“Appeal to your customer’s need to take risks and participate in adventure in good times. When experiencing bad times, appeal to your clients’ needs for security and safety. it’s up to you to find out from your customer!” – Kevin Hogan
Kevin Hogan, Tom Dean Grazios, and so many other professionals are teaching what the copywriting and advertising agencies have known for decades. In fact I was teaching this in Atlanta just a few years ago and thought I would expand upon it here today.
So should you offer the magnificent voyage of the Titanic, or maybe instead sell the safety features of the lifeboat? In your sales presentations, do you know the difference?
Good morning! How are you today? I have an incredible opportunity for you that you won’t want to miss!
Traveler Tom: Oh, really? What’s the deal?
Sales Pro Sam: Picture this: a luxurious voyage on the magnificent Titanic, the ship of dreams! You’ll experience unmatched elegance, breathtaking views, and exquisite dining. It’s an experience like no other!
Traveler Tom: Wow, that does sound intriguing. But isn’t the Titanic the ship that… well, you know.
Sales Pro Sam: Ah, I see you’re well-informed! Yes, it had a little incident, but fear not! I have an additional offer that ensures your safety and peace of mind. Introducing the “Titanic Lifeboat Deluxe”!
Traveler Tom: Wait, what? A lifeboat?
Sales Pro Sam: Yes, hear me out! Along with your ticket for the Titanic voyage, you’ll get a premium, state-of-the-art lifeboat. Just in case the unthinkable happens, you’ll be fully prepared and ready to float away in style.
Traveler Tom: (chuckles) I have to admit, that’s quite a unique upsell. But is it necessary?
Sales Pro Sam: Absolutely! Think of it as a “floating insurance policy.” It’s a perfect addition to ensure your safety and make sure you’re prepared for any surprises that might come your way. Plus, it’s a great conversation starter at parties!
Traveler Tom: Well, you certainly know how to make a sales pitch interesting. But I’m not sure I’ll need a lifeboat for my trip.
Sales Pro Sam: Fair enough! Safety first, right? But let me tell you, this lifeboat is the epitome of luxury. It comes with comfy cushions, a built-in mini-bar, and even a complimentary waterproof selfie stick. You’ll be the envy of all the other lifeboat passengers!
Traveler Tom: (laughs) Okay, you got me there. While I appreciate your creativity, I think I’ll stick to enjoying the Titanic voyage without the lifeboat. But I must say, you’ve certainly made this sales pitch quite entertaining!
Sales Pro Sam: I’m glad I could bring a smile to your face! Whether you’re sailing the high seas or staying on dry land, remember that I’m here to offer you exciting opportunities and a touch of humor along the way. If you ever change your mind about that lifeboat, though, you know where to find me!
Traveler Tom: Will do! Thanks for the entertaining pitch, and best of luck with your future sales adventures!
Sales Pro Sam: Thank you! Take care and have a wonderful day, whether you’re floating on water or soaring to new heights!
In this article, we delve into the truth that during good times, individuals are biologically inclined to embrace risk and adventure, while in challenging times, they prioritize security and conservatism. By recognizing this pattern, we can adapt our sales strategies to align with customers’ needs, maximizing success regardless of the economic climate.
Good Times: Embracing Risk and Adventure
During prosperous periods, individuals are more likely to venture out and take risks. This biological inclination stems from a sense of security, abundance, and optimism. As sales professionals, it’s essential to leverage this tendency by highlighting the opportunities and rewards associated with embracing new products, services, or innovative solutions. We see this over and over again when the economy here in the U.S. is booming.
a) Showcase the Benefits of Innovation:
Highlight how your offerings align with customers’ desire for growth, exploration, and forward-thinking. Demonstrate how your products or services can position them as industry leaders and give them a competitive edge. Emphasize the potential for expansion, increased market share, or achieving ambitious goals.
b) Create a Sense of Excitement and Possibility:
Craft compelling narratives that ignite customers’ sense of adventure and exploration. Paint a vivid picture of how embracing your solutions can lead to breakthroughs, new horizons, and exciting opportunities. Encourage them to step out of their comfort zones and leverage your offerings to reach greater heights.
Challenging Times: Prioritizing Security and Conservatism
During economic downturns or uncertain periods, individuals become more risk-averse and focus on security. The instinctual need for stability and protection guides their decision-making. As sales professionals, it is crucial to acknowledge these concerns and position your offerings as solutions that provide stability, peace of mind, and resilience.
a) Highlight Reliability and Stability:
Illustrate how your products or services offer proven results, stability, and a sense of security. Showcase case studies or testimonials that demonstrate how your offerings have helped clients weather challenging times successfully. Provide data and statistics that support the reliability and long-term benefits of your solutions.
b) Address Risk Mitigation and ROI:
Address customers’ concerns regarding risk by presenting a clear plan to mitigate potential pitfalls or challenges associated with your offerings. Focus on the return on investment (ROI) and how your solutions can provide cost savings, increased efficiency, or improved resilience during difficult times. Yes, show more analytical data, but use it to move them emotionally.
Adaptability: A Key Sales Skill
Sales professionals must be adaptable, recognizing and responding to the shifting needs and mindsets of customers. Understanding the biological tendency towards risk-taking and security-seeking allows you to tailor your sales approach accordingly.
a) Active Listening and Empathy:
Listen attentively to your customers’ concerns, fears, and goals. Empathize with their situation and demonstrate a genuine understanding of their need for security or desire for growth. Tailor your messaging and solutions to address their specific pain points and aspirations.
b) Customized Solutions:
Offer flexible solutions that cater to customers’ current circumstances, whether they prioritize stability or are open to calculated risks. Customize your offerings to provide a sense of security while still presenting opportunities for growth and improvement.
Recognizing the influences on human behavior during good and challenging times enables sales professionals to refine their strategies and effectively engage with customers. By aligning your messaging, showcasing the benefits of innovation during good times, and providing security and stability during challenging times, you can navigate the sales landscape successfully.
Adaptability, empathy, and customized solutions will empower you to connect with customers on a deeper level, establishing trust and maximizing sales opportunities in any economic climate.
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