Selling the Hug Your Customers Way by Jack Mitchell

Author:Jack Mitchell
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2018-06-10T04:00:00+00:00

PLAY GAMES AND HAVE FUN

I’ve said this already, but it bears saying again: you need to have fun when you sell. It makes it enjoyable for both the seller and the customer. Fun sells. Remember, happy associates mean happy customers.

Sean Cahill, a senior vice president at CBRE, a commercial real estate broker, told me a cute selling story. A developer had this new 10-story office building, and he was ready to lease out the floors. He wanted to start from the bottom and work up. He had a prospective tenant, however, who wanted the top floor. To sort it out, the developer challenged the tenant to a race up the stairs to the top. If the tenant won, he could get the top floor. Otherwise, it would be a lower floor.

The developer, a man in his forties, climbed the stairs every day, up and down, showing spaces and working on the construction project. Thus he figured he would easily defeat the younger tenant.

What he didn’t know was that the tenant had been training hard in order to climb a rather imposing mountain. He handily beat the developer to the top floor. After he finished panting, the developer shook hands and agreed to lease the top floor to his new tenant. Well, this tenant was so taken by this fun game, especially since he prevailed, that it really forged a relationship. He went on to lease over 300,000 square feet of space in the building, far more than that one floor. The developer brags about getting beat by his “guests” every day, and they love him for it!

One associate at Flannels, as part of his job, visits the homes of customers who request it to show them new products. After finishing his presentation to a well-known football star, the man threw out a challenge: play him in a game of Ping-Pong. If the seller won, he would receive a signed worn England shirt from him. If he lost, he had to hand over a designer wash bag that the footballer had his eye on. The seller could only smile to himself. He had been his school’s Ping-Pong champion. How could he lose?

Thirty minutes later, drenched in sweat, he had lost all three sets and was sheepishly handing over the wash bag. Moments later, though, the customer gave him the signed shirt along with the money for the bag. Laughing, he said it was totally worth it just to watch him try so hard to win.

The big thing was, that little Ping-Pong match deepened the relationship. The footballer not only spent even more at the store; he recommended Flannels to a number of his friends and colleagues, who became loyal customers.

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