Today I am going to tell you the story of the best seller in the world.
And no, it is not one of those stories of millionaires that have companies and bill millions of dollars in sales. It is the story of someone ordinary, who for me, was the best salesperson I have ever met.
Many times when a client hires me to give sales training or I have the opportunity to do it in front of an audience, there is a moment of the presentation that I really enjoy.
That moment is nothing more and nothing less than when I have to talk about different sales techniques, but first I explain a little strategy based on the AIDA method.
What is this about?
Let’s see it quickly.
According to the AIDA method, an effective sale could be summarized in four different steps, which are precisely the ones that give this technique its name.
The AIDA method consists of the following elements
- ATTRACTION: The objective is to get noticed and get the attention of the person to whom we are going to sell something.
- INTEREST: This is when something is said or done that really captures people’s interest in what we are offering.
- DESIRE: At this point, the customer already has a desire for what we are selling him and the decision is already in his mind, he just needs to go to the next step.
- ACTION: Finally we persuade the purchase process and that is how everything ends in this action.
Broadly speaking, this is the AIDA method, but the important thing is to really know how we can apply these steps in a real sale. And that’s where I will present the story of the best salesman in the world that I met in my life and most incredible of all, where I met him.
THE BEST SELLER IN THE WORLD
I remember that it was a common and ordinary summer in Buenos Aires (Argentina) a sweltering heat and I was going to the university. At that time I did not have a car so I had to do a combination of walking from my house to the train station, then taking the train to Palermo, and finally getting on a bus to go to university.
As always, while riding the bus, several street vendors, musicians, and even magicians got on to try to earn the coins of the day. But that day was going to be very particular because I never imagined what I was going to witness next.
At a certain point, a man dressed in a normal way got on jeans, sneakers, a shirt, and his typical box in hand that clarified that something was going to sell.
And that’s when the process of this began, which for me is the best seller in the world.
With a great voice that boomed throughout the mic, he said:
LADIES AND GENTLEMEN, PLEASE PAY ATTENTION TO ME BECAUSE WHAT YOU ARE ABOUT TO SEE NEXT WILL BE SO INCREDIBLE THAT YOU WILL NOT BE ABLE TO BELIEVE IT.
At that moment, many people either began to look at it out of curiosity or and many others began to look out the window, pretend they were reading a magazine or they pretended to be asleep.
But the first step had been taken, something was going to do or say and he had someone’s attention, so he moved on to the next concept.
Again in his great voice, he said the following:
AS YOU CAN SEE MY SHIRT IS COMPLETELY CLEAN AND WITHOUT STAINS OF ANY KIND, NOW SEE HOW I AM GOING TO STAIN IT BEFORE YOU
At that moment, he took the grease that was on the edge of the mike door with his hand and began to spread it on his shirt.
Needless to say, at this point, several people were waiting on the bus to see the strange situation, some even (myself included) thinking that we were facing a madman who was soon going to do something weirder.
Immediately afterward, this salesman took a pencil from his pocket, broke it in the middle, and began to spread all the ink on his shirt, even mixing parts with the grease that he had obtained from the door of the mike.
This situation already had us all intrigued, wondering what he was going to do next or why he was doing what he was doing.
And that he did, he moved on to the next step.
The typical move that the best salesman in the world knows how to do. Generate desire to buy something.
Once stained and sure to have the look of more than 80% of the mic, he showed that he was not crazy saying:
DO YOU THINK I’M CRAZY? NONE OF THAT, TODAY I COME TO SHOW YOU SOMETHING THAT WILL CHANGE YOUR LIFE. WHO HAS NOT EVER STAINED HIS SHIRT OR A T-SHIRT? IT HAPPENS TO ALL OF US. BUT WOULD YOU BELIEVE ME IF I TOLD YOU THAT IN A FEW SECONDS, I CAN MAKE THESE SPOTS DISAPPEAR?
It was at that moment that he took out of his mystery box, a kind of bottle similar to deodorant with a ball (or ball), and began to pass the same through his shirt.
Magically the stains began to disappear before the eyes of all the passengers of the bus, leaving many of them a surprised face, while others whispered and some even started looking for some money.
That was how many looked eagerly at this magical artifact that could save them on more than one occasion, it was at that precise moment that the great seller finally concluded his act of magic, moving to the last step of the AIDA method.
Finally, when he had everyone’s attention, the best salesman in the world said:
AND JUST FOR TODAY, YOU CAN TAKE HOME THIS WONDERFUL PRODUCT AT A CRAZY PRICE NEVER SEEN BEFORE. WHAT’S MORE, I’M GOING TO GIVE YOU TWO FOR THE PRICE OF ONE.
It was at that moment that several people took out their wallets, women going through their purses or grandmothers opening their purses to buy the product that had worked magic before their eyes.
It was thus that I discovered that I was in front of an incredible salesperson who, either because he had learned the AIDA method in a course or workshop or it was a pure result of his experience, demonstrated how a sale should really be made.
And that’s how I tell you this story today.
I never knew the name of that man, I only know that I bought him two of those magic stain erasers and that to this day, every time I have the opportunity to teach a sales course or workshop, I tell his story.
But most important of all is the great teaching that he left me. the story of the best salesman in the world and that I knew in my life.