A refresher on the basics of selling
With so many Girl Scouts selling cookies near my work and grocery store, I have to assume that the Girl Scout cookie season is upon us again. (Girl Scouts sell cookies from January through April, but in some cases, they may sell them in September).
For most of us, selling is a career that we either start as soon as we graduate college or mid-life when our current job isn’t panning out.
But for most young girls, selling Girl Scout cookies is a Rite of Passage that begins at an early age.
(Full Disclosure — My mom was a Girl Scout leader, and all four of my sisters sold Girl Scout cookies).
What can we learn from Girl Scouts?
Here are some observations -
1). Location, Location, Location — it’s no accident that many Girl Scout troops will set up a tabletop display near a busy street corner, a grocery store, or a shopping center. They know that location is the key to selling. The more people traffic, the better chance you have to sell more cookies.
(I once saw a Girl Scout troop hold a cookie sale in someone’s front yard. Despite all the cheering scouts, it appeared they didn’t get too much traffic).
2). Product — unless you are a con artist who can sell ice to an Eskimo, selling requires having a good product. Being a connoisseur of Girl Scout cookies, I can testify first hand that the cookies are delicious. (My favorite is Thin Mints®).
3). Free samples — I notice that some Girl Scouts have taken a page out of the professional salesperson’s handbook and are offering free samples. That’s a great idea. It’s an excellent way of driving foot traffic to your location and increasing sales. For example, last week at the Takoma Park Farmer’s Market, a Girl Scout gave me a free sample of the new LEMON-UPS™ cookies. The cookies were very good.
4). Branding — at most Girl Scout table displays, I notice a lot of signs. This is not a coincidence. In this busy and hectic age, you must attract the attention of busy shoppers and pedestrians. Large colorful signs tapped to a table, or better yet, waved by girls, is the right way of drawing attention and more sales. Also, having a large stack of boxes of cookies on display will help people quickly see the variety you are offering, and enhances your branding too.
5). Variety — According to Girl Scouts’ Meet the Cookies, there are 8 brands of cookies this year. There is a debate on whether companies or organizations should offer too many products or not. Think 1–800 Flowers with its large display of flowers and other gifts. Too many products can be overwhelming. But given that most people expect a lot of variety when it comes to snacks or desserts, 8 different types of cookies appears to be a good fit.
6). Referrals — most of us have worked in offices where at least one employee has an order sheet in the office kitchen for people to sign up for orders. If it’s the boss or manager, some employees may feel some undue pressure to order cookies to secure favor and harmony in the workplace. But for most of us who like cookies, it’s the convenience of completing a form and knowing that our favorite snacks will be arriving soon.
7). Enthusiasm — I’ve never passed by a Girl Scout cookie display without witnessing enthusiastic girls (and sometimes the adults are more excited than the kids). Enthusiasm is contagious. It also helps with sales.
(Several years ago, I saw an overweight man sitting in an office lobby behind a display of Girl Scout cookies. His arms were folded. He had this overconfident smirk on his face as if he was expecting people would rush to buy the cookies. That didn’t happen. With his arms folded, no display and no real enthusiasm, he wasn’t very approachable).
8). Dress for success — most Girl Scouts wear their uniforms when selling cookies. This is important. It shows professionalism and credibility on their part and underscores that they are raising money for a good cause.
There you have it.
Most Girl Scouts may never be salespeople. But we can learn a lot from their techniques in selling cookies.
This post originally appeared on his blog, www.dononselling.com
If you like my post, please read my book — Jumpstart your Sales Career, Help for New Salespeople.