When it comes to food, I rarely put salt on anything I eat. In fact, the only thing I can think of that I salt before I eat it is chicken noodle soup. For some reason, I like a salty tasting chicken noodle soup. Maybe it was just the way Mom or Grandma made it, but without salt, it just tastes way too bland to me. Other than that, forget it. French fries? Nope. Steak or burgers? No way.
Now, for other people, salt is something they shake on almost everything. Many times, people will even shake some salt without even tasting the dish first to see if it is already salty enough. I even once knew someone that threw salt onto already salty McDonald’s fries! That’s an ER trip waiting to happen right there! But to them, everything tastes better with a little salt!
For some reason though, salt got me thinking about sales. (Don’t ask because I couldn’t even make up a story why or what triggered this one!) There are a couple of characteristics of salt that could prove very beneficial where you definitely want to dust your sales with it.
The first characteristic is flavor. This is probably the number one reason most people use salt; it enhances the flavor of the foods they eat. Likewise, you also want to add some flavor to your sales and customer service efforts. Don’t be like an un-salted bowl of chicken noodle soup. There is no room in sales or business for bland. Let me give you a couple of examples:
As someone walks into your store…
Bland: You look at the door and say, “Hello. Is there something I can help you find?”
Blander: With your head looking down or away, you simply holler, “Hello.”
SALTY: Drop what you’re doing and go over to greet them with, “Good afternoon. My name is Scott. Are you on a mission to find something specific or just stopping in to see if something catches your eye?” Then follow that up with some “salty” banter as appropriate.
Another characteristic of salt is it makes you thirsty. This is also true of many things you do in sales and for your business. Put a dash of salt on everything you do so it creates a thirst in your customers and prospects to desire more – either of your product and service or for more information about them.
Whether you are having a conversation, giving a presentation or writing content for a brochure, flyer or advertisement, do not go overboard with information that either bores your prospect or doesn’t leave them thirsty to follow through on your call to action. Everything you do should be done with the goal in mind to elicit a question or raise an eyebrow.
I do caution you though. You can definitely be TOO salty! Adding too much salt into your sales and marketing mix can cause people to choke and turn people away from you. A common thing you hear about salt when it comes to many cooking recipes is all you need is a dash or a pinch. Salt is a very powerful ingredient and should be treated as such. It can make or break your feast. I remember as a kid, I was making chocolate chip cookies. The recipe called for “1 tsp” of salt and I read it as a tablespoon instead of teaspoon. You can imagine the grimace on my face when I sat down with a fresh, hot plate of cookies and a tall, cold glass of milk and took that first big chomp! Eeeew!
Now, with that in mind, “Go ‘Dash’ ‘Em!”