Don’t forget to entertain
A pen salesman enters a crowded Mumbai local train. He seems pretty sure of his success. His body language suggests so.
After all, he has a unique product to sell. A pen with an eraser that can wipe off whatever you write. Without a trace.
But his product is not the only special thing he is carrying. He has a unique way of selling too.
As he enters, he confidently makes way for himself and creates his playground by saying loudly to everyone around him, “Please give me some space brother”.
He has a magician-like aura as he opens his bag and displays his wares to everyone.
He raises the pack of pens in his hand and asks everyone to have a look. “Please look, looking doesn’t cost much”. All eyes turn upward to see what he’s holding in his hands.
Then he goes on to demonstrate how the pen writes on a piece of paper. He follows it up with how the attached eraser can wipe off the writing.
Just when you thought it was over, he gently pulls a fellow passenger’s shirt sleeve and scribbles on it with the pen.
He demonstrates the wipe-off act again. Everyone literally gets off their seats to check the magic-like effect.
His arms go up again. To show his magic wand, the pen.
After an enthralling 5 minute performance, he begins taking orders. “Only for Rs.20/- Not available in the market”
His magic sells approximately 25 pens in the next 5 minutes.
Show over! He leaves for his next act, next door.
What did he have that made him so successful at his job?
Usually it’s said that you do well if you are passionate about what you do at work.
But he did not seem passionate either about the pen or about selling.
What he did successfully was to excite his clients. He enthralled, entertained and engaged them.
I don’t think failure bothered him greatly. He was ready to scoot away for his next act in case he had no takers.
He seemed so clinical, yet exciting at the same time. As if he’s mastered the act with daily practice.
I’ve heard actors doing that. Mastering the art of emoting through practice. They do it, because like all artists actors have a passion for their job.
But you can’t expect everyone to be passionate about their job. Not everyone is an artist after all.
In a world where most of our jobs entail us to sell something, the least we can do is learn to make it entertaining.
It can make up for the lack of passion.
It may even make up for selling a bad product to unassuming clients which most of us are usually guilty of.
good one. but to tell you the truth, its damn difficult to find that passion in entertaining too.
I know but I am simply amazed at those people who can do it so clinically.
I agree with you Ninad….but, i think, apart from his selling skills, it is the unique quality of a product that enticed customers to buy it…otherwise, train train customers wouldn’t have paid 20 bucks for a pen. It is said that when a product is good, you just need a smart push to sell it in the market..and thats what happended over here. Any thoughts?
Hi Manu,
Of course the product was great. You know one of the greats of advertising called Bill Bernbach has said, “If your advertising goes unnoticed, everything else is academic”.
The salesman’s entertainment made it noticeable.