| During a recent vacation to Italy I've been watching, | | | | matched her |
| listening and observing how the Italians persuade, | | | | choice. It was pretty amazing to see them in action. |
| influence and make the sale. It's fascinating and | | | | Of |
| extremely profitable to study.First, as tourists we | | | | course, she ended up buying more than she originally |
| are influenced by recommendations by | | | | came |
| someone we perceive as an authority. For starters | | | | in for.Another thing we saw at retail shops was the |
| there's | | | | packaging. |
| our guide book. All the major guide books will give | | | | For many of the items we bought they immediately |
| you | | | | wrapped |
| sleeping recommendations and dining spots. My wife, | | | | them up so they would be suitable for a present. |
| Missy, | | | | We even |
| and I brought along 2 books. The Rick Steves guide | | | | went to a Pharmacy to buy Advil because my back |
| to | | | | was |
| Italy and also Frommers. So if Rick or Frommers | | | | hurting and the pharmacist wrapped that up like a |
| says go to | | | | present.What else do you do on vacation besides |
| this restaurant we're more likely to go there. Or by | | | | shopping? How |
| asking the front desk or concierge for a | | | | about eating?Italian waiters do a masterful job at |
| recommendation | | | | selling and |
| we'll take it.Next, let's talk about shopping. Many of | | | | persuading patrons that's really worth studying. One |
| the sales people | | | | of my |
| I've encountered who work retail have a very | | | | favorite meals in Florence the waiter used the |
| understated | | | | assumptive |
| yet effective way of making the sale. In Florence, | | | | close to take our order. I asked for a |
| we went | | | | recommendation on |
| to many of the high-end Italian shops. Inside the | | | | appetizers and he would mention the mushroom and |
| Armani | | | | tomato |
| store I was looking for a new sport coat. I found a | | | | dish was excellent. Then he'd start writing and talking |
| wonderful jacket that I wanted to try on. The | | | | at |
| problem was | | | | the same time, "one mushroom and one tomato for |
| I was wearing a polo shirt and that's a bit thicker | | | | the |
| than a | | | | lady."He went on like that with the pastas and |
| regular dress shirt so the jacket wouldn't fit right. So | | | | entrees assuming |
| my sales guy gave me a new Armani shirt to try on | | | | we'd have 2 of everything. He was wrong but I'm |
| underneath my jacket. He quickly took a look at me | | | | sure they |
| and | | | | do a whole lot more business like this. After the |
| brought back the exact right size.The gentleman | | | | meal the |
| then brought me 5 different jackets to try | | | | show continued. When explaining dessert he said, |
| on but none of them worked. However, all was not | | | | "We have |
| lost | | | | the World's best cheesecake and Europe's number |
| since after trying on the jackets I fell in love with | | | | one |
| "my" Armani shirt. Yep, I ended up buying it even | | | | chocolate cake."Who gave them that honor? I'm |
| though | | | | sure no one. They just said |
| it was way overpriced.A few steps away down | | | | it. We did split the cheesecake and it really was |
| Florence's "5th Ave" we walked into | | | | delicious. It tasted a bit like 'no bake' cheesecake - |
| Gucci. There were lots of items in there with the | | | | but |
| famous | | | | Missy and I both love no-bake cheesecake at home |
| "G"'s that we don't have over here in the States. I | | | | so we're |
| immediately sprinted over to a burgundy Gucci | | | | biased.In Venice it's the experience usually and not |
| motorcycle | | | | the food |
| helmet and stuck it on my head to continue the | | | | that takes center stage. In Saint Mark's square we |
| tradition | | | | sat |
| of being an obnoxious American. :)After making a | | | | down and had a glass of wine, a coffee and a |
| fool out of myself, I wandered up into | | | | water. The |
| Men's shoes and found a pair of loafers I loved I | | | | bill? A jaw-dropping $45. We were charged for music |
| asked | | | | and |
| the girl working in shoes to help me find my size and | | | | bread/cover charge plus the outrageous amount for |
| she | | | | our 3 |
| brought them out for me to try on. Then she did | | | | beverages. But it's okay because it was an |
| something | | | | experience we |
| I've never seen before at retail...she kept absolutely | | | | were paying for and not the drinks.This restaurant |
| silent. Missy and I talked about the shoes and if I | | | | has a complete band outside playing |
| should | | | | classical Italian music and the whole experience |
| get them or not. We discussed the comfort of | | | | of sitting in the center of the Square to watch the |
| them and if | | | | people |
| they were slipping or not. But during all of this - the | | | | mill about was worth it. But it just goes to show |
| sales girl remained quiet.From negotiations we know | | | | you if |
| silence is the most powerful tactic | | | | you create an experience you can get away with |
| any side can take. Usually the sales rep is telling me | | | | highway |
| how | | | | robbery.And what is the most famous experience in |
| great the shoes look, how carefully they are | | | | Venice? |
| constructed, | | | | Gondolas, right? There's no better example of |
| etc. But here absolutely nothing but silence. I'm sure | | | | paying for |
| you | | | | an experience because where would you pay about |
| can guess - I bought the shoes.Now if you think I'm | | | | $150 for a |
| the only one who was shopping - think | | | | over glorified canoe? Now I'm not complaining |
| again. Missy did her fair share in Venice.Since it got a | | | | because the |
| bit colder, Missy went looking for warmer | | | | gondola ride is a must for many tourists. And Missy |
| clothes. We went in and out of boutiques all day and | | | | and I |
| even | | | | loved it - but when you stop to think about it you |
| returned to the same ones 2 or 3 times. Once Missy | | | | wouldn't pay for this anywhere else.Now before you |
| found a | | | | dismiss all of this and say "My business is |
| sweater to try on and before she could leave the | | | | Different!" - just stop, re-read and think about how |
| dressing | | | | you |
| room, the sales rep came bounding in with 2 or 3 | | | | can apply this in your business. I promise you |
| more | | | | can.Ciao! :)(c) Surefire Marketing, Inc.Yanik Silver is |
| colors in the same model.In another boutique, Missy | | | | recognized as the leading expert on |
| would be trying on one top and | | | | creating automatic, moneymaking websites...and he |
| the sales rep would have the other colors lined up | | | | still |
| for her | | | | doesn't know how to put up a website. |
| on the counter and several other outfits that | | | | |