C-3PO sells C-3PO

Star Wars (1977) is my all-time favorite film and C-3PO (a.k.a. "Threepio") is my all-time favorite Star Wars character. One of the many interesting things about Threepio is that George Lucas originally intended to dub his character with a stereotypical used car salesman voice. The legend goes like this: as production went on and George got used to hearing the "British butler" delivery of  actor-in-the-robot-suit Anthony Daniels, Lucas realized Daniels IS C-3PO. Daniels embodied the character (on multiple levels).

Image obtains from the 1977 Kenner boardgame "Star Wars: Escape from the Death Star."

Yet, that initial intent of Threepio as a salesman is still in the script. Most fans (self included) often look past that and only see Threepio as Daniels' portrayal of the eager-to-please, nervous nelly or R2-D2's counterpart in the saga's own "bickering old married couple."

Like all good stories, Star Wars is a film that's made up of memorable scenes. Scenes are made up either effective shots, insightful lines of dialogue, or both. The scene that best reveals C-3PO's salesman origin is the interchange Threepio has with Uncle Owen on Tatooine. Remember, Threepio was written as a subservient (droid labor) with the vocal stylings of a shyster (stereotype of a used car salesman "on the make"). This scene is also Threepio's first interchange with a human in the movie. 

Lars Farm. Image obtained from Star Wars: Despecialized Edition. 

The setting: Luke Skywalker's home, the Lars Farm. Loathsome creature scavengers called Jawas park their massive Sandcrawler on their property and drag out their wares for an impromptu yard sale. Luke's guardian and head of Lars Farm, Uncle Owen marches out to see the Jawas' latest offerings. He's about to pass over Threepio when an unexpected conversation occurs between the two of them. The shots and dialogue below are taken from the Star Wars Despecialized Edition DVD (this is a fan-made "original theatrical version reconstruction" of how it originally appeared in theaters back in 1977)....

The sell begins. 

OWEN: You, I suppose your programmed for etiquette and protocol.

THREEPIO:  Protocol? Why it's my primary function, sir. I am well-versed in all the customs-

OWEN: I have no need for a protocol droid.

Threepio makes agreeable conversation by telling his backstory
in points that matter to his audience. 

THREEPIO (quickly): Of course you haven't, Sir -- not in an environment such as this -- that's why I've also been programmed for over thirty secondary functions that...

OWEN: What I really need is a droid that understands the binary language of moisture vaporators.

THREEPIO: Vaporators! Sir -- My first job was programming binary load lifter...very similar to your vaporators in most respects. 

OWEN: Do you speak Bocce?

THREEPIO: Of course I can, sir. It's like a second language for me... I'm-

OWEN: All right shut up. (turning to Jawa) I'll take this one.

THREEPIO: Shutting up, sir.

Let's dissect what just happened. For decades, I always thought Owen is a grumpy old man who simply buys Threepio when really it is Threepio who sells himself via his story to Owen. Here's a simply breakdown:

• Owen meets C-3PO on his own turf. Owen sees him, assesses him (and Threepio agrees with him) and makes a judgement: "I don't need a protocol droid."
• Threepio acknowledges Owen's intelligence and common sense: "Of course you haven't, Sir-" More importantly, he keeps the conversation about the product (himself) alive: "-- that's why I've also been programmed in over thirty..."
• Owen cuts to the chase. He says what he needs and Threepio instantly and cheerfully reassures Owen: "Vaporators! Sir - My first job..."
• Owen is now hooked. He just needs to make sure about his purchase - so, he asks something for his wife's sake: "Do you speak Bocce?" Again, Threepio doesn't miss a beat in reassuring him that he is more than capable.
• Owen decides to buy Threepio. And even though Owen is rude to him:"All right shut up." Threepio remains polite: "Shutting up, sir." 

The point? Stories and details sell. In my line of work, the word "story" is thrown around a lot but often people find it hard to connect retail to stories. Often, stories are just the reorganization of details in an interesting order and then delivered at the right time. Threepio knew how to answer each question Owen threw at him. Not only that, he didn't let this tough customer deter him from sharing his story. Why? Because Threepio wanted to sell himself and get away from those loathsome Jawas. He sought a better existence.

Don't sell Threepio short (pun intended): He knows what he's doing. 

It's what we all should be doing: telling our stories in order to seek a better existence.