16. Are You Doing it Elegantly and Seductively?
Why is it that whenever I mention 'selling' to any salon owner they look like I am something foul-smelling and nasty that they have just stepped in, not unlike a steaming dog turd?
They get that ‘cat-butt-wild-eyes’ stare, like a selfie gone wrong.
It's not that you’re in business to sell anything. Right?
Rather, you just want someone to buy something from you without having to get your hands (or shoes) dirty.
Think about it, there is a big distinction between selling something to someone or them just buying something from you.
And I know that 'selling' conjures up the worst fears in us, making us feel like we’re going to be put in the worst category of human being ever to spawn the earth - car salesmen, insurance brokers or real estate agents.
But selling is not a dirty word and is exactly what you should be doing if you own a business, and want that business to be successful.
And there are ways to do it so that both yourself and your client aren't left with a bad taste in your mouths.
I want to talk about the important distinction between Transactional and Transformational selling, which will throw a curve-ball across what you have been trained to know selling to be.
And more importantly, the selling/buying experience for your client.
Selling, when done seductively, is a graceful performance of entertainment and flow, one that is mutually enjoyable to all parties involved.
There are some very simple rules involved in selling, but the complexity around the way these rules interplay is fascinating, and I am sure you will find plenty of material on the art of selling in bookshops and on the net.
But I want to focus on two types of selling here: Transformational and Transactional selling.
Transformational selling is the elegant, seductive process and Transactional selling is as clumsy and shocking as a physical assault.
At best Transactional selling leaves you ambivalent, at worst it leaves you battered and weary.
Nido Qubein is the man behind the terminology here.
Have you heard of him?
Nido is a self-made businessman who arrived in the US in 1966 as a teenager with $50 in his pocket. He now has a net worth of $75-100 million. I think he knows his stuff.
And in the next article I'll give you an example of a Transactional sale and then we'll take it from there.
PS. Remember last time I told you that to get into The Desert you must either have a Resident Permit or buy a tourist visa?
Well most company employers get the RP sorted out pretty quickly because there are large fines if they don’t, well as quick as they can in a country ravaged in red tape, insane regulation and officials who interpret the laws by their own opinion/intelligence/preference.
But unfortunately in Jaydyn’s case his employer hadn’t sorted it out even after seven months of him working for them.
So to come back into the country he would need to buy another tourist visa on arrival.
P.P.S. If you can’t wait for the next article and want to know more, get your FREE copy of my book Grow Your Salon FAST here.
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