Almost every time I give a seminar, presentation or speech to groups about a marketing subject, I always mention the two key reasons that motivate people to buy your product or, for that matter, any product.
These two reasons are really emotions we all feel, because people really buy a product emotionally, even though they think their buying decision is rational
Here are the two key emotions people are motivated by…
Pain and Pleasure.
- Either they seek what they believe will give them pleasure OR …
- They strive to reduce their pain in order to get to the point of seeking pleasure
As the holiday season is fast approaching and you are gearing up for sales calls, both internally and externally, here are a few key pain and pleasure points to acknowledge in your sales process
Now put yourself in the mind of a sales rep. Your objective is to make a sale, but as you know there are obstacles that you have to overcome.
Here are some obstacles or perceptions non bowlers and some open play bowlers have of bowling
- “Nobody bowls anymore.” Fact: 250 million people did NOT bowl last year, 68 million did, making it the largest pay for play activity in the USA
- “Food and beverage at a bowling alley is yucky.” Fact: they are right. The majority of people who don’t bowl think that… so invite them into your center to try your new food offerings. Mmmm.
- Bowling is so old fashioned. Fact:41% think our centers are dark and dingy so invite them in to see how bright, clean and shiny your center is
- “BOWLING!!?? Oh, those ugly shoes, broken finger nails are so blue collar for us”. Fact: Did you know that bowling has the highest level of participation than any other pay for play activity. It is almost three times as popular as golf (68 million bowlers and 25 million golfers). And a higher median hh income than the national median.
Please remember that some of the people you talk with over the phone have these kinds of perceptions, so you have to ask the right questions to overcome their objections
My objective in asking these questions is to get the prospect to come into the center so I can give him/her a tour, show that we are not dark or dirty and let him sample some “well prepared” food choices
- What kinds of holiday parties have you done in the past?
- What do you visualize as a successful party this year?
- Are you looking for a unique venue that offers something different than the board room, hotel or restaurant party?
- How many people usually attend the holiday party?
- What kind of a budget do you have?
- Who in the company has final responsibility for making this decision?
I grade these answers on a scale of 1- 5 with 5 being very interested or positive and 1 being NOT at all interested or positive.
I invite all of them in, but know that only the 4s and 5s will show up. At the designated time. Sometimes I get surprised and see someone I thought was a 1 or 2 keep their appointment and I am both amazed and excited.
Please remember the three step “kaploe sales prospect qualification process”™.
- Mail and email the HR people and/or VP Marketing people in companies in the area and the people you have had parties with in the past and tell them you will be calling them.
- Follow up and call. If you don’t connect, then send an email saying that you will be calling tomorrow at ___ o’clock and will they be available or have another date or time in mind
- Invite them into center for a tour, a bite to eat and to overcome any objections they may have so you can get a signed agreement for a party and a deposit (25%)
If they come in to the center, they are highly qualified prospects and your close rate should be at least 75%…IMHO
Good Luck And Good Selling!