Take the so-called puppy-dog close, one of the most powerful sales techniques ever invented (and it’s totally based on customer experience). This is how it works:
A customer is in the pet store with a child who is begging for a puppy. Not at all sure this is such a great idea, or perhaps not sure if this particular puppy is the right fit, the customer will not commit to the purchase. The savvy salesperson offers to let them take the puppy home for a few days, assuring the parent that the puppy can be returned, no questions asked, and a refund cheerfully given if they decide they don’t wish to keep it.
How could you say no to such a reasonable offer, especially with your child right there with those expectant eyes?
Of course, the child falls in love with the new pet, and there’s no way the parent can return the dog to the store. Sold: one puppy. It’s that simple.
A number of stores that sell area rugs have modeled this technique by allowing prospective buyers to take a rug home so they can see how it looks in their space. Most of the time, it’s a keeper (if for no other reason than the buyer doesn’t want the experience of having to move the furniture again!).
Once your actual product is in the customers’ possession and the customer experiences the joy of ownership, the sale is all but a sure thing, particularly when there is a strong emotional component to the purchase.
Photo by biewoef.
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