Tips from a Wee Salesman

I watched a salesman close a deal the day after Thanksgiving. The Black Friday transaction didn’t go down at a mall, or a big box retailer. Money didn't even change hands. Instead, the setting was a kitchen, and the currency was sweeter than cash.

My husband’s family celebrates Thanksgiving the day after the holiday. Turkey and dressing were not yet cold in the fridge when the sales pitch began to take shape. The request was simple and the audience was targeted. The pint-sized deal man made his one-word plea to those tall enough to reach the counter, and young enough to hear him speak. I marveled at the lesson being taught by 28 months of life experience. He had already pleaded with others who were unsympathetic, when looked up at me and said, “Cupcake.” He was not a man dying from thirst, but a boy in plain sight of blue frosted heaven. He explained the urgency of his request by repeating himself.

I reluctantly told him that answering his question was beyond my pay grade. He moved on – undeterred. No tantrum, no tears. I couldn’t help him, he needed someone who could. His grandmother at the stove most certainly outranked me, but she like any good customer had questions.

“What did your mother say?” she asked.

“No,” he replied with a level of honesty that escapes most children when speaking of cake.

“Did you ask your dad? What did he say?” Grandma was in his corner, but her apron strings were tied.

“No,” he said flatly knowing the situation was looking grim.   

Grandma learned from her daughter that her grandson had already eaten dessert. He stood there, looking up at them both with no emotion. His silence was key. As a mother of a son and a witness to negotiations similar to this, I knew his behavior was making it difficult for the rule makers. He was honest, quiet, smart and hard to turn down. His actions were critical. The deal hung in the balance. 

The silence was broken by a young cousin entering the kitchen requesting dinner, which caused the stomachs of all the other children to grumble. New terms to the deal were drawn. Eat dinner and a cupcake could be had. He worked his legs double time to the table. After an entire plate of leftover spaghetti, his request was met at long last.

Later as my nuclear family began walking toward the door, the young man’s father headed the same direction. His wife explained their eldest was still eating dessert. “How long can a cupcake take?” he wondered aloud.  I turned my head to see the sales man, who keenly used honesty, integrity, persistence, and a calm attitude with a quiet tongue to close a deal, savoring his Black Friday earnings.

 

The Candle Maker's Difference

Candles are a necessity for a home that houses a young boy and his dogs. This month, the aroma of pumpkin spice fills the air masking the odors given off by smelly socks, a piece of fruit forgotten, and pets gone too long without grooming. I have never given much thought to lighting a candle. The flick of a butane lighter sparks gratitude for the fragrant helper, a reminder to extinguish the flame before lights out, and not much else.

The candle buying experience for me is as mundane as setting a wick ablaze– sniff, check price, purchase. I was on step three of my routine at a craft fair when a candle maker managed to add value to my experience. “Let me tell you something,” he said. “When you burn this the first time, be sure to let the wax melt all the way to the edges so it creates a level surface. That way you burn the wax evenly all the way down instead of creating a well which leaves you with a lot of unused wax,” he explained. I smiled. As a public relations professional all I could think was – well done. In approximately 60 seconds, he just changed my candle buying experience from ordinary, to novel. He reminded me he was a craftsman, and that he valued his work and my business. “You didn’t know you were going to get that lesson did you?” he said with a chuckle. No, I didn’t, but as a small business owner I should have expected it.  

He made me think about the level of customer service I provide to my clients, and reminded me to continue to identify ways to raise the bar. There is always room for improvement. 

Small Business Saturday is November 24. Recognized as a day to celebrate the contributions of local business owners. For small business owners everywhere - your support is appreciated.

How to Create a Media Kit

A media kit is a three dimensional tool that breaks through the two dimensional plane of emails and texts. Reporters at major news outlets receive hundreds of emails from public relations professionals every day. As an assignments editor at the CBS affiliate in Dallas, I can remember watching emails penetrate my inbox every second during peak hours. Breaking through the noise takes creativity.

Earlier this summer I had a producer tell me my story idea regarding back to school shopping for college students wasn't visual enough for her morning show. I hung up the phone scratching my head. I had given her multiple examples of visual aids, but she wouldn't budge. And then it hit me. A media kit would make the story more tangible. I worked with my client, College Planning Authority, to put together a bucket of popcorn, ramen noodles, candy, and of course the press release.

The idea demonstrated that my client had great tips on how to save parents money - such as cutting back on meal plans, and unnecessary kitchen gadgets for college students who traditionally prefer food that comes out of a microwave. The kit got the attention of another reporter who came out and shot a story a couple of weeks after the previous rejection. Success!

I used the concept again on a story about trends in maternity photography. My client Teresa Berg Photography, arranges maternity sessions that rival photo shoots seen in magazine spreads. She sets the stage with soft music, a fan blowing on the subject and fun beverages for both mom and dad. He cracks a beer while mom sips matern-itinis (an alcohol free beverage made with coconut water and a few other ingredients). An email explaining the process just wouldn't adequately capture the experience. We came up with a beautiful basket that featured a fan that plugs into a computer (I found it on sale - more about why that's important later), a martini glass, coconut water, chocolate and of course samples of Berg's work. She also received media coverage as a result.

Though media kits are a fun way to share a client's story, there are a few things you need to consider before putting one together.

 1. Most news outlets hold journalists to ethical requirements that don't allow them to accept gifts over the $25 amount. Your kit may be construed as a gift, so be sure yours stays under that amount. Hence, shopping the clearence section.

2. Media kits come in all shapes and sizes. Be creative and seek inspiration for yours.

3. Be selective. Not all reporters will be receptive to this kind of attention grabbing pitch.

4. Make sure it is something you would want to receive, and that adequately represents your client. You want this to be something they'll write a story about, or at least talk about on Facebook or Twitter.

5. Don't just stop at the media kit. You've got to continually follow-up via phone and email in order to get a response. Remember you and dozens of others are competing for the reporter's attention.