' Italian Persuasion and Sales Secrets'
Here's an article from Yanik Silver. Just 30-years old,Yanik is recognized as the leading expert on creating
automatic, moneymaking web sites and he's only been online full time since February 2000! Yanik is a highly sought
after speaker and attendees regularly pay up to $4,995.00 per person to hear his secrets.
He is the author, co-author or publisher of several best- selling online marketing books and tools, which can be
found at http://www.SurefireMarketing.com
Feature Article: Italian Persuasion and Sales Secrets
During this vacation to Italy I've been watching, listening and observing how the Italians persuade, influence
and make the sale. It's fascinating and extremely profitable to study.
First, as tourists we are influenced by recommendations by someone we perceive as an authority. For starters
there's our guide book. All the major guide books will give you sleeping recommendations and dining spots. My wife,
Missy, and I brought along 2 books. The Rick Steves guide to Italy and also Frommers. So if Rick or Frommers says
go to this restaurant we're more likely to go there. Or by asking the front desk or concierge for a recommendation
we'll take it.
Next, let's talk about shopping. Many of the sales people I've encountered who work retail have a very
understated yet effective way of making the sale. In Florence, we went to many of the high-end Italian shops.
Inside the Armani store I was looking for a new sport coat. I found a wonderful jacket that I wanted to try on. The
problem was I was wearing a polo shirt and that's a bit thicker than a regular dress shirt so the jacket wouldn't
fit right. So my sales guy gave me a new Armani shirt to try on underneath my jacket. He quickly took a look at me
and brought back the exact right size.
The gentleman then brought me 5 different jackets to try on but none of them worked. However, all was not lost
since after trying on the jackets I fell in love with "my" Armani shirt. Yep, I ended up buying it even though it
was way overpriced.
A few steps away down Florence's "5th Ave" we walked into Gucci. There were lots of items in there with the
famous "G"'s that we don't have over here in the States. I immediately sprinted over to a burgundy Gucci motorcycle
helmet and stuck it on my head to continue the tradition of being an obnoxious American. :)
After making a fool out of myself, I wandered up into Men's shoes and found a pair of loafers I loved I asked
the girl working in shoes to help me find my size and she brought them out for me to try on. Then she did something
I've never seen before at retail…she kept absolutely silent. Missy and I talked about the shoes and if I should get
them or not. We discussed the comfort of them and if they were slipping or not. All the while the sales girl
From negotiations we know that's the most powerful tactic any side can take. Usually the sales rep is telling me
how great the shoes look, how carefully they are constructed, etc. But here absolutely nothing but silence. I'm
sure you can guess - I bought the shoes.
Now if you think I'm the only one who was shopping - think again. Missy did her fair share in Venice.
Since it got a bit colder, Missy went looking for
warmer clothes. We went in and out of boutiques all day and even returned to the same ones 2 or 3 times. Once Missy
found a sweater to try on and before she could leave the dressing room, the sales rep came bounding in with 2 or 3
more colors in the same model.
In another boutique, Missy would be trying on one top and the sales rep would have the other colors lined up for
her on the counter and several other outfits that matched her choice. It was pretty amazing to see them in action.
Of course, she ended up buying more than she originally came in for.
Another thing we saw at retail shops was the packaging. For many of the items we bought they immediately wrapped
them up so they would be suitable for a present. We even went to a Pharmacy to buy Advil because my back was
hurting and the pharmacist wrapped that up like a present.
What else do you do on vacation besides shopping? How about eating?
Italian waiters do a masterful job at selling and persuading patrons that's really worth studying. One of my
favorite meals in Florence the waiter used the assumptive close to take our order. I asked for a recommendation on
appetizers and he would mention the mushroom and tomato dish was excellent. Then he'd start writing and talking at
the same time, "one mushroom and one tomato for the lady."
He went on like that with the pastas and entrees assuming we'd have 2 of everything. He was wrong but I'm sure
they do a whole lot more business like this. After the meal the show continued. When explaining dessert he said,
"We have the World's best cheesecake and Europe's number one chocolate cake."
Who gave them that honor? I'm sure no one. They just said it. We did split the cheesecake and it really was
delicious. It tasted a bit like 'no bake' cheesecake - but Missy and I both love no-bake cheesecake at home so
In Venice it's the experience usually and not the food that takes center stage. In Saint Mark's square we sat
down and had a glass of wine, a coffee and a water. The bill? A jaw-dropping $45. We were charged for music and
bread/cover charge plus the outrageous amount for our 3 beverages. But it's okay because it was an experience we
were paying for and not the drinks.
This restaurant has a complete band outside that was playing classical Italian music and the whole experience of
sitting in the center of the Square to watch the people mill about was worth it. But it just goes to show you if
you create an experience you can get away with highway robbery.
And what is the most famous experience in Venice? Gondolas, right? There's no better example of paying for an
experience because where would you pay about $150 for a over glorified canoe? Now I'm not complaining because the
gondola ride is a must for many tourists. And Missy and I loved it - but when you stop to think about it you
wouldn't pay for this anywhere else.
Now before you dismiss all of this and say "My business is Different!" - just stop, re-read and think about how
you can apply this in your business. I promise you can.
Copyright 2004 - Yanik Silver
Next - I have been promising an article on Tharp - its about time I summarized an
interview he did a number of years ago - fascinating . . . its all about mindset - and there are different levels
of realization to come to true prosperity thinking. We have come a long way but...
To your success, make it!