While there, I met the greatest salesperson in Cape Town, who reminded me of three powerful secrets of sales, guaranteed to see us all smash 2018.
More of that to come. Firstly, let me just say what a fantastic country South Africa is. From the aqua-blue seas that lap the rugged coastline around Cape Town, to the gorgeous landscape and mountains of the winelands, the area is truly stunning.
We were warmly welcomed wherever we went, and stayed in beautiful properties carefully chosen for us by the good people of Africa & Beyond. The only negative that struck me was the huge gulf remaining between the richest and poorest, and it left me with a real sense of unease.
Back to the greatest salesperson in Cape Town, who I came across while desperately seeking the exit from one of those local craft markets which Mrs D just loves. We already had armfuls of baskets, bowls and various nick-nacks, so the last thing on my mind was further purchases.
My escape was interrupted by the smoothest “Good morning Sir, how are you today?” greeting and the widest of smiles. I had no choice but to engage. In front of the greatest salesperson in Cape Town was a simple desk covered with a multitude of what looked like brightly painted ashtrays with funny little pimples in the centre. Not that exciting.
“Let me show you something that will make your lives so much easier in the kitchen and preserve the skin of your fingers at the same time,” she said, before giving an impeccable demonstration of what in actual fact was a highly effective tool for grating ginger, garlic and cheese, which was also easy to clean and maintain.
“I do hate grating ginger, and they are pretty,” said Mrs D. It was a losing battle, but could I at least secure a little deal?
“Right, you have a sale for one,” I told the seller. “But what about if I bought three?” Some would work well as stocking-fillers, I thought.
The smile of the greatest salesperson in Cape Town widened even further as her smooth tone firmly explained how the price and profit on each grater was always the same no matter how many she sold to a customer.
I countered with my best bartering lines, but to no avail. Three graters were subsequently purchased at full price.
So there you have it. If you want to sell lots of holidays this year, simply learn from the greatest salesperson in Cape Town:
- Make your first 30 seconds count. A big smile and a warm welcome.
- Know your product inside out and demonstrate it with passion and confidence.
- Sell the benefits, not the discount. Customers pay more for a product they value.
Have a great 2018 everyone.
Richard Dixon is director of Holidaysplease
