Creating a Customer Feeding Frenzy - 4 tools that make you simply irresistible
Submit Articles Back to Articles
I swore to
myself that I would
not buy anything as I walked into the carpet factory in Deli,
The only reason I was
entering at all was
because I was part of a tour group and this was the last stop. By the
left the factory however, our
worn-out tourists had been transformed.
We were energized, laughing and most importantly, laden
I, having sworn to myself that I wouldn’t buy anything, walked out with
in hand and had spent over six hundred dollars. The salesman in the
successfully created a customer feeding frenzy.
When I speak at
conventions and for organizations on how to boost sales,
I often find that customer contact employees lose potential
business because of one major factor.
They spend too much time trying to sell and not enough
the customer’s natural urge to buy.
Customers hate to be sold to but they love to buy.
salesperson in the Delhi carpet
factory, you can spark a buying
frenzy when you use the right approach.
the key. You must
stimulate an emotional need for your
products or services. Even a customer who’s buying a cheap car is
emotional decision. Though the low cost makes it seem like they’re
making a logical
decision, in fact, it’s an emotional one.
Perhaps they’re buying it so they can have money left over
to go to
school. In this
case, their passion for
further education makes this purchase an emotional decision.
Buying this inexpensive
car helps them pursue
that passion. The sooner you can tap into that emotional need, the
will be to create a buying frenzy.
ways to stimulate this
emotional demand are through personal stories, benefits, demonstration,
tapping into fear.
experiences with your products or services give you tremendous
credibility. When I
bought a mountain
bike at Ridley’s Cycle in Calgary,
it wasn’t because of a brochure that described the bicycle’s features.
It was because the employee
told me about his
personal experience in test-riding a similar bike. He described his
with such exuberance that I couldn’t help but get caught-up in his
I ended up buying two bikes – the second for a friend who I knew would
it. No brochure can
create real life
excitement that stimulates an emotional buying demand the way personal
mean that you,
the salesperson, had to actually have the experience
yourself. The experience could have
happened to another
customer or co-worker. The key is that you know the other person
they told you about their experience themselves.
That gives you the “inside information” that
enhances your credibility.
“Employees spend too much time trying to sell
and not enough time
stimulating the customer’s natural urge to buy.”
Emphasize the Benefits
reason people buy
anything is because of what the purchase will do for them – in other
benefits. Benefits refer to what the features or characteristics of a
or service will do for the customer.
Features are meaningless
to the customer
unless they are translated into benefits. An easy way to do this is
magic words to the customer: “What that mean’s to you is…”
example of an
automatic garage door opener. The features
of this door opener are that you can push a button and the garage door
and the light turns on. The
benefits are, in other words, “What
means to you is - you don’t have to get out of you car to open the
door, so you
stay warm, safe, and comfortable.”
often, salespeople try to sell features.
Instead, they should allow the customer to buy benefits.
Prove with Demonstration
excitement and feelings of trust (the emotions
associated with buying).
Customers love to be entertained and they generally believe what they
especially if they’re involved in the demonstration.
Before you demonstrate your product or
your customer, first ask them if they’d like to see it in action. When
customer agrees, it’s no longer a case of you selling to them, but of
buying from you. ‘Nuff
Tap into Fear
emotion that can result in a feeding frenzy. Tap into the customer’s
pointing out the risks associated with not
buying the particular product or service.
A customer, for example, who is considering investing in a
repair, should be made aware of the negative consequences of not fixing
problem. Use this
tactic sparingly and
ethically, however, or it will backfire.
The carpet salesman in Delhi
talked about the families he knew who took months to make each carpet
stories). He pointed out the investment value of carpets (benefits). He
if we wanted to see his favorite carpet, and then he made a show of it
(demonstration). He explained that with current exchange rates his
the best deal in the world (fear).
these irresistible persuasion tools being used – it’s no wonder so many
joined into the buying blitz.
news is, with just a little professional training, you and your
create the same feeding frenzy for your business.
About the Author
an international speaker
and corporate trainer. His focus
is, “The Art of Client
Influence with Ease.”® For
self-study kits, and information about booking Jeff
or call 1-800-jmowatt
Follow us @Scopulus_News
Article Published/Sorted/Amended on Scopulus 2010-11-22 13:58:57 in Marketing Articles