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Now, Dale Freidman, I know you have a very different approach.
I would say so, yes. In my line of business, it's all about perceived benefits.
There are some tangible ones like, for example, use of natural ingredients in our deodorants,
but everyone in the industry copies ideas, so it's difficult to sustain any kind of technical competitive advantage for long.
So, I use a lot of anecdotes when I sell.
I tell stories, get people laughing, My approach is direct, I guess some might say pushy, but I get results.
I deal only with the decision maker, who's generally a buyer for a chain of stores.
You'd be amazed how much time people waste talking to the wrong guy.
I always start by presenting them with the most expensive options, because this increases our average sales,
and as soon as I get a buying signal from them.
It could be anything, you know, just a question like "What's your most popular product?"
I move in and close the sale by discussing quantities required, special delivery arrangements,
favourable payment terms, thing that make them feel they're getting added value.
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