The perfect sales pitch

Have you ever met a brilliant salesperson?

My wife and I met one on a recent trip to Marrakesh.

We went on a walking tour through the ancient souk with our jovial and knowledgeable guide, Fouad. The souk is a labyrinth of alleys with stalls selling wares of every description. We strolled along for an hour or two dodging people and motorbikes and marvelling at the sights, smells and sounds.

Then almost imperceptibly we crossed the threshold into a carpet shop. We were greeted by the charming and fluent Omar who welcomed us and ushered us inside. We explained that we were not really looking for carpets but this did not dint our garrulous host's enthusiasm.

He asked us to go upstairs to, 'Admire the beautiful building' and have some mint tea. 'No pressure we are just friends speaking together'. Fouad nodded encouragement so up we went.

Pleasantries were exchanged - Where were we from? How long were we staying? Then the show started.

Omar's helpers proceeded to roll out carpets of all shapes, sizes and colours. He tells us they supply Liberty, John Lewis and other prestige British stores.

'Which do you like?'

'Er...we're not looking for a carpet but maybe a small one?'

Omar claps his hands and shouts a command. More helpers arrive with armfuls of small carpets. By this time Omar has noticed that my wife is more receptive to his charms than I am. 'Let's choose the ones you like - just say yes or no'.  In no time at all he had narrowed it down to 6 'possibles' and then 2 'most likely.'

Now to talk money. 'These are hand made. Every one is unique. A work of art.' Omar tells us, 'They are a snip at 1,000 of your English pounds each.'

'They are really very nice but we are not looking for a carpet.'

'Ok you make me an offer'

At this point my wife leaves (she hates haggling) and goes off to find Fouad.

This is where my years of watching Antiques Road Trip and Bargain Hunt on the telly pays off. I make a ridiculously low offer (which I would be happy to pay) and refuse to budge despite Omar's pleading and big reductions from his initial price.

Eventually he gives up. We parted friends (I think) - Omar still with his carpets and us with our money.

I reflected on the experience afterwards and especially Omar's sales technique - being referred by a trusted mutual contact, the lovely welcome, building rapport, demonstrating credibility, offering choices, changing the conversation from, 'Do you want?' to 'Which ones do you want?'.

All brilliant and much to admire and learn from. Except one important thing. He didn't really listen to what we wanted.

Omar's well rehearsed theatre undoubtedly works for one off sales where he is unlikely to meet the buyer again. I'm sure there are lots of mild-mannered tourists who leave Marrakesh with expensive carpets they never knew they needed.

If we want customers to buy again and spread the word about our business, we need to listen and try and give the customer what they want. Sure, sometimes we may need to help them appreciate what is possible but we are still listening and fulfilling what is right for them.

Sprinkle that with a little bit of Omar's magic and I think then you may be close to the perfect sales pitch.

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