WHY DOESN’T SOMEBODY SELL ME

e [Music] [Applause] [Music] now fellas the answer to our problem is more selling the important thing that we have to do is to get our whole sales organization running on this track so then we can come in the mail Mr Skelly what's this I don't know Mr Skelly it was in the regular mail this morning excuse me a second Mr fell I see what this is if I don't it'll bother me all the while I'm talking to you sure Mr scell go right ahead tell me your Prophet story please well what do you know what is it Mr Skelly boys meet Mr kougan he was the H of the convention say this is really cute oh is he the one you were telling us about that's right he was the dealer the one who sold us on telling the complete profit story and the complete sale story first there was the voice of the product oh they had a real big Coca-Cola bottle lit up real special and then this voice came out well it was just like the product was actually talking to you it introduced each one of the scenes of the convention so when this fellow kougan stepped out hey BD who said that I did that's who that's right me kougan but how uh uh who uh I mean uh what the never mind how or who or why I'm here that's all what were you going to do tell them about my part in the convention well yes uh but I hope you don't mind mind believe me I'm very happy that you remember me but that's why I'm here I want to help you would you like me to actually show them the scene from the convention for you well yes I I certainly would but I don't see how uh you just leave that to me Mr Skelly look boys it's just like Mr Skelly said each one of the convention scenes started out with the voice of the bottle introducing it but let me show [Music] you it just seems sometimes that the boys are not selling these days like they used to they've got a wonderful sales story to tell about me profit turnover customer traffic why it's something any other product would give its eye teeth to have and yet well we just aren't getting it told here let's back off from this thing for a moment and get an objective look at it let's look at it from the dealer side of the counter I want you to meet a friend of mine [Music] hi I'm a dealer no no not that kind of dealer just a fell that sells Coca-Cola to the public for you my name is KGAN John kouan in no relation to that movie actor f fortunately or unfortunately depending on how you want to look at it when I said fortunately I I meant that if according to this this part of the program is about selling the effective use of sales power no doubt a lot of you are wondering why they pulled me into all this after all you're the ones who know all about Coca-Cola and I'm just a dealer that sells it to the public well it's pretty logical really you see maybe I could give you a few ideas about sales power because after all I'm the one you're going to be using your sales power [Applause] on and the reason I was kind of glad to help out is well if you use your sales power more effectively you're going to save a lot of my time and if you use it right you're going to make me a lot more money and I think I can show you why but look why don't you come into my store with me I can show you even better from in there wrong [Applause] side come on in well how do you like it of course this isn't really my store my store is a lot bigger than this and it's always full of customers and it's full of shelves too when we decided to put my store on stage here while we talked it over and I realized it wasn't any sense in putting in all those shelves so we just scratched them off well you know why no matter how many shells we put in this store the only thing you'd see would be [Music] this and then they wanted to work in a lot of gags between me and the customers like well you know the old one of the newly wed who comes running in so breathlessly you've just got to help poor little me I want to buy a can of scrambled egg I'm sorry madam you'll just have to scramble your own well that isn't very nice well you can see why we didn't use that gag it was pretty bad and anyway you wouldn't have seen or heard it about the only thing we could have put in here to cat your your attention would be to have a hi Mr Keegan hi it's kougan Keegan well anyway that's about the only thing that would have caught your attention so just between you and me let's pretend that the store is full of shelves and customers and there's a lot of real funny gags being pulled I like the one about the oh the one about the or the one with the p in [Laughter] and okay now that that's over and we've got it out of our systems let's get down to business now I wasn't kidding when I said the only thing that would C your attention would be this display here or the Coca-Cola sales been walking across what again how you today Mr flugan fine it's kouan where was I oh yes I wasn't kidding because the thing it's going to catch your attention is the thing that you're interested in and we all know you're interested in cocacola you want to know what I'm interested in this [Music] isn't that a wonderful sound you know I could just listen to that by the hour you know what that sound spells profet you know when anybody has anything they want to sell me all they have to do is is make whatever they're selling rhyme with that sound and believe me I'll listen but if it doesn't rhyme well mostly it doesn't even make any sense to me and it all comes out something like this same Mr fugan kugan kugan okay okay I say ne faif SC skik and a Str granis with four extra cases and in the larger size for with the giz of Floyd h two extra cases see what I mean sorry not this week okay see no savage so remember if you want to sell me something just make sure it rhymes with profit so remember if you want to sell Coke to me and in just a minute I'll show you why I actually want you to sell it to me just talk to me about my profet tell me your propit story your complete propit story will you please I know right about now a lot of you are wondering what could be the complete profit story for a business like mine well it's a lot of things really but it all boils down to just a few points and they're all important now the only reason I know so much about this is well I've got a son goes to college well anyway he was out here last summer he was helping me around the store and one afternoon he came up to me and he says Dad he always always calls me dad well why not I'm his father after all anyway he says Dad I've been doing a lot of studying