T4-04 Sell the Sizzle to encourage larger orders
My daughter Candice is involved in a party plan company. A while ago whe was involved in a boot-camp training challenge. One of the people in the group asked this question:
I had my workshop this evening. 6 people said they were coming and only three showed up. Everyone said they enjoyed it. However, I have a “small” dilemma. Only one could afford place a “small” order. How do I get people to commit to placing orders? I advertise via e-mail, website, snail mail, phone and in person. I really need to broaden my horizons, but don’t know which way to go. I have heard all these wonderful stories with large $$$ amounts and am wondering what I need to change. Can anyone help?
My daughter responded with this letter:
My mother has been in the business of coaching people in home party plans since I was a little girl. I remember her always telling me a slogan my grandfather used to say “Sell the Sizzle not the Steak.” I have really tried to use this when I am demonstrating. To me the sizzle is so easy.
Candice then went on to make a few suggestions. They are below with a little extra commentary from her “mom:”
CANDICE: First be excited about the product you are showing. Think about the type of group you are selling too. When you are excited about a product they will get excited about a product. You sell what you show. I hear comments over and over again “Oh, now I have to add that to my wish list.” How many times have you been to an event and said the same thing?
JENNY: Yes, show your enthusiasm both during you demo and in your catalog and on your invitations. I was talking to a gal at a gift show in November where she had a booth. She commented, “I use your stickers on everything! They make a huge difference. I had a guest who told me she received invitations to TWO parties on the same night (for the same company) and she came to mine! She told me at the party that she came to mine because she felt the stickers on the invitation showed I cared more.” Use EVERY OPPORTUNITY to show and share your enthusiasm for your products and your company. Let your PASSION show!
CANDICE: The next thing I really try to show is extra value. I’ve discovered that there are many simple techniques out there that you can do with one product. When you can show the versatility of one product it makes it more valuable.
JENNY: Candice offers craft produces where “techniques” apply. But, you can still show the versatility of your products and why people can justify their expense. Keep in mind how the VALUE of your products enhance their lives. We’ve have lots of COMPANY SPECIFIC products (many of which are shown under this idea in the FREE TRAINING Category T4-04 Sell the Sizzle on our website – the link will be below. ) that you can use throughout your catalogs to show extra value. Draw attention to them during your demo. When your customers feel their needs will be met, they will buy! You need to give them BOTH an emotional reason or WANT to buy as well as the physical or usage reason to buy.
NOTE: Not ALL company specific products are shown in the category that goes with this training. For COMPANY SPECIFIC products, see the TAGS toward the bottom of the LEFT COLUMN. When you click on the tag that matches the TYPE of company you represent, a listing of products will come up. MULTIPLE TAGS may apply, for example, if you sell candles, you many want to click both the CANDLES tag as well as the HOME DECOR or if you sell jewelry, you may want to click FASHION BODYWEAR as well as JEWELRY. We also have COMPANY SPECIFIC categories under SHOP ALL PRODUCTS but I don’t have everything put into those categories yet. It is a work in progress!
CANDICE: I also like to show them why they would want to buy it from me. I think the fact that they get to try the product and learn how to use them is the key. Some people say, “Why would they buy it from me when they can get it at a store for less.”
Simple- will the store let them try it out and show them how to use it first? Will they be there when the customer needs help or show them other things they can use it for that they never thought of? The answer is no. But with you the answer is yes. I find that it’s really quite easy to sell to them when you offer great customer service and knowledge for free.
JENNY: It is up to YOU to offer that greater service. Let them know how easy it is to order from you. That they can REORDER and earn credits on their customer care cards. Let them “Experience” your products whether it is to try a makeup, play a game, smell a candle scent, see a room décor put together and try different items, try preparing food, see how different jewelry combinations look on them, make a card or scrapbook page, or feel how good your spa products are. Whatever products you offer, at your parties you have a captive audience – SHOW THEM what you can do for them. Be sure to REMIND them of the benefits by putting stickers by the products in your catalogs. (The stickers remind them of what you are telling them over and over again as they flip through the catalog to place their order.) Also remind them that you are there to offer them great SERVICE and will help them with reorders, etc.
CANDICE: Last is grouping things.I’ve found that it’s always better to add product for the deal than it is to give a discount. Plus you know they have everything they need to re-create what you did. If they can’t buy it now they at least know what to get later and what to put on their wish list. Always be sure to look at their order and make sure they have everything.
JENNY: Yes, selling in SETS is a great way for you to up your sales! People LOVE getting a deal! Let them know when items are on sale or on a monthly special. Put together your OWN sets and mention it when you do you demo. Put stickers by the products that can be purchased in sets. Also put stickers by the sale items. (If the sale changes just cover the sale sticker with the same size booking, recruiting or other sticker.)
CANDICE: If they are having fun then they are going to want to experience it again. And if their wish list is huge, then a party is the way to go.
JENNY: Be sure to remind them that if they “Want it all” then being a hostess or joining your team is the way to go! Ask the question with stickers and then again as you close your party. Be sure to use the “Serving you… drop off your order” stickers (PR41001) on the front of your catalogs so your guests can visit and enjoy the refreshments once they’ve turned their order in. Then YOU can take the time you need to give great customer service, making sure your customers have everything they need and asking those all important booking and recruiting questions. Read Blog Post T5-05 – Is this how your party usually goes for more info on this check out concept: http://blog.thebooster.com/t-5-02-is-this-how-your-party-usually-goes
“Sell the sizzle not the steak.” is a concept my Grandfather taught me about sales. During the depression years he had one of the largest vacuum cleaner sales organizations in the country. He taught me the importance of selling what a products will DO for your customers. He was a big believer in showing your customers how your products will solve their problems and meet their needs. It is so important to CARE about your customers and do what you can to help them. This is how you set yourself apart and keep them coming back to you.
These techniques really do work. They were successful for my grandfather during the depression years and they will be successful for YOU NOW, 80 years later, because people STILL appreciate service and knowledgeable sales people. They’ll appreciate your willingness to SERVE them! I am so proud of my daughter, Candice and her commitment to make her business successful. Wow, I taught her well didn’t I?
Do a meeting or a conference call with your team about the importance of showing the benefits of your products to your customers. Use the Sell the sizzle sticker (PR70580) to reinforce the concept on newsletters and postcards you mail to them. Think about when you pull into a parking lot near a steak house. When you get out of the car and smell the aroma of grilled steak how does it make you feel? For me, I think about how good a steak would taste. I don’t think about whether it is USDA grade or any of those types of details. I just think of the good feelings I have about a great steak. This slogan implies those same feelings.
If you are looking for more ideas on how to BOOST YOUR SALES, listen to my FREE Radio Show!
The Week 5 Show- (Originally Aired May 21. 2012) How to sell more using your catalogs will give you some GREAT IDEAS! As you are listening to the show there is a VOUCHER CODE for 10% off any of the products listed in this category. The link below takes you to the category. Click on the SHOW DESCRIPTION ITEM: 6: Sell more with Catalogs to download the podcast or listen on your computer.
Then listen to the The Week 7 Show- (Originally Aired June 4. 2012) Get sales soaring with guest Lisa Wilber will give you some ideas on how to get outside orders, build relationships of trust with your customers and more! As you are listening to the show there is a VOUCHER CODE for 10% off any of the products listed in this category. The link below takes you to the category. Click on the SHOW DESCRIPTION ITEM: 7: Get Sales Soaring to download the podcast or listen on your computer.
Click this link to go to the CATEGORY of products on our website that are discussed in this blog post:
See all the Hot Summer Sizzle Sales too! Sale prices thru June 15, 2012