I’m in the mall.
Aggressive kiosk associates try to get my attention by saying things like this:
“Can I ask you a question?”
“Who’s your cell phone carrier.”
“You have beautiful eyes.”
I walk faster. I never stop.
Here’s what Jacky Dorma, a kiosk sales associate at HairClub said as I walked by:
“What’s going on under that cap?”
Great line. I smiled and stopped.
Why? If you can make people feel angst, joy, or desire – you’re golden. Sales is a transfer of feelings (Zig Ziglar).
Jacky was a red X in the sea of sameness.
Here’s what I learned from Jacky:
- There’s a subset of all buyers that are your best buyers. “I’m looking for people in the 50s wearing baseball caps, carrying shopping bags.”
- Don’t sell everyone the same way. “What do you know about Hariclub?” Brilliant. With one elegant question, Jacky gauged how informed I was. Answers probably range from “nothing” to “I’ve looked into this many years ago and scheduled a consult.” Based on the prospect’s response, Jacky changes his talk track.
- Showing is more persuasive than telling. “Let me show you these before and after pictures of people with hairlines similar to yours.” There’s a reason why before and after pictures are in every fitness or skin care commercial. They work. Selling is about the before and after The contrast. You imagine a better version of yourself contrasted with where you are today. It’s the transformation that sells.
- Take no for an answer. I told Jacky that since I began meditating and practicing stoicism, I no longer care about my hair. Here’s Jacky, “I need to meditate :-)” No pushing. No talking me into anything. Jacky knows it’s tough sledding sellling hair to people who don’t care about their hair. His hair club is for some people but not everyone.
- Ask for a referral. “Have any friends that might be interested?”
Great salespeople are everywhere.