360° Coverage : Success Story: 7 Hints From One Of The UK's Top Saleswomen

2 Updates
Success Story: 7 Hints From One Of The UK's Top Saleswomen

Success Story: 7 Hints From One Of The UK's Top Saleswomen

Jan 28 2014, 7:10am CST | by

Judy Naaké, one of the UK’s top saleswomen, built the St Tropez self-tan market in Britain from zero in 1995 to a business worth £70 million in little over a decade, before selling it to venture...

Filed under: news


37 weeks ago

Success Story: 7 Hints From One Of The UK's Top Saleswomen

Jan 28 2014, 7:10am CST | by

Judy Naaké, one of the UK’s top saleswomen, built the St Tropez self-tan market in Britain from zero in 1995 to a business worth £70 million in little over a decade, before selling it to venture capitalists. The success of the company was down to Naaké’s engaging personality, high-octane work ethic – and the expertise in sales that she has honed ever since she began helping out in her father’s business as a child. Naaké first sold St Tropez out of the boot of her car – but after talking to her for five minutes, you realise she could probably sell anything, from anywhere, to anyone.

So: what are her tips for sales success? Communication is one of the keys …

You can’t do business with people you don’t know

“St Tropez was a product offered to me alongside many others. I wasn’t initially interested as I had other fake tans but this one had aloe vera in it so I said I’d have a look at it. I went home, slapped it on, and straightaway I could see the point of difference. It was a natural product and it was brown – you could see where you were putting it! At the time, beauty therapists were terrified of doing tans – if you missed a bit, it was hard to patch up, but I even dared to put St Tropez on my face. I flew to LA that very weekend to eyeball the people who were making it – I couldn’t do business with people I didn’t know. It might be all right to use phone and email until a competitor walks through the door, shakes their hand and bonds with them. Business is all about relationships – the handshake, the twinkle in the eye, the electricity. And first instincts are always right. How often have you been let down, and thought ‘Damn, I knew that was going to happen’? – you can’t get that first impression over a phone line.”

Live and breathe your product

“Building a brand and making it strong is a slow process. You’ve got to have the right product or service, you’ve got to love it, and you have to live and breathe it, or how can you sell it? You have to be able to look people in the eye and be honest. It’s also got to be the right time. And you also have to have fun. It’s no good going into business just to make money: your love and enthusiasm has to show through to everyone you’re talking to. People have to trust you. I used to sell Decléor, Darphin and Australian Bodycare, and people knew that, if I said something was good – it was good. I had a solid base of clients who trusted me and I couldn’t let them down. When you’re selling, it’s not about what’s in the deal for you, it’s what’s in the deal for your client that clinches it – and that’s something people don’t seem to realise.”

Don’t underestimate the power of meeting face to face

Research by Crowne Plaza shows how important meetings are. If you don’t have the face-to-face handshake and the smile, people lose deals: 24% of them. It’s true that sometimes it’s just not worth it to schlep from the other end of the country – or the world – to see someone and the phone is actually very good: you can catch the intonation in a way that you can’t with email, and you can keep going a long time on phone calls. But some people will text and email without ever picking up the phone. If I say to you ‘What would you like? What would make you happy?’ the intonation can be entirely different over the phone than you might imagine from an email. Another thing about meeting clients face to face is that you don’t get so much bad debt; once they know you, they don’t want to let you down.”

Be available

“Even when the business got big, my clients could always get me if they had a problem. One mistake I did make was sectioning off my office, which took me out of the main office. You have private calls to make, of course, but it’s surprising what you miss if you’re segregated. And you only get to hear the problems, not the good stuff!”

Talent and graft count as much as certificates

“I left school at 15 with no qualifications at all. When I started as a sales agent, I got 10% of what I sold and if I sold nothing, I got nothing. That focuses the mind! When I got really successful I had the feeling I wasn’t really a proper businesswoman as I didn’t have all the qualifications. We took on some advisors to show us how it should be done. After several meetings, at very great cost, they said ‘We think you’ve got a great business, we’d love to buy in’!”

Sell yourself as well as your product

“When I was calling on beauty salons, if I went in a black business suit, I would look a bit aggressive in the pale surroundings. I had my biggest successes in a long, white parachute silk mac. I looked as though I belonged in the area and I wasn’t threatening. I would always say ‘I have this new product, I would like your opinion, if you have a moment’ – people never say no if you ask for their opinion. I was always well groomed and it surprises me the way some people don’t bother these days. A lot of people now wear jeans for business: I wouldn’t dream of it and if someone was coming to sell to me in jeans it would have a bearing on my opinion of them. It’s a question of respect. It tells you a lot about the person if they make an effort to present themselves well.”


