Sales Octane #105

Last year a well known New York restaurant was struggling with a problem that afflicts all dining establishments: no shows. Indecisive patrons would frequently make reservations and then, without notice, fail to appear. The result is wastefully booking times and tables that paying customers would have happily occupied; instead it causes the restaurant to unnecessarily foot the bill for the unused labor and the unsold food.

The owner solved the problem by asking his hostess to change two words of what she said to callers requesting reservations. Instead of saying, "Please call if you have to change your plans, " she substituted two words into the the sentence, "Will you please call if you have to change your plans" and then politely waited for a response.

The pause was pivotal.

While the change in wording was subtle, the change in psychology was anything but small. The new request inducted customers to fill the pause with a commitment: "Yes, I'll call." As a result, the no-show rate immediately dipped by nearly 70%.  WOW!

Just 2 little words and a pause made an impact of 70%

Pubic commitments-even seemingly minor ones-prompt consistent future action because they tap into a potent human motivation to be, or at least to appear, consistent with previous commitments, attitudes, and actions.  Just say guilt or "I promise I would call".

However, a vast amount of influence stems not from establishing new commitments, but from tapping into commitments already in place. Drawing connections between products and pre-existing commitments within the consumer is one of the most powerful and efficient techniques used by savvy marketing professionals. 

When existing commitments are made more relevant to the customer, the motivation to maintain consistency can be directed accordingly.

Raise your and and say "I am a savvy marketing professional".  If not now, you will be. 

Now let's bring this full circle back to Persuasion (marketing) for you.

All conversations with perspective clients, Realtors, joint ventures, barters, venders, etc, should include this persuasion tactic.   Look over your scripts for answering the phone.  Do they include these simple persuasive words with a pause?  If you are not using scripts, WHY NOT? (This is another discussion)

Nancy, it was great to meet you today.  I am glad that 
you believe that we offer an efficient and value added service.    
     
Will you be able to add us to your approved vendor list? . . . . . .
Will you allow me to compete for your business? . . . . .  
Will you give us a try next time you are in a pinch? . . . . . . 
Will you give me a call when you are ready to put your home on the market? . . . . . . 
Will you give me a call when your client is considering a home warranty? . . . . . .
Will you give me a call when you ready to evaluate your clients home purchase?. . .  

Just wait for the answer and hold them to it.  

Would you take a 70% improvement with your clients and Realtors? . . . . . . . .
 
Will You put this simple phraseology into your pitch? (pause for effect)

Maverick Rules!