Marketing in Mexico and Southeast Asia 101

Well, Julie and I were traveling in Southeast Asia during most of November and it's been way too long since I last posted.

So I thought I would make it up by sharing some secret techniques I picked up from vendors in both Mexico and Southeast Asia, in the event that you are considering opening your own small business in those regions.

Important techniques for vendors in Mexico and Southeast Asia

1) The Hook
It's crucial to get a tourist to stop and look at your wares. That's where The Hook comes in.

Line to use in Mexico: "What are you looking for?"
This gets the tourist to stop and ponder the question for a moment, or even mention a specific item. Now they are engaged and you can move on to The Presentation.

Some clever tourists, in an attempt to throw you so you will leave them alone, will say they are looking for some item which they believe you don't sell. For example, you are selling jewelry and they say they are looking for piñatas. Simply say "Oh I have good piñatas. They are in my brother's store. Come with me." Then, lead them on a rapid tour through the market until they are so frazzled they buy a $35 necklace from you.

Line to use in Southeast Asia: "Where are you from?"
This line is ingenious in engaging the tourist because, in an effort to not offend the local people as recommended by their Lonely Planet guidebook, the tourist will stop and tell you exactly where they are from. You now have the opportunity to move on to The Presentation.

Some enterprising young ladies, especially in Saigon's Ben Thanh Market, have developed this technique further by grabbing the wrists of tourists, yanking them into their t-shirt shops and not letting go. If you employ this cutting-edge technique, keep in mind that your competitor may be yanking on the other wrist and you won't sell anything to a tourist who has been pulled in half.

2) The Presentation
You need to show off your services or products in their best light. The Presentation is an important next step after The Hook.

Line to use in Mexico: "You like jewelry, sunglasses, wallets?"
Even though it's obvious what you are selling, make sure you run through each item with the tourist. Do this even if they are shaking their head and saying "No."

Line to use in Southeast Asia: Say nothing.
That's not a typo. Simply stand in front of the tourist, smile and hold out the items you are selling. Even if they are shaking their head and saying "No," continue standing in front of them, smiling and showing your items for at least five minutes. This technique applies to all vendors, even if your service is shining shoes and the tourist is wearing flip-flops.

3) The Close
The defining moment that can make or break your day.

Line to use in Mexico: "Almost free today."
This classic line seems to work because it implies that your wares may indeed be "almost free." What tourist wouldn't turn down something that is almost free?

Line to use in Southeast Asia: "Buy something!"
Don't beat around the bush. I know, it sounds desperate. But just try it … it might work. After all, your competition is doing it.

Now go forth and sell, sell, sell my friends!