A favourite of mine is, ‘don’t sell the steak sell the sizzle.’ Let us translate that suggestion. When Nadia arrives at the butcher‘s shop she is asked if she might like half a kilo of prime steak. She declines.
Perhaps sales would double if the butcher’s greeting had gone along these lines. “Nadia, I believe you’re a great cook. Imagine tonight a sizzling steak on a platter, topped with onions, mushrooms and whatever else you fancy.”
This approach can apply to any product or service. I recall a trick used by timeshare salesmen. It was called the ‘takeaway sale’ and worked a treat. The salesman or woman would outline the advantages and cost effectiveness of the timeshare deal. Then, just as the customer was steeling himself for the hard sell, the salesman would gather up his pictures and papers. “Unfortunately it isn’t for you,” the salesperson would say. He would give a spurious reason for turning the offer down.
The customer’s jaw would drop and most would plead that indeed they could qualify for it.
Among my other favourites are, ‘always exceed your customer’s expectations and you will never again need to advertise.’ This piece of advice came from Pam Morgan who, with her husband Steve, built the UK’s biggest private homebuilding group.
How does this translate? You tell your customer that the standard taps, washbasin or towel rail are out of stock. You are going to put the more expensive one in but keep the bill as agreed.
Use your imagination as to how this might apply in your own trade. Friends of mine were ever so pleased because, at an often used restaurant, a free complementary salad was delivered with the compliments of the chef. The salad probably cost a few coppers but he saved a fortune on advertising. His customers did that for him.
Try this for size. ‘Find out what the customer wants and then sell it to him.’ Example, I need a new laptop with software included. The salesperson can sell me what he wants to sell for I am a trusting customer. However, his selling me what he wants does not necessarily mean it is what I need.
The better salesperson will first ask me what I use my PC for. The smart one, on my first enquiring, will offer me a questionnaire setting out the information that will provide him with the information needed to give me what suits my purpose best. I used this method when selling Spanish properties. This was really appreciated by Spain-based agents. They told me the average conversion ate was 1 / 3 but mine was 8 / 10. It really is a win-win situation.
Michael Walsh has been writing for international media for over thirty years. A former regional executive for the Guild of Master Craftsmen, Britain‘s premier quality assurance business association, for twenty years he assessed, advised and trained over 5,000 businesses from one-man operations to household name companies. He also represented the Federation of Master Builders.
A retailer for eight years, he was secretary of his town’s small traders association. Having now ‘retired’ he spends much of his time blogging, writing for media and ghost-writing. His special interest is his poetry for which he has earned international acclaim. He welcomes enquiries from businesses who wish the website content improved or translated into Russian.