Published on January 30, 2014
Sales Lessons from American Hustle Visit us at www.aayuja.com *Via Inc. Disclaimer: This presentation and the information provided here is indicative in nature and should not be treated as views of the organization. Meet Goals, Beat Competition, Exceed Expectations AAyuja © 2013
1 Make Them Think it Was Their Idea Much to the chagrin of the FBI agent, Rosenfeld insists on reeling in the marks slowly, to the point of making it seem as if the plan was their idea. For example, Rosenfeld recruits a friend to dress up as an Arab sheik and walk around with him so targets will beg him to let them do business with his wealthy friend. A milder version of this plays out in the real world, too. Peter Njongwe, who runs a business in Canada selling AfricanCanadian inspired art and accessories, gave me the example of a customer who is "just looking." Instead of turning her attention toward a specific item, he'll reply, "I like looking at nice things, too." That kind of comment can turn an encounter into a conversation, rather than a situation that puts a customer on edge. AAyuja Internal and Confidential © 2012
2 Create a Need in Your Customer In the film, Bale's character learns this lesson at a young age. When his father's glass business struggles, Bale drums up demand by throwing rocks at window storefronts. It's not the most ethical example, we suppose, but it's a good lesson: Sometimes customers don't need your business until you prove there's a need. Is the enamel wearing off your teeth? Does the car you drive say you're not the man you wish you were? Spend a few minutes watching TV and you'll find ad after ad trying to get you to buy over-priced toothpaste, high-end cars, and a million other things.
3 Repeat Customers Are the Best Customers Before dealing in fake art and other illicit hustles, he owns and operates a small chain of dry cleaners, one of the best bricks-and-mortar recurring revenue models there is. The whole point is that it's usually easier (and cheaper) to retain a customer than find a new one. The movie takes place in the late 1970s, long before the Internet and uniquely evil tactic of signing up customers for credit cards without their knowledge came into being. Much in the way the latter service is hard to cancel, Rosenfeld understands recurring revenue can work like magic.
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