Part 4 (Marketing)
Marketing is always a big challenge because you're actually selling yourself on people. Nothing is more challenging or gratifying in business than selling. Every year in January since '86, the Martin Luther King (MLK) Jr. Parade event would take place. I built a modified mobile shopping cart for such an occasion to carry my t-shirts, candy and other small items to sale to the crowd. During this process, I learned to talk and count money quickly. Catch what chatcha can **
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Trust is an intangible asset. Its as valuable as a diamond yet as brittle as glass. Like a diamond it takes time to formulate. When established, anything can be achieved. Going to the barber shops from week to week, respect was generated between myself and a proprietor of the shops. Some shops were gracious enough to allow me to hang my t-shirts on their wall. To the right was a display board made to sale t-shirts when I wasn't present.
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At the barber and beauty shops, I learned to stay focus. Sometimes people tried to distract me by making jokes or talking among themselves as I made my pitch, but that only made me a stronger pitchman. |
Mutual Respect Creates Opportunity |
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In sales, there is a thing called, 'The Big Pitch'. That is when the salesman sells most of his merchandise after a presentation. For that to happen, the customer first of all, has to have spending money and in a good mood. The salesman then have to make them feel better, if not great. That happened to me one day in '92 when I was giving a ‘Willie The Rat pitch.’ |
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Bro. John's Uni-salon '91 |
It was great to see all the smiles on their faces as I called-out, "Willie The Rat", during the presentation. After I finished, I sold allot of t-shirts. The 'Big Pitch' rarely happens. But when it does, don't count your money until after you leave. You should of seen me scurrying to my car hoping that somebody wouldn't grab me from behind :) .
Also in sales, there are full of surprises because you don't know who you may meet. One time, I stumble across Ervin (Magic) Johnson at his barber shop. After finishing my presentation, a patron pointed out Magic sitting at a chair. I looked over and there he was. I went over to where he was sitting to greet and explain about my product.
"Keep it up." Magic said
Then I realized that I was talking to Magic. I then felt foolish as my legs started to give away. Staggering out the shop, I observed that I almost lost my cool.
One day, I lost a sale because I lost my cool. A friend and I were selling together at La Dara Park. We met a brother who wanted to buy a shirt for his wife. So he told us to let his wife see the shirts . She was a few yards away walking her child. When I walked over and started my pitch, she said, " I don't want to hear that sh't! Let me see the shirts!' I was so pissed-off, I couldn't say nothing. Seeing I was mad, my partner shows her the shirts that he was carrying. When the brother saw my expression, he kept saying , "That's my woman! That's my woman!" Not getting any satisfaction from me, she decided not to purchase a shirt. My partner and I argued about my reaction, but I felt at the time that I did the right thing. But now, many years later, I realized that the customer is king. When the customer speaks, listen.
Then other customers would simple cheat. They want to purchase a t-shirt on credit and never pay up. If I seen them often, I would let them have just one shirt on their word. What usually happens, if they cheat. Later down the road, they may purchase more or give referrals to compensate for their misdeeds. What you don't want to do as a salesperson is go off or embarrass a customer. Why? Because I guarantee you that you will see that customer again where and when you least expect it.
| In Summer of '93, I went canvassing for business. I decided to drive around South LA to look for schools to solicit for t-shirt printing . I found a school on King Jr. Blvd. and Western Ave. called, Creative Learning Center. In the lobby was Mrs. Joyce Madison (the owner) whom I didn't know at the time. |  |
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Creative Learning Center as they march MLK Jr. Parade |
While I was talking to about printing t-shirts for the school, a parent of one of student can through lobby. She was one of the beauticians that cheated me in the past.
"Hey, that's the t-shirt man." she called out.
She then told Mrs. Madison how satisfied she was with my work. Mrs. Madison gave me a shot. I been printing for the school ever since.
P4