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Coleby Nicholson: The One and Only Sales Secret

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Coleby Nicholson: The One and Only Sales Secret

The Business: The One and Only Sales Secret

BY COLEBY NICHOLSON

Coleby Nicholson: The One and Only Sales Secret

Published in the April 2012 issue

A struggling business turns to a motivational guru for help.

The story goes like this: A business was struggling to survive in difficult conditions. It had traded very well during better times, but since customers had tightened their belts it was under pressure.

Concerned his sales team had lost motivation, the owner decided to review the business before drastic action was needed. He contacted a sales and motivational expert, one who specialized in training staff to deal with harsh economic conditions. 

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All staff were asked to attend a two-hour training course and were given a leaflet that outlined the session: “Thrive and prosper when times are tough.”

It included the expert’s bio and concluded with this pledge: “I promise you that by the end of my two-hour session you’ll know the one and only secret to making money in tough times.”

The staff thought, “Wow, this is going to be amazing. Our problems are solved. Not only will I keep my job, I might start earning commissions again.”

The motivational speaker was inspirational, covering everything from sales and service to marketing and promotions.

The session was a hit. Everyone in the room became upbeat. Even the owner was excited and pleased with his decision to get an external expert to motivate the staff. It ended with the guru offering to answer questions, and after a number of questions Bill spoke up. Bill was known for being shrewd and astute and the room fell silent.

“On behalf of all the staff, I’d like to thank you for your wonderful session. You are certainly inspiring and you have some great advice,” Bill said, but his colleagues could see a “but” coming along, a “Bill’s But,” they called it. As if on cue Bill added, “But … you spoke for two hours and your leaflet said you’ll show us the one and only secret to making money in tough times. You haven’t done that!”

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Bill was right, as good as the session was, the guru never once mentioned increasing sales in difficult times. The room was silent again.

The consultant stood and said loudly, “You are absolutely correct, and I apologize. If anyone wants to know the secret to making money in tough times, please stand up behind your chair.”

Everyone in the room stood, and the expert said, “Now turn your chair upside down.”

Bewildered, the staff upturned their chairs only to see an envelope taped to the bottom marked “Secret.” The sales and motivational expert told everyone to open their envelope.

Inside was a crisp $20 note taped to a sheet which read: “There are no secrets in this world but … you just earned $20 by getting off your ass! When times are tough, do it more often.”


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SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Commentary: The Business

Coleby Nicholson: The One and Only Sales Secret

Published

on

Coleby Nicholson: The One and Only Sales Secret

The Business: The One and Only Sales Secret

BY COLEBY NICHOLSON

Coleby Nicholson: The One and Only Sales Secret

Published in the April 2012 issue

A struggling business turns to a motivational guru for help.

The story goes like this: A business was struggling to survive in difficult conditions. It had traded very well during better times, but since customers had tightened their belts it was under pressure.

Advertisement

Concerned his sales team had lost motivation, the owner decided to review the business before drastic action was needed. He contacted a sales and motivational expert, one who specialized in training staff to deal with harsh economic conditions. 

All staff were asked to attend a two-hour training course and were given a leaflet that outlined the session: “Thrive and prosper when times are tough.”

It included the expert’s bio and concluded with this pledge: “I promise you that by the end of my two-hour session you’ll know the one and only secret to making money in tough times.”

The staff thought, “Wow, this is going to be amazing. Our problems are solved. Not only will I keep my job, I might start earning commissions again.”

The motivational speaker was inspirational, covering everything from sales and service to marketing and promotions.

The session was a hit. Everyone in the room became upbeat. Even the owner was excited and pleased with his decision to get an external expert to motivate the staff. It ended with the guru offering to answer questions, and after a number of questions Bill spoke up. Bill was known for being shrewd and astute and the room fell silent.

Advertisement

“On behalf of all the staff, I’d like to thank you for your wonderful session. You are certainly inspiring and you have some great advice,” Bill said, but his colleagues could see a “but” coming along, a “Bill’s But,” they called it. As if on cue Bill added, “But … you spoke for two hours and your leaflet said you’ll show us the one and only secret to making money in tough times. You haven’t done that!”

Bill was right, as good as the session was, the guru never once mentioned increasing sales in difficult times. The room was silent again.

The consultant stood and said loudly, “You are absolutely correct, and I apologize. If anyone wants to know the secret to making money in tough times, please stand up behind your chair.”

Everyone in the room stood, and the expert said, “Now turn your chair upside down.”

Bewildered, the staff upturned their chairs only to see an envelope taped to the bottom marked “Secret.” The sales and motivational expert told everyone to open their envelope.

Inside was a crisp $20 note taped to a sheet which read: “There are no secrets in this world but … you just earned $20 by getting off your ass! When times are tough, do it more often.”

Advertisement

{JFBCLike}

{JFBCComments}

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Most Popular