There is nothing more frustrating than a customer who has a sales background. He knows how to play the game, and if he is BETTER at the sales game than YOU then he’s probably going to “win”? If you have ever met one of SGR former Master Sales Trainers, Steve Donovan, in the club, it is very likely that you now have a membership to DancerWealth (and you probably didn’t close him on a lapdance!)
In this article I want to discuss a more advanced sales strategy. More than a strategy, it’s a mindset and philosophy that’s a good one to adopt. It all starts with the basic understanding of the surroundings you are in when you are working as a dancer.
It is important to understand that your club is no different than an auto dealership, a department store, or a real estate office. The roles between customers and salespeople are very clear. Your customers are walking in the door with the express interest in purchasing and you are there with the express interest in selling to them. As many of you have learned by listening to our training materials, the customer doesn’t walk in the door unless he is interested in buying something. While there are always exceptions to this rule, it certainly applies to the vast majority of patrons in your club.
It is extremely important to understand this role playing situation in your club because this is the foundation of how negotiating works.
Think of it like the auto dealership again. The salesperson knows that people don’t walk on the lot and start looking at cars because they aren’t interested in buying a car. They know that a customer is walking on the lot because they have a direct intent to buy a car. Maybe not today, maybe not the car you happen to be selling, but they are looking. The salesperson KNOWS this and YOU should know this about your customers too.
This is a lesson that really needs to sink in deep into your success-minded psyche. Because the car salesperson knows that the customer is looking to buy something, they will make modifications to their pitch and more importantly, their negotiation for the sale. It is this philosophical negotiation that is the basis for this article.
Once you can grasp the concepts of the roles of the people in your club, we need to expand upon that thought into understanding from start to finish how your negotiations and/or your salesmanship work for you. From the instant you say “hello” to your customer all the way to the conclusion of the sale (either you make the sale or lose it), you are in an element of negotiation that is running parallel to your working the sale. Stop a moment and think of how you approach a customer, gain rapport and eventually close the sale. All during this time, you are not only selling, you are negotiating. Not just on the price of a dance or where the dance will be done…no, that comes later. Rather you are negotiating on how the close of the sale is going to take place.
So think of it like this, you approach a customer, you say hello, you ask to sit down, etc., From this instant, you are in a negotiation tug-of-war with your customer. What is being negotiated on? The close! You read right, you’re negotiating on a closing of the sale. In this negotiation, like any negotiation, one person is going to win more than the other. Of course there can be compromise as well, but for the sake of this discussion, let’s just assume one person is going to come out ahead of the other. Someone is going to win, and someone is going to lose and the “compromise” is a “win” too, and yet that’s all part of the negotiation after you close the sale. It’s a win/win too; it’s just a different negotiation.
So let’s examine the first one though. Imagine two different dancers… first is SuzieStripper. She isn’t making horrible money, she is the mid-level income earner in her club and falls into the 80% of the Pareto Principle. Next is SuperStripper who is earning in the top 10% consistently every night in her club. The difference between SuzieStripper and SuperStripper is the way she negotiate for a sale.
So what does this mean? If you fall into the SuzyStripper category, you’re going through all the motions of doing things right, you’re just not closing as many sales as SuperStripper. Part of that reason is because you are letting your customer sell you instead of you selling your customer.
As mentioned earlier, your customers know for a fact that when they sit down at a table in your club that dancers are going to work on closing them on sale. They know it, and you know it. As such, they are prepared to play the sales game a bit. It could be that they had their eye on that brunette across the club and were too shy to go up and ask her for a dance so they wanted to wait until she came his way. Now you show up. You may not be exactly what he wanted, and yet if you play that closing negotiation better than him, you’ll close that sale. See, many people, even though they are poised to buy, are willing to give you a little resistance so they can be closed. People loved being closed on sale because they feel there is more value to them when they accept. It’s true in car sales, it’s true in real estate, and it true in strip clubs.
So, from the instant you sit down with a customer and begin a conversation, you need to understand that someone in this scenario is going to be sold something. The question is, WHO is going to be sold? Is it the customer who is going to be sold some lap dances or is it YOU that is going to be sold by the customer on why he doesn’t want to buy from you.
While some customers are real push-overs with some dancers and will buy dances simply because she showed up, we all know that isn’t the majority of them. So for that type of customer, who needs selling, understand that he is selling you with his resistance to buying. Some guys just like to screw with you a little before they say yes (and many dancers give up before the customer would have actually bought from them) and some customers just need persuading into a “yes” from you. The bottom line is, either you are selling him on a dance or he is selling you on the reasons he doesn’t want one.
The reason this is such an important lesson to understand is that the top sales people are those who are prepared for such resistance before it happens. Car salespeople know in advance what the top five levels of resistance are from customers and have plenty of ammo combat that resistance before it happens. They are prepared to offer special financing options for those who object to price. They are prepared to offer discounts or upgrades to people who object to not having the exact model they want on the lot in that moment, etc. Real estate agents know all the types of resistance they get from customers too. If a couple is looking at a house and has kids, they agent is already prepared with mileage distances to the nearest schools so they can cut off that objection before it happens and so son.
The SAME thing needs to be true for you. A great exercise for you is to write down a list of the top five types of resistance you get every night you work. Be as specific as possible too. Don’t write down, “money.” Write, “the price of the VIP room is too expensive by comparison to the dances on the floor,” etc.
Now that you have your list, you are now armed with a very valuable tool when you deal with the resistance of your customer. This is what turns an average night into an awesome one because you’ll be able to start closing more sales than you could have before. Instead of having customers turn you away when you could have closed them, you’ll be better prepared for dealing with their resistance and converting it into a sale and as you all know, sales=money!