As Seen on TV
How Billy Mays taught us to be proud to be a pitchman
By Brian Sullivan
Several weeks ago the sales world lost one of its great Pitchmen. For years, Billy Mays could be seen on infomercials in his familiar blue denim shirt and khaki pants yelling, or as he called it, "projecting" about products such as OxiClean, Orange Glo, the Awesome Auger and dozens more. With his famous, "Hi, Billy Mays here...!" he found a way to capture our attention two minutes at a time, and often left his name on our credit card statement next to the number $19.99.
His ability to generate millions of dollars in sales by pitching common household products landed him on his own Discovery Channel show known as Pitchmen. In one episode, Mays faced off against fellow co-host Anthony Sullivan (another well-known pitchman) in a battle to see who would be more effective at pitching the same product.
In the end, Mays outsold Sullivan 3 to 1 merely by adding his skills and personality to the product. So what can we learn from Billy that will make us a top pitchman or pitchwoman?
Understand that YOU are the difference in the sale
Many salespeople in this industry sell products and services that are identical or almost identical with the competition. So how are you going to separate your solution from similar competition? Simple, don’t be similar to them. While your product may be hard to differentiate, you are not. Which is why Mays was able to outsell one of the best pitchmen in the business 3 to 1 ... selling the same product. Can you outsell your competition 3 to 1?
Commit to, live and breathe what you sell
Mays understood that people make decisions based on emotion. To get prospects excited about a product, he had to show an often annoying enthusiasm for it. In doing so, he was fully aware that he would turn some prospects off. But for every customer he lost because he was too enthusiastic, he knew he would gain 10 more because of it. So to be like Mays, err on the side of over-enthusiasm.
Create urgency with your tone of voice and facial expressions
Think about it. If you were in a building and somebody emotionlessly said, "Fire, you need to get out of the building," how quickly would you run? What if they loudly proclaimed, "There is a FIRE. Drop everything you are doing NOW and run as fast as you can so you can live!" Wouldn’t you move a lot faster? So to create action and sales orders, show urgency in your voice and face. For instance, you say to a prospect, "I am glad you like what you see. But to get the product in your office within the next two weeks, I am going to have to make some calls today. So if I can get your authorization, I will get with the appropriate people to make it happen. I will let you know if we have any challenges with that." This, combined with your urgent tone and slightly concerned facial expressions, will encourage the appropriate prospects to move and move quickly. If they aren’t ready, it will snuff out any objections that may be inhibiting the sale. Either way, you win.
You are there to sell, not to lecture
Is education important in a sales call? Absolutely. But that education is only a vehicle to get them to make a decision. Mays knew that education meant nothing if it didn’t have a resounding "call now" at the end of the pitch. Too many sales "consultants" and even some well-known sales training companies believe that traditional sales "closing" techniques don’t work. This "soft selling" philosophy has made it too acceptable to not ask for customer action. Mays didn’t think this way. He not only asked for the order, but he made it easy and exciting for you to place it.
The demo difference
One of Mays’ greatest skills was his ability to see a product used in a way that others never dreamed possible. His Mighty Putty would pull a tractor-trailer. His Odor Air Freshener would take the skunk smell off his shirt. He would smash his hand with a hammer to show the strength of his Impact Gel Insole. So what do you do special to demo your product or service? Whatever it is, it needs to include a demonstration or a story that would get a WOW out of your prospect. Because without the WOW, they won’t be buying NOW! That quote takes us to the next Mays lesson...
Use taglines
"Get the ultimate Green Invention for Your Fly Prevention," was just one of the hundreds of creative quotes Mays came up with to keep his audience’s attention. Did many of them sound a bit "cheesy?" Absolutely. But Mays knew that while people winced, they also smiled. When they smiled, he had their attention. So what’s your tagline? If you don’t have at least one, it’s time to get to work. These taglines can be used in a humorous way while you present, as well as below your signature line in an email.
Brand yourself
Mays portrayed himself as a blue-collared, regular guy. His loud, high-pitched, "But wait, there’s more. And for only $19.99 you get..." was Mays. The branding was consistent. So think about how both internal and external customers view your personal brand. Are you noticeable? Do you deliver your branding consistently? If not, take time to think about how you want to be known to others. Then make that brand part of everything you do in business.
Mays embraced "salesmanship" like nobody else. While so many in our great profession are hiding behind softer titles like "sales consultant" and "solutions representative," Mays was an example of why it’s a badge of honor to call yourself a salesperson and even a "pitchman." Because if you truly believe in the products you are selling, you owe it to the marketplace to sell and sell often. So thanks for the sales lesson Mays. And we have no doubt that when the Man Upstairs called you home, his first words were a resounding, "But wait, there’s more..."
Brian Sullivan is President of PRECISE Selling and a Business Radio Talk Show Host. To listen to Brian’s radio interview with fellow pitchman (and friend of Billy Mays) Skip Borghese, go to www.preciseselling.com/Radioaccess.htm. To find out more about Brian’s sales and leadership programs, visit him at www.preciseselling.com or email Brian at bsullivan@preciseselling.com.
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