Cape Town - What happens when DJ Sbu walks into a shop at a Cape Town mall?
Hysterics, screams and a near fainting spell from a fan who didn’t know she “loved him that much until he walked in." "I have goosebumps,” she says before sitting down.
The popular radio personality turned businessman was at CNA at Canal Walk to launch his new book, The Art of Hustling, Sell or Surrender, which he believes is a must have for new and would be entrepreneurs.
“Anything is possible,” DJ Sbu, real name Sibusiso Leope, told dozens of fans, some who’d waited for almost an hour to get him to sign their books.He called on young people to start their businesses now instead of waiting. “I’m unemployed, nobody employs me or gives me a cheque. I fight every day to make it happen for myself,” he says.
His new book is practical, he tells DRUM on the side-lines of the launch. “It’s literally about selling. How do you sell, how do you introduce yourself to people, the smile, the firm handshake, or what your pitch is.”
"The important thing is the close in business," he says.
“I always make this example to people of ukushela intombazana [proposing to a girl]. Guys who propose and don’t close properly, who string you along. You will move on, because he doesn’t close.”
Up-selling is also another important part of his book. “If a customer can buy one, it means they can buy two. If they can buy two, they can buy four. “If someone likes Brown Dash, it means they can buy Zahara, if they buy Zahara, it means they can buy my books, or Mo Fire.”
In the book, he simplifies approaches to business. “Like selling a R10 product like Mo Fire,” he says.
He makes examples of guys selling their wares out on the street. “Or the mama’s that are selling vegetables in the street corner. I try and take that and simplyfy it into a marketing analogy in the simplest way you can put it.”
It’s a handbook for hustlers, he says about his book. And it has things like five steps to a sale. He says that he is just showing young people that there are alternatives available to them if they can’t afford school.