Robert L. Baseman

“I view every day as a challenge for victory.”

Robert Baseman, executive vice president of Encyclopedia Britannica Inc., with responsibility for worldwide sales development, has been with the company for over two decades. During that time Baseman has experienced every phase of selling with the company, which now does $1 billion in sales. By diligently working his way up the sales ladder, he now occupies the top sales rung.

In this exclusive talk with PSP, Baseman shares many valuable insights into motivation, training, professionalism and the role of mentors in the sales field.

PSP: How do you motivate the more than 2,000 salespeople who currently sell for Encyclopedia Britannica?

Robert Baseman: We have no magic – we do the basics but we do them well. For one thing, we use a lot of recognition. At the national level, we have five publications in which we recognize performance – not just excellence. Then there are 34 division publications that come out weekly or monthly which also stress recognition. We have many awards programs, and we’ve also been giving our salespeople more money.

PSP: How has the motivational direction of the company changed since you first took over the position of executive vice president?

Robert Baseman: With EB’s president Peter Norton, our first order of business has been the development of a compensation plan designed to pay our people more money. One result of this move has been an “esprit de corps” that is more vital now than in any of my previous 24 years with the company. People are happier. Although you’ll always have attrition in direct selling, we’ve slowed it down – we’re trying to make our people career-conscious.

PSP: So you’re developing a more professional sales force?

Robert Baseman: Yes. Our people are probably better trained than they’ve ever been before. We use audio training, one-on-one practice, lots of videos for newsletters and inspirational messages. Every one of our 180 offices has a VCR.

PSP: Are there any other motivational techniques that you use?

Robert Baseman: Well, once a month I send out a motivation sign and a message that’s posted in every office. And at least three or four times a year, we send out some kind of a reminder to our people to tell them that we love and value them.

PSP: What’s the most important quality for an effective sales manager to have?

Robert Baseman: I think that the only thing a sales manager has to have in his inventory – more important than talent, or brains, or desire, or drive – is his word. When you give your word to your salespeople, they’ve got to be able to take it to the bank – and spend it. It shows that you care about them. If you can create a kind of family atmosphere for the people in your company – which is difficult when they’re mostly independent agents – they feel an attachment to their work that they wouldn’t otherwise.

PSP: What three ways can sales managers motivate their sales force?

Robert Baseman: First, be very straight with them. As I said, make sure that your word is your bond. Then be innovative. Don’t be afraid to try new things. The old saying, “If a thing isn’t broke, don’t fix it,” is absurd. Just because a wheel isn’t broken doesn’t mean that you can’t develop a better one! Finally, show a combination of dedication and commitment to your company, your people, and the products. Give them an example to follow – after all, if people don’t feel that you care about them, why in the world would they care about you?

PSP: Two things really demotivate people – fear and worry. How can salespeople deal with them?

Robert Baseman: Every one has fears – fears of failure, fear of being embarrassed. The best way to deal with them is to have small successes. Help your people understand that they don’t have to reach for the moon on the first go-round. Failure is crushing, but if you pile up successes one brick at a time, you’ll eventually build a house.

PSP: And worry?

Robert Baseman: I once saw a slogan on a car dealership’s wall that made me stop and think. It said, “Mr. and Mrs. Prospect, just what was it that you were so worried about one year ago today?” You can’t accomplish anything by worrying about it, and if you can’t control it, worrying about it is even more foolhardy.

PSP: How did you learn that lesson?

Robert Baseman: I learned this lesson the hard way. One day, when I was 25 years old, I woke up to discover what I thought was the end of my world. You see, my father had died. I looked out the window and saw a man going to work and children going to school. I wanted to scream at them, “Don’t you know that the world is over?” But, you know, it wasn’t over. It took me quite a while to realize that fact and get on with my life.

PSP: How do you motivate yourself?

Robert Baseman: Motivating myself is no problem. I’ve had a rather unique kind of background. When I was 29, I had a bout with cancer – a malignant melanoma on my leg. The doctor gave me six months to live. I guess he was wrong because here I am today. Then in 1978 I had a coronary. So I figure that every day I’m here, I’m ahead of the game. If you like clinging to mountains, if you like the thrill of success, and if hard work and careful planning will get you there, then all you’ve got to do is apply yourself. I view every day as a challenge for victory.

PSP: In the early stages of your career, who served as your role model or mentor?

Robert Baseman: A man named Thereon Hale was my division manager. He was honest, honorable, committed, dedicated, and I tried to emulate him. When I’d envision myself in his job, I’d imagine myself in his job, I’d imagine myself like him. To get the most out of a mentor, you need to be observant – see what works for your role model and apply those skills.

PSP: How much does luck have to do with success in sales?

Robert Baseman: Luck favors the prepared. If you have the right attitude, you’re more likely to see opportunities. I have a pin that I wear on my lapel every day. I give these pins to my people and anyone I meet who wants one. It says one word – ATTITUDE. That one word is the key to success in any field. And it’s because you can control it. You can’t control the weather, or your kids, or the economy, but you can control your attitude. You know, life doesn’t owe you anything. It’s what you make it. You can decide to be successful or be a failure. Someone else can create a good atmosphere and help you straighten out your attitude, but if you decide to wallow in self-pity, you’ll be a failure until you realize that it isn’t going to get you anywhere. That’s why self-help motivational materials are so important. You’re the only one who’s got the power to improve your attitude.

PSP: Thank you.