By David Holland

April 15, 2015


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[thrive_split_button left_color=”blue” right_color=”blue” left_text=”Previous Post ” right_text=”Next Post ” left_link=”https://exela.co.uk/drastically-improve-email-open-rates” right_link=”https://exela.co.uk/reason-behind-facebooks-first-ever-uk-ad-campaign”]Take your prospects on a date…

Back in the day when I had hair, was 25 years younger and 2 stone lighter i spent some time teaching SCUBA DIVING in Hawaii…

…during the day in a clear blue sea at Makaha Lava Tubes we swam with green Sea Turtles and American tourists. But at night the venue was Arnold bar in down town Waikiki.

Arnold’s wasn’t the best bar in Waikiki but it was the bar that all of us backpackers went to almost every night. For a 25 year old single traveller it was a target rich environment. While I was a lot better looking than I am now, so was everyone else. What I needed was a lead magnet. Free tickets into one of Waikiki’s night clubs would do the trick. I knew the nightclub owner would be happy to allow me free entry and free drinks all night if I was bringing with me 40 other customers. It didn’t take long to rally a group and off we went.

Within my target audience of followers lay my perfect customer. Blonde, 5ft 5”, good sense of humour. Now I needed to start the nurturing process. I knew I couldn’t just go blundering in with a hard sell. I needed a better strategy than that. I needed to engage her in a conversation. Friendly and unpressured. Maybe impress her with my knowledge of the bar scene in Waikiki. Tips on the best places to go for happy hour drinks is always sought-after knowledge. As the internet and mobile telephones hadn’t been invented, I had no SMS short code or downloadable free report at my disposal. I would need to rely on my communication skills. I knew finding out more about the needs of my prospects would be the key to closing any sort of deal.

The tripwire offer

With limited resources available I had to make the best use of what I had. I know that Captain Bruce would let me book someone onto a dive trip as my guest as I had done a good job of selling dive trips to backpackers in the past. So that would be my tripwire offer. If she was willing to spend a day trusting me on a guided dive and seeing how great I was at working with dive tourists surely the deal would be mine. Sure enough the tripwire offer was compelling enough and we had a date.

What better way to romance your customers than spending quality time together in a beautiful and relaxing environment where you can demonstrate your skill and care toward them and others. The next step was pre-planned. Arnold’s at 8pm.

Closing the deal

After a pleasant few hours talking and drinking Jim Beam and Ginger it was time to try a trial close. A technique I have to admit I had worked on in the past. A simple hand on the back. The opportunity to pull away was easy and no face would be lost. As no rejection occurred I move in (down in fact). Still no rejection or uncomfortableness. Excellent. A perfectly executed close won a kiss and the deal was sealed.

I will spare you any detail about how the deal was consummated, the up-sells and cross sells and a few downsells. The customer retention strategy is a long story, but I’m now happy to say that we have been married for 21 years and have 3 teenage children now.

The moral of the story

This leads me to thinking; you can’t just propose marriage to someone you’ve just met. Nurture them a little first. Learn about each other and what you’re looking for and then build the relationship. Then you can move in with a proposal and sell your main product.

Let your customer learn about you and what you offer as well as learning about what your customer is looking for. Wow them by taking them on a few dates, sending them some valuable communications and then maybe once they trust you a little, move in with your tripwire offer. Your journey should blossom from there.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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