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