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Complete Story
04/16/2024
Sales Optics
Source: Bill Farquharson, The Sales Vault, April 15, 2024
The very first Subway restaurant struggled. In fact, they almost went under.
Business was really down and had it not been for a radical idea, they might not be around today.
What did they do? They opened a second Subway restaurant.
But if the first one was sucking wind, why open another? Why? For the optics. They wanted people to think, “They must be good if they are opening a second one.”
And it worked. Today, there are 37,000 Subway restaurants all over the world.
Earlier today (a Monday), I called a doctor’s office to make an appointment. The receptionist said, “When do you want to come in. He is available all week.”
Wait, what?
Why is this guy so available? What’s wrong with him?
Now, I’ve been to this guy once before and had a great experience, but I am immediately suspect. Why? The optics. How good can he be if he is available all week?
What about you? Do you present yourself as someone who is successful? Are you dressed to impress? Are your shoes shined? Is your car clean inside and out? Do you walk with an air of confidence, shaking hands vigorously while looking someone in the eye?
Optics. How do you look to a prospective customer?
Be someone who looks like a success. Act in a successful manner. Don’t think, “I’ll dress well when I sell more.” Think, “When I dress well, I will sell more.”
The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.
The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.
Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.
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