Traits of Profitable Selling

This time of year there are growers selling fresh ears of candy corn on every corner out of the back of their pickup trucks. After passing by several, a couple of days ago I couldn’t resist any longer and stopped at one. Husked ears of corn were propped up on all sides of the truck, displaying the shiny yellow and white kernels. A few seedless watermelons, plump cantaloupes, unblemished tomatoes, and large yellow onions were spread around the truck, too. Scribbled on a sign was this offer: “Corn $5 a bag or 5 bags for $20.”

As I walked up to the truck, a very friendly grower approached me. “Fresh candy corn just picked today.”

“How does it taste?” I wondered.

“Oh, it’s delicious,” he replied as he grabbed an ear and bit into it. “I eat it raw everyday, and it tastes good even that way.”

I had never witnessed a demonstration of someone biting into a raw ear of corn before, and I admit that he got my attention. Actually, he somewhat diverted my attention because I wondered how good raw corn would taste.

“Everyday I eat some of what I grow,” he continued. “It’s delicious. I believe in my products. They are all locally grown, too.”

I bought some corn. In fact, it looked so good that I spent $20 and the rest of the day freezing corn. As I indulged in some corn later, I agreed with the grower. He had raised good corn.

While I was freezing the corn, I thought about how displays of great salesmanship can be found in unlikely places, such as on street corners with growers selling produce. What made his selling effective?

First, he was very enthusiastic about his product. Enthusiasm is contagious. When you believe in and love your product, it shows. Customers have difficulty not being drawn in and buying from your infectious belief. That trait alone was making many, many sales for this grower.

Second, he gave a stunning demonstration. Have you ever seen someone bite into a raw ear of corn, chew it with a satisfaction, and exclaim, “Mmmm, that is good!” Well, if you haven’t, that is a powerful demonstration. It makes you want to bite into the corn yourself, and I am not an eater of raw corn. His demonstration made the corn mouth-watering.

Third, he encouraged a larger sale. Rather than just say so many ears for a price, this grower offered a bag for $5, which sells fourteen ears at once. That was significantly more ears than most growers sell in one transaction. Then he took this a step further and gave a bonus of a bag free with the purchase of four bags. Get five bags for the price of four. That is a five dollar savings. Although only grabbed by a few, his second offer sold even more ears of corn at once. Making a larger sale to every customer is one of the ways to profitably grow your business. He was definitely making profitable sales.

Good salespeople are enthusiastic, believe in what they sell, demonstrate it well, and look for the larger sale.

Does this describe you and your salespeople?

Words of Wisdom

Yesterday I had a rare opportunity to attend a teleseminar presented by Jay Conrad Levinson, the father of Guerrilla Marketing. I have been a fan of Jay’s for more years than I want to admit, and I was very complimented when he gave me a comment on both of my first two books. He shared six points yesterday about Guerrilla Marketing that I want to pass along to you.

First of all, Guerrilla Marketing does not cost money. I’m certain that will surprise you. The first question out of most business people’s mouths regarding marketing is, “How much will it cost?” Money in and of itself does not indicate successful marketing. Instead, Guerrilla Marketing requires time, energy, imagination, and knowledge. These four lead to successful, aggressive marketing.

Second, Guerrilla Marketing takes the mystique out of marketing. “Simple works every time,” Jay said, “complicated does not. Vague and hazy marketing is ineffective.” I completely agree. I have had several clients tell me that I take the mystery out of marketing, which is one of the highest compliments someone could give me.

Third, Guerrilla Marketing focuses on solving problems, not presenting features and benefits of your product or service. What customer problems do you solve with your business? Do you tell new customers that you solve problems?

Fourth, the only number in marketing that matters is profits. Merely increasing sales without a corresponding profit increase is not success. Profits alone tell the truth. I agree with this, too, which is why I named my business Profitable Sales and Marketing. My main goal is to increase your profits with your marketing. You would be wise to have that as your main goal, too.

Fifth, a logo is no longer the right graphic representation to have for your business. Today you need a meme. Have you heard of a meme? I hadn’t until a few weeks ago. A meme is a visual communication of an entire idea. Jay gave an example of a cave man who was trying to catch a fish for dinner. After many unsuccessful attempts, he returned to the cave empty-handed and despondent. As he sagged down against the wall of the cave, he noticed on the wall across from him a drawing of a man spearing a fish with a stick. That graphic gave him the idea to grab a stick, sharpen it, and use it to get the fish. It worked, and that evening his family had a bounteous meal. That drawing was a meme. Memes communicate ideas quickly. With our time-pressed lifestyles, you are way ahead when you communicate your message to your customers quickly and completely. Memes do that better than logos.

Sixth, ask customers questions and sell them what solves their problems. Often what they come in asking for may not do that. Talk to your customers, find out their problems, and offer them solutions that will work. Your customer will be happy; your business will be profitable; and you will receive word-of-mouth marketing which brings in more customers.

Jay called marketing sell biz. “Marketing is not show biz, as some claim,” he exclaimed. “Marketing is not sneaky, unethical, boring, or truth-made-fascinating. Marketing solves your customers’ problems and increases your business’s profits. It’s that simple.”

Thanks, Jay, for your words of wisdom.