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Showing posts with label Legacies in Professional Selling:. Show all posts
Showing posts with label Legacies in Professional Selling:. Show all posts

Wednesday, 28 September 2016

Selling Wine back in the day - the late 1200s !




A few days ago I was walking up Guildford High Street and came across a salesman from the late 13th century. --- well a model in a museum to be exact.


His smart attire included a coat of local Guildford coarse blue woollen cloth called Kersey. This cloth was traded across all parts of Europe hundreds of years before the machinations of Brexit in the 21st Century! Business Dress was important back then as it is now.


The production of this cloth was a major industry of Guildford with finishing processes of dyeing and fulling whose houses were sited on the banks of the River Wey.

Under a shop at 72-74 Guildford High Street is an undercroft. Distinct from a basement an undercroft has a ceiling which is above street level which affords greater headroom at its entrance. This stone- vaulted semi- basement dates from the end of the 13th century. Measuring by some thirty feet by nineteen, the Undercroft has a rib-vaulted ceiling supported by two central columns. It is entirely built of solid chalk known as ‘clunch’.







 Whoever built it, the high quality stonework testifies to his prosperity. The carving suggests this undercroft was intended to be more than just a cellar or storeroom.
There is nothing that directly links this undercroft with the wool trade.

It is most likely there was some connection either directly with cloth dealing or indirectly with the import of luxury goods. Such as wine attracted by the cloth dealers’ wealth






The small town of Guildford at the time had a population of barely a thousand dominated by a Norman Castle belonging to no lesser personage than the King. It was not big enough to have separate trade guilds and so a single Guild Merchant regulated the borough’s commerce.
On record it is known that the king would order wine from Bordeaux in large quantities each year ( over 5,000 gallons* each year.

From the Eyre Rolls of 1294 are listed 5 wine sellers in Guildford.  





It is suggested that the owner of the undercroft might well have been a merchant.

There is a surviving merchant house in French Street , Southampton which was built in  around 1290. The merchant was named John Fortin who was a wine merchant who traded in Bordeaux. Unlike the doorway in Fortin’s undercroft which is six feet wide - wide enough to allow the tuns ( great barrels) of wine, the narrower entrance of the Guildford undercroft is too narrow for a tun. The experts suggest that wine transported in half-tun casks known as ‘butts’ or quarter-tuns called ‘hogsheads’


*The wine gallon of 231 cubic inches originates from the time of Edward 1. Wine casks were tuns of 252 gallons, pipes of 126, hogsheads of 64, barrels of 32, kilderkins of 16 and firkins of 8. – There were many local variations.


https://www.guildford.gov.uk/undercroft   Definitely worth a visit if you are in Guldford



Source :The Medieval Undercroft – Matthew Alexander  Copyright of Guildford Museum 2015


Monday, 25 April 2016

Selling's debt #Shakespeare400


21st century Sales Quoting Shakespeare
on the bard’s  400th anniversary 23rd April

(with apologies to Bernard Levin et al)



If you cannot understand the jargon in that request for proposal (RFP) and you sigh, ‘It’s all Greek to me” ⁱ you are quoting Shakespeare.

 If you claim to be “more sinned against than sinning” ⁱⁱ to your sales manager, you are quoting Shakespeare;

 if you recall “your salad days”  ⁱⁱⁱ way back-in-the-day, you are quoting Shakespeare; 

if you ever raise a complaint “more in sorrow than in anger” ⁴, if your wish is “father to the thought” ⁵ in a brainstorming session, if your smart phone has vanished into thin air , you are quoting Shakespeare;

The New Day on Friday
 if you have ever refused to “budge an inch”  ⁶ in a negotiation or suffered from “green-eyed jealousy”⁷ of a competitor’s offering, if you feel a buyer has played fast and loose, if you have ever been “tongue-tied” ⁸ at a presentation, your support team to have been a “tower of strength”⁹  , “hoodwinked” ⁱ⁰ by an influencer with no real buying authority or “in a pickle” ⁱ₁a when you have messed up ; 

if you have knitted your brows ⁱ ₁b  , made a virtue of necessity  ⁱ₂  , insisted on “fair play”  ⁱ₃, “slept not one wink”  ⁱ⁴, have not “stood on ceremony “ ⁱ⁵, danced attendance  ⁱ⁶  on your lord and master ⁱ⁷ at the company annual sales conference , laughed yourself into stitches ⁱ⁸ at the Buyer’s jokes , had short shrift ⁱ⁹ at a sales beauty parade, cold comfort  ⁱⁱ⁰  or too much of a good thingⁱⁱ ₁ at the Christmas party, if your business clothes have seen better days ⁱⁱ₂  or lived in a fool’s paradise ⁱⁱ₃—why, be that as it may, the more fool you ⁱⁱ⁴, for it is a foregone conclusion  ⁱⁱ⁵  that you are (as good luck would have it) ⁱⁱ⁶  quoting Shakespeare;

