I always love to hear good selling in retail anyway. Especially when it readily applies to our commercial space.
So I was delighted to read this piece of artful salesmanship, from a high street butcher (subscription req’d);
Last Saturday I asked my local butcher if he would consider boning a turkey for me, as I was toying with the idea of cooking something different for Christmas lunch this year.
“Of course,” he said, baffled that I’d even ask.
“I can debone some smaller birds to go inside it too, if you like.”
This was in the context of British supermarket butcher, deli or fishmonger counters being a poor cousin of those elsewhere in the world. Rather than using artisanal expertise, they are mainly a piece of “marketing schtick”. Merely offering unpackaged versions of what is already parcelled up on the shelves. Convenience dressed up with fake authenticity.
As for their comparison with the traditional traders – the independents being bullied out of existence by the huge chains – this next sentence proves damning; “Try asking for that at your supermarket meat counter.”
Let’s breakdown the butcher’s response.
You’re asked if you can do something.
In many selling circles, the answer is always a resounding ‘yes!’.
Some would prefer to slip in a qualifying question first.
One which helps the buyer to feel your deep understanding of their issue.
Then rather than give a whole load of background exposition as to how you can actually do what you’ve just said you do, move straight on to another.
Not only can you do that thing, you can do something else too.
Specifically, something related. Which adds value to the first request. And is done or taken along with, in addition to and building on the first.
Then the ‘close’;
…if you like.
Wonderful. So matter of fact, so natural. Disarming.
Many old-schooler bruisers persist with ‘tag-on’ style forms of words.
The most common being to end any sentence with a ‘yes’. One delivered in the ‘uptalk’ vocalisation. Aka the High-Rising Terminal (HRT) of Australian Question Intonation (AQI). The note of your voice rising through the syllable.
Not my favourite.
Other examples include the habit of always asking a tiny question as your vocal full stop. “Isn’t it?” “Don’t You?” “Shan’t We?”
Yet here, from a humble community pillar, an option of such elegance it should be part of any upsell armoury.