How to use cookies to close a sale

How to use cookies to close a sale

by Matthew Newnham

For many just doing what they have to do is enough, some aim for the 70% pass mark and that’s them done. There are some who go just that little bit further, do something extra, pay a little more attention and those are the ones who go the extra mile.

What benefit does the extra mile bring?

In business going the extra mile can mean a higher price for a particular service is accepted and paid for. In life it sets apart those living life from those loving living life. The extra mile in life brings rewards, not always immediate but the extra mile is always rewarded. The extra mile gives the person a sense of wellbeing, the extra mile when given freely and not to show off or to impress is something rarely forgotten. In sport the extra mile is that extra effort to get the goal, practice harder to get the perfect ten or simply just to be the underdog winning over the championship leader. The extra mile has a purpose and because it has a purpose it delivers results.

Are you struggling to get through life, struggling to pay the bills, struggling to get that pay rise, struggling to get the result you so desperately want and feel you deserve? The reason for your struggle is perhaps not in your doing and trying but doing and trying too hard and not going the extra mile where it matters most.  Find the one key area where an extra mile will make more than the mile of difference and do it.

Here is an example. A couple of years ago I made a deal with a company that we would meet and get an order signed. Jokingly I said “you supply the coffee and I will supply the cookies and then we will sign the contracts”. In all honesty I was a little short of actually being in a position to sign the contracts but it meant a flight from Cape Town to Johannesburg, about 2 hours flying time and a drive in rush hour traffic to the customer and I it was starting to cost the company money. I said to my manager back in Cape Town that I said I would provide the cookies and that it would get a much needed sale, I don’t think he quite believed me. Luckily this conversation was overheard and “operation cookies” began. I was due to fly to Johannesburg about a week after I had arrived back in Cape Town, it was known I was not that close to closing the sale but I knew pushing the boat out and going the extra mile would close the deal thanks to finding out the customer had a soft spot for cookies.

I could have so easily just gone to the supermarket and bought some decent cookies but my team had bigger ideas; they wanted the sale as much as me and played along with the cookie concept. One of the staff members who was and is very creative told me to leave the cookies with her, I thought she would do like I would and go buy some supermarket cookies. I was so surprised when she arrived the day before my trip to Johannesburg with four or five boxes, each wrapped in the company colours and each with a hand written “thank you” note. Inside the boxes were homemade cookies and these were the cookies I was going to deliver.

Flying to Johannesburg with bright orange gift packs turned many heads and I even had to ask the crew to take special care of my “cargo”, which they duly did. I had printed and bound the contracts for signing; again paying extra care to use high quality paper and ensure the documents looked the part, each forming part of a pack supported by a box of excellent cookies. I checked and double checked what I had, read through my copy of the contracts and highlighted areas the customer may just question to ensure I was fully prepared. I was ready.

I landed in Johannesburg, collected my car and carefully loaded my cargo of documents and cookies, the orange boxes still turning heads throughout the busy airport being stopped and asked what they were by curious onlookers. I drove to the customers office and met two colleagues outside who were aware of my cookie comment a week ago and they couldn’t believe that I had gone just a tad overboard or simply the extra mile. We entered the office and were escorted to the board room where we set up for a final presentation. I placed the documentation packs and cookies, each with their orange paper and neat bows at the places of those we were meeting, took my seat and said to the  others “watch, they will sign today”.  With some chuckles we sat back and waited for the customers to walk in.

The customers walked in, we looked confident and there at their places were these well-presented packs of contracts and orange wrapped boxes.  They looked at the boxes and before they even spoke I said “I said I would provide the cookies because I wanted to close the business on this trip, and these are some special cookies for you”. They looked a little taken aback and realised my team and I meant business. We didn’t do a presentation and merely cut to the chase with the contracts, drank some very good coffee and opened a box of the cookies. After about twenty minutes I was taken to a senior managers office to sign the deal. I was told at the time “you really kept your word, so I will keep mine” and the deal was signed.

I was, before the cookies, a long way from signing but the cost of travelling back and forth to get the deal meant I was forced to go the extra mile. Playing on my cheeky remark that I would supply the cookies in exchange for a deal paid off.

It’s very easy to be average, and people and customers will soon have you fade into the background. To get what you want, be a success and be remembered you need to go the extra mile. I know those who got their fancy packet of cookies from Cape Town will never forget me or the company I worked for and that is something special!

Will you go the extra mile today? Like my cookies it doesn’t have to be massive or outrageous, it does have to stand out and be seen just enough to give you the edge.  Apply my story of cookies, see how you feel when you do it and see how your results in business and life just blossom and grow.