Nov 11-23
Oaxaca, Mexico
“It’s all about ‘blue’
zones and the secrets of today’s centenarians.”
Can’t read the full email – click here for the online version.
We were on a first class bus, traveling from Puebla to Oaxaca. The trip was supposed to take only 5 hours but ended up lasting seven and a half.
The “super” highway just out of the city, which connects Mexico
City with the port of Veracruz was snarled to a stand-still. So much so, that street vendors walked between the cars, trucks and buses and sold a wide array of beverages, food and who knows what else to the stranded drivers – including ours!
The bus had Wi-Fi, so my wife was watching
some documentary with her phone.
Seemed to be the same program she was watching back at the hotel, so I asked her what it was.
She told me about this documentary that was trying to determine the secret of those living to 100 and beyond.
I quipped; “It’s all in the genes.”
And since it’s Remembrance Day, how appropriate that I recalled a story from my youth.
Not about the war of course. I wasn’t born yet. My uncle served, however, this memory of mine is not about that, as much as I am grateful for his
service.
This memory was about the purchase of my first pair of jeans.
My father took me to a store downtown in our little city.
It was narrow and long, with an old wooden floor. Upon entry, we were greeted by the proprietor, a short, thin man, well-dressed. Believe he wore the classic suspenders.
He knew my father well and upon being introduced to me, he said how much I looked like my dad. That made me feel good.
Then to business and the nature of our visit.
Jeans had just become fashionable and were all the rage. I had to have a pair for school, less
I look like a complete nerd.
He brought out a few pairs – had me try them on. Then I looked at the label.
“GWG? What kind
of jeans are these? They aren’t Levis! Don’t you sell Levis?”
This owner was not discouraged nor put out by my remarks. Nor did he let this objection prevent him from making a sale.
He bent down and in a conspiratorial whisper said: “No, these are GWGs. Do you know what stands for?”
“No, I answered”.
“Guys with Girls! You still want the Levis?”
Well, I was sold of course, and my dad didn’t have to run around hunting for another store. 😊
The lesson here should be obvious to you.
- Expect objections to every sale you plan to make and prepare for them.
- Know your customer. The same message for all customers will just sound like bland pablum and will get you nowhere. Craft a specific message for each customer (avatar) or if you can, narrow your offerings to one
particular group. It’s the best and surest way to convert them into buyers.
Crafting the right message, to the right market, with the optimum medium is key to making sales and growing a business.
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Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
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