Mr. Shmooze: The Art and Science of Selling Through Relationships

Mr. Shmooze: The Art and Science of Selling Through Relationships, by Richard Abraham

Book report by T. Knapp

“We all know someone like Mr. Shmooze”, the book begins. At the Hotze Enterprises, we know “Dr. Shmooze”! Dr. Hotze surely felt a kindred connection to Mr. Shmooze as he read the pages of this short story. Mr. Shmooze is charismatic, charming, friendly, interested, smart, energetic, passionate, enthusiastic, and has “woo”. Dr. Hotze has all of the same qualities! Mr. Shmooze has a louder personality than Dr. Hotze, so they aren’t completely the same. Dr. Hotze would probably say he wants to be more like Mr. Shmooze, and I think we can all learn something from the Shmoozer!

Create a vision, and paint a picture:

“Whether socializing or selling, (it is important to) to paint a spectacular picture for someone. To get the adrenaline flowing. To ignite imaginations!”. -Mr. Shmooze

·         If we can help a guest visualize a bigger and better future for themselves, their business, or their family, we can give them hope for today!

·         When we spark hope, we open hearts.

Get out of your office and get moving:

“Office? He said. “Hey kid”, sweeping his arm 180 degrees around the ears, “this is my office”. We pulled into Children’s Hospital and he said. “Let’s do something for the kids”. -Mr. Shmooze

·         We can’t get to know the world from or computers!

·         Some positions cannot “get up and go”, but we can all get up from our desks more often and socialize a bit. W4C!

·         Again, this reminds me of Dr. Hotze!

Sell benefits, not features:

“Many, many products have wonderful features. Bigger, faster, cheaper! It is so tempting for us as sales people to concentrate on them. But remember, the buyer cares only about the benefit to them, personally. Now, let’s keep drilling down”. -Mr. Shmooze

·         It’s easy in PPVS to get caught up in the products, but we have to keep our heads in what matters. How can this product help our guest? What matters the most about it?

·         A benefit is the result of a feature, so you have to “drill down”, and keep asking yourself “why does this matter?”

We all have to channel our inner Shmooze....at least occationally. I especially will be using the “elevate!!” ideas. I can elavate our dining experiences at home or when guests are visiting. I can elevate staff meeting experiences, and training sessions to make them more memorable. I’ve already started applying the idea, and asking myself how I can elevate experiences for the guest of The Hotze Healtha dn Wellness Center and Physician's Preference.

 Have fun schmoozing a little!

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