Friday Afternoon Sales Tip

Friday, July 25, 2008

Friday Afternoon Sales Tip

This is from Art Sobczak who is where some of us would like to be right now:

This Week's Tip:
Differentiate Yourself Like This
Mexican Beach Vendor

Greetings,

I'm on location in Cabo san Lucas, Mexico,
searching for sales ideas.

Well, that wasn't the sole purpose for coming
here, but, of course I'm always on the
lookout for sales situations we can learn
from.

As I've written several times before over
the years, this is a great place to observe
and participate in the purest form of sales:
direct, face-to-face transactions on the beach,
where vendors ranging in age from five to 85
sell hats, t-shirts, plates, and other trinkets.

And, it seems like everyone is an agent for a
timeshare property, offering incentives to
attend a presentation.

There's more: If you have the "right" look, after
turning down whatever they initially offer,
a few then push another unrelated
line of products and services: "Blow? Marijuana?
Sex, senor?"

Apparently I have the look, but of course did
not participate.

Early this week I decided to set up my sales-
watching lab at the busy, in-town Medano beach.

This area could best be described as a place
where spring-break type partying and activities
with people of all ages goes on year-around at
the bars right on the sand. My venue of choice:
the very appropriately named Office bar.

It's impossible to go even just a few minutes
without being interrupted by one of the beach
peddlers. Most sell the same things...
t-shirts, jewelry, plates, henna tattoos, hats,
sunglasses, and more.

Some of the techniques vary. Many just stand
inches away from you, silent, holding out their
wares.

Others ask for the sale directly: "T-shirt amigo?"

A few make an actual offer with a hint of an
incentive: "Almost free for you today."

You become very used to shaking your head and
saying "No gracias."

I must admit, even for someone who understands
and is sympathetic to the concept of "sell or don't
eat," it does get annoying after about the 100th
person comes by.

And I have to wonder how little some of these
people must make in a day, given the pure number
of vendors swarming the beach.

But I did see one salesman who managed to stand
out from the crowd. From the hundreds of others
who were selling commodities, this guy did a number
of things to set himself apart. And remain busy
making sales.

Alberto was a, well,
short man, perhaps 5
feet tall in his shoes,
on his toes. He smiled
constantly. He carried
a sign that said, "

"Something
New
Engrave
Your
Name On
Keys"

He used a little jigsaw
and actually carved
names into keys!

Here are the "keys" to success I observed he had going
for him...things we can implement as well.

Advertising and Marketing
He carried a sign. No one else did. This alone set
him apart. The curiosity prompted people to
look up from their books or beers. The first step
for success for most of these vendors was to get
a prospect's attention and eye contact.

Something New!
As part of his advertising, his sign said he had
something new. Again, creating more curiosity.

Personalization
With Alberto, you could get something with your
name on it. Further setting him apart from everyone
else. (How do you personalize your calls? Do you say
the same thing to everyone, or do you make sure the
call is about THEM?)

Smile and Personality
In contrast to the many others, trodding through the
hot sand, with dour looks on their face (understandably
a result of getting thousands of no's per day), Alberto
approached prospects with a beaming smile. This
made him likeable, which is a simple, yet not-always-
practiced aspect of selling.

Asking Questions and Closing
He then would engage people, usually by asking a question.
Brilliantly, he chose his targets well, typically a
guy with a girlfriend sitting next to him. Loud enough
for her to hear, he'd say, "Amigo, you probably want a
key with your name and your girlfriend's name engraved
on it, right?" Then he would show a sample.

He'd then look at the girlfriend, and say, "He should
get a key to your heart, right?"

Well, what's the guy going to do in this situation?

He had no choice. As my daughter's boyfriend will attest.

Look at your own sales situations. See how many of
Alberto's simple ideas you incorporate into your own
process.

And now, if you will excuse me, I need to get back to
the lab.

Have your best week ever!