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In this article, leading Sales Expert Andy Preston explains the ‘sales lessons’ you can learn from a cupcake shop, and what you can put into practice……. right now…… to increase your sales…..
This particular ‘Sales Lessons’ article was inspired by a visit to St Martins Tea Room and Grill, Bowness-On-Windermere – located in the Lake District, Cumbria, UK. The owner, Stephen, had created some amazing cupcakes and was looking at ways of selling and promoting them (and his tea room) better.
While I was there I gave him a few ideas for the business….. and so far they have made a significant difference to the way he’s promoting and selling the cupcakes! So I thought I’d share some of the ideas in order that you all can use them to increase your sales as well!
So, here are some of the ‘sales lessons’ we can learn from Stephen’s ‘cupcake shop’….
Sales Lesson Number 1 – You Don’t Have To Have A ‘Unique’ Product
One of the first things to realise is that you don’t necessarily have to have a ‘unique’ product to gain a market (or sales) advantage. As business gets tougher, and markets become more competitive, the chance of your product or service being ‘better’ than the competition is small…… and getting smaller by the day!
The speed at which your competition can copy you, your products and your service is quickening by the day – so therefore any ‘market advantage’ you could gain isn’t likely to be an advantage for long!
So if you don’t have a ‘market’ advantage, you have to make your own advantage – by being better, faster or more specialised than your competition, or your competitors salespeople.
The cupcake is not a new invention….. nor is it ‘exclusive’ to Stephen and his tearoom, yet because of the way he’s selling and marketing his home-made offering, it’s making a massive difference to the amount of people he’s getting in his tearoom – and the amount of sales he’s making!
Sales Lesson Number 2 – You Have To Get Excited First!
I’ve met Stephen a few times now, and whenever I see him, he’s always excited about what he does! If you’ve seen me speak, you’ll know I’m a big fan of being passionate and excited about what you do – because if you want others to be passionate and excited about what you do, guess where it has to come from first? That’s right, you!
The way Stephen talks about his cupcakes and other cakes, you can’t help but get ‘drawn in’ and you’re far more likely to purchase! How passionate and excited are you about your products and services right now?…..
Sales Lesson Number 3 – Make It A Good ‘Experience’
From the moment you step into Stephen’s shop, you have a great experience! The food, the service and the quality all stand out! The cupcakes and other cakes are all home-made by Stephen himself and he takes time to ‘connect’ with every customer possible, so they’re coming back as much to see him as they are to experience the cupcakes!
By creating such a good, positive experience, Stephen is increasing the likelihood that people will return to his shop, and also tell their friends about it! This is where the real value comes in, as word-of-mouth advertising costs nothing, yet can be the most effective advertising of all!
What kind of ‘buying experience’ do you and your company provide your customers with? One that encourages them to ‘rave’ about how amazing you are to their friends and contacts? Or is it more of a ‘rant?’….
Sales Lesson Number 4 – Find Out Where Your Market Lives….
This is one of the most effective things that Stephen has done. When I originally met with him, I talked about the massive advantages Facebook could bring to his business. Now, those of you that have trained with me in the past know that I’m a MASSIVE fan of LinkedIn, but Stephen is selling business-to-consumer, not business-to-business, so that changes the ‘game‘ for him slightly….
His target market live on Facebook. They recommend and ‘share‘ things with their friends on Facebook. They post pictures of themselves with his cupcakes on Facebook! What better place to start his marketing and promotional activities, than somewhere his target market is already interacting?
Where does your target market ‘live?’ Are you marketing and selling to them in the most effective way at the moment?
This article is copyright Andy Preston 2010-2017. To copy or syndicate this or any part of this article contact Andy Preston for guidelines.
Andy Preston
Named as one of the World's Top Sales Gurus, Andy creates 'Stand Out Salespeople' worldwide, with his revolutionary 'Stand Out Selling' Sales System. 'Stand Out Selling' helps salespeople stand out from their competition, win more business, and do so at higher prices!
Previously a trained Professional Buyer, then the Top Salesperson in the UK, Andy Preston has now trained more than 160,000 Salespeople, in more than 50 countries, on 6 continents, since 2004!
Andy is best known for his work in 5 specific areas...
1) Prospecting/Cold Calling/Business Development
2) Converting Incoming Sales Leads
3) Becoming The 'Stand Out' Trusted Advisor
4) Standing Out From The Competition
5) Helping Salespeople Close More Deals!
With more testimonials than any other Sales Expert online (320+ on LinkedIn alone), Andy's work is recognised worldwide.
You can contact Andy here for more information, and how he may be able to help you!
Andy's Recent Accolades.......
* The World's Top Recommended Sales Expert
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