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Part 13 – Scott Morris
A timeless lesson in the art of persuasion! ! – Part 14
Here’s how one furniture rep achieved rock star status with some cash and an idea. This is a lesson sales managers and owners can use to get sales results.
The biggest sales meeting I ever attended happened decades ago. It was so memorable that I remember even the tiniest details of it. In this installment of the Next Level Training series, I’ll share some impactful moments from that meeting, and then identify extraordinary “gems” that you can easily use in your own sales meetings!
The person leading the meeting was a furniture representative who worked for Armstrong, a well-known company in the flooring industry. In the early 1960s, Armstrong acquired several furniture companies, including Thomasville, and introduced the first (to my knowledge) bedroom set to use a laminated finish and “wrapped” drawers. None of the salespeople at our major furniture store liked these sets. They refused to sell them because “they are not made of wood”.
The representative decides to hold a store-wide sales meeting. Just before everyone arrived, he had a dresser brought into the employee cafeteria and pulled out a large roll of $5 bills. First, he asked, “What do you like best about this collection?” After about 30 seconds, the answers started pouring in, at which point he immediately rewarded each salesperson with a $5 bill, the equivalent of nearly $50 in today’s money. This went on for about 30 minutes until his huge bankroll was depleted.
He then took us to his set on the sales floor. At this time, the news that the store was opening came over our loudspeaker, but no one left the sales representative’s side. He walked around the store leisurely! In fact, he instantly achieved rock star status with a loyal following, even though all his cash had long since been spent!
The Armstrong rep received the same attention every time he returned to our store, although he never offered additional monetary inducements. About two months after the first visit, the store manager complained to the sales team, “Now we won’t sell anything else, which is killing all our other bedroom sales! If you don’t start selling other sets, I will be forced to Get those three Armstrong bedrooms off the floor!”
“In fact, he actually achieved instant rock star status with a loyal following, even though all his cash had long since been spent!”
Furniture representatives never provided any explanation for the sets. Instead, he seduces salespeople into selling for him! I certainly haven’t forgotten this amazing lesson. So I started asking my retail customers, “What do you like best about this set?” whenever they became hesitant or stayed silent for too long. It usually works like magic! Why is asking this simple question so beneficial? This is because it moves a person from a negative or hesitant perspective to a more positive and proactive perspective. They become actively justifying the purchase of an item rather than looking for flaws.
Gem #1
Motivate your salespeople!
The phrase “What do you like best about…” has almost infinite applications. Here are just a few examples that can be used for some inspiring sales meetings. “What do you enjoy most about selling furniture?” “What do you enjoy most about working in our store?” “What do you enjoy most about recommending new mattresses to customers?”
Gem #2
You too can become a “rock star”!
Armstrong representatives achieved the seemingly impossible by offering cash incentives to attract positive responses. He invested $1,000 to $1,500 (in today’s dollars) to achieve a 180-degree turnaround from poor reviews of his product line. I would venture to say that as a commissioned salesperson he probably made that much in commission just from the sales generated on the day of the meeting!
You can also use a little extra cash to sway even some of the most stubborn people on your sales team to help grease the tracks. Consider what aspects of your store’s performance you want to advance by simply reframing negative situations with “magic questions.” For example, instead of complaining that the sales team isn’t selling enough add-ons, just ask, “What do you like best about selling add-ons?” Rewarding each positive answer not only turns negative thoughts around, but also empowers the salesperson who responds. Be the center of attention in front of your peer group!
“The Armstrong representative achieved the seemingly impossible by offering cash incentives to attract positive responses. He invested $1,000 to $1,500 (in today’s dollars) to achieve negative reviews of his product line A 180-degree turn.”
Gem #3
Showcase and reward performance!
Imagine being in a coworker meeting, such as an all-hands meeting for store managers in your region, and your boss asks the following question to the entire team. “What do you like best about the way Your Name runs the store?” I think you’d be very proud to be singled out for recognition! I bet your sales team members would feel the same way if you asked, “What’s your favorite way Mike greets customers?” The idea is that positive recognition reinforces desired behaviors, creates competition, and creates a desire among team members to emulate the behaviors that lead to rewards!
Gem #4
Reward great new ideas!
The next two gems also take the approach of instant cash rewards. Many of the items you sell have multiple uses, and it can be beneficial to spark discussion about these items in sales meetings.
Consider asking the following types of questions and rewarding everyone who answers with cash. “How many different uses can you think of for a footstool?” The same question applies to dining chairs, sleepers, nightstands, and many other items. The end result is not only a better-informed sales team and happier customers, it also helps your team become hyper-focused and enthusiastic enough to rush out of meetings and start selling.
Gem #5
Spread best practices!
I always say “my clients are my best university”. Every week on your sales floor, your salespeople encounter truly great learning experiences in “real life” sales moments with customers.
It’s very beneficial to have an open invitation to your sales team to share these learning sales “trophies” with the rest of the team. Ask “Who would like to share with us what you learned from your customers this week?” If this doesn’t generate a response, the following questions should. “Who wants to tell us about the promotion you’re most proud of this week and why?”
Then, ask the team to select the colleague who made the most meaningful share. Give that person a cash reward or gift card. Consider having the winner’s name engraved on a “Sales Genius Trophy” and display it prominently in your showroom for a week. Talk about creating a culture of sharing and celebrating each other’s wins!
Just a parting thought!
Remember, finding ways to share ideas, celebrate successes, and implement best practices are the best ways to increase sales. If you give your “rock star” salespeople a chance to share and shine, you will lift up your entire team over time. Happy selling!
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