Sell like a Brownie....Jessica for President!
“Brownie Biscuits!”…
“Brownie Biscuits!”…
“Brownie Biiiiiiiscuiiiiiiits!”…
Those were the words being bellowed from beside the platform as I joined the queue for the LUAS a couple of weeks ago on my way from a meeting in central Dublin. I had no intention of buying as I walked past the table of screaming Brownies who were selling their homemade biscuits. But that all changed in an instant.
A young girl in a Girl Scout Brownie uniform started walking next to me. “Excuse me, ” she said politely. “How would you like to get a big welcome from the gang when you get home tonight?”
Of course I knew what she was getting at, but her original approach stopped me in my tracks....already the thought forming that I was looking at a youngster with a HUGE future in selling.
I replied, “Sounds good to me”
She introduced herself as Jessica and asked if she could show me the different ways I could earn "the big welcome from the gang". (My gang at home is my beloved Sylvia, Hamish the Scottie, and Sky the "mongelar", but don't spoil the story by letting minor details get in the way). Jessica walked me back to the table and pointed to the Peanut Butter Sandwich, the Shortbread biscuits, and “the ones everybody likes, Blueberry Muffins.”
I said, “OK, I’ll take the muffins.”
“Great!” she replied with superb aplomb, “and what other type would you like?”
“Okay", I said,"I’ll take the shortbread as well, but that’s all. How much are they?”
“Seven euro for both.”
As a test, I asked, “How about six euro?”
“Sorry,” she replied. “Seven euro is my best price.”
I gave her the money and went on my way, completely impressed with the young lady’s selling skills.
Here are the sales principles that Jessica reinforced for all of us:
1.Go where the customers are. More passengers ride the Luas than any other commuter line in Dublin. Every three minutes between 4:00pm and 6:30pm, hundreds of Dublin commuters flood the terminal area on their way home.
Sales lesson: We must look for prospects in places where there is a high-percentage chance of finding qualified potential customers.
2.Fire a rifle, not a shotgun. Her pals who were yelling “Brownie Biscuits!” to the herd of commuters couldn’t effectively connect with individuals.....were annoying them more than anything. Jessica walked up to me, targeted me individually and landed the sale.
Sales lesson: Target an individual and tailor your message to him or her. Sending a sales letter to an “Operations Manager” will get few results.
3.Get attention with benefits. While her pals were asking, “Do you want to buy some Brownie Biscuits?” Jessica got my attention by having me envision "the big welcome" from my family.
Sales lesson: Your prospects are people who are thinking, “What’s in it for me?” Get their attention with a specific benefit that makes it impossible for them to ignore.
4.Use the Assumptive upsell. I had no intention of buying more than one bag until the little rip put the idea into my head with polite authority -and an Assumptive Close! Doing so doubled the amount of the sale.
Sales lesson: Once a customer commits to buying, always try to earn add-on sales.
5.Don’t negotiate price after the sale is made. I had already agreed to buy two bags and my wallet was in my hand. So why would "Salesperson of the Year" Jessica reduce her price and profits after the sale had already been made? And where did she learn this stuff?
Sales lesson: Of course, Irish Brownies don’t offer volume discounts, but salespeople everywhere make this mistake every day! Stay firm on your price especially after the customer has committed.
6. Brownie today, sales pro tomorrow Thirty minutes or so after Jessica made the sale, her promises became reality when I arrived home. Sylvia was happy to see me as soon as I walked in the door. But she was absolutely delighted to see the two bags of very edible muffins and biscuits in my hand.....son and grand daughter were on the way over to visit!
I'm accosted, as most of us are, by street sellers all the time, but I’ve yet to come across a street “salesperson” who sells as effectively as young Jessica. I have a feeling that one day she will have a career in professional sales and will be selling her sales targets through the roof.
And when that happens, you should just hope Jessica doesn’t go to work for one of your competitors!
PS. To answer an often asked question again.....YES, ANYONE can learn to sell! Whatever your position/ function you can sell. Check this out here Although it is written in relation to selling on the web it has many applications for all all types of selling.
Health & Blessings until next time.
Maitiu
CHANGING THE WORLD ONE MIND AT A TIME
posted by Maitiu @ 12:52 p.m.
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