Archie’s job was to sell a pricey piece of business equipment. To get the potential buyers interested in “Product XP”, he invited prospects to lunch. He bought everyone pizza and did his product presentation. After doing about a dozen of these, he made almost no sales.
One day he talked to a business consultant. Having nothing to lose, he decided to test a totally different approach. He put together a three day training course for the product.
Here was his next ad:
7 people showed up. Several months later, Fortune 500 companies were sending him their employees so he could show them how to use the system he was trying to sell (!).
Each one paid $1500.
What happened here?
He had repositioned himself as an expert offering information. Versus a salesman. (Thanks, Perry).
Can you do something similar in your business? How would you do it?
Use the comments below…