Category Archives: salesmanship

Bookstore in a BMW

Wanna buy a book?

It’s been my favourite story about the 4-Ps of Salesmanship* for years.  I’ve told it many times and repeated it in my book for entrepreneurs, DON’T DO IT THE HARD WAY, and my Blog posts at www.LearningEntreprenurship.com

Now I’m living it! And learning more lessons about salesmanship and entrepreneurship which I’m happy to share with you.

My current entrepreneurial adventure is to succeed with a series of crime thrillerBOOKSTORE in a BMW novels about the computer business in the 1980s. The first one is called NO EASY MONEY and our hero, Dale Hunter also drives a BMW, except he would have computer monitors on the back seat not books for sale on the front seat…. More on that Story at my Author website: www.DelvinChatterson.com 

It has been an interesting adventure, with important lessons learned for entrepreneurs:

  • First, build the best product you can with all the expert advice you can get.
  • Don’t neglect the packaging and product presentation, marketing slogans and tag lines that will attract and appeal to your target audience.
  • Prepare the marketing and sales plan and get started well in advance on building an audience and understanding them.
  • Do your research and get the pricing right. Remember, the price is defined by the market and is not negotiable. The cost is irrelevant and only determines whether you can make an adequate profit or not on every sale.
  • Keep testing the product on friends and family until they tell you to STOP! You’ll know they’ve had enough of you when you get those first three important orders, “Get out!”, “Stay out!” and “Don’t come back!”
  • Learn as much as you can by giving the product away for free before your try selling it to strangers.
  • Sell like Hell!
  • Have fun, make money.

Just like any other business. Be better. Do better.

Your Uncle Ralph, Del Chatterson

*P. S. The 4-Ps are Persistent, Patient, Polite & Persuasive.  

Visit LearningEntrepreneurship.com for more Blog posts and articles.

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Check out Uncle Ralph’s books:Don’t Do It the Hard Way” and “The Complete Do-It-Yourself Guide to Business Plans” Both are available online or at your favourite bookstore in hard cover, paperback or e-book.

High pressure sales tactics

Because they work

beach resortIf you have recently strolled the beach near any southern resort hotel, you have probably been introduced to the “body snatchers,” timeshare salesmen offering attractive incentives – free dinner, golf, Cirque de Soleil tickets – for you to attend a brief sales presentation at their resort.

And then you can easily waste half a day being held hostage by a hierarchy of high pressure sales people persuading you to buy-in to the timeshare concept. It can turn into a very unpleasant vacation experience. Or you can learn something useful to take home for your own business.

Here are my thoughts, after four weeks in Mexico listening to the pitches and the complaints.

For Sellers:

  1. Train sales people well and ensure consistent use of the most effective tactics and pitches.
  2. Remember that every question, problem or complaint can be resolved by selling a solution – an upgrade, a new product, a new service package.
  3. Keep all the initial prices high enough to allow for negotiated discounts and package deals and still leave room for generous buyer incentives and sales commissions.
  4. Ensure sales reps are careful not to oversell or promise too much.
  5. Build in a process for confirming and clarifying the terms and conditions to ensure customer understanding and acceptance before sign-off.
  6. Ensure that operations and customer service staff have the same understanding of product and service offerings and can effectively resolve any “misunderstandings” that may be perceived as sales staff having over-promised and under-delivered.
  7. Generally, avoid the negative customer perceptions from high pressure sales tactics, but keep the effectiveness of a focused, motivated, well-trained and well-managed sales force.

For Buyers:

  1. Push past the prepared pitch and the recommended sales solution to every problem.
  2. Gain control of the agenda and lead them to your preferred solutions.
  3. Get all your questions answered clearly before making any decisions.
  4. Be as aggressive and persistent as the sellers are.
  5. Get it in writing. Read it carefully before signing.

All basic principles that you already knew, but reinforced by high-pressure timeshare sales tactics.

Be better. Do better.  (And enjoy your winter vacation in the south.)

Your Uncle Ralph, Del Chatterson

Visit LearningEntrepreneurship.com for more Blog posts and articles.

Join our mailing list for regular e-mails with ideas, information and inspiration for entrepreneurs.

Check out Uncle Ralph’s books:Don’t Do It the Hard Way” and “The Complete Do-It-Yourself Guide to Business Plans” Both are available online or at your favourite bookstore in hard cover, paperback or e-book.

Good salesmanship still works

And you can’t fake sincerity

car_salesmanAmbushed at the service counter. But it was such a smooth, subtle switch to the sales pitch that I was persuaded to sit down and listen.

Before I got out of the car at the dealership service bay, I noticed the well-dressed young man coming to greet me who did not look like a service technician. He said, “Good morning, Mr. Chatterson, let me check you in to get your winter tires installed”, as he handed me the service ticket, “but you’re on a short list of customers this morning that I wanted to talk to about trading in your car today. It has low mileage and good trade-in value and we have some exceptional deals right now that would make it easy for you to trade up to a new one.”

How’s that for a well delivered up-sell? Much more appealing than “Would you like fries with that?”

He handed me a cup of freshly brewed coffee and led me to his desk. How could I resist. I’m an entrepreneur and business consultant and I was appreciating the demonstration of The Four P’s of Salesmanship: Polite, Patient, Persistent, & Persuasive. He almost had me into a new convertible on a cold windy winter day in Montreal. The deal was very good this time of year!

But then they fell back on the objectionable old auto sales routine of “Let me introduce you to the Sales Manager, maybe he can do even better.” Older guy, more expensive suit, big hearty handshake, high energy, fast talker and “Very pleased to meet you, Mr. Chatterson.” A forced fake friendliness that sent me back to the service department for another coffee.

Be better. Do better.

Your Uncle Ralph, Del Chatterson

Visit LearningEntrepreneurship.com or contact DirectTech Solutions at www.DirectTech.ca for assistance on your strategic business issues, growth and profit improvement plans or your exit strategies.

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Click Here to check out Uncle Ralph’s books, “Don’t Do It the Hard Way” and “The Complete Do-It-Yourself Guide to Business Plans” Both are available online or at your favourite bookstore in hard cover, paperback or e-book.