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Sell Like the Celebrity Salesman

By Paul Johnson

1,085 words. Abstract: Billy Mays is dead, but his simple selling system lives on. Employ the single difference that made this pitchman a millionaire.

The late Billy Mays could teach us all a few things about selling. We saw him on TV infomercials selling OxiClean, Mighty Putty, the Awesome Auger, and more. Billy Mays made millions of dollars because he understood how to Bally the Tip, Nod Them In, the importance of The Turn, and the Chill-Down. Do you?

Billy Mays was proud to call himself a pitchman. He understood who bought his products, and why. Vince Offer is another well-known pitchman, and he’s cleaning up selling his ShamWow chamois cloths. These pitchmen are truly celebrity salesmen, known on sight and, often, by just the sounds of their voices. While we may consider them corny, pushy hucksters whose style we would never want to duplicate, most of us would be happy to duplicate their results, at least where dollar signs are involved.

Uncommonly Simple
Their simple selling system can help us all sell more products, more services, and even more of our ideas. Most salespeople are much less effective than these celebrity salesmen. These pitchmen sell more, and they sell faster. You’ll never reach celebrity salesman (or saleswoman) status unless you’re prepared to do one thing.

Sales people think preparation means learning all about the product. They think preparation means learning the sales process inside and out. They think it means doing research on their prospect, and choosing in advance what questions they want to ask. While celebrity salesmen do all these things, too, they do one more thing; they prepare to lead.

Billy Mays learned on the Atlantic City Boardwalk that buyers want to be lead. From the moment pitchmen like Billy Mays open their mouths, they make sure you understand he’s talking to YOU, that he understands the problems you have and, most importantly, he has the perfect solution. When you feel like you are understood, you place more confidence in the salesperson, and you are more willing to trust them to lead you to a successful conclusion, which we call the sale.

Whether it’s firing a flaming fastball or performing the perfect pirouette, professionals execute the seemingly simple with ease. Celebrity salesmen like Vince Offer use a simple system to sell, and they make it look easy. I encourage you to try their simple system, but don’t be surprised if you find it hard to do it well.

1. Bally the Tip
Bally means gather, and Tip refers to a crowd or audience, so Bally the Tip means gather the crowd. Why did Billy Mays seem like he was shouting at you? To get your attention and create a sense of urgency so that you would turn away from whatever it was you were doing. But volume is not enough. That first sentence has got to draw you in, much like the headline on the front page of a newspaper. It’s got to relate to you on a personal level so you want to hear what comes next.

To maintain the Tip, a pitchman has to create interest. He does this with ease because he understands who the customers for his product are so very well that he makes you feel like he’s speaking directly to you. “Have you ever tried to remove ugly mildew stains from your shower walls, only to give up in frustration many wasted hours later?” He understands your pain, and you pray that he brings relief.

2. Nod Them In
When the pitchman asks a question like the one above, he expects to see people nodding their heads. He asks still more questions that hit the crowd right where they live. The frequency and intensity of the nodding rises, and the crowd draws closer to him. Each question not only improves the pitchman’s credibility, but also intensifies desire for the solution.

Often two other techniques are used to heighten desire. Creating a sense of scarcity creates a sense of urgency. Wouldn’t it be terrible if your hesitancy to buy forced you to leave with your problem unsolved and your needs unfulfilled? You better buy NOW before they run out! There’s no time to “think it over.”

The second technique is to use testimonials. If other people are obviously having success with the product, it stands to reason you will, too. Then the herd mentality will take over and a feeding frenzy can begin.

3. The Turn
Now it’s time to ask the Tip for their money. Celebrity salesmen make it clear what they’re selling, but the Tip does not want the product. What they want is to be lead by the pitchman to the answer, and the pitchman reveals the minor investment for the perfect solution. But wait. . .  there’s more! Bonuses push the perceived value even higher, and people are now waiving $20 bills in the air and yelling, “Do ME, do ME!”

