What does creating a Repeatable Sales Process look like in practice?

Back in my college days I managed a small magic shop in Dallas, TX. in the West End Market Place. It was a great place to be on the weekends, but pretty much a ghost town during weekday mornings with minimal foot traffic Monday through Thursday. Yet, this is where I found my shift in the first sales role I would ever have.

It was a heavily commissioned role, and I knew my paycheck would suffer from the lack of business if things didn’t get moving. How was I supposed to replicate weekend numbers during the weekday. I had all sorts of easy excuses to fail, but those would not grow the business (and my paycheck). Searching for inspiration, I visited the store during my off hours, on the weekend, to see if I could get an idea.

Every weekend, for one hour, the shop did a magic show. Lots of tricks were done during each performance, and customers would line up to buy afterwards. I thought on this for a while, watching the money flow into the cash register. Then an idea hit me. Maybe I could do something similar during the weekday.

One of the items for sale was a package deal. Three powerfully visual illusions, pocket size, in one box for $75. Separately, these items would cost a little over $100.? So with a little prep at the counter, I went to the front of the store and engaged literally anyone walking by with a simple question: “Do you want to see a trick?”

Almost everyone said yes, and I did a little sleight of hand magic with a quarter they had or one in my own pocket in case they didn’t have one. I even taught them how to do it which always brought big smiles. I followed up with, “I have a few more at the counter if you’d like to see.”? Filled with curiosity and the prospect of some free entertainment, most would come up to the counter where I had laid out the three tricks from the package deal.

It only took me about 5 minutes for this mini-show, and at the end the pitch: “You can get all three of these together for $75 or buy them separately. Which one was your favorite?” Everyone had a favorite, and after explaining the price I would ask them: “Would you like to buy that one alone, or get all three?”

Not everyone bought something, but so many more did. Within two weeks I was outpacing weekend sales. Suddenly the owner became very curious about what was going on. My method was soon replicated over the weekends and during any “down time” and store sales grew across the board.

Two keys to sales I have since incorporated into every role I have ever had in sales:

·? Provide value up front to the customer.

·? Create a repeatable sales process.

1.??????? Provide value up front to the customer. The simple sleight of hand illusion at the front of the store was a “free” giveaway, but it had value. The key is value has to be a benefit to them, not you. No strings attached.

2.??????? Success is repeatable if understood well and documented properly. This repeatable sales process can lift the lower performers and strip away excuses. They key is in the word “repeatable”. It is not a cookie cutter solution, but it is a process that can be reliably followed by anyone, tailored for their own sales style.

There were a lot more lessons I learned as well, but these two keys form the basis of any good sales program. As I grew into new roles, with different products, different customer bases, and different teams – these two keys followed me everywhere.