Retail sales training is all about finding new ways to connect to shoppers, new ways to say something so another person can easily understand and so you can close the sale.
I spent a lot of time in the coffee business. One of the drinks we offered was the iced, blended mocha. As we opened up new markets, many times new customers had no idea what that was or tasted like. Since it was one of the best ways to increase average check, we had to get customers to try it without slowing down the line.
While one could say, "It's made from cold-brewed coffee, milk chocolate and ice with whipped cream," customers' eyes would glaze over.
That's why we had to teach the barristas to say, "It's like a chocolate milkshake with coffee."
Simple. Easy to understand. That's because customers knew what a milkshake already was; they had a common reference point.
When Gene Roddenberry first proposed Star Trek to NBC he promised, "Wagon Train in the stars." That anology worked in the mid-sixties when Wagon Train was a popular TV show. That analogy wouldn't work today.
Did you see the movie the Player? It used this technique a lot in the opening scenes in the funny pitches for new movies: "It's about a TV star who goes on a safari." "Goldie Hawn would be good." "Goldie goes to Africa. She's found by this tribe of small people." "She's found and they worship her. It's like The Gods Must Be Crazy except the coke bottle is an actress." "Right. It's Out of Africa meets Pretty Woman."
Do you see how that shorthand let's us see the project quickly? Of course, the examples you use have to be generally understood by your audience.
If the listener hadn't seen Pretty Woman or The Gods Must Be Crazy the use of "it's like" would be lost on them.
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Are you a hungry brick-and-mortar store owner who’s ready for a fresh, people-obsessed strategy? This training is for you if you want to grow your business using a powerful customer experience formula proven to make your cash register chirp.