The way people buy products has changed dramatically. So, if you are a business owner or an individual looking to sell a product or service in 2024 here is the way you need to approach the sale.
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Start with Why! By tying purpose to build an emotional connection you will begin to entice the elephant. Most people believe they are smart and analytical in their buying habits, but really every decision we make is deeply based on past experiences and recent events.
I like to refer to the analogy of an elephant and his rider.
The rider is our conscious thought process that analyzes the current situation.
The elephant is our emotions and is a lot bigger than the rider. With work your rider can build systems to entice the elephant to go in other directions, but with enough emotional connection it is virtually impossible to stop the elephant from making the decision to buy.
Take this bag of popcorn. It is the most expensive bag of popcorn I ever purchased, but why I bought it is because I wanted to help the Boy Scout who was spending his day trying to build confidence and raise funds for his troop.
As usual I walked past and said I didn’t have any cash on me, but after I loaded my car, I decided I wanted to learn more about him and try to help him sell more popcorn. My rider said keep moving because you don’t need to spend $20 on popcorn, but my elephant said go help, it’s for a good cause.
I met eyes with his father and nodded in confirmation that I was all in. I asked if I could buy some popcorn, but also offer some advice. To me, purchasing the popcorn was worth the 5 minutes I wanted from them to chat and learn more. I asked his name, how long he’s been in the Scouts and what his favorite lesson was. All valuable information to me to begin to form more connections, but the crucial point was finding out what value he’s gained from being in the Scouts. His answer, “How I’ve built more confidence.”
After I had shared some advice, we began the sales process, and it was a little rocky to say the least. I didn’t have cash, but they accepted credit cards. The father commented that they didn’t want to be rude and shout that as I walked by initially. After trying to use his card reader he kept apologizing and I kept telling him not to worry. We ended up able to use a QR code and Apple Pay and concluded the sale. The father thanked me for the sale and the advice for his son.
I shook the boy’s hand and thanked him for his time. As I got to my car I could here the boy clearly greet the next patron with confidence. This was such a rush to me as I believe I contributed to this next sale as I grasped the overly expensive popcorn a little tighter.
It is now 24 hours later, and I could not stop refining the approach to the sale in this instance. If I was the Scout, how would I do it better? What could I do to grab the people’s attention so I can make eye contact immediately? What should my first words be to lower the guard of someone who just spent money in this crazy inflated economy? Especially on something that could be purchased for a lot less. How could we engage the elephant and not the rider?
Here is how I would break it down:
Phase 1: Establish Eye Contact
A person walking out of a store has completed a task and is onto their next task. No one wants to be distracted from this flow. Most will avoid eye contact by looking down or away, but we all know people can’t resist looking at something out of the ordinary. Stand in front of your table or on the opposite side of the entry way. Maybe something as simple as tossing a tennis ball up and down or my favorite “Always Blue” game from the show Silicon Valley, which is a ball that changes color if you toss it in the air. Make sure to catch it near your face so they are looking at you at the end.
Phase 2: The Hook
What is a short and sweet question that anyone could answer with the least amount of thinking? “What was the last show or movie that you watched?” Why this question? Because we are selling popcorn and we want to “butter them up!” (I’ll see myself out) Almost everyone can quickly recall some show or movie without thinking too hard.
If they don’t have a reply within 3-5 seconds quickly have a reply of your own. “We (gesturing to parent or guardian) just watched {insert family movie} and I think it’s one of my favorites now. Have you seen it?” This brings them to a quick yes or no answer and that brings the person into the conversation.
Phase 3: Connect with the Elephant
If you’ve reached phase 3 we’ve already begun to establish connection and now we need to tap into their emotions. If they replied with a show or movie that you know reinforce the emotions that the show could induce. Thriller: “Oh did that get your heart pumping?” Comedy: “What part made you laugh the hardest?” The nearer the experience the easier the emotions will come back.
If you offered your own, then you need to make them feel your emotion. “We just watched Monster’s Inc. and I felt (gesture to your heart) so happy at the end when Sully was able to see Boo I hugged my dad.” This is emotional response is deeply rooted in our memories and can easily be visualized since the scout and his dad are there in front of them.
Phase 4: The Why
Now we motivate the elephant with a purpose. “My name is (name) and I’m a scout! I joined to build confidence in myself and make friends. Today I’m working on my confidence by connecting with people like you. So, thank you for talking with me. It’s not easy and most people don’t want to be bothered.”
There is a purpose to the conversation and even if it ended there the scout learns and grows. The last statement also separates the person from “most people” and that makes them unique and/or special. You could also throw in a “but not you” and point to them at the end of that statement to take it home.
Phase 5: The Close
So now we must move the elephant so much that the rider doesn’t have a voice. “One of my favorite parts of family movie time is when we make a huge bowl of popcorn together. I love white cheddar popcorn. I try to sneak a few kernels before the movie starts. Let me ask you, what flavor would match your next movie night?” Make sure to walk them to the table and gesture to the bag you want to sell. This now ties the product to the experience.
This last question will create a form of FOMO, fear of missing out, and the rider will not be able to wrangle the elephant as easily. If they bring up cost or a lack of cash you can assure them that you accept all forms of payment. This is the rider trying to use logic to deter the sale but try to bring them back to the experience and helping you out. Hand them a bag and point to the words that build more connection. In this case you mention that “Over 70% Stays Local” and that the proceeds are used towards more fun opportunities to learn like this one.
Hopefully you will have converted the sale, but no matter what happens you remember why you are doing it. Make sure to thank them for helping you practice your communication skills and that they have helped build more confidence in yourself. They walk away with good feelings because they helped you! And to top it off, you’ve contributed to an even better movie night in the future.
Conclusion
I’m not a Wolf of Wall Street and I wouldn’t be able to come up with this on the spot, but the more time you spend with your why the move connections you can build to grow your business. What is your why? What was the last experience in your life that made you reflect beyond the fleeting moments after you experienced it?
PS. This principle works for everything from sales to leadership. You will find more information around this approach in my free leadership course, “Lead from Within.” Click here for access!