Issue 41.

Ice cream.

In a world where sales are becoming the same,

where all of us can do so much more,

more emails,

more outreach,

more content,

more replies,

more automated follow-up.

But all of the ‘more’ looks the same.

Surely it's time to be creative.

To make the prospect stop

and think,

and smile

and wonder,

and believe you can help them.

Being creative is the difference.

And this is where ice cream comes in.

A great story from the best salesman in the 1990s.

His name?

Ralph Roberts.

He sold real estate.

Before the internet.

And this was his ice cream trick.

(Taken from his famous book “Walk like a giant, sell like a madman”)

When there was an open house,

The realtors had to stand in the garden.

The prospect would go in, look around, and come out

and talk to the different realtors,

to see who would represent them.

Many realtors gave out leaflets and name cards,

But Ralph gave out ice cream.

Not just any old ice cream.

He gave each family a 2-litre tub of ice cream with his name and number blazoned across it.

But why did he give them 2-litres?

Why not just give the kids an ice lolly?

Think about it before you scroll….

That’s right.

If someone gives you a 2-litre tub of ice cream,

What do you do?

You take it home before it melts.

So they didn't get a chance to talk to the other realtors.

And right there in their freezer, every time they opened it up, who do they see?

Ralph Roberts, smiling back at them from that tub of vanilla.

People like ice cream.

People like getting 2 litres of ice cream.

People like Ralph.

He sold, on average, 600 houses a year.

Most realtors sold two.

Ralph thought creatively.

Ralph didn't think about the house.

Ralph thought about his client and what would make them remember him.

Don't spend time thinking about your product;

spend time thinking creatively about the client

What is today's version of the Ralph Roberts ice cream trick?

I have some ideas.

I'd love to hear yours.

Content of the week:

Do you want to be sales fit?

Only two things you have to do:

1. Learn the skills

2. Repeat the skills

In this video, I teach you the skills,

Then it's up to you to repeat it every day.