The Sexy Mermaid Sales Tactic

“Changing your perspective changes your experience”


Way back in the late ’70s, movie producer Brian Grazer had an idea for a new movie.

It was a about a mermaid who finds herself washed up on the shores of New York.

Grazer pitched that movie to all the major studios in Hollywood for seven straight years.

And for seven straight years every major studio in Hollywood kept turning him down.

It was as if all these studio execs just couldn’t get their head around the idea of a mermaid walking around the streets of New York.

Then one day Grazer had a realization.

After analyzing what happened during the last “No” he got, Grazer realized he was pitching his movie from the perspective of the mermaid.

What he needed to do was change his pitch a bit.

So rather pitching it as a movie about a mermaid, he pitched it as story about finding the right love for yourself rather than the love others would choose for you. The twist in this story was the fact the love would be between a man and a mermaid.

Exact same movie – just told from a different perspective.

So with this new perspective Grazer pitched his movie to Disney’s new Touchstone picture division and they bought the story on the spot.

The movie by the way was called Splash and became the fastest money making movie in Disney’s history up to that point. It also launched the movie careers of Tom Hanks and Daryl Hannah.

Now the rejections Brian Grazer experienced from studio execs is the same rejection you as a rug cleaner get from your potential customers.

Let me explain.

I get a lot of area rug cleaners calling to ask me what they can do to get more business.

They will never say it out loud but what they’re secretly hoping I reveal to them is some kind of magical solution.

Some kind of “silver bullet”.

A sexy tactic that will deliver an avalanche of customers through their door.

But there is no such thing as a sexy tactic or magical solution in this business.

There is however the magic that happens when you do what Brian Grazer did and change what you say to your customer.

Grazer was selling a movie idea much like you are selling your area rug cleaning services.

The reason you’re not getting more business is the same reason Grazer kept getting rejected.

You keep talking to your customers from the wrong perspective. You need to change the conversation you have with them.

Let me give you an example.

In one of my coaching sessions I had my group do a little exercise.

They each had to call 3 or 4 of their competitors to get a price on getting a rug cleaned.

I gave them all the details they needed for the rug like size, what it was made of, what was wrong with the rug and it’s history.

When the group got back to me in the next coaching session I asked them a simple question.

What kind of questions did their competition ask them?

Everyone was surprised to hear the entire group had the same experience.

They were only asked the size of the rug and what it was made of (and nothing else) then given a price.

Some companies then went on to talk about the equipment they used or why they were the best.

So my next question caught them off guard.

I asked them, when they answered their own phone how much different did they sound from their competition?

They all said, “Not much”.

I asked them another question.

If I was a customer calling you and your competitors and you all sounded the same, what criteria would I have, other than price, to choose who I get to clean my rug?

They all said there isn’t any.

So I said, would it not make sense then to change the conversation we have on the phone with people who call?

The answer was yes – but what else can you talk about other than rug size, rug construction and price?

THAT, my friend, is the million dollar question.

Once you figure out the answer to that question, you will have the KEY to close virtually every price shopper who ever calls your shop regardless of what you charge per sq ft.

How do I know?

Because that is exactly what I did.

I, just like Brian Grazer, changed the perspective of what I was talking about. I was still selling are rug cleaning services BUT I was selling it from a totally different perspective.

All my competitors sell from their point of view. How good they are, how good their equipment is, blah blah blah.

What I do is talk to my customers from their perspective.

That alone makes me stand out like a red Ferrari in a sea of beige Toyotas.

And it gets my customer to connect with me on an emotional level – which lets me tap into the fact that people buy on emotion and justify with logic later.


If you want to know how to…

  • change the conversation with your customer
  • change the perspective of what you are selling to one that is customer based (and not you based)
  • sound different than all your competitors
  • get your customers to connect with you emotionally
  • be able to charge more money per sq ft.

Then you need to know how to use the “Red Print”. The simple and easy to use strategy anyone in your company can use to close nearly every price shopper on the phone.

And where do you find “Red Print? There is only one place…

Stephen “Dusty” Roberts

P.S. Today is the second day of the New Year. Were you happy with the way 2016 turned out for your company? Was it significantly better than 2015? If not, maybe you need to change your perspective and the perspective you use to talk to your customers. There is no better way to do that than with the information you will find here…