BUYING "GAZINTAS" - SELLING "GAZINTAS"
by Alan J. Zell, Ambassador of Selling

A “gazinta” is something that “goes-into” something else. A “gazinta” can be many things to many people. First and foremost, it means that everything a buyer buys fits in some way with something else. It could be a physical "gazinta" such scarf or tie to go with a shirt or jacket. It could be a new item that “gazinta” a firms selection of product. It could be a mental “gazinta” in that one inaugurates a new idea that "gazinta" other things he or she is doing. If what is being offered does not “gazinta” what the buyer is doing, planning to do or would like to do, most likely the sale will not be made.

Many years ago, a wise Peddler told me that he always tried to offer his wares in such a manner that they would either contrast or compliment what his customers were doing. He told me he used the “contrast-complimentary/complimentary-contrast” theory. He went on to explain, since he didn't know which they might be looking for, he always made his presentations using this theory. Whenever he would show something new, he would immediately make the point that it was different from what the customer was doing or had available but fit in with other things they were doing/selling (contrast-complementary) or he would look for things that were like what the store had or was doing but was different (complimentary-contrast).

I tried to use that same approach often when I was buying . . . and when I was selling. What I found out was that it wasn't a case of either contrast or compliment, but it was a case of contrast-then-compliment or compliment-then-contrast that needed to be applied. Whether it was a product or an idea I was being offered, it had to be a “gazinta”. In some way, I would ask myself, “Does what I'm being asked to accept “gazinta” what I am doing as a merchant or as a manager?”

I have often wondered if that Peddler had a secret. How did he know what I was looking for, or was it just so obvious to him because he sensed it out of experience? I can recall one other thing about this Peddler that made him different. It was that he always was interested in what we were doing, not just in his area of merchandise, but in all the areas that I worked in. Most likely in these conversations I was telling him what “gazintas” I was looking for because he often came up with things that fit into ideas I had in my mind but thought I had not told him.

It is the same with customers. They came into my business because they were looking for a gazinta -- something that would go with what they are doing, planning to do, or would like to do and it had to be a contrast/complimentary or complimentary/contrast item. No reason or need for a gazinta, no reason to come into my store. So, once a customer walks in the door I had to begin thinking or guessing what they wanted the “gazinta” to go into, My problem was that the customer would not always tell me what something was to “gazinta” nor did the conversation make it obvious.

So, what I do now, whenever I can, is to get my clients to talk about what they are doing or looking for. It isn't that I will make a sale to go with what they are doing, but as they explain what they are doing, they will also tell me what they have plans to do beyond the present ones -- what they would like to do if only they could find the right thing. They are looking for “gazintas”. . . . . and I have a bag full of "gazintas" that are either contrast-complimentary or complimentary-contrast to what is going on in their business or, sometimes, personal lives.

Oh, it would be nice if I had something that “gazinta” what they are currently doing. The chances are slim that they are looking for square “gazintas” to go in square holes and round “gazintas” to go into round holes. They usually are looking for complimentary items, services or ideas only. If my "gazintas" don't fit those holes, I don't have a sale.

But . . . once I know about their future plans and wishes I can help shape the holes by showing them how my products “gazinta” those plans and wishes.

So be on the lookout for “gazintas.” Engage customers in conversation about what they are doing if they don't volunteer it on their own. Remember, they are looking for “gazintas”! Why else would they be in your store?

A sales-clerk only fills holes; a sales-person helps shape the holes and then helps fill the holes. Moving from being a filler to a shaper is a major step in moving a sales-clerk to salesperson status. Some sales-people will act at certain times as a sales-clerk - that is part of the job. In order for a sales-clerk to act as a sales-person he or she needs to be aware of the “gazinta” concept - for that IS the job.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

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Copyright © 2000-2007 Alan J. Zell, Ambassador of Selling, Portland, OR. All rights reserved.

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