Jay Kordich is a master salesman. Jay is known worldwide as The Juiceman, the one who invented the kitchen appliance that turns just about anything organic into a healthy puree of vitamins and minerals. Hes the worlds greatest living expert on the subject of juicing, and has written hundreds of articles and dozens of books on health and nutrition. He is a living testament to his own product; Jay is 83 years old, and a 50-year cancer survivor, crediting the power of juicing for his health and vitality. He lives to tell others about his discoveries, and with his giant arched white eyebrows, exaggerated gestures and intense eyes, he is a one-man show. I met Jay at a book trade show, promoting his library of publications. He was on a small platform with a table full of fruits and vegetables, with his juicer going full blast. He was preaching his gospel of good health, handing out samples of his juices and engaging the passersby with his lively, energetic demonstration. His show was mesmerizing. How many of you have read the ingredient lists on some of these processed frozen foods youre eating? he says, gesturing at the small crowd assembled around him. He takes a pineapple from the table and holds it up to the crowd, shaking it as he speaks. Fruits and vegetables are packed with the essence of life! Do you know what would happen if we removed all of the green plants from the earth? The group stares at him, waiting for his answer. Why, wed all be dead in two days! The plants supply our oxygen, all our nutrients, everything! Do you like beef? You wouldnt have any of that without the hay, grass or alfalfa to feed those cows! No one dares to challenge his expertise. His logic is infallible. And besides, hes too entertaining to stop. The power of living foods is extraordinary. We have one body, but we kill it off a little bit at a time. We eat all these processed foods, and nothing happens at first. But then things start to go bad. Your mouth is stupid. Itll eat anything you put into it. You have to be smart about what you put in there, gesturing to his mouth and his head. Living foods have the power to fight immune system-destroying diseases, rejuvenate the body, regenerate what you have and make it stronger, because it comes from the earth, the source of all life. And by juicing those living foods, you allow the body to absorb them more quickly and more completely. Jays demonstration was compelling. And people were buying his books. Demonstrations are powerful selling tools, and just about anyone in business can use them. To watch someone put the sheen back onto a 20-year-old vehicle using a new car wax is compelling. Watching an exercise gadget on TV makes it look easy to get into shape. Toys, small appliances, software, automobiles and more are all successfully sold every day thru the power of the demonstration. Many hospital-based cholesterol and vascular health screenings feature demonstration items as a part of the program. One of the most striking Ive seen is a small rack of 12 sealed clear test tubes, each containing the fat that is inside commonly-eaten foods. One is labeled Cheeseburger, another labeled Buttered Popcorn, and so on. It is a graphic and memorable display, and sells the idea of eating healthier to those who see it. How could you use demonstrations in your business to generate higher memorability and more sales? Ask yourself these questions: Where do people commonly see your product or service being used? Is it in a place where people normally go (the mall, a gas station, a grocery store), or is it in an out-of-the-way place (the inside of a home, a roof, an office)? How could what you sell be more visibly demonstrated to others? How could you partner with other similar businesses to mutually demonstrate your companys benefits? For instance, newly-installed pools and patio furniture naturally go together. What businesses are naturally complementary to yours, and is there a way to get together with them to demo your wares to each others customers? Are there testimonial letters or photos of satisfied customers you could use in your selling efforts? A local truck and auto accessories store has a large book in their showroom with hundreds of photos showing proud vehicle owners and their newly-customized rides, as well as a Truck of the Month feature on their Website. What could you do to more fully demonstrate the pride of the happy customers you have to your prospects? (A word of caution: get your customers permission to use anything they write or say first.) What are other industries doing to demonstrate their products that you could adopt in your business? For example, the test drive in the auto industry has been used successfully for decades, and the term is universally understood. How could you offer people a test drive of your product or service? Ever since I saw and heard Jay Kordich, I became more aware of what I eat. And yes, I bought his book. What could YOU do to harness the power of the demo? |
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