Why Salespeople Should Learn How to Sell Lemonade


So, this weekend, my nine year old daughter decides to set up a lemonade stand at the front of the house as her first commercial enterprise.

To be fair, she’s been nagging me to help her do it for over a year – since she saw that bank advert with a similar age girl doing the same thing.

I only realise now, that right up until the point she set up her tiny table and chair (sandwiched between her hand-drawn poster and little plastic till) – that I was acting like your typical “don’t go into business” advisor.

I recognised it, because I heard so many myself before I set up my first company.

Are you sure you want to do this? What happens if no one comes? You might end up looking stupid? Is what you make really good enough for someone else’s money?”

But, like all good entrepreneurs and pioneers, she appears to be able to phase all that nonsense out, and crack on with what she knows to be right.

Here are a couple of things that a nine year old girl selling home-made lemonade could teach a few salespeople I’ve met along the way.

1. She sat down and worked out her USP

So why is anybody going to be buy this, honey?”

Why wouldn’t they?”

Well, there’s a lot of competition, we live not far from the local pub and a can of fizzy drink from the shop is only 50p – why would they stop and buy yours?”

So she sat and she thought about it – then redesigned her poster to explain why it was worth stopping and giving her your money – in fact she had five reasons why her Lemonade was worth stopping for.

Question: What are the 5 reasons people buy your product or service instead of the competitions?

2. She knew why it was worth the money

So – it would have been really easy, to spend £10 on ingredients and plastic cups and then just let her play shop – but she wanted to do this properly.

We put all the costs down on paper, she realised what price we couldn’t go below and why, and we justified it with facts.

Question: When someone raises a price objection do you feel uneasy, mixed with the need to knock a little off, or can you justify the value and the cost?

3. She was ready for objections

We sat down together – and I was an awkward customer – I gave her every reason I could think of why I wouldn’t buy lemonade off the side of the road, from a 9 year old girl.

We then came up with conversation pieces that overcame drawbacks, misunderstandings and scepticism.

I don’t think I’ve ever been so proud.

Question: What 5 objections do you regularly get? Have you sat down and worked out how to overcome each one so they’re no longer a problem?

4. She was passionate about the work

Two days she sat out there.

She wanted to be out there, setting up her stand straight after breakfast – we had trouble getting her in for lunch or dinner.

She chatted, she poured, she went and got complimentary bowls of water for customers with dogs.

Admittedly, it seemed to come quite naturally to her – but she wasn’t daunted by anything or anyone, intelligently delegated most of the grunt work to me (concentrating on the actions that would bring in the most money) and she really, really enjoyed it.

Question: When was the last time you sprang out of bed and went looking for new customers? If those who work with you were asked, what would they say to the question – does that salesperson spend most of their time on actions that only achieve their goal?

Until next time, best regards



PS – My new book The Extremely Successful Salesman’s Club is getting rave reviews and I am humbled by the number of people who have already discovered it – thanks for all your support. If you haven’t read it yet, you can download the first four chapters for free by clicking on this link. Also, make sure you take advantage of these great summer offers for the book – some are extremely time sensitive.

New Varda Kreuz Case Studies HERE and Video Testimonials HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London


Leave a comment

Filed under Business Development, Drinks Industry Sales Training, Personal Development, Price Objections, Product Launch, Sales Training, Self Improvement

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s