The Bigger Issues
The Big Issue is a fabulous way for homeless and marginalised people to improve their health, well-being, social connection and self-worth.
This sterling initiative also offers valuable sales lessons to business people.
Two Cities
I live in a schizophrenic area.
Hip Street teems with bright, well-heeled young things in groovy restaurants.
Just a few blocks away, Mean Street is haunted by a broad spectrum of lost souls.
Vendors of The Big Issue operate in both these zones, and the contrast is striking.
Plan A
As a former young thing, I spent many evenings in groovy restaurants.
In those days, The Big Issue vendor for Hip Street was a hearty man with a big voice and a killer smile.
Rather than stand silent on some corner, he marched into every eatery, greeted each diner and asked if they’d buy a copy.
His timing was exquisite.
He appeared in the early evening, after work, late in the week.
His numerous prospective clients were at ease, on their second chardonnay, in the warm company of loved ones.
Every time this beguiling vendor accosted me, I seemed to have a garlic prawn in my mouth.
Was I really going to deny him a few bucks?
Plan B
On the other side of the tram tracks, a very different story.
A mid-winter Monday on Mean Street.
A vendor hovers outside a pharmacy, passed by a trickle of pained prescription seekers.
Tenacious and resolute, this man pitches to every prospect.
But they’re sick, hung-over, late for work, or all three.
At each refusal, the vendor’s tone becomes more strident and desperate.
This merely increases the speed and firmness of subsequent knockbacks.
And so the spiral descends.
Analysis
I don’t know how much control vendors have over the style, timing and location of their pitch.
That’s why I’ve invited The Big Issue to comment on this post.
I do know that in sales, timing and setting can be everything.
We learned in Ten Tee Tips that it’s fatal to bother retailers during their busy lunch trade.
I’ve since seen plenty of signs in local businesses warning sales reps to show their wares only during non-peak times.
We’ve also noted that a 30-minute chat at a relaxed barbeque can beat months of cold calling.
If I’ve learned these lessons the hard way, perhaps you have others to share.
Feedback
With reference to your field, what are the best ways, times and places you’ve pitched or sold over the years?
What have been your most dismal failures?
If we share our learnings, we should all prosper together.
Paul Hassing, Founder & Senior Writer, The Feisty Empire
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Hi Paul. Great post!
My partner, Jason, and I were just talking about The Big Issue on Tuesday night. He mentioned there was going to be a story on the 7pm Project, and it was a vendor, selling The Big Issue, who excitedly told him about it. Jason mentioned it’s the same gentleman that sells The Big Issue each week, and he is now a familiar and friendly face to see regularly. Jason buys the magazine, so looks like having friendly members of the sales team works!
It’s great to see such a fantastic initiative like this.
It also provides an example for other businesses of a sales technique and system that may be different from their own.
Thank you, Naomi. I’m grateful to you and The Big Issue for letting me run this up the flag pole.
That’s a freaky coincidence you’ve described. With any luck, these events could combine with others to build great momentum for the cause.
As a sales nuff-nuff, up to and including selling myself, I’m desperate to see this debate unfold.
The interweb is a-swarm with marketeers … let’s hear it!
Great discussion starter Paul.
Thanks, Ad! With any luck we’ll end up selling all your fab calendars before you can say ‘paradigm’!
I can’t say ‘parra dig em’ at all.
Well that’s half your battle right there, Cobber!
I’m a big advocate of super slow sales by stealth (nothing like bit of alliteration to start the day). Being quietly in the background adding a comment here and a useful bit of information there. Of course I’m selling a professional service, not a low-cost product like Big Issue, bit different but…
I do remember the Salvos used to do really well following your first seller’s game plan – get out and ’round the pubs at cheery time. Who wants to look like a self-absorbed, stingy tosser in front of their mates?
I think the common thread in both sales styles is that you’re entering a conversation all ready taking place. In the pubs and bars we’re relaxing, discussing the issues of the day “oh hey, would you like a Big Issue to flick through while you relax?”, “well yes kind sir, I would indeed”. Or, “I’m wondering if a well designed brand can really help me charge more?”, “funny you should mention that, here’s and article I wrote with some statistics on just that topic – enjoy”.
Accosting people and attempting to flog your wares when they’re not in the mood, whatever you’re selling, really is doing it the hard way. Sisyphus, rocks etc… http://en.wikipedia.org/wiki/Sisyphus
Great to have you back, Angela; in all your alliterative glory!
You sure are good at high-value comments. Which is just one reason your name comes up every time clients ask me tricky techie emailed newsletter questions.
Gracias for gracing our group with your grouse grist.
BTW, everyone, it’s ‘The Big Issue’ in all cases. The ‘The’ is important. I learned that yesterday.
What I like about the first one is he added personality, conversation and he had persistance. I know it is a generalisation, but he knew his customers and the approach to take. The other didn’t have any flexibility in his approach, apart from being in the wrong place at the wrong time.
I remember when I started working I sold to pharmacies and one in particluar wouldn’t buy and would say ” you seem like a nice girl, but be on your way”. Even worse he would add condensending remarks in front of my supervisor. Lucky I had a sense of humour and after going back for 3 months, matching his tone etc and basically walking in and telling him I know he doesn’t want to buy but I would leave the specials with him so he didn’t miss out, one day he asked me to go through them and he bought and became a great customer.
The lessons for me was to have persistence but match up the approach that suited the customer.
We’re always richer for your experiences, Susan, and this is no exception. Thank you yet again for taking the time to share!
This proves that the more desperate we become the harder the sell. Have you ever noticed that negotiations become easier when you’re not wedded to the outcome?
Real Estate agents see it in home buyers, ‘heart set on’ equals an extra commission. Car dealers too. Every business has the desperate moments when their performance falters.
The first seller was comfortable in his approach. He knew his target audience, when they were the most receptive; he engaged them and importantly asked for the sale. Brilliant.
Know your product, know your market, speak with confidence and believe in what your selling and you can’t go wrong. Even if your prospect has a garlic prawn in their mouth!
Thanks, Malcolm; your comment certainly resonates.
I always gave my finest interview performances when I didn’t really need the job.
Others have reported this too.
The more you get, the more you get.
BTW everyone (especially those with marketing backgrounds) what do you think of the design and execution of The Big Issue ad?
I was extremely impressed, and wonder if you feel the same.
Paul,
What you described was the cycle of success and the cycle of failure. Was it luck that one man acquired the better territory? How can the other vendor improve his lot?
Being personable, genuinely interested in people, and cheerful always pays dividends, but how can one do that when he is desperate.
Great study in human nature!
Thank you for your comment, David and welcome to our space!
I’m interested in the same points you raised. I’m hoping the team at The Big Issue can fill us in on the nature and allocation of territories (if, in fact, they exist).
I can imagine it wouldn’t work too well if every vendor descended on the CBD at lunchtime. And I do seem to see the same vendors in roughly the same spots over time. But I do hope to become further educated in this topic.
It’s great to meet you and I hope you come back soon. Best regards, P.
I don’t know if any of my experience can really help Big Issue. When I attend trade show or expos where I have paid for a stand, I usually spend the first 1 hour standing behind watching everyone and being pleasant then I realise that I have paid a lot of money for this stand and so its time to get ROI. I then spend the rest of the time in front of my table approaching every person that walks past. Sometimes its a good morning or hello and others its business.
I think you need to get on the front foot when you are publicly approaching people otherwise they will simply walk past, most will avoid eye contact so that they can feel like they aren’t ignoring you.
That is very interesting, Arthur. Relating your experience certainly can’t hurt! Nice to see you back again!