How often do you ask total strangers to give you money?
Ever try to pry a few dollars from Dad’s grip without a reasonable explanation?
Want to learn the secret to influencing people? Here’s how:
BE RELEVANT. BE SPECIFIC. DISTURB COMPLACENCY
No matter how compelling the message, some people just won’t be receptive. In the sales world we like to say that ‘You can’t sell stupid’. However most people want to know how to better their situation and just need to be shaken out of their mental slumber.
Drive into your average suburban strip mall and take a look at the variety of businesses renting space. This week I visited one in Palatine, IL that housed a dog groomer, hair studio, tanning salon, dentist, realtor, and everyone’s favorite…the liquor store. I brought a young saleswoman with me for a little experiment: could we score an appointment with each business owner?
First up, the dog groomer. Shannon, the rookie sales rep, asked the lady if she was interested in gaining more customers from the local area by advertising with her company. WHAMMY! The lady barked a hearty, ‘NOT INTERESTED!’. Strike one.
Next up we entered the hair studio and I asked the woman I presumed to be the owner if they cut and styled men’s hair. ’Why yes we do’ she said. What about manicures and pedicures? ’Yep, those too.’ I told her my wife love a manicure to treat herself now and then and asked what her web address was. ‘Well, we’re revamping it at the moment but let me write down the address for you’. I told her 96% of women like my wife won’t even set foot in a hair studio if they can’t find the service they need online. She looked floored and asked me how I knew that. At that point I let her know my friend Shannon was a Local Internet Marketing Specialist, said she would be happy to give her a few ideas for improving both the website and the number of customers who spent money with her each month, and asked if Wednesday or Thursday would be the best time to come in for another visit. New appointment set for Wednesday at 8:30 am. Score!
Start talking their language, learn what topics, stats, and real life issues your customers, associates, and friends are most interested in. And remember, the most sweet music in the universe to each person is the sound of their own name.
To Your Success,
Joe
