The Art of The Sale

I’ve never fashioned myself a huge salesperson but yesterday I had a epiphany……or what Oprah likes to call my "ah- ha," moment as I was discussing a new product concept with one of my clients.

You see, to support myself though college I sold everything from magazines over the phone to sweaters at Sears. I HATED every moment of it and I just knew it was not for me. However as I was explaining this new line my client smiles and says in her most serious voice, "You know you should be a Sales Rep.”

I immediately dismissed it…”No, that’s not me; I’m more behind the scenes in marketing.” Also I just happen to really love this stuff. As soon as the words came out of my mouth I saw the difference.

I Believed.

I knew this product was going to be well made, super soft and something I couldn’t wait to wear myself. It excited me and I was positive it would work for my client as well.

And, Folks there’s the difference!

For you Designers who feel the way I felt, and are scared to do your own sales…why not give it a try? The hardest part is finding the sale prospect…and what better way than warming the sale up through direct mail, web marketing and other non intrusive sales prep techniques. You know how to do it! Send your mailings...and follow up via phone. Even though people may be unnerved by the interruption they can only hurt you so much through the phone lines.

So if it’s your first season out to bat and you’re a little gun shy because “You’re not a salesman,” Just remember...if you love your product.....All things are possible when you believe:)

Smells Like Team Spirit!

By the time fashion company gets through outsourcing PR, Sales, Production and Ecommerce, small business owners rarely if ever have the time or wherewithal to get their whole team together. The PR company is on the Westside, the showroom is downtown…the production is anywhere in the world. It is a real hassle. However, since this process is done weekly if not daily in the boardrooms of Fortune 500 companies it begs the question….is it worth it?

I got a true understanding of the importance of cross functional relationships while working at the Gap. I ultimately knew I wanted to be a marketer. I wanted to construct in store campaigns behind jolly people doing the swing in khakis….and describe the scent of “peony” on the back of banana republic candles. Cheesy but true.

However in the special program I managed to become a part of I had to work for two months in each of their cross functional positions before I would even be considered for a real job within the company. So there I was slaving in garment production, merchandise planning, merchandising, marketing and even in the store folding jeans. At the time it seemed like a ruthless hazing.

When I first graduated out this “ordeal,” I learned quite a bit, including the fact that the production process drove me crazy and that I was incapable of smiling long and hard enough to ever work on the frontlines in a Gap Store.

But most importantly the knowledge I gained truly helped me understand the big picture which ultimately made me a true leader.

I was better for understanding the production cycle and how long it took to get a new product to market. I realized that 30% of online sales came from the Southeast where the showroom had never even gone on a sales trip, and I was shocked to learn how a little change in a visual setup within a store can take a product from a sleeper to a best seller. We were all able to connect the dots....and find solutions to problems we didn't even know existed.

In a small company I know it may be virtually impossible to get all your freelance players in the same place at the same time. But try to do it once a quarter or year at the least. Just an introduction and an explanation of their processes is typically sufficient for a truly worthwhile meeting. With technology these days folks won’t need a plane ticket or even the 405 for that matter.

Who knows…….. It could lead to that ah-ha moment that makes a world of difference in your business…and create something so phenomenal it brings everybody out on top.

The Tipping Point

"The Tipping Point by Malcolm Gladwell discusses that moment....that element.... that one thing that tips the scale and takes something from being virtually unknown to becoming the talk of the town. Word of mouth from a marketing perspective is the essence of the "buzz" factor and gives product a credibility money can't buy.

One group of importance that typically leads these cult phenomenons, Gladwell describes as the "influencers." The influencers are people that speak with authority (whether they really have any or not), love to know everything and generally speaking…just enjoy talking. We all know someone like that…and if you don’t believe you know someone like that you are probably the someone like that other people know.

The big mouth excuse me…influencer in my life is my best friend….I’ll call her “Jane,” to protect her privacy although her name is Jill. Anyways, “Jane,” takes the utmost pride in knowing things…..anything…everything. People like her are a niche marketers dream because they are passionate…full of energy and don’t require a dime of your marketing budget. Educating the rest of the unwitting world on the greatest boutique or hot new designer is payment enough. If “Jane,” loves something she spreads the word quicker than wildfire…and with an evangelistic flair that’s convincing enough to sell heat lamps in the desert.

I have to warn you not to get “influencers,” confused with the simple "early adopter." Early adopters are trendsetters but not necessarily the most forthcoming individuals. Simple early adopters are like the people who when you ask them where they get something from…it’s always "a gift." They take little pride in spreading the word. These people are good in other ways but are not quite as valuable as the infulencers.

In niche marketing the trick is to get your hands on the" Janes" of the world.. If they love it.... they can help build the integrity of your brand faster than an ad in Lucky or a Billboard on Sunset Blvd. If you are ready to start an epidemic with your speciality brand put yourself on the influencers radar.

You may ask where you can find these folks? Well you may find them ranting on their blog or someone elses....... pictured in the friends section in 1 out of 5 myspace pages or working the room at an high profile event. They are out there but you have to seek them out. The point is don’t be afraid to do the little things to reach out to the influencers for your market. Niche brands don’t have to harass magazine editors for product placement or spin their wheels trying to dress someone thats shot by the paparazzi....or even beating up the paparazzi for that matter.

Why not start with the little people with big mouths….its a longer ride but their words are just strong enough to carry you to “the tipping point.”