Nolan Ryan became one of baseball’s great pitchers by keeping his mind focused on the warm-up. In fact, after pitching an astonishing seven no-hitters Ryan still prepared for each inning with a warm-up.

In sales it’s the same thing. We also can’t “pitch” until we have warmed up. Let’s put it in the baseball vernacular: As the salesperson, you are on the mound getting ready to “pitch.” Striding to the plate comes the customer who is holding this big bat. Instead of the words “Louisville Slugger,” the words on your customer’s bat are “I want to think about it,” or “It won’t fit into our budget right now,” or “Let me talk with the president of my company,” etc.

You have one simple goal as the pitcher. You must convince the customer that he should no longer be the batter. Instead, he should become the catcher so that you can be on the same team! If the two of you are on the same team, you wear common uniforms and have a common goal – the goal of solving that customer’s problem.

How are you going to do it?

First, remember that God gave us two eyes, two ears, and only one mouth. We should use each proportionally. When we walk onto the playing field (whether it be a customer’s home, office, or whatever) we must look, listen and ask questions.

Second, remember this wise axiom: “People buy emotionally – not logically.” You are wining, dining and romancing. You are on your first date and you want a thousand more dates! You must help the customer like you.

Turn the conversation away from yourself, your products and your people. Talk about the customer. Find out her needs, likes and dislikes. Are there pictures on the wall, trophies on the desk? What are her tastes in magazines, VCRs, clothes? Is she neat? Is she wearing a Timex or a Rolex? What kind of car does she drive?

Be sincere! Find out about your customer to make a friend, not to make a sale. Count the number of times you and your customer agree, verbally or non- verbally, that “It certainly is a small world…we can really relate to each other!”

Don’t get into a one-upmanship contest and don’t be phony. When your customer tells you he has a 139 bowling average, don’t tell him about your 198 average and that one time last year even you bowled a 139. Instead, ask him where he bowls and how often.

When he shows you pictures of his awkward teenager, don’t show him pictures of your daughter in the Miss America pageant. Ask where his daughter goes to school.

How long does this warm-up last? Great salespeople warm up before every sale. So do yourself a favor. Buy a baseball and write these three sentences on it: “Have a Ball,” “Have a Sales Workout Every Day,” “Give the Customer a Great Warm-Up.”