Esther Pasternak '03

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How is “sales” relevant in everyday life?
It is far from just selling a product. In everyday life, knowing how to present an idea well is probably one of the most important skills one can have. Sales teaches you how to have the confidence and presentation skills behind every idea.

What interests you about sales?
The feeling I get – the adrenaline rush – when I get a good response from a prospect and I know he is about to buy an ad from me. The best part is being professional through the closing process while inside my head I’m dancing and singing.

What convinced you to promote GradPak (Association memberships) on campus?
It was a pleasure for me to sell GradPaks because I loved the product so much. I felt like I was showing my peers how they can maintain a connection to UCLA that will last way past graduation. There is a perfect combination of the fun stuff students want, such as the license plate frame and Bruin rug, and the practical things, such as access to the UC Library system after graduation and subscriptions to UCLA Magazine and Connect@UCLA.

What was the best reaction you got from a potential customer?
A student saw me approaching her and started walking faster – obviously trying to get away from me. Once I engaged her in a conversation and explained the product, she could not believe what a great deal it was and she was sure there was some kind of catch. She kept asking me if she could really take the gifts home with her right then. She ended up buying the GradPak – and bringing her friend to our booth to buy one, too!

Describe the worst reaction.
My teammates and I sold a girl a life membership and while we were celebrating, she came back and told us she had to return it because her boyfriend didn't think it was a good idea. Even though we tried to convince her not to have second thoughts and even offered to speak to her boyfriend, she wouldn't budge.

Which GradPak benefit really hit home with students?
Networking. Most graduating seniors were concerned with finding a job and figuring out what to do with their lives. When I told them about UCLA Career Network, I could see their eyes light up. They loved how they could search for Bruin alumni in different fields and contact them to ask them questions, make connections and get guidance. Many students said they were trying to find a job and were excited that the networking benefit could open some doors.

How did your GradPak job lead to your current employment?
When I decided to sell GradPak I did it because I wanted to feel connected to UCLA before I graduated. It turns out that GradPak looked great on my résumé and gave me a lot of good experiences to talk about during interviews. I loved the sales skills I learned selling GradPak, and I was excited about continuing to sell after graduation.

Describe your sales approach. How did these skills ultimately help you at your current position?
I ask lots of questions. I learned to talk less and listen more. Instead of using the same script on each person, I asked questions to determine what about GradPak would be appealing to this particular person. In my current position selling advertising for The Jewish Journal of Greater Los Angeles, I use the same customized approach. I guide prospects into realizing that buying an ad would be beneficial.

Which "sales-related" skills are essential regardless of your profession?
Sales is an essential skill to have no matter what your field. Sales teaches you how to be persistent, deal with rejection and present yourself well. Sales also teaches you how to truly listen to what someone wants and come up with a solution.

What are your plans for the future?
In my current job, I help raise revenue to publish a newspaper for a community. I am driven by the knowledge that my work makes it possible for the paper to exist. I plan on learning more about sales as I sell advertising.

What did you enjoy about your time at UCLA? What do you miss at UCLA?
I miss the entire UCLA experience – going to an English class and debating the motives of a particular character, bumping into my friends on Bruin Walk, studying in Royce and having baked ziti for lunch at Sbarro in Ackerman and frozen yogurt for dessert. And going to Diddy Reese whenever possible!