While headed to the train station recently I passed a newspaper salesman shouting “Sun Times…..Fifty Cents” as people walked by. Just over the Chicago River, another newspaper salesman was shouting “Chicago Tribune….Sun Times.” Every so often he would say what the high temperature was supposed to be for the next day.
What did these two individuals have in common? They did not give prospective clients a reason to purchase the paper! Do you give your existing and perspective clients a reason to buy your product or use your services? Here are three things to consider.
Differentiate Your Product or Service
While these newspaper salesmen are selling a product, they could take a few minutes to see what is in the paper, specifically looking for things that are distinctive to the paper. Items they could use include the topic a columnist is writing about, a particular story of interest to the city, or an interesting fact in the paper. People who walk by might just make an impulse buy, thereby increasing sales.
Sell an Experience
On May 19, 2009 Carmine Gallo, a communication skills coach and contributor to BusinessWeek.com wrote that “[t]he greatest entrepreneurs don’t sell products; they sell an experience like fun, happiness, or a comfortable, inviting place to enjoy a cappuccino.” This is pretty difficult for a newspaper salesman to do, however they could tout the layout of the paper, its readability for the commuter, or other aspects. Use the things that differentiate your product or service and tie it to your brand. Your brand will last much longer than a particular product.
Be Positive and Enthusiastic
Let’s face it…selling newspapers and other marketing can be repetitive, boring, or even frustrating. The newspaper salesmen were letting it show by using closed body gestures and vocal tones that indicated the just did not care. If you show others that you are bored or frustrated you will not sell your products and services. In fact, you could lose business because people do not want to deal with negativity. I once asked a co-worker why he never went to Sam* when he had questions while I was out. They replied that “he’s always so negative….I just can’t take it.” You can stay enthusiastic and positive by surrounding yourself with people who are passionate about similar things and those who are where you want to be in your career or business.
By differentiating your product or service; selling an experience; and being positive and enthusiastic you will give existing and perspective clients a reason to purchase your products or use your services, thereby increasing sales and seeing improvements in your daily life.