in college about business and systems and things like that and I'd like to work it all out for your store here and I thought it was wonderful so I told him to go right ahead well believe me he did a wonderful job and then one weekend he brought me down here and showed me the whole thing like advertising for instance but here I can show you even better now do you see that woman over there no not the girl in the yellow sweater although I can see what you mean yes that's it the one in the green dress now you will notice that there's two different brands of coffee there one's an advertised leader and the other's a brand she's never heard of for a minute she's tempted and then all the advertising she's seen and heard starts running through her mind now watch her she puts down the cheaper brand and she picks up the leader the same thing is true with any really well-known product most people are sold before they even come into the store and that's where you've got a terrific selling point because no other individual product receives as much advertising as Coca-Cola but don't just tell me they do a lot of advertising and come in here and ask me to put up a sign oh no tell it to me in terms of sales and then it'll rhyme with and oh how listen my boy told me a lot of other things too you know like keeping a record of the individual sales on each product so I know what my leaders were and then he told me all about markup and how important it was to push those items with the highest markup well it makes sense he figured out the mark up on a lot of different items and you know Coke was right up there on top let's see now what else um oh yes turnover and now I know I have to turn over my money invested in inventory at least eight times a year just to break even and then there was uh return on investment and then he worked out another gimmick where I could figure out my gross profit per square foot of stor space and then there was traffic customer traffic yeah I tell you this thing Sammy worked oh that's my boy's name Sammy well this thing he worked out was beautiful he got a A on it when he turned it in back in school and I'd just love to have used it right here in this store there was only one thing wrong with it I just couldn't afford it you see I got a couple of thousand different items in this store and I just couldn't afford to keep records like that I even tried to give it away to a friend of mine who's an executive in a big chain store but he couldn't afford it either not by the individual items he could by Departments of course but not by the individual items so there I am or was rather until somebody told me about you now you can't do all my accounting for me but you can tell me my complete profit story on selling Coca-Cola and you're the only one that can do it and when you do it make sure it rhymes with and oh how I'll listen in fact any dealer will listen because you've got a terrific profit story on selling Coca-Cola of course you're just telling me the story isn't going to do either one of us any good after you tell me the story in terms of my my business then start selling me see and it'll be easy because it'll rhyme with you see you got it trained already remember this tell me your profit story your complete profit story in terms of my business and then start selling me in terms of my profit and then we'll both be able to hear I know it's your business but after all you're trying to use your sales power on me so for both our sakes let's use it most effectively huh so it all adds up doesn't it what's that how would it look in practice well I honestly don't know because none of your men have ever tried it on me but if they did it would probably look something like this [Music] see what I mean neat nicely dressed knows I'm busy so he waits till I have a moment to spare doesn't barge right in has a little consideration for me now that's what I like hi there good afternoon Mr kouan He Knows My Name sweetest sound there is to a man's ear his own name and pronounced correctly too not Keegan or kogan this guy's AR to a good start have a nice cold Coke Mr cougan well thanks oh never can resist this and is it good you know him getting me to drink it is a darn good idea because if I like it I'm going to see that there's always plenty on hand and nice and cold too of course when he gives me one I know he wants to talk to me well let's see what he has to say say Mr kouan I have a little something here I'd like to show you uhoh that wasn't so good makes me suspicious I'm looking for a trap it would have been much better if he had said hey Mr cougan I've been checking my figures do you know how much money you make selling Coca-Cola now that's better he qualified a statement by saying he checked his figures and he caught my attention by talking about my profits however I'm not going to tip him off as to what I know or don't know so I play at KGC and say oh not down to the penny of course but I've got a pretty good idea well I have it right down to the penny that's part of my job in the past year your gross profit on Coca-Cola was $28.80 oh really I didn't know it was that much I'm still trying to play a KGC but frankly this guy's throwing me for a loss I had no idea it was that much but he doesn't give me a chance to get off the floor he's right back in there with let me show you these figures a personal PR profet story for John kougan well in the first place it has my name on it so I know it was made up for me and nobody else shows me he's taking an interest in my profit so naturally he has my attention here's how much coke you're selling in the past year you handled 324 regular cases and 396 cases of cartons that gives you a yearly gross profit of $28.80 on Coca-Cola say that's pretty good well what else could I say it's even better than good by the way what is the average margin on your stock oh I don't know it varies about 8% for butter and about 10% on coffee and milk and soap and as high as 20% or more on vegetables and bread and crackers take a look at this figure then there's the margin on the coal bottles and the margin on the take-home cases and cartons yeah well of course I knew what the markup was on each case but this guy staged it so it ties in with that yearly gross profit figure gives me a new slant on it sayy that's quite a figure it's even more remarkable when you consider that all this is being done on an investment of only $18.20 that means you're making about $11 for every dollar you invested that's something