 if you clear out, bag and baggage,  ⁱⁱ⁷  and all that surplus out of date literature and samples from your garage, if you think it is high time  ⁱⁱ⁸  and that is the long and short of it ⁱⁱ⁹   , if you believe the game is up  ₃⁰  and it’s time to try for a close and that the truth will out ₃ ⁱ, even if it involves your own flesh and blood ₃ⁱⁱ, if you lie low ₃ⁱⁱⁱ  until the crack of doom ₃⁴   because you suspect foul play ₃⁵ , if you have your teeth set on edge ₃⁵ (at one fell swoop ₃⁶  ) without rhyme or reason  ₃⁷  , then—to give the devil his due   ₃⁸  —if the truth were known  ₃⁹    and need to speak out for you have a tongue in your head  ⁴⁰  you are quoting Shakespeare; 

even if you bid me good riddance ⁴ⁱ  and send me packing ⁴₂   , if you wish I was dead as a doornail  ⁴₃   , if you think I am an eye-sore ⁴⁴, a laughing stock ⁴⁵  , the devil[s] incarnate ⁴⁶   , a stony-hearted villain ⁴⁷  , bloody-minded ⁴⁸  or a blinking idiot ⁴⁹  , then—by Jove! it’s all one to me ⁵⁰, you are quoting Shakespeare.

ⁱJulius Caesar Act 1 scene2 ; ⁱⁱKing Lear Act 3 ; ⁱⁱⁱAnthony and Cleopatra Act 1 Scene 5; ⁴Hamlet Act 1 scene 2
; ⁵Henry IV part 2 scene 5; ⁶Taming of the Shrew; ⁷  Othello Act 3 Scene 3; ⁸ Sonnet 85; ⁹ Richard III
ⁱ⁰ Romeo & Juliet Act 1 Scene 4; ⁱ₁ a Tempest;  ⁱ ₁b   Henry VI ;   ⁱ₂ Two Gentlemen of Verona; ⁱ₃Tempest ; ⁱ⁴Cymbeline; ⁱ⁵Julius Caesar;ⁱ⁶Henry VI part2 ; ⁱ⁷ Twelfth Night; ⁱ⁸Twelfth Night; ⁱ⁹ Richard III; ⁱⁱ⁰ Taming of the Shrew ;
ⁱⁱ₁ As you like it; ⁱⁱ₂As you like it ; ⁱⁱ₃  Romeo and Juliet Act 2 Scene 4; ⁱⁱ⁴ The taming of the Shrew; ⁱⁱ⁵  Othello ; ⁱⁱ⁶Merry Wives of Windsor Act3 Scene 5; ⁱⁱ⁷ As you like it  ; ⁱⁱ⁸ Comedy of Errors  ; ⁱⁱ⁹Merry Wives of Windsor ; ₃⁰Cymbeline ;  ₃ ⁱ Merchant of Venice ; ₃ⁱⁱ  Merchant of Venice; ₃ⁱⁱⁱ Much do about nothing ; ₃⁴Macbeth ; ₃⁵Hamlet ; ₃⁵  Henry IV Part1  ; ₃⁶Macbeth ;  ₃⁷ As you like it ;  ₃⁸Henry IV part1; ₃⁹Winter’s Tale;  ⁴⁰Tempest ; ⁴ⁱ Troilus and Cressida ;  ⁴₂Henry VI part 2;  
⁴₃Henry VI part 2; ⁴⁴Taming of the Shrew; ⁴⁵Merry Wives of Windsor;  ⁴⁶ Henry V; ⁴⁷Henry IV part1;  ⁴⁸Henry VI part 3 ;
⁴⁹Merchant of Venice; ⁵⁰Troilus Act 1 Scene 1

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Wednesday, 24 February 2016

Bialetti Un grande venditore Lesson from a great italian salesman

The concept of recreating the real taste of professionally made coffee to the home did not begin with Nespresso convincing us to become our own domestic barista. The octagonal  aluminium Moka  from Italy brought something near to the real taste of espresso coffee into Italian homes in the 1930s.  The stove-top pot produces coffee by passing boiling water pressurised by steam through ground coffee.


omino coi baffi - the little man with a moustache
 with hand raised ordering a coffee
Personalities in business are not new of course but there seem to be fewer 'characters' who are brand champions in the style  of Renato Bialetti.

