A shopping experience I had a few weeks ago inspired me to share my story with you, so here it goes. . .
For those of you who don’t know it, the greater Pittsburgh area is “Pierogie” country. Whether you spell it pierogi, piroghi or pierogie, authentic homemade pierogies are a Pittsburgh tradition. Here in Pittsburgh we eat more than 11 times the pierogies of any other city in the nation. – That is — except for me! I have always considered pierogies “boring” & only ate them when it was obviously the polite thing to do.
Something happened to me in a local super market that has completely devastated my “disdainful” attitude! It went like this:
I was diligently performing my weekly shopping task when a sweet little white haired lady wearing an apron and standing behind a little portable stove offered me small, pleasant smelling tidbit on a toothpick to taste.
Not anticipating anything terribly disgusting, I smiled and accepted it. ONE WORD – DELICIOUS! I said, “my that was tasty” & she said “would you like a bigger bite? I said “SURE“! After I finished it I asked what was that? It is delicious.
She answered, That was a very special “pierogie” with a filling of whipped potatoes, spinach and feta cheese, sautéed in olive oil, garlic & butter. Then she pointed to the freezer where stacks of boxes were waiting!
Bottom line? I love those delicious “pierogies” –
but would never have tasted one without that demonstration!
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My Message To You Is “Demo Or Starve!”
FACT:
Sales or marketing presentations that offer a first-person demonstration as proof of effectiveness are nearly 50 percent more effective than simply relying on your reputation.
FACT:
There is never enough time to make a presentation that covers everything we really want to tell our prospect. Deciding what not to say, present, or cover is always a real challenge.
SOLUTION:
Whenever possible, include a hands-on, sensory-filled (sight, sound, taste, touch) demonstration to achieve outstanding results!
Strategy Evaluation Results:
In a well documented study conducted in 2001, the original marketing messages for nine hundred products & services were divided into four categories, based on the type of credibility strategy used.
Using only the credibility of a “brand” actually determined the baseline or “lowest success” results when the primary source of credibility presented was the established brand’s or parent company’s name and reputation.
The second best strategy was the “pedigree” of the new product or service (actually 21 % more effective than the baseline strategy). That means explaining how it was created or how it is delivered, including its source of technology, components or ingredients, as well as duration of the results.
| 29% better than reputation! |
The third best strategy was the “testimony” of customers, experts, and/or celebrities speaking of the product or service delivery results. (this was 29 % more effective than the baseline strategy)
However, without question, the very best strategy was the “demonstration” of the product or service itself (47 percent more effective) delivering a sensory impact (sight, sound, taste, touch) that provide first-person credibility of delivery of the benefit.
No amount of words comes close to the impact of first hand experience with a new product or service benefit.
Don’t blame your customer for not believing what you say. You have to prove it. Imagine Thomas Edison or the Wright brothers trying to “sell” a movie camera or airplane without a demo! – - – impossible!!!
PRACTICAL IDEAS
#1 – Get the Customer to Take a Taste!
Go to whatever length necessary to help your customer try your service (or product). Have them taste, feel, experience, and enjoy the wonder of what you offer. One of the country’s most successful car dealers has a weekend test-drive program that provides qualified customers with a car for the weekend. Once a customer has test-driven a car for a weekend, the dealer has a 90 percent close rate.
#2 – Show and Tell Your Demo
If you can’t get the customers to try your service, then bring your point of difference alive through show-and-tell demos. Let them see, feel, and/or touch the point of difference to make it come to life in their minds.
#3 – Use Technology to Bring the Demo to Life
If you can’t bring the real thing to life as a demo, then bring photos and video that show the points of difference. With today’s digital photos and video cameras, there is no reason to not have excellent visuals. Let the customer “see” for themselves you’re your difference fits into their life.
#4 – Use Technology to Remind Customers of the Demo
When possible, take photos or video of your customers actually utilizing your service or product. Then send the images to them as a visual reminder of the feeling they experienced that day.
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