There’s not a great deal to be said about February. The weather is cold. The days are dark. Football season is over. March Madness hasn’t started. It’s kind of bleak, frankly. Except for one thing: February is the kick-off month for Girl Scout Cookies. And let’s face it – a couple of Thin Mints can bring a smile to anyone’s face, even in the darkest days of winter.
You want to sell a ton of cookies, right? The money is for a good cause. The competition is fun. There are prizes. And there’s prestige for being the best at what you do. But you’re just a little girl. You’ve never sold anything before. How can you succeed? Don’t worry. I can help. I’ve got five good ways for you to sell a ton of Girl Scout Cookies. Ready?
First, pick a good location. This is obvious. Good salespeople follow the money. They target customers that have a need and have the budget. You’re looking for high traffic spots. Camping out at the local supermarket is always a good choice. Or a highly trafficked mall. A local sporting event or a popular school activity where both parents and kids go. Stake out a lobby of a busy office building or the entrance to subway or bus stop during evening rush hour. These are just some of the places where people walk… and where they get hungry. These are your markets.
Give stuff away. Never be afraid to let your customers try your wares. Studies show that the more people get to touch, play with, or taste a product the more apt they are to buy it. Always have samples out on your table. Don’t resist from opening a box if a customer wants to try a new flavor. In the long run, the cost will be returned. Oh, and considering giving away freebies too – like offering a free box if a customer buys 10. People love getting deals. Share the wealth.
Partner with others. Don’t just rely on your location to sell your cookies. Get others to sell for you. Bring boxes to local stores and other organizations and ask if they’ll help sell, or at least display your cookies. Share in the profits if they so demand (which is probably unlikely unless you’re partnering with the Grinch). More importantly, give something back, like offering to display flyers, business cards or postcards from their store or organization on your table so that you customers can find out more about them too. Maybe you can do a contest together. Or ask if they’ll contribute something free to a customer of yours that buys in bulk. You’re not the only one looking for customers. If you help your partners succeed you’ll succeed too.
Be accessible and convenient. You’ll need your parents for this one. And a little technology. But they’ll help. Get a smartphone (or borrow your parents) and let everyone you know that you’ll do everything possible to sell them cookies… no matter where or (reasonably) when. When people need cookies tell them to text or email you. Respond quickly. Offer options – maybe reserve a box for them to pick up the next day when you’re selling at the supermarket. Or schedule a delivery run with your mom and dad to drop off boxes in neighborhoods. Always have lots of spare change. And can you accept credit cards? There are plenty of mobile payment systems around so maybe think about that too, if mom and dad would help. Make your sale as convenient as possible. Respond to your customers’ requests. Be accessible.
Most importantly: collect data and stay in touch. Think long term. You’re probably going to sell those cookies next year, right? Or know someone else who does? So build on your success. Every customer who bought from you this year is likely a customer for next year… automatically! Do your best to get the names and email addresses of everyone who buys cookies from you. Tell them they’ll get special offers next year. Put this information into a database (consider Insightly, for example). Then next summer, email everyone a great recipe using Girl Scout Cookies or a fun story about the Girl Scouts. You’re just keeping in touch. And next January email them again offering a discount if they buy from you. Maybe you can accept pre-orders or schedule deliveries in advance. And when the cookies go on sale let them all know where you are and how valuable they are. When you get too old, hand down that database to your little sister or a younger member. It’s all about keeping close with your community… a community of people who love those Girl Scout cookies!
Girls, welcome to sales. I’m in sales, too. Girl Scout cookies are delicious, but selling them isn’t as easy as it sounds. None of these ideas are easy. Nothing’s easy in life. Success takes a lot of hard work, discipline and patience. You’ll have to be dedicated and goal-oriented. That’s what it takes to sell a ton of Girl Scout cookies. In fact, that’s what it takes to sell a ton of anything.
About the Author: Gene Marks is a small business owner, technology expert, author and columnist. He writes regularly for leading US media outlets such as The New York Times, Forbes, Inc. Magazine and Entrepreneur. He has authored five books on business management and appears regularly on Fox News, Fox Business, MSNBC and CNBC. Gene runs a ten-person CRM and technology consulting firm outside of Philadelphia. Learn more at genemarks.com
