A Proper Hairdresser
I often tell the story of a woman on one of our courses who
was, without doubt, one of the best hairdressers that anyone
had ever seen. Due to family commitments she had left
her city salon job and decided to start up on her own. She
would tell anyone who asked that her business was hair-
dressing. She had a small van and offered a mobile service.
One week one of her regular ladies said, “Don’t come next
month, dear, come the month after.” When she did come,
the customer’s hair looked a terrible mess.
“What happened to you?” she cried.
“Oh, it was my boy’s wedding, so I went to a proper hair-
I don’t have a hair salon but if I did and you visited Salon
Geoff, I would pay as much attention to the Café Latte, the
smoked salmon sarnies, the best magazines and fresh flowers,
and would tell you that you had come to be made beautiful!
Astonishingly, few businesses acknowledge the value of
the ‘show’ – which is a big element of persuasion.
Come on Baby, Light My Fire
In the money tree story in Chapter 3, we discovered that a
sulphurous demon rising in a pillar of fire was quite persua-
sive. On a little more down to earth level, if you eat a crepe
on a blind tasting, you may not differentiate one pancake-
type product from another, but when a flunkey dressed like a
penguin arrives at your table pushing a silver trolley and with
a flourish sets fire to the thing, all of a sudden a huge amount
of value is added. Before going forth to persuade, be sure that
you are putting on the very best show possible. Your appear-
ance, the product’s appearance, the time and the place must
all be concomitant with the message you are trying to deliver.
Some airlines have hip and trendy teams that, in actual
fact, grate on me so much I won’t fly with them, but that
doesn’t matter as I am not their target customer (it is the
formal stuffy and stiffer type of airlines that makes me
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