

Law #9 - Ask the prospect if there are any bariers to them taking the next logical step.
Once you have a presentation that works in a particular area, try the offering in similar areas around the lake. If it works, you may just have a tournament winning pattern. If not, you may have to start the process all over again.

Law #10 - Invite your prospect to take some kind of action.
When you have finally refined that intricate pattern, be as efficient as possible. Create a milk run and stick to your guns. Show that presentation to as many fish as possible and invite them to take the kind of action you want them to take.

     The next time you are out on the water take the ten steps that Entrepreneur Magazine says you should. You won't have any problem successfully selling yourself to the bass.

Josh Bracamontes