Hands up if you’ve heard of Bob Marley. Reggae music made Jamaica a worldwide brand. How many other small islands are as well known? What has this got to do with selling and empathy? you ask.
Everything. Let me show you.
In 2000, a legendary reggae music retailer applied for a kiosk to sell reggae music CDs and DVDs at the Sangster International Airport departure lounge in Montego Bay. The competition for space was intense.
The airport managers rejected Tad’s application.
Disappointed, but not disheartened, Tad was convinced that his idea could work. He continued to nurture his concept.
Another Opportunity
In December 2003, MBJ Airports Limited invited new bids for kiosks. The newly appointed operators of the airport had ambitious plans. They would transform the airport into a world class facility and they needed world class retailers to make this happen.
Tad knew that thousands of businesses would apply. He also believed that he would succeed.
This time, he looked for help. He was referred to a consultant. When they met, Tad enthusiastically unfolded his bold vision. Retailers weren’t selling reggae music to tourists in a modern, accessible and friendly way. He knew what they needed.
Tad announced:
“Tads International will delight travellers by transforming their experience of reggae music in Jamaica.”
The retailer and the consultant agreed to work together.
Initial Apathy
The first challenge Tad faced was that he wasn’t even on MBJ’s radar. “Tad who?” was their response to his request for an initial meeting.
Yet he stuck with his plan.
He and the consultant eventually got the precious meeting (or was it airplay 
The MBJ staff asked Tad several questions. Gradually the aiport manager’s scepticism began to fade. Tad remained confident.
MBJ asked him to produce a written outline proposal. They’d then decide whether to invite him to submit a formal application. Tad elaborated his ideas and the consultant produced a concept document.
Now MBJ was interested. They asked Tad Dawkins to submit a business plan. He conceptualised his Ultimate Reggae Experience.
The consultant crunched the numbers.
But they didn’t stop there. First they showed MBJ what the kiosk would look like:
Then they showcased Tad’s musical prowess. The consultant summarised the business plan and turned it into a slideshow.
View The Slideshow
He added some of Tad’s music and burnt it to a CD. The CD would play automatically once it was loaded into a PC. It would play 3 times and then stop.
MBJ awarded Tads International Limited a three year licence in July 2004. The company commenced business in October 2004.
Another Challenge
In 2006 MBJ announced a new bidding round. The company would dismantle the kiosks. Tad would have to win another competitive bidding round or close his business.
He was bullish. Tad had a track record of success with MBJ. Again, he worked with the consultant.
His resilience was rewarded the day before New Years Eve of 2006. The airport managers awarded his company a six year lease as the airport’s official retailer of reggae music CDs and DVDS. Celebrating his success, Tad Dawkins said:
“I’m delighted. I always knew my concept was a winner and I never lost heart, despite the challenges along the way.”
Tad wasn’t finished yet.
He used the shop as the platform for a thriving reggae music e-commerce venture and he’s taken advantage of technological developments to start his own production company.
5 Emotional Intelligence Lessons From Tad Dawkins
1. Tad has a high level of self-awareness. He knows his strengths and he plays to them. He knows his weaknesses and he gets expert help him get achieve great results.
2. He is extremely observant. Tad listens carefully to people before he seeks to persuade. Tad possessed the insight to present his business proposition in a way that fully met MBJ’s requirements. He stood in their shoes and adopted their point of view, not his own.
3. Tad is a very influential salesman because he actively looks for win-win relationships.
4. He doesn’t use hard sell tactics.
5. Tad has used his emotional intelligence, especially his empathy to successfully sell reggae music. He’s developed an influential brand.
Tad Dawkins gave me permission to publish his story.
Today, 6th February, is the 63rd anniversary of Bob Marley’s birth. February is Reggae Month in Jamaica.
I’m curious. Do you successfully sell your expertise by demonstrating empathy?
Is emotional intelligence just a set of academic concepts, or is it a resource you can use to power your way to business success?
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