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Debra's Blog
I went out and talked to people about buying cosmetics, fuel products and taking advantage of a business opportunity. I knew nothing about sales. My boss told me "You're a natural. Just go out and do it."
So that's what I did. I went out and talked to people, learning the craft of sales the hard way. Initially when people asked me what I was selling I always said "Cosmetics" or "Fuel Products". I knew no better.
It didn't take me long to work out that I wasn't selling cosmetics at all (or fuel products). I was there to improve their skin; to improve the fuel efficiency of their cars; offering them an opportunity to improve their lifestyles. Without me, they would keep getting what they'd always got - mediocre skin, mediocre fuel efficiency and wanting more in their lifestyles!
So what are you selling?
I meet people in seminars several times a week and when I ask them what they do for a living or what business they are in they have no idea. They think they do but they don't.
I ask travel agents, "What business are you in?"
They say, "Travel".
The butcher says, "I'm a butcher", the hot bread person says, "I own a bakery", the women's fashion store owner says, "I own a dress shop."
Their employees are worse. They say, "Shop assistant", or "I only work in a dress shop".
So what's wrong with that?
In one sense, there's nothing wrong with it. It's definitive enough for a fast-paced conversation. I do the same. On a plane when the person in the next seat asks my occupation I say "I speak at conferences". It gets the playing surface clear. That's not the big deal.
What really gets to me is that's ALL they say. They don't know any better and that there is more they could say. It's the belief in what they do that's missing. It's knowing what business they are in so that it sticks out of them, lights up their eyes, shines from their face.
You ought to know, instinctively, what you are on about:
- You're not in the travel game. You help people have great and memorable holidays. You give them major milestones in their personal history. Once you understand this you fit it easy and natural to recommend the best hotels and the finest tours and the first class travel, as well as complimentary film processing with your colleagues in the film shop next door, and discount vouchers with the travelware retailer down the mall.
- You're not a butcher. You don't flog the flesh of animals. You are a facilitator of fine dining and happy family meal times and great social gatherings. More important things happen during the eating of the meals you help create than in all the parliaments of the world. Once you understand this you find it easy to pass out recipes, conduct cooking demonstrations, prepare pre-dressed meats and meal packs.
- You're not a women's fashion retailer. You're not in the rag trade. You make women feel special, look pretty, have confidence, present themselves professionally, attract a mate, look good, appeal to their families present a beautiful image, create a hit at a wedding or be the belle of the ball. This makes it easy for you to be patient while they choose, offer them a large choice of accessories and suggest other matching garments.
Retail Selling
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