The Success Series: Why don’t Eskimos buy ice?

I am sure everyone at one time or another has used the saying, "That's like selling ice to Eskimos." The gist is very simple: When you're a good salesperson, even an Eskimo will buy ice if you tell him to buy.

Over the course of a year each business has seasonal cycles that make managing the operation a challenge. Imagine if you could capture sales during your slower times so the busiest times could be spent focusing on customer service improvements. Indeed, the slower periods are when you really need to hone your "ice-selling" skills. During this session, I want us to consider how improvements in customer service will ultimately increase your sales during both periods. In other words, let's learn how to sell ice to Eskimos.
 

A tree-mendous example. Each year many home and garden stores sell Christmas trees; if you don't you are missing an incredible opportunity. It's a great business, with fast turn-around, and it helps fill those pockets for the long winter ahead.

Consumers are inclined to think about buying a Christmas tree the day after Thanksgiving or the first weekend in December. Why? Because that's when we've always told them they should be inclined to think about buying a Christmas tree.

Ehhhhhh. Wrong answer. Why aren't we selling Christmas trees in September? That's right, selling more trees is as simple as reprogramming our customers.

Here at my garden center, we use an easy, five-step process that you can replicate to help you increase Christmas tree sales and attract new customers to your business all at the same time. It takes a bit of planning, intelligent marketing and a clear message from everyone that works in the business. That's all it takes.

Step 1. Make sure you track every Christmas tree sale and capture the name, e-mail and home address of the folks who made the purchases.

Step 2. Create a direct-mail piece. Mail it to every customer that bought a tree the previous year and tell them to buy early—you're gonna run out! Send this piece out on Sept. 10.

Step 3. Send a weekly e-mail blast for a month to each customer to whom you sent the postcard. The e-mails should focus on what's going on at your garden center, and at the bottom include a section to remind them "How the Early-bird Customer Gets the Best Christmas Trees."

Step 4. Buy a mailing list of approximately 10,000 names. Mail a postcard telling these potential customers to buy your trees because they are the best. Make sure to add your existing customer list as well to help remind them what they're missing.

Step 5. Don't sell your products with a discount or coupon. Make your service so unbelievably good that there is no reason to discount it.

While you're at it, teach your staff to talk about Christmas trees with everyone. It can be a simple message during a conversation about how people are already buying trees. Your customers will be great messengers; they will tell everyone.

Selling ice to Eskimos is really that simple—just tell them to buy.