A salesman at Halloween

THIS was emailed to me yesterday on Halloween: Jeffrey, Here’s why Halloween should be a national sales holiday. On Halloween, trick or treaters are really salespeople in disguise. 1. Trick or treaters dress for success. 2. The most effective trick or treaters plan their routes wisely to maximise their time in the field. 3. The most successful trick or treaters start early and work late. 4. The most successful trick or treaters ask for the order (trick or treat?) 5. The most successful trick or treaters network to find out where the best treats are to be found. 6. It’s a night filled with cold calling. 7. Savvy treaters have been known to try to ask for their fair share, wait a while, and return for an up sell. 8. If you want to make more treats, you have to make more calls. 9. Smart treaters always say thank you. 10. At the end of the day, if you didn’t get all the treats you wanted, you only have yourself to blame. Happy Halloween. Andy Dix I smiled when I read it. Then I thought about it again when I went over to my daughter’s (and granddaughter’s) house to watch and participate in the Halloween festivities. Here is the rest of the list to prove that Halloween is not only a sales holiday, it’s a sales event, a sales process, and the sales lesson of all time. And you thought it was all about the candy. 1. Planning and preparation. Many people (and kids) plan their costume months in advance. And treats must be purchased or prepared in advance of all hallows eve. There are thousands of adult costume parties the Saturday night before the actual holiday. Seems as though this is an all-inclusive holiday. 2. Creativity. Halloween is all about creativity. Hours are spent deciding and preparing the right costume. Adults and kids alike are in heavy creative zone to make their costume the best. I believe that the most cumulative creative time you’ve spent in your life is about Halloween. 3. Positive anticipation. Not just of the holiday, but the day of Halloween. Every kid is chomping at the bit to go out and trick or treat. 4. You (or your kid) make the sale at every home. As long as a light is on, you know you’re going to get a treat. 5. Halloween builds self-confidence. Reward after reward. Treat after treat. It all adds up to a positive self-image and the self-confidence to continue. 6. Immediate gratification. Show up. Be dressed. Ask for the sale. Get the prize. Is this a great holiday, or what? And the next sale is just 15 metres away. 7. Your coach is with you every step of the way. If you’re under 10 years old, it’s likely that your sales coach (mother or father) is right there with you, helping smooth out your approach, and complete more deals. They will work for peanuts – well, maybe peanut M&Ms – and they have your best interest at heart. 8. Celebrate with parents and loved ones. When you get home after your neighbourhood sales calls, er, I mean house calls, the family is there to greet you and congratulate you. You dump out everything on the floor or a table and begin to survey your loot. Of course, everyone is ooing and ahhing at your candy haul. 9. Victory never tasted so sweet. I’m certain (if you’re anything like me) that you ate a few pieces of candy as you were walking around. Now that you’re home you can taste your success until you’ve had your fill, and still have enough left over for days – maybe weeks. 10. Do it again next year. No-one ever says, ‘Hey, we did Halloween last year, let’s skip a few years’. No; it’s an annual tradition, unless you live in New Orleans, where celebrations and costumes happen all the time. 10.5 It’s a blast. Whether you went to a party, or went trick or treating around the neighbourhood, you had a blast, and can’t wait to do it again. Halloween. It’s not just a holiday for kids, it’s a sales holiday, and a personal development holiday. It’s a festival of celebration and success. I hope you had one. I hope you took advantage of the opportunities it offered. And I hope you’re going to get out and join the fun in the streets next year. Jeffrey Gitomer, author of The Little Black Book of Connections, and The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to © 2006 All Rights Reserved – Don’t reproduce this document without written permission from Jeffrey H. Gitomer and Buy Gitomer 704/333-1112 Former tax officer sentenced for GST fraud A former tax officer was sentenced today to a total of 12 months jail for GST fraud. Published: November 1 2006

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