Sell Like this Girl Scout
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“Girl Scout Cookies!”… |
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“Girl Scout Cookies!”… |
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“GIRL SCOUT COOOOOOKIES!”… |
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Those were the words being bellowed from below the
platform as I stepped off a Long Island Rail Road train a couple of years ago on
my way home from a meeting in Manhattan. |
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I had no intention of buying as I walked past the
table of screaming Girl Scouts who were peddling their sweet treats. But that
all changed in an instant. |
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A young girl in a Scout uniform started walking next
to me. “Excuse me, sir,” she said politely. “How would you like to get an
extra-special greeting from your family when you get home tonight?” Of course I
knew what she was getting at, but her original approach stopped me in my tracks.
I replied, “I’d love to get an extra-special greeting tonight.” |
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Jessica introduced herself and asked if she could
show me the different ways I could earn that special welcome. She walked me back
to the table and pointed to the Peanut Butter Sandwich, Shortbread, and
“everybody’s favorite, Thin Mints.” |
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I said, “I’ll take the Thin Mints.” |
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“Great!” she replied. “What other type would you
like?” |
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“Okay, I’ll take the peanut butter, too, but that’s
all. How much are they?” |
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“Seven dollars for both.” |
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As a test, I asked, “How about six dollars?” |
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“Sorry,” she replied. “Seven dollars is our best
price.” |
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I gave her mother the money and went on my way,
completely impressed with the young lady’s selling skills. |
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Here are the sales principles that Jessica
reinforced for all of us: |
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1. |
Go where the customers are. |
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More passengers ride the Long Island Rail Road than
any other commuter rail line in the world. Every ten minutes between 4:00pm and
7:30pm, hundreds of New York City commuters flood the station en route to their
cars in the parking lot. |
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Sales lesson: We must look for prospects in
places where there is a high-percentage chance of finding qualified potential
customers. |
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2. |
Shoot with a rifle, not a shotgun. |
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Her peers who were yelling “Girl Scout Cookies!” to
the herd of commuters couldn’t effectively connect with individuals. Jessica
targeted me individually and landed the sale. |
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Sales lesson: Target an individual and tailor
your message to him or her. Sending a sales letter to “Operations Manager” will
get few results. |
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3. |
Get attention with benefits. |
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While her peers were asking, “Do you want to buy
some Girl Scout Cookies?” Jessica got my attention by having me envision a
hero’s welcome from my family. |
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Sales lesson: Your prospects are people who
are thinking, “What’s in it for me?” Get their attention with a general benefit
that makes it impossible for them to ignore. |
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4. |
Assumptive upsell |
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I had no intention of buying more than one box until
Jessica put the idea into my head with polite authority. Doing so doubled the
amount of the sale. |
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Sales lesson: Once a customer commits to
buying, always try to earn add-on sales. |
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5. |
Don’t negotiate price after the sale is made. |
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I had already agreed to buy two boxes and my wallet
was in my hand. So why would Jessica reduce her profits after the sale had
already been made? |
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Sales lesson: Of course, Girl Scouts of
America doesn’t offer volume discounts, but salespeople everywhere make this
mistake every day. Stay firm on your price especially after the customer
commits. |
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Girl Scout today, sales pro tomorrow |
Fifteen minutes after Jessica made the sale, her
promises became reality when I arrived home. My family was happy to see me as
soon as I walked in the door. But they were absolutely delighted to see the two
boxes of delicious cookies tucked under my arm.
I now buy Girl Scout cookies every year, but I’ve yet to come across a
“salesperson” who sells them as effectively as Jessica. I have a feeling that
one day she will have a career in professional sales and will be crushing her
sales quota to crumbs. I just hope Jessica doesn’t go to work for one of my
competitors! |
