Kenny Brooks, a stand-up comedian in training, makes one hell of a door-to-door sales rep. This video had me in stitches the first time I saw it. But after watching it a second time, small issues turned it into glaring problems in his sales strategy.
Every salesmen uses their own blend of personality and product facts to move a product. While Steve Jobs used magical words simple extravaganza to promote his products, Kenny Brooks relies more on his personality and humor. He sells himself and uses the Wonder Cleaner as means to showcase his talent.
A few things he does right:
He drives the point across multiple times, connects with the audience (high-five, asks questions), makes them want to hop on the bandwagon (“Your neighbour bought one”), and provides lots of entertainment.
Most importantly, he ENGAGES them and makes it a fun process. Kenny’s fast slick-talking creates a sense of urgency that is essential in direct sales without making it intimidating, but lighthearted enough that people pay attention to his every word, just so they don’t miss a joke.
Things he didn’t do right:
Kenny sold himself more than he sold the product though. Did anyone even know what it’s called? He didn’t mention the name once! I know that you have to sell yourself before you sell a product or service, but that only works to an extent. He did not ingrain the name of the product in his consumers mind, nor create a professional brand. His strategy really falls apart at the end.
Was I the only one who felt pity for the guy? Man, it was getting somewhat sad at the end. Kenny still had to convince the consumer to buy the product, and made them feel like he just wasted an entire routine and a lot of time with these people. But c’mon… the H.B.O. (Help Brother Out) special?
Kenny is a lot of laughs, and that would have been fine if that’s all he was selling; hell, I’d go watch him in a stand-up in a heartbeat. But leaving the consumer with feelings of sympathy removes any brownie points he had with his jokes.
And leaving the customer with a feeling of pity is a big no-no.