to think about Mr cougan just imagine how much money you'd make if every one of the items in your store paid off as well as coke boy what a thought that it be you see how all this ties in with profits say you won't know more about not my business than I do well actually Mr cougan the Coca-Cola business that you do is my business and here's another thing your turnover your Coca-Cola turns over about 70 times a year 70 times a year boy when I think of some of those dogs on my shell now do you see what I mean about telling me the whole profit story this guy's got me hooked already and here's something else based on these figures 7,000 776 customers drink 7,776 bottles of ice cold Coca-Cola from your cooler and 1,584 by 1,584 cartons and all these customers are prospects for other things you sell in your store boy what a dope I've been all this time I've been looking at Coca-Cola as a necessary service and now I find out it's one of my leaders I'd like to leave this with you Mr cou and I'd like to give you something else oh what's that an idea I think you can increase the profit you're making on Coca-Cola how said I falling nicely into his trap well take your cooler s for example to really cash in on this thing you need a cooler right up here where it'll attract the eyes of a lot more customers I think I'll play hard to get how would that do any good well don't you see with the cooler right up here it would mean a lot more sales and a lot more profit for you you but it' never work I'd have nobody to uh make change and wait on the customers I think I've got him stopped this time oh you wouldn't have to bother about these customers you could install one of our coin coolers oh but that would cost a lot of money actually it wouldn't cost you any money it would pay for its own way in extra sales and remember the percentage of profit on your investment see it [Music] right hey where did you get that coke there's a cooler in the back of the store ma'am let me get one for you ma'am no thank you I'm an independent woman and I intend to stay that way but that doesn't mean that you have to hide the Coca-Cola you see Mr kugan Coca-Cola practically sells itself when you put it in the right spots well how much would a coin cooler cost me well what else could I say the guy had me on the hooks everything rhymed with profit but you know I'll probably be more than glad when I count up those additional profits on coke now we could play this scene back and forth about him trying to sell me a coin cooler and me not giving in the very end but we're not here to show you how to try to sell a cooler we're here to show you how you tie in cooler sales with the complete profit story so let's just pretend that we jockeyed back and forth for as long as you think it takes to sell a cooler and finally I gave in and said yes and he filled out the requisition now if you'll just sign here Mr cougan I'll have that new cooler out here and installed in time for your big weekend business you see he asked me for the order you'd be surprised how many times a Salesman loses Me by just not asking for the order say this will be a pretty good sale for him now you think he'd be satisfied with that wouldn't you but oh no now that he's got me going on the profit story he's going to give me the compl s sales pitch and quite frankly with all this based on profits I hope he doesn't stop talking I'm getting greedy myself here you are thank you Mr cougan say I was noticing that nice display of sunre you have over there where right over [Music] there oh that uh do suies like that have a good markup uh pretty high yeah in other words that's a good spot for high turnover items well you've seen the turnover rate on coke how about letting me try a little experiment what kind of an experiment well let me fix up a nice display of six and 12 bottled cartons and a nice display of cases and then if you could get your Checkers to ask each customer how about a carton of Coca-Cola for the weekend or if they have a really big order and one of the boys is taking it out to the car they can say can Johnny put a case of Coke in your car for you sure tell Johnny to you say that's a good spot for high turnover items well you've seen the turnover rate on coke here's a chance for you to spot your best high turnover item it would give you a nicer return per square foot than you're getting now get the way he placed me on that one not just let me increase your stock of Coca-Cola oh no he talked to me about my gross profit per square foot of store space another thing he didn't try to tell me how to run my business he suggested an experiment well he's got my interest I'm going to watch this experiment which means I'm going to help it work well we might give it a try fine Mr cougan I'll get it set up right away and that's the way it goes all through the whole sales presentation now we're not going to show you all the details but you can bet he'd never stop there either oh no he'd go right on after me for more stock and more advertising and better carton display well you know what I'm talking about and he ties them all in with the complete profit story now of course he doesn't expect to do all these things every time he calls I couldn't afford it but please if you want to do a complete selling job on me be prepared have all your information worked out ahead of time and know just what it is you're selling me now this story isn't just limited to me or my store it'll work for any dealer on your route if you tell him the complete profit story of course in some Outlets you'll have to vary the emphasis on the factors like in a service station your main talking point will be the amount of traffic it brings in the most important thing is to consider what the dealer is most interested in then you build your profit story to tie in with his interest that's right but be sure to tell him the complete profit story because if you tell it right he'll be practically begging you for more stock and advertising yes and coolers but honestly you men aren't telling the prophit story right in fact in some cases you're not even telling it at all believe me if somebody from your outfit came into my store and gave me the kind of sales presentation you just saw well I don't know what would happen Mr kouan yes Mr kugan I've been checking over my figures and do you know how much money you make selling Coca-Cola [Music] okay fellas tell them the prophet story they're asking for it in every Outlet so let's give it to right Mr KGAN