By Jerry W. Price
Why does the phrase “Do you want fries with that?” work so well? This well-known food franchise knows if they said, “Our fries are really tasty but fattening, but let’s worry about that another day,” they would not sell as many fries. The answer to this is really a blend of some simple factors.
There will never be a single magical consumer communication formula. Instead you are the magician. Inside your bag of magic, you have magic dust. Your magic dust must be sprinkled on your prospect list. Your dust is a blend of understanding how consumers make decisions. That is:
- Final decisions are made from the right side of the brain, which is the brain’s the creative side.
- People respond to positive messaging.
- People are overwhelmed by social media, thus they ignore most of the information they receive from it.
- Sociologically, people need trusting personal physical connections; people feel isolated due to technology.
- Every marketing action must cause the prospect to respond.
Add one more ingredient. This ingredient will be the sparkle in your magic dust. This addition is framed around impulse buying, i.e., “Do you want fries with that?”
Offer to solve the consumer’s immediate needs. This is the ingredient that helps reduce stress and build rapport. In other words, sell an immediate-needs solution, not future prevention to possible problems. Use this technique during pre-approach as well as during fact-finding interviews.
With all the ingredients applied, benchmark both your written and oral messages.
- The ultimate message must be a powerful statement, simple and to the point. For example: proverbs or the golden rule.
- What is the core message? Does this message generate both interest and curiosity? For example: COVID-19 caused those who tested positive to isolate and not continue to work — this was a disabling illness. A disability policy could have provided the client with an income while they were recovering.
- Although your message does not offer scratch and sniff, does it create a memorable sensory reaction. For example: Can you remember the smell of a campfire or the smell from a backyard fire or fireplace?
- Remember the rule: “You must offer something of value before a client will give you something of value.” Does your offer show you are a unique agent?
- Clients should “feel” the need to respond. What is the immediate need that should be solved? Change is scary and every decision is a change. Offer a story, even a short stor; this puts the change into the real world, something others have experienced, it is right-brain functioning. For example: As you approach the restaurant, you can already smell the french fries and then you are asked, “Do you want fries with that?” You respond, “Why of course!”
Jerry W. Price, BS, MS, EDS, FIC, LUTCF, is owner of Summit Schools, Fort Atkinson, Wis. Jerry may be contacted at [email protected].
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