Dec. 30, 2021

Cuenca, ECUADOR – “How much farther?”

“Not far, maybe another 800 meters or so. 15 minutes tops.”

My wife eyed me closely. She mouthed; “Is really only 800 meters? Because I don’t think they’re going to make it!”

(For those new to this thread, my wife and I have been traveling Mexico and Panama and are currently living and exploring Ecuador. You can find those back issues here.)

We’d been walking for close to 40 minutes by this point and the usual clouds that form in the early afternoon had not appeared. The sun felt hot high above our heads and the concrete sidewalks, combined with the diesel exhaust from the cars and buses was nauseating….

Especially for the new friends we had persuaded to tag along.  They were only in their early 60s, so not much older than us but they definitely were not used to walking this far. In the heat. That’ll make a fine headline; “Gringo couple collapse from heat enroute to famous Cuencan hat museum and shop.”

Here’s the real kicker…..the shop was closed that afternoon! (Not much attention is made to updating Google My Business here.) We had to return two days later.

I’d better fill you in.

Almost the first day we arrived in Cuenca, we ran into a gentleman at one of this city’s excellent cafes. He was wearing the most beautiful hat we’d seen. Naturally, we struck up conversation and discovered where he had purchased it. Which set in me a desire to seek out this fine hat maker.

The hat I am talking about is the ubiquitous Panama Hat. Worn by famous actors and celebrities the world over, whenever there is a scene in the tropics or attending a big event, like the Kentucky Derby or the All-England Tennis Club for the annual Wimbledon tournament.

Now, you can find vendors of knock-off hats throughout Mexico and Panama at very attractive prices. But what you may not know is that the origin of this hat is actually Ecuador.

The aborigines of the coast of what is now Ecuador used “tocas” made of toquilla straw to protect themselves from the sun. The construction of the Panama Canal caused a great demand for toquilla straw hats from Ecuador, because of its lightness and flexibility. And from there, the hat became known as the “Panama Hat”.

So great was the demand for this style of hat that at one point in Ecuador’s history, the exportation of hats was its number 1 export!

The hat is still woven by hand, mainly by artisans and indigenous peoples where the art has been passed down generation to generation. After the initial weaving process, each hat undergoes a process of finishing that involves washing, colouring, forming and design.

But that’s not all.

There exists a large variety of quality in the closeness and fineness of the weave which in turn changes the cost and price of the finished article.

I know this now, only because of a unique sales process used by the shop we visited.

Homero Ortego.

Homero, the founder of Ecuador’s most distinguished hat maker, learned the craft and trade from his father, who in turn was already a 4th generation hat maker and merchant.

Together, they would cross the high-altitude trade route over the Cajas Mountains, on foot, horse and mule, from Cuenca to the port city of Guayaquil. There, they would ply their hats to the shipping merchants who would sail them to Panama.

Over time, he built and created a company dedicated to the socioeconomic development in Ecuador by highlighting the craftsmanship and history of these hats.

This is made obvious when one visits the company here in Cuenca.

You cannot immediately go to the shop. No, you first are directed to their museum, where you are toured on the history of this hat, from before the arrival of the Spaniards.

Then you are taken, step by step on what type of grass, where it is grown, how it is dried and cut. Then you are shown how it is woven, and the entire fabrication process.

Last but not least, you are then lead down a corridor covered in photographs of the rich and famous, sporting their “Homero Ortego” hat. Brad Pitt, Anthony Hopkins, Lady Diana, Johnny Depp – the list goes on and on.

Now, finally, you are led into the show room and young ladies immediately proffer you a hat to try on.

By this time, if you are not a convinced buyer something is wrong. And you will be hard pressed not to buy their most expensive offerings.

By the time we left the shop, I had myself the most expensive hat I had ever purchased, and my wife had 2 gorgeous hats, a shawl of Alpaca and some other items. Our two friends, while not sinking as much as us came away with some nice hats too.

What’s the takeaway from this experience?

Do you have a sales process that includes a story and history like this that so entices your client or customer that not only do they buy readily but most are easily upsold to your better products and services? Will they be so enamored with the experience that they will tell their friends and family about it? Becoming your best salespeople?

Take some time this holiday season and think how you might do this for your business. Doing so can only help you craft a “market dominating position” with a kick-ass sale process to boot.

Make 2022 your best year ever!

To your health and success.

The “Profit Accelerator” Expert
StreetSmartsMBA.org

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