The great Italian salesman and marketer died a few days ago  in Ascona, at the age of 93 and "fruits -of-success" would like to pay tribute to him and tell a little of his story which has a lesson relevant to today's sales professionals. 

Renato Bialetti, is the Italian entrepreneur known for having launched the Moka. 

While he lived in Omegna, Italy he was raised in a family whose business had been founded by his father Alfonso in 1933.  Renato started running the business in 1946.


Renato's mission was to make the Moka famous around the world and it started with a restyling of the design by launching the popular "omino coi baffi", a little man with moustache which is now the symbol of the Bialetti Moka worldwide.


The Bialetti Moka is now a global icon and an estimated 330 million have been sold worldwide. 

Obituary in the  London Times 24th Feb 2016

The Bialetti Moka Express was designed in Italy in 1933 by Luigi di Ponti, who sold the patent to Alfonso Bialetti, an aluminium vendor.The patent for the pot was acquired by Renato's father, Alfonso, in 1933.

The brewing process used by the Moka was devised by Alfonso. 

A soap story  

It was inspired by watching his wife Ada washing laundry in the fields of Omegna., on lake Orta north-west of Milan. 

Looking at the tub which had a central column that drew up a mixture of  soap and ashes when the water boiled- Alfonso realised that the method could be applied to making coffee.

Alfonso recognised the potential of the gadget – one of the first kitchen items to be made from aluminium - which promised to bring high-quality, espresso style coffee into homes for the first time. The principles improved on standard percolators where the circulated brewed coffee reduced its flavour.

Alfonso cast his octagonal 'caffetiera' in aluminium rather than steel. This gave a futuristic look as well as making it easier to mass-produce  using moulds.

But Alfonso struggled to market the aluminium pots on a large scale, only selling them at local markets around Piedmont.

By the time his son took over the company in 1947, only 70,000 pots had been manufactured.     But thanks to the younger Bialetti, the fortune of the Moka began to change.
The  Balietti Moka range on the shelves of the wonderful kitchen
 cookware department of Elphicks of Farnham

Renato launched a huge marketing campaign, renting billboards in major Italian cities and became a mascot for the brand, printing a caricature of himself on each pot.

Renato Bialetti’s temperament  was an unusual mixture of rigour and and imagination, exuberance and shyness, genius and recklessness.





A salutary lesson for us all

 Despite his success he kept his feet on the ground and like to tell of how he had once gone to a swanky car showroom in Milan and asked the price of a  Mercedes. 

The salesman had looked at his sober jacket, buttoned to the neck, assumed he was a chauffeur and asked when his master would pick up the car. Bialetti went next door and bought a Bentley !


Lesson :NEVER judge a book by its cover. – applies to show room selling and working off an exhibition stand today !



Renato Bialetti passed away on February 11, 2016. He was 93. After cremation, his ashes were placed in a large Moka Express-shaped urn. The urn was blessed in a funeral mass, then placed in Bialetti's family plot in Omegna, Italy.

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Wednesday, 27 January 2016

Selling lessons from dispensing Opticians - Reducing 'I' Strain with more U UR and U'll

"U can dispense with selling or can U ?"

The word Dispense has 2 meanings 
1. manage without or get rid of e.g. shall we dispense with formalities ? 
 2.  another word for selling   - To distribute or provide (a service or information) to a number of people hence dispensing chemist (pharmacists), dispensing opticians.

The Selling of Spectacles has a long business pedigree and much to teach us


Historians tell us that the city of Florence  by the middle of the fifteenth century led in terms of innovation, production, selling, and spread of spectacles within and outside Italy. Florence had become the leading manufacturer of readily available and affordable good-quality spectacles. The documentation available tells us that in Florence the name of 52 spectacle makers between 1413 and 1562 and the location of their shops.


The large numbers of spectacles circulating in north west Europe (especially London) from the 14th century were being mass produced in the  low countries.


They were then manufactured in England beginning in the 15th century. Other centres of production like Germany, France, and Netherlands began to appear by the sixteenth century but they never produced anything near the quantity of the Florentine as recorded in documentation until well into the seventeenth century. 

