Wendy of Wendy’s Hair Studio won the Watchdog Nation book sales contest. She beat three other businesses with more foot traffic – a busy postal station/self-storage retail outlet; a dental office; and a popular restaurant in a gas station. You better believe you can learn selling tips from this hair stylist. How did she do it? And what does her technique show us about the ways to make people connections in an increasingly high-tech, limited contact world.
Watchdog Nation: Congratulations on winning.
Wendy: Thank you.
WDN: You sold double digits and slaughtered the competition. If the book business is hurting, you could open a store right here. What was your sales secret?
Wendy: The book is right in front of my client while I work. And that starts a conversation. I say, “Have you read Dave’s new book? Sit and have a look at it.”
WDN: While you are cutting hair?
Wendy: While I am cutting hair.
WDN: So some of these books you sold have little hairs in their pages?
Wendy: Right. That’s like an autograph by me also. I’d say, “Here you go. Take a look.” People would actually sit here and read pages. Others would ask questions. I’d say, “Would you like it autographed?”
WDN: Did it trigger them telling you stories about their problems?
Wendy: Absolutely, and I’d point them to that subject in the index.
WDN: For advice on that problem?
Wendy: Yes.
WDN: What percentage of people would buy the book after holding it?
Wendy: About three-fourths.
WDN: After holding it?
Wendy: That’s right.
WDN: Is that key? Getting them to put the book in their hands?
Wendy: I think so.
WDN: So that’s maybe why the self-storage/post office, the dental office and the restaurant-in-a-gas-station couldn’t compete with you? They couldn’t get people to hold it?
Wendy: Right.
WDN: They also didn’t have a captive audience. Your client couldn’t go anywhere. So how do you avoid crossing the line and not becoming an obnoxious seller?
Wendy: Never obnoxious about it. Keep it light. Keep it simple. They either love it and want it for themselves or others – or they didn’t care for it.
WDN: What advice do you have for people selling products out of their element such as this?
Wendy: You have to talk about it. Start off simple. Then you put it in their hands. And then you play off how they handle that. You pretty much go by their vibes.
WDN: And then you ask if they want it autographed?
Wendy: Right.
WDN: Hundreds of people walked by the book in those other establishments…
Wendy: More so than here.
WDN: A postal station. At Christmas time! But just the display right by the cash register doesn’t result in the sale.
Wendy: You’ve got to chat it up. And I’m a terrible salesperson. I sell my retail products only if they ask for it. I don’t push any products.
WDN: Well, obviously you’re pretty good. You just won the $100 grand prize!