When I got back from holidays, I did an experiment.
It started by chance, it wasn’t intentional. Then I saw a pattern of behaviour and I started enjoying it.
The unintentional protagonists of the street test were acquaintances I met somewhere and hadn’t seen for a while. For example, when I walked out the door, or while they were out with their dog, in front of the supermarket, etc.
Different kinds of people, from the psychiatrist to the doorman.
That’s what the experiment consisted of:
Whenever I met these people, I would greet him or her with a jovial:
“Good morning, how are you?
And what do you think they said?
Almost surprises for this energetic greeting, they lit up as if they had met Belén and answered:
“Good morning, well, thank you!”
That’s it.
Not one, I say one person, adding:
“And you?”
Damn, I think they would have asked Belén about it…
For God’s sake, they’re right. In fact, I didn’t care much about knowing how they were. But it’s the kind of things that you say because they have been part of social customs since the dawn of time.
So ok, I’m the hypocrite one, conformist, and slave to conventions. Yay.
But let’s neglect the sociological aspect and talk about sales psychology.
How many billions of times have you read that customers are only interested in themselves, in their problems and needs… and they don’t care about you, your company, and your products? That you and your product are just a means to get their result?
Here’s the umpteenth proof.
Not 100% relevant, but symptomatic.
If everyone, from the psychiatrist to the doorman, behaves like this, how can you hope that customers will care about your products, given that they have to pay for it?
The key is that they perceive your product as being Belén.
So, the next time you write an offer, make a presentation, or meet a new customer, prepare first thinking:
How can I make my product look as attractive as Belén?
An article in the upcoming October edition of the printed B2B Club Newsletter will contain the formula to get into the minds of customers, think like them, feel their emotions and feelings and then try to… “turn your product into Belén”…
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