One point of Gary Hoover's, who recently spoke at Junto, was that stores that were most successful were the greatest showmen. I am not too good at the showman but I made a few sales today with an unusual Barnum close. Australian customers were in Aubrey's booth, and they were walking by. First, I offered them a hot tea. I drank it myself with them and told them the story of Gino Paolocci who swallowed the grasshopper in a taste off of his chow mein when the grasshopper was on top of the opened can. They still hesitated. I gave all the 4 daughters a free colored spice jar for 1 buck each. They demurred, but I told them a Homeric story or two with the tag line "never look a gift horse in the mouth". They still hesitated. I asked them if they had any relatives who had been Transported. They nodded. I then told them in all honesty that my father was a policeman and I felt guilty for the Transport and I give 25% discounts to all progeny whose forebears were Transported. That closed the sale and I made a 5 buck commission offsetting potential losses in the speculative field for the day.

David Lillienfeld writes: 

Showmanship takes lots of flavors—Harry Selfridge, John Wannamaker, Marshall Field, and so on.

You're in good company.





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1 Comment so far

  1. Jeff Watson on December 10, 2013 4:04 pm

    Hope the margins are wide because it sounds like you are giving up a lot of gross profit.


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