4. The Chill-Down
It’s time for action. The celebrity salesman has asked for the order, and it’s time to clean up. The Chill-Down is about completing transactions and fulfilling orders as fast and cleanly as possible so nobody leaves empty handed. Everybody goes away excited and happy, and the celebrity salesman is ready to do it again.

But wait… there’s more! If you’d like to take a deeper dive and learn more about the world of pitchmen like Billy Mays, you’ll enjoy listening to this podcast and related transcript titled, “Pitch Perfect”.

Get the Lead Out
Professional pitchmen make it look easy, but they’ve already worked hard to do the research on the market and craft their presentation into a light, tight, efficient package. Then they test it, tweak it, and deliver it over and over, reworking it to get the dead weight out until the results more than justify their investment in preparation. Celebrity salesmen can make more sales in 10 minutes than most salespeople make all week.

Don’t make the mistake of assuming that your customer wants to lead during the buy/sell interchange. In reality, most buyers want to be led to a solution with speed, ease and confidence. To join the ranks of celebrity salesmen, you’ll need to assume the customer wants to be led unless they clearly indicate otherwise.

While you may never be hawking products on TV or the Atlantic City Boardwalk, there’s no reason you can’t learn from professional pitchmen and become a celebrity salesman (or saleswoman) within your industry. When that happens, I’m sure you’ll be happy to clean up.

© 2009 Paul Johnson. All rights reserved.

About The Author:
Paul Johnson of Shortcuts to Results LLC collects business shortcuts and shows people how to find and apply them for performance improvement at http://ShortcutsToResults.com. Learn how to become a niche marketing expert at http://NicheExpert.com.

Note: This article is available for reprint at no charge. We only ask that you include our copyright notice in your reprint, along with the About the Author information we provide at the end of the article.

A Question for your Comments: When have you witnessed an amazing performance by a professional pitchman or pitchwoman, and what made it amazing?

Posted: under Gaining Commitment (Sales).
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Comments (0) Jul 01 2009

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Leadership on a Bikini Budget

By Paul Johnson

1,074 words. Abstract: Leadership can find ways to “do more with less” in a recession if they learn to work within certain limits the way a good bikini does. Discover how to fashion a beautiful business when resources are scarce.

The “do more with less” maxim is nothing new, but it takes on new importance during a recession when resources are woefully scarce. When revenue shortfalls at your company are causing leadership to consider painful cuts of personnel, products and projects, perhaps it’s time to consider these new constraints as a blessing instead of a burden. Perhaps it’s time to consider the advantages of a Bikini Budget.

Since the marvelous invention of the two-piece “swim suit” known as the bikini, women have had to actively manage the perils of “doing more with less.” Have men ever complained? No! Now it’s time for men to stop complaining about scarcity and shortfalls and learn from the women who have had to shop for clothing not measured in square feet of fabric, but in square inches. With a similar perspective and attitude, your company’s leadership can refashion your business into something fresh, beautiful and becoming.

Wasting Away
Our consumption economy creates huge amounts of waste; The Environmental Protection Agency reports that each American generated over 1,650 pounds of solid waste in 2007. Because we’re so used to having more than we need, we see constraints imposed by external conditions — such as recession, regulations and tariffs — to be stifling to our business. In some cases, these onerous conditions initiate a downward spiral that creates mounting pain and, if left unchecked, puts some companies out of business.

Perhaps the recession “problem” is really masking an opportunity for your company. Now that there is no excess to waste, now that the very “fabric” of your company is stretched thin, perhaps it’s time for a makeover that will transform your company into something fresh and exciting again. You’ll gain clarity of purpose, renewed vigor, an improved outlook and more profits when leadership looks at business like a bikini.

A Cup Half Full
I’ve never actually bought a bikini, but I’ve been brought along as a technical adviser on many occasions by my wife Patti. I never would have imagined how many decisions are involved in selecting such a small article of clothing. For example:

  • Halter?
  • Thin or thick straps?
  • Underwire?
  • Ties, clips or clasps?
  • High- or low-cut waist?
  • Leg cut?
  • To thong or not to thong?
  • Probability of “wardrobe malfunction” during water sports activities?

