Ever wonder why the hot man (street hustler) seems to struggle so? Besides the fact that he probably didn’t get his wares honestly, the average steet-side, public transit, towel and candy bar seller’s sales pitch just sucks really bad. There’s typically nothing customer service oriented about their approach that would make most people say “Yeah, I’ll pay $75 for that white gold chain of questionable origin”.
Picture this. You’re on a Chicago Transit Authority “L” (elevated) train, the recorded public service announcement reminds passengers to be polite and keep their music to themselves and that no solicitation of passengers is allowed on CTA trains. Then, as if he timed it intentionally, in walks Mr. Hustler (haven’t seen any women trying this yet but in these times that’ll probably change) making his grand entrance into your car from the one behind you.
Even if he has a hint of verbal personality, he typically isn’t dressed that well and just doesn’t look really clean. Shady is the first word that comes to your mind. Not a towel, sock or candy bar am I buying from this dude.
Then there’s the otherwise average, upstanding looking guy with no personality at all. He simply walks through the rail car, kind of leaning side to side alternating between both rows of passengers, showing the riders his open box of Kit-Kat’s or Snickers, saying nothing or something along the lines of, “Want some candy?”, and being lucky to move his product at all. Dude just looks suspect. Now, this approach might possibly work on some school kids but they probably have something they are trying to sell for school. In general though, they seem to be totally ineffective because I personally haven’t seen one of these guys actually make a sale.
These fellas need serious tips from people who do it well. They could take the best hints from the bleacher concession sellers at US Cellular Field and Wrigley Field (insert your favorite stadium in your city/town). Just buy a cheap ticket to either team and observe one game. Not the baseball game, the selling game. The best hawkers, well, they hawk. The best hot dog and beer sellers have the best speech as a part of their presentation. Fans wait for them to come around, cash in hand, flagging them down like a hitch hiker whose radiator just overheated.
My old Cub Scouts could sell circles around some of these street dudes. It’s because I taught them a reliable pitch and they dressed the part. People can’t resist helping a clean cut grade school boy in a Cub Scout uniform with his official Boy Scout popcorn. Our pitch went something like this. “Hello, my name is (insert Cub Scout name) and I’m with Pack (insert pack number). I’m selling popcorn to earn money for badges, activities and camp. Would you like to buy two or three boxes or cans today?” I told them to always ask for more than they wanted because we adults always want less than someone wants to sell us. It practically guaranteed a consistent sale of one box/can. And sometimes they really did get multiple sales from one person or household.
If I were to be a hustler consultant I’d recommend similar advice. Here’s the package that moves product.
1. Perception is EVERYTHING!!! Dress in clean, ironed clothes. Not stylish, just clean. Pants that are your actual size and on your waist with a belt. No sagging (I can’t buy something from a dude who looks like he may have been scratching his butt five seconds earlier). I repeat, perception is EVERYTHING!!!
2. Well timed entrance into each car, candy bar box(es) open.
3. “Good morning/afternoon/evening everyone. My name is (insert hustler name) and I’m providing an assortment of sweet treats today. Would you like you like a Twix, Hershey, Hubba-Bubba snack pack today?”
4. Say this loud enough for at least twenty people to hear you clearly and then do the “lean side to side to each row” and ask each passenger, “how about you mam, how about you sir?”
5. Divide the car into fourths and repeat three more times for a total of four presentations per car.
First, you’ve set yourself apart from the more illiterate sounding hustlers and you’ve taken advantage of the public’s need to say no. Most people won’t go for the snack pack deal – although some will – but more are likely to say they’ll take one or two items. Either way you’re finally moving product consistently. No need to look or act thug (That only attracts other thugs and they don’t necessarily have any cash on them). I’m not judging, just sharing tips that pay.
Finally, if you have hustler friends who think this is the only way they can make it in the world, share this information with them. You’ve helped them to be more effective and who knows, maybe improved performance will elevate their minds to consider more legitimate sales professions or career aspirations. It could happen.
