What Is a Spruiker? How Can a Spruiker Help You Sell More?


What Is a Spruiker? How Can a Spruiker Help You Sell More?

“Just exactly what is a spruiker?” Over the years I have been asked this question often. It seems that ‘spruiker’ is a parochial term, well used in some industries and regions, yet rarely if ever, heard in others.

For some, it has negative connotations. For me, the word conjures up notions of showmanship, eloquence, fun, enthusiasm and excitement … and possibly a little bit of vaudeville.

Whatever your business, at the core of it all is that you are in the business of connecting and the better you connect, the more you can relate to your customer, the more successful you will be.

So, how does this relate to a spruiker and how can a spruiker help your business?

Essentially a spruiker is a brand or corporate ambassador who can help you increase brand awareness and sales, enthusiastically represent and reinforce your corporate or brand identity, strengthen relationships and ultimately influence customers to engage and buy more.

Promotions team members, product/cooking demonstrators, visual merchandisers, MC’s, event and trade show hosts, in store demonstrators and fashion parade comperes are all spruikers with varying quirks and talents that, when well linked to the right product or business, can make a positive difference to the customer experience and drive sales up.

Great spruikers are team players who are enthusiastic, knowledgeable and most importantly they are influencers.

They can influence passersby to stop thinking about the day-to-day grind of their lives for a momentary diversion of light hearted banter. Once they’ve caught their attention, they can pique their interest further and influence them to take a look at your offer and perhaps buy.  

It’s all a numbers game. Get more people looking at you; more will engage and walk in.  More people walk in, more people buy. It really is that simple when you have the four P’s, product, price, place and promotion.

Your spruiker is a small part of the promotion ‘P’ that can make a big difference.

There are three important things that professional spruikers do to have your customers coming back time and again. They:

  • Under promise and over deliver every time.
  • Are positive and enthusiastic all the time.
  • Are flexible, go with the flow and can think on their feet.

Nothing fazes a good spruiker. In business, nothing ever really goes exactly to plan, and a talented spruiker has the ability to make the most of the circumstances they are presented with.

One final tip, match your talent to your style. There is a spruiker out there that fits your business brand. Some are flamboyant, colourful and gregarious by nature; others are more corporatized and polished. Great talents are chameleons and can be what you want them to be.

Try spruiking for your business today! Take the time to find a spruiker who you like and who fits with your personality.  

There is a myriad of articles on the effect of lack of social connectedness on our community.  One Stanford Medicine article by Dr Emma Seppala provides evidence that a ‘lack of social connection is a greater detriment to health than obesity, smoking and high blood pressure’.

By connecting with your customer more you’ll not only be helping your business, but you’ll also genuinely be improving the well-being and health of your community.  

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