A 21-Year-Old Sales Playbook Still Beats Algorithms
Industrial Bank of Korea published Pros Do It This Way two decades ago. The internal guidebook, distributed to over 3,000 employees, compiled field-tested strategies from veteran salespeople. It remains cited today as a sales classic.
The book's core argument: contracts go to those who read customers' hearts, not those with the fanciest tools. That principle hasn't changed in the age of AI and digital platforms.
The Handshake Still Opens Doors
First impressions matter. The guidebook emphasizes greetings as the moment to imprint yourself on a customer's mind in seconds.
A handshake reveals more than you'd expect. Grip firmly, maintain eye contact, and smile lightly. If the customer responds positively, the guidebook notes, half their heart is already open. A cold hand might signal a bad day-postpone important discussions.
Physical details matter. Warm, thick hands, dark eyebrows, large earlobes, thick noses, or a straight palm line suggest trustworthiness. Language matters too. Matching a customer's dialect increases intimacy. Informal speech can bridge gaps faster than formal language, though women using informal speech toward other women can backfire.
Even a customer's car trunk tells a story. Excessive clutter may indicate poor planning and weak organizational skills-a signal to scrutinize credit status more carefully.
VIP Gifts Require Strategy, Not Just Money
Building a VIP network starts with family, school, and regional connections. For elderly customers who are less socially active, regular phone calls or texts work better than sporadic contact.
Price matters less than sincerity. A heartfelt card accompanying an inexpensive gift outperforms an expensive item sent without explanation. One example from the guidebook: "On the way to my hometown, I saw an elderly woman with thick knuckles drying peppers. You came to mind, so I bought some."
Timing is tactical. Send holiday gifts at least one month early. VIPs receive gifts from multiple sources, so arriving first creates a longer-lasting impression than arriving last with something expensive.
When spotting a VIP in a group, wave to the entire room rather than approaching one person directly. Singling out one customer makes others feel excluded.
Some Tactics Age Out, But the Principle Holds
Not every tactic from the guidebook works today. Distributing flyers offering to hammer nails into homes made sense in the 1990s. Modern residents are wary of strangers entering their homes. Targeting apartment residents on weekends with garbage bags or detergents would now face pushback from employees concerned about work-life balance.
The core message survives. Hyun Byung-taek, former IBK Vice President who led the guidebook's creation, said: "The essence of sales is the same now as it was 20 years ago. Only those who internalize how to move others' hearts will survive in the new era."
He added: "Customers no longer settle for past levels of satisfaction. It's crucial to solve their immediate problems and make them feel, 'This person is on my side, my ally.'"
Technology and sales channels change constantly. The principle doesn't: those who read customers' hearts and act first win contracts.
For sales professionals looking to sharpen customer intelligence skills, explore AI for Sales or the AI Learning Path for Sales Representatives, which covers CRM automation and lead qualification strategies that complement these timeless principles.
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