How I Sold an Ice-Making Machine to an Eskimo

''Can you sell ice to an Eskimo?'' thundered Erica Price, and that silenced me for a while. I always dreaded these annual appraisals.

I was wondering if this was a figurative question.

But Erica, my boss, the all-powerful Erica, never minced words when she didn't need to.

She allowed me to call her Erica, while most of us called her Miss Price. I didn't know why, and it didn't raise my sense of security.

Erica was a tough nut but was generous to anyone who had a fighting spirit. She backed a winner to the hilt.

At the same time, she didn't take too much time to fire a non-performer.

''Do the Eskimos really need ice? After all, they practically live…'' I started hesitantly.?

Erica cut me short, ''Sales has nothing to do with need, as I always say. You can always create a need.''

''How many books have you got at your home?'' she asked.

I was flummoxed. Of course, I didn't want to reveal myself as a poorly read man.

So I exaggerated.

Exaggerated big.

''19,'' I said.

Somewhere I read that round figures are less credible.

''How many did you read?''

''4.''

''Still, you bought all of 19.''

I wanted to tell her that the 80:20 rule applies here as I didn't even open 80% of my books. But I waited strategically.

''If you can sell my ice-maker machine to an Eskimo, you're the new area sales manager.''

With that, she dismissed me, still surprised and incredulous.

Selling is about the Guy across the Table, not the Product

I was not a freezer salesman. I used to sell photocopier machines, popularly called Xerox machines.

But Erica would not listen. For her, a good sales guy can sell anything.

“Sales is about the guy across the table, not the product,” she told me umpteen times.

I was hustling in a frontline salesman’s role for 3 years and was desperate for a promotion. And I knew, if I could sell that goddam ice-maker machine to an Eskimo, I would get that promotion.

Erica was a woman of her word. No tricks there.

I started to research about the Eskimos. Their habits, societies, mindset…in short, everything I could learn about them. The first lesson in sales is to do thorough research about your customers, market, competitors, and social sensitivities.

After I had learned a lot about the Eskimos (Inuits more appropriately), I was sure of one thing — an ice-maker machine is the last of their priorities.

How will I sell one?

How?

But I must. My ego didn’t allow me to drop the idea, kick the job, and run away.

So, in the summer of 2000, I packed my bags and got on a plane to Alaska.

Landed in Alaska

My company had arranged that a vivacious young guy, Amaruq, would help me in Alaska. He would accompany me, help in carrying the machine, fix some meetings, and act as an interpreter of Inuktitut.

He met me at my igloo hotel.

When I showed him the machine I am going to sell, he found it difficult to hide a chuckle.

Nevertheless, he arranged quite a lot of appointments for me.

I Started Meeting People

My first meeting was with Toklo at his home.

Toklo lives with his wife and a young daughter. I brought my ice maker with me.

I saw a faint sign of interest on his face, and a smile as vague as a crescent moon at daybreak on his wife’s face.

“Tunngahugit,” Toklo welcomed us in Inuktitut.

I said, “Hello! It’s an honor meeting a real Eskimo. I really respect your way of life and the hardships you suffer.”

Toklo acknowledged that and asked about the machine.

I started the pitch.

“Toklo, you are a responsible and caring man. This ice maker will make sure every piece of ice you get is absolutely safe for your family, even for children.

After all, you cannot take any chance with your family.”

The need for safety is a primal emotion.

Toklo promised to get back to us soon. Then we proceeded to meet Amaqjuaq (meaning, the strong one) who is the head of a large family and in his early fifties. He was a rich man, got a sledge of 16 dogs in his garage.

I greeted him with a respectful — Inuuhiqatsiaq, wishing him good health.

“Amaqjuaq, you’re a prosperous man because of your hard work. This ice maker will allow you to make Akutaq (Eskimo ice cream, a popular dish in Alaska) in minutes without any hassle.

“This will make your family happy and it will prove that you can afford to buy such an amazing machine that others cannot even imagine.

?

I am not going to sell another one to any of your relatives if you buy this machine.”

He nodded in agreement and promised to call back soon.

I looked at his eyes and knew that my appeal to his vanity and status worked.

I Visited a Restaurant

Our next call was to a restaurant.?

The owner was a busy young man called Tuloq. After quite a lot of difficulty, he agreed to meet us.

His restaurant name was ‘Qolut’ which is just his name spelt backward.

Toluq met us and after the exchange of pleasantries, told us to get to the point fast.

I asked for a glass of water.

Then I showed him a lesson in branding.

As soon as the waiter served us the glass, I slipped my finger into my fur jacket and took out some ice carvings.

They were all in the shape of Qolut. I was actually carrying a mold and frozen ice in that shape beforehand.

As those pieces of ice started floating in the glass, Toluq whistled in amazement. I asked if he wants his restaurant to be the only one that would serve the drinks laced with these.

He was silent for a while and said, “Interesting idea. I will contact you soon, gentlemen.”

I Made More Calls

I met more people in the next couple of days. Sales outcome is always about how many outreach calls you do.

I met a jewelry store and talked at length about ice jewelry of different colors. The owner was fascinated by the concept.

Suggested alphabet shaped ice cubes to a school principal.

Pitched colored ice cubes to housewives for offering drinks to guests.

Showed housewives how to cook unique frozen desserts that don’t melt easily.

Ideas, ideas, and ideas. Innovation sells.

A Crowd Gathered at My Hotel

We made about 20 pitches in all. I felt exhausted yet happy that I did as much as possible in one short visit.

Now is the time to wait.

But I could not wait for unlimited time.

I readied myself to catch a flight and go back.

On the day of leaving, as I was paying my hotel bills and checking out, I was informed that a small crowd had gathered for me.

It was a group of 7-8 people.

Before I asked why they wanted to meet me, they told me that they wanted to buy my machine.

Whoa! A stunning surprise!

I could sell ice-makers to Eskimos after all.

I noted down their names and addresses and promised fast supply.

As a triumphant me landed in my office and met Erica, she told me something I remember till today.

“When you really want to sell something, just dive into your buyers’ souls and they will tell you how to sell to them.”