One of my early jobs was pumping gasoline and selling oil (cars burned oil regularly in the late 50s) at the age of 14 or 15. It seemed my boss disliked me standing around, so when there was no gas to pump, he had me sweep the drive. The drive was the concrete pad beside the gas pumps. Sweeping it seemed ridiculous, as any wind just blew dust all over it again (we lived in southern Arizona - lots of dust). Without fail, he would see me loitering and bark get out there and sweep the drive...and I would grab a broom and comply. What I did not know is that my boss knew potential clients were driving by the station. People were more inclined to visit if they saw a body that might serve them quickly. Me sweeping the drive had nothing to do with the cleanliness; rather it made our business more appealing to undecided potential clients. It was really later in life that this lesson hit home. Dress for Success: was a book written by John T. Malloy. When I first read this book about understanding your audience it helped me realize the impact of intangible selling. In other words, if you dress appropriate to what might influence your potential client...you begin your sales process with something in your favor that may help influence a sale. Today I drive a beat up 2000 Toyota pickup truck with the rear end bashed in. By any standards it is ugly. The truck was given to me and it gets great gas mileage and is stick shift and fun to drive. A wonderful friend/client, who had borrowed my truck to move, was describing the benefit of her potential clients seeing her drive a glamorous Mercedes Benz. She loved her car and the effect it had on people. It even made her feel good when someone saw her in it. Wanting to see what she would do or say, I asked her if she remembered what I drove. My friends reaction was amazing: her nose wrinkled up, distaste was apparent in her face the instant before her smile broke thru. She looked at me sincerely and said something along the lines of you should get a better looking car. What do you think I should do?
Posted on: Sat, 17 May 2014 20:53:57 +0000
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