Lesson Six: More from Uncle Charlie

It was a lazy, late summer afternoon. Uncle Charlie was wrapping up a dozen lilies in paper and chatting with the customer, an older woman named Edna. Charlie always found out a customer’s name and remembered it. Next time Edna came in, Charlie was sure to remember her.

Charlie walked her to the door just as a man came in, flashing a big smile.

“You must be the owner,” he said, sticking his hand out to Charlie.

Charlie shook it. I stood at the corner, watching with keen interest.

“Charlie, right?” he said. “I’m Stanley Model from Empire Floral Distributors, the Okangan’s largest florist supplier.”

He continued: “I was checking my records and was surprised to see that you don’t buy from us, Charlie. I figured you hadn’t heard of us, or you just liked to waste money. You see we feature the best of both worlds, the lowest prices and great service. Not to mention our quality, which is second to none. In fact, I’ll bet your customers will see the difference.”

“You want to save money, don’t you, Charlie?” he asked, rhetorically.

Charlie didn’t say anything.

“We’ve got a half-price special on carnations this month. Just to get you to give us a try. Priced below cost. Can I sign you up?

“No, thank you,” Charlie said. “I don’t like carnations.”

“We carry other flowers, perhaps I could get you a discount on some…”.

“Just hold it,” Charlie interrupted. “I’m not going to buy anything from you. But I’ll do you a favour and tell you why not. Sit down.”

Charlie pushed over a stool and the salesman sat down.

“You know, you didn’t ask me a single question, except to ask for the sale. If you had asked me anything about my business you would have discovered that I buy all my stock from a small collective of growers in Vernon. And you would have found out that they deliver every other evening, which is important to me since I have very little storage, and I
hate getting up early.”

“You also would have found out that price is not important to me.My customers buy because they like me, and because I like them. And you would have discovered that I don’t care for carnations.”

The salesman squirmed in his seat, checking the door.

“I want you to try something on your next sales call. Instead of trying to talk your way into a sale, try to listen your way into one.” Charlie stared hard at him for a full 10 seconds to make his point crystal clear.

“Now go,” he said. The salesman got up and bolted out the door.

Charlie turned to me, smiling. “You know what? If that salesman ever has the nerve to walk back through my door, I might just buy something from him.”



Principles of Persuassion by Shane Spark