 Leightons Opticians, Downing Street, Farnham
Selling (Dispensing) of specs TODAY

Today's optometrists and ophthalmologists use eye charts, trial frames, retinal photography, colour vision deficiency, duochrome tests to produce the prescription for your eyes, with those mystical abbreviations.
 SPH (long or short sightedness), CYL for astigmatism and dipotres, AXIS (angle (or direction) at which the CYL value should be applied to the base lens specified by the SPH value.

A dispensing optician is trained to dispense and fit spectacles and other optical aids, working from the prescriptions written by optometrists and ophthalmologists. 

Dispensing opticians advise customers on various types of lenses and spectacle frames, including advice on style, weight and colour.

Like many markets, the optical dispensing world is experiencing huge changes in this era of the fourth industrial revolution and the Internet of Things ( IoT).

Some changes they can predict and forecast, others they will nimbly have to react  to. The new age of shorter buying cycles, with uncertain economies and markets are now complex and at times most confusing. 


Yet that is the same for many of us in selling, whatever our market

But whether customers communicate to the supply side through the virtual buy on line or real channels in the high street , their human nature does not change much.



Sporting my new silhouette lenses lenses thanks to
  Leightons Opticians, Farnham
Notice their new customer centred strapline
 '2016 The Year of YOU'
'Looking after No. 1' has always been a key buying motivation. We are at the centre of our own universe. We are  the 'stars' of our own story. We are motivated by our legacy.

Just look at the proliferation of selfies on Facebook as we lay down our personal legacy.

Question:

If you are tagged in a group photo on Facebook / LinkedIn  , when you click on the link who do you look for first  in the photo ?


Answer:         Yourself !

That is of course the same for your Clients. They see the world from their point of view - they are stars in their own story  not ours.

It means that we  salespeople need to express our communication from our client's point of view.
This applies even in a distress sell where one might imagine the customer is at the mercy of the seller. Here's a personal example.

Just before Christmas 2015 I broke one leg off my specs. 

As well as needing to get them repaired , I was also due for an eye test. 

I have worn specs since I was six.   Over the years I have had to change my lenses many times. Each time it was a distress sell since I cannot function without specs.

My first specs were those heavy toughened glass as thick as the bottom of milk bottles. Then came an era of more variety of frames. Then lightweight plastic lenses.  Then came in the fashion houses like Gucci, YSL with all their fancy frames etc.

Each time my new glasses were a distress sell. I did not just want them I needed them

None the less I still needed to be sold to because there is always competition of one sort or another. Take a look at the following photos of all the opticians in my local town  of Farnham, Surrey.

Bartlett and Austin Opticians
in West Street, Farnham



C E Hall Opticians
West Street , Farnham

The Optical Studio in Lamb
 and Lion Passage, Farnham








There is considerable competition in optician outlets in Farnham . The big multiples such as Specsavers , Boots and Vision Express as well as local independent dispensing firms and family businesses. 

Vision Express,
Borough, Farnham

Specsavers in
West Street, Farnham
With such a variety on offer I asked locals who were the best opticians. My sight is important to me and the cheapest provider is not my priority. The after-care is important as well.
Boots Opticians, The Borough , Farnham

Others may see my specs as part of my face but that is from their perspective but when I look through the lenses I look from the opposite direction, outwards towards their faces. They do not see the world as I do nor do  I theirs. 

Most folk who wear glasses don't have to until they get a bit older and notice reading and driving are becoming more problematic.

But once you need to wear specs , you will get your  prescription with mystical optical jargon  SPH, Cyl  and Axis ( see above) . You  need a bespoke solution. We can learn about selling a bespoke solution from the dispensing optician.


AS the customer we look at the eye chart and the trial specs are loaded up lenses . Then there comes a point when it is nearly clear. 
Unlike a conventional eye chart
 with an "I strain" chart the higher up the chart
 is better when communicating with a client.

The addition of one more lens whose power is barely recognisable on its own; but when added to trial frame it hits the visual equivalent of the 'sweet spot'. 


The communication from the optometrist relies on our response to reading the letters on the chart and check questions such "Is better with this lens or this lens? "

The salesperson's 'I strain chart' works in the opposite direction to the traditional eye chart. The higher up the chart the better your selling prescription will be for your client.

Firstly, listen to your client. 
When you speak use language from the client's point of view. This is achieved by use words like you, your, you'll.

Remember, to the client their selfies are very interesting. Our selfies are only so so. 

Best words are the You , Your and You'll words . 

It's best to drop the royal WE of corporate speak. It may be OK in a brochure which broadcasting - but selling / dispensing is about focused narrow-casting. 