Next, throw in an infinite variety of colors and patterns from which to choose.

And then the BIG question: “Is it flattering?” (Translation for men: “Does it make my butt look good?”)

Despite the mind-boggling minutiae, I’m happy to participate. After all, this isn’t about shoes or a coat, this is about a bikini. Patti is already hot despite being a grandmother, and the proper selection of this particular garment will only make her more beautiful.

We could complain that the constraints that define a bikini are “not fair”, but that would be a “cup half empty” viewpoint. Instead, we have to view the constraints that we operate under as a “cup half full” opportunity.

Constraints enable us to be more creative, not less. Constraints actually allow us to do better work. Given a choice in our youth, we would always grab the biggest box of crayons because it would give us the most choices to succeed. As our leadership matures, we realize we can still create a masterpiece when our choices are restricted. The Mona Lisa was created using only one color.

Bottom-Up Success
Leadership on a bikini budget means viewing constraints as a way to get clear about success.

First, use the downturn in the economy as an opportunity to make more thoughtful decisions. We could all use more practice with critical thinking skills. Today the results really matter, because careless decisions can kill our business. Make time to ask yourself lots of questions, and then get clear on the answers. For example:

  • Why do we do what we do?
  • Who really cares?
  • What is NOT absolutely critical to what we do?
  • What do we assume still works like it did last year?
  • What business are we really in?

Your list of questions should be much longer.

Next, remember the advice of Curly from the movie City Slickers; it’s about finding The One Thing. A bikini is required to do only One Thing; keep its wearer from getting arrested for indecent exposure. But The One Thing could be about anything of importance. Here’s a warm-up exercise: if you could only keep one coat, which one would it be? If you could only keep one pair of shoes, which would you choose? Likewise, what is the best thing about your business, the most important thing, the thing that is most likely to keep you in business? Get clear on that and focus your limited resources there. If your cup seems half full today, get a smaller cup.

Third, let go. Let go of activities that used to work. Let go of products that don’t represent your best work anymore. Let go of customers that don’t believe in you today. Get rid of clutter. Clear space in the “closets” of your business, your head and your heart so there is room to hang new successes. Make a place for your future to dwell with you. You’ll likely discover a cleaner, simpler business that is the joy you’ve been looking for.

Enough is Enough
The beauty in a bikini is that it is just enough. It doesn’t need buttons or flaps. Pockets won’t work. Paisley or herringbone won’t improve the yellow polkadot bikini. A careful decision process lets go of everything that isn’t essential to the one thing that the perfect bikini does: enhance the natural beauty of the woman who wears it.

When times are plentiful it’s easy to take on too much (I admit, I’ve eaten a few too many Twinkies). It’s easy to be tricked into believing that we are inadequate and that, to succeed, we need still more than we already have. The reality is that you are enough right now. You have everything you need to succeed today.

The only thing holding you back is the confusion of the clutter you’ve let surround you and your business. Get rid of all but what is necessary, and all that is left is exactly what success requires from you. Stop straddling. Pick a lane. Embrace the bikini budget and let leadership begin with you. The results will be beautiful.

© 2009 Paul Johnson. All rights reserved.

About The Author:
Paul Johnson is the keynote speaker who describes his approach to transformational leadership at http://TroubleBreaker.com. His company, Shortcuts to Results LLC, collects business shortcuts and shows clients how to find and apply them for performance improvement at http://ShortcutsToResults.com.

Note: This article is available for reprint at no charge. We only ask that you include our copyright notice in your reprint, along with the About the Author information we provide at the end of the article.

A Question for your Comments: What used to work for your company that doesn’t anymore?

Posted: under Managing Change (Leadership).
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Comments (1) Apr 01 2009