February 14th is the date accepted worldwide to celebrate love. However, success in life is not just about romance, it requires relationships of all types.
Without friends, family, staff, vendors, coaches, clients, partners, associates, students, teachers, audience, fans and others, you would not be able to achieve the goals or lifestyles and success you want.
For a while I have observed a new model of doing business, an intriguing new way of selling, which it really goes back to the basics I learned in my Italian roots and my Italian family.
I understand now why Europe is still called the Old World. Life over there might have changed along with the technology, but social behavior has remained quite the same.
In the Old World is very common for a person in business to ask for a helping hand to friends and family in running some areas of a business. Generally people don’t let down those who need help, they know the favour will be returned.
What amazes me is that after I learned all the core of marketing and learned from renowned master marketers, I am realizing that the simplicity of selling from the soul is an art and as all arts must strike emotions, be vivid, creative, colorful, pleasant and most of all sincere. Selling the hard way doesn’t work anymore and it will again.
I am so fortunate to have met the owner of http://gioiacompany.com/home a small company of Italian imports who is turning selling into a new experience for her American clients and this is story.
She organizes selling parties twice a month, generally towards the end of the week to which she invites all of her clients who in turn invite their friends.
The owner of Gioia Co. cooks the recipes from my two Italian cookbooks (incidentally, she carries my books as her products). Her clients come with pleasure, they know what is waiting for them. Kisses and hugs greets them and the aromas of all the food prepared for them. So far, there is no talk of sales yet.
People look around at all the merchandise displayed and spot the pieces to buy, but buying and sell happens later not in this scene. The owner’s attention is devoted to the clients as persons, their families and their lives while Italian music plays in the background.
After the greetings and talks of personal news, the selling event starts by offering gorgeous Italian appetizers, accompanied by various drinks, then a taste of a small Italian meal is served in the garden, Italian music is still going in the background to create a dreamy atmosphere of Italy, vacation, relax and dolce vita (as if this is all we do all day long in Italy, but we leave dreams where dreams belong to).
Finally, after everybody’s appetite and thirst has been satisfied and everybody is relaxed enough, like in a theatre, the scene changes from the proscenium of socialization into the selling mode stage. The process is a leisure activity, the client is really left in peace to think, look, making selections, try on some items and ask questions. Invariably the sell happens on its own, without push, comfortably and as the normal conclusion of a nice afternoon with friends sharing life experience, stories and each other’s company.
Now, what’s wrong with this picture?
OK some time have passed with only a hand full of customers, but these are happy customers, they leave with a smile on their faces. During the selling event they were cared for and not pushed into any sales or any marketing hammering. These are the clients who will tell the rest of the world about their experience at Gioia, eating from Valentina’s Italian books (one day they will hire me as their designer too), tasting drinks for sale, buying masks from the artist. A few companies and their products will benefits from one event and will be on people’s mind every time they will talk about us. This is one example of entrepreneurs helping each others without competing.
Every business has its own characteristic and this one might not be good for everyone to copy. Perhaps making millions of dollars each sale is not the answer, even though it would be nice. This business teaches us that selling is not a dirty action, it does not have to be a cut throat experience and that any business selling products or services can incorporate a little humanity, or social abilities in their system.
We buy from people we like and trust and we sell to humans, at the end what really counts is the human relationship with the customers and our ability of making them happy. Rest assure they will love to talk about us and will love to be back into our business.
Gioia Co’s tag line is: “We work to bring joy into people’s life”. It cannot get any better and this is our loving success. Ciao,
Copyright © 2011 Valentina Cirasola, All Rights Reserved
Valentina Cirasola has been in business as a designer since 1990. She has helped a variegated group of fun people realizing their dreams with homes, offices, interiors and exteriors. She is a designer well-known to bring originality to people’s homes.
She is also the author of two Italian regional cuisine:
Come Mia Nonna – A Return To Simplicity and Sins Of A Queen
Both books are available:
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