“To smile is everything. Say hello – people are disarmed. I always say hello when I walk into a meeting. If you smile, you’ve got them straight away. It looks as though you care – and, of course, you do.”

Like Judy Naaké, British heritage clothing retailer Jeremy Hackett believes passionately in his brand

Source: Forbes Business


7 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a ...
Source: Business Times Singapore   Full article at: Business Times Singapore


7 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double ...
Source: Business Times Singapore   Full article at: Business Times Singapore


Don't miss ...


<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.


blog comments powered by Disqus

Latest stories

260 people still under Ebola watch in US
Washington, Oct 21 (IANS/EFE) Health authorities are keeping more than 260 people under observation for the Ebola virus in Texas and Ohio, after family and friends of Thomas Eric Duncan, the Liberian who contracted Ebola in his country and died in the US, concluded their quarantine period without developing symptoms.
Australian nurse discharged after Ebola scare
Sydney, Oct 21 (IANS) An Australian nurse, who was admitted to a hospital in Cairns for symptoms of the Ebola virus, is set to return to lead normal life after three weeks in isolation, Brisbane Time reported.
Toddlers may show signs of autism at 18 months
New York, Oct 21 (IANS) Younger siblings of children with Autism Spectrum Disorder (ASD) may show signs of the disorder by the time they are just 18 months, said a study.
China has nearly 60,000 centenarians
Beijing, Oct 21 (IANS) A total of 58,789 centenarians are living in China, and the oldest is 128 years old, the Gerontological Society of China revealed Tuesday.

Latest from the Network

1,074 new dengue cases in Chinese province
Beijing, Oct 18 (IANS) China's Guangdong province has reported 1,047 new cases of dengue fever, health authorities said Saturday. Six people have already died in Guangdong -- five in Guangzhou and one in adjacent...
Read more on Business Balla
Blake Lively 'always' wanted to be mum
Blake Lively has ''always'' wanted to be a mother. The 27-year-old actress is expecting her first child with husband Ryan Reynolds and she admits she's been dreaming of this moment since she was a youngster. Speaking...
Read more on Celebrity Balla
Kris Jenner 'torn apart' by Bruce's new relationship
Kris Jenner feels ''torn apart and angry'' that Bruce Jenner is dating her former assistant. The 58-year-old matriarch split from the 64-year-old Olympic gold medalist last October following 22-years of marriage but is...
Read more on Celebrity Balla
Cheryl Fernandez-Versini won't move to France
Cheryl Fernandez-Versini doesn't want to move to her husband's home country of France. The 'X Factor' judge, 31, who comes from Newcastle, is adamant she won't be relocating any time soon to suit her new spouse Jean-...
Read more on Celebrity Balla
Lance Bass sets wedding date
Lance Bass has set a date for his wedding. The former *NSYNC singer and his partner Michael Turchin, who have been dating for two-and-a-half years, are to tie the knot on December 20, 2014, a representative for the...
Read more on Celebrity Balla
Nepal avalanche toll reaches 39
Kathmandu, Oct 18 (IANS) At least 39 climbers died while hiking on a key Nepali route after it was hit by a major snowstorm and avalanches earlier this week, BBC reported Saturday citing officials. Over 350 stranded...
Read more on Politics Balla
Jake Gyllenhaal says society is complicit in 'nightcrawling'
Jake Gyllenhaal says almost everybody in society ought to relate to his new movie 'Nightcrawlers'. The eagerly-awaited film concerns those people who monitor police scanners and then race to crime scenes to film eye-...
Read more on Movie Balla
India eves look for first win in AFC U-16 qualifiers
Dhaka, Oct 18 (IANS) India will hope to register their first win of the 2015 Asian Football Confederation (AFC) Under-16 Women's Championship qualifiers when they take on hosts Bangladesh in a crucial encounter at the...
Read more on Sport Balla
Moyes mulling return to management
London, Oct 18 (IANS) Former Manchester United manager David Moyes said that he is ready to revive his managerial career six months after being sacked by the 'Red Devils'. "I am ready to return. I have enjoyed the...
Read more on Sport Balla
Ebola fears loom over Ghana hosting AFCON
Accra (Ghana), Oct 18 (IANS) The Ghana Medical Association (GMA) cautioned the government Saturday against hosting the 2015 African Cup of Nations (AFCON), despite a request by the Confederation of African Football (...
Read more on Sport Balla