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12.5* great selling ideas from great salespeople


Phil Smith, the former head of Musgrave Budgens Londis, used to advise his retail members that there was no profit for his wholesale arm in shipping stock to stores. The profit came from its buying skills. Getting the correct products at the correct prices that will sell through the shops of their members.
I have reviewed a number of books this year from people who spend their lives watching shoppers and conclude that no selling takes place in store. But surely the independent retailer has to be a good salesperson, you may object. The answer is yes.
Life’s a pitch: What the world’s best sales people can teach us all by Philip Delves Broughton (£8.99 from Amazon) is a book that will reaffirm that yes and that will inspire you to grow your business.
Broughton is a journalist and he skilfully weaves together a tale incorporating most of the sales canon, including mention of Earl Nightingale and his secret that you become what you think about.
As a journalist, Broughton has collected a great many interviews with people who will inspire you. Foremost for me was his chapter with Majid, the best salesman in all the souks of Africa.
After three trips to the souks, it is great to read of the tricks that the shopkeepers use. They always win. The test of this is to try and sell back what you just bought, if it was such a low price.
But Majid’s business is completely different. What he discovered was that with different products he did not have to sell the same as everyone else but cheaper. He could make his own prices.
“What makes me different from others is that there is a story behind every object in my window,” he tells Broughton. “I never studied beautiful things but I studied the best of other people’s theories of beautiful things. So I know how to deal with wealthy customers…
“I remember I knew Elizabeth Taylor was coming and I brought my camera but then I forgot to take a picture of her because I was consumed by the moment of explaining everything in my store.”
Majid explains that as a salesman he looks at everyone. If you stand and watch and listen you learn a lot about a customer. In the book he demonstrates how this leads to sales.
Any local shop owner with any ambitions will learn from reading Majid’s story. His shop is unlike yours but the rules are the same. When he started out he faced even greater competition than you do but he was successful.
But the book gives even more. Its chapters on insurance salesmen and women and on TV infomercial selling (from the market stalls of England) are riveting. Read about how a croissant changed Steve Winn’s life. Or how the Apple store is designed to manipulate shoppers to become fans.
Everywhere Broughton uncovers useful tools that you can use in your business. But he also tells the stories of great sales really well. Such as Ted Turner’s breakfast meeting in New York. Or how Ted Leonsis won his first pitch and was backed to the tune of $1million.
Brilliant!

*PS There are more ideas. Read the book to understand why its 12.5!
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