Just think how quickly we all soon switch off to salespeople spouting:- "we are the leaders i..., we have won these awards....., we are registered with ISO,.........

 Even more dangerous is to swamp clients with 'I'- strain talk " While I'm here,... What I'd like to do, I would like to have a little chat about...

So focus on the client's bull's eye - your bespoke target.

Use 'U' speak a bit more 
e.g    YoU, YoU'll and YoUr

Reduce the We*

Minimise the i


( *If the 'We' means You-and-I together, that is OK; but try and reduce the royal 'We' ..like Queen Victoria "we are not amused")

'U speak'  helps with written and verbal communication e.g. Speech, Email, Twitter,Social media Linked In  /Facebook  Texting .


We celebrated Burns' Night last Monday. So here is a little bit of Burns relevant to all sellers and dispensers


O wad some Pow'r the giftie gie us
To see oursels as ithers see us!

The power of using  'U' speak such as "You", "You'll " and "Your" in your communication with clients is such a gift. 

 'U' speak helps professional salespeople to express the world as 'ithers' ( others) see it and personalise their offer to the client.

Good Selling


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Tuesday, 14 July 2015

Pierre-François Palloy (1754 - 1835), early #VUCA Sales entrepreneur

Bonne Fête  Nationale  Joyeux  Quatorze  Juillet

Back in Revolutionary France of 1789 it would be fair to say things were-

volatile,
uncertain,complex
and ambiguous.

It was a VUCA period back then. VUCA is not, it appears, a peculiarly  21st century phenomenon.

Pierre-François Palloy was born in 1755 in Paris. Leaving school at the age of fifteen he joined the French Royal Army. On leaving his military career he married the daughter of a building contractor and joined the trade himself, eventually taking over his new family's business.

By 1789 he had made the company one of the largest building firms in Paris, employing 400 workers.

 To be a successful sales entrepreneur in 1789, you needed to have vision on how to respond to the volatility of the politics ,
 understanding how to tackle the uncertainly of social upheaval,
 a clarity of  thought to work through the complexity of revolution
and not a little agility to turn the ambiguities of the times to your commercial advantage.

The  Bastille prison only contained seven inmates at the time of its storming but was a symbol of the abuses of the monarchy.

When the Bastille fell on 14 July 1789 there was some debate as to what should replace it, or indeed if it should remain as a monument to the past.

However, Palloy knew  what he wanted to do and by the evening had begun the process of dismantling the structure; he secured the contract to demolish the building two days later.

Although Palloy did not receive the official payment for several years, he knew how to profit from the possession of such an iconic structure.

Diversification into Tourism

Remember in Revolutionary France, we are back in the era of Madame Tussaud and her first wax figure of Voltaire in 1777 , Her death masks were held up as revolutionary flags and paraded through the streets of Paris.  In 1794 she inherited a vast collection of wax models and spent the next 33 years travelling around Europe. Tourism was developing !
.
So at the Bastille, Palloy's staff conducted tours, for a fee, to show the public around the basements and dungeons with skeletons as props! 

 Palloy labelled himself a patriot ( vainqueur)  and emphasised the symbolism of the Bastille, writing speeches, painting pictures, and even arranging celebratory festivals and theatrical reconstructions of the day the Bastille fell.

The ruins of the Bastille rapidly became iconic across France..Palloy had an altar set up on the site in February 1790, formed out of iron chains and restraints from the prison.

 Old bones, thought to have been of 15th century soldiers, were discovered during the clearance work in April and, presented as the skeletons of former prisoners, were exhumed and ceremonially reburied in Saint-Paul's cemetery.

Events management

 In the summer, a huge ball was held by Palloy on the site for the National Guardsmen visiting Paris for the 14 July celebrations of 1790.

Memorabilia Industry

A memorabilia industry surrounding the fall of the Bastille was already flourishing and as the work on the demolition project finally dried up, Palloy started producing and selling memorabilia of the Bastille.

 Palloy's products, which he called "relics of freedom", celebrated the national unity that the events of July 1789 had generated across all classes of the citizens of France  and included a very wide range of items.

 Palloy also sent models of the Bastille, carved from the fortress's stones, as gifts to the French provinces at his own expense to spread the revolutionary message.


Successful selling requires an understanding of the VUCA context in which we find ourselves. 

Over the next few decades a new set of selling practices and skills will need to be adopted. Sales professionals need to rethink their sales approach.

Considering the VUCA world of today and the challenge this has for buyers and sellers we need to adapt with similar deftness  as one  Pierre-François Palloy showed back in the day.