Welcome back! This post is a follow up to my previous post, “10 Powerful Offers that Influence Buyers Decisions in Your Favor.” However, as you can see, I haven’t provided another list of offers, but a story. The reason is that stories oft times convey messages much faster than other forms of communication. By the way, this particular story is a favorite amongst marketing consultants. Ready? Read.
Once upon a time, a father went shopping for a pony to buy for his daughter. After looking at a few dozen ponies, the man’s decision was almost made. It had come down to a choice between two ponies. They were quite similar, in fact, the price was the same. He decided to take another look so he could make a final decision.
The first farmer was eagerly attempting to sell his pony and went on and on about how gentle and cute his pony was, but the father didn’t decide. The second farmer was different in his approach. He didn’t brag about the pony, he simply said…
“Sir, I’m certain your daughter will love this pony so here’s what I’ll do: Give me a check, and I’ll hold it for 30 days. I’ll bring you a saddle, a bridle, the pony and enough hay for 30 days. If your daughter decides to keep the pony, let me know at the end of the 30 days, and I’ll cash the check. Otherwise, I’ll give you back your check, pick up the pony and even clean up where he’s been.”
Which farmer do you think sold their pony?
Can you see that if you eliminate the risk of transacting business with you, it will powerfully instill confidence in buyers?
Additionally, the farmer delivered value far beyond what the father anticipated–or even imagined. How much more value can you deliver than buyers anticipate, or even imagine?
I’m curious. Have you had experiences similar to the father in the story that caused you to make a purchasing decision? Which part of the experience impacted your decision most? Why? If you truly have something that will benefit other readers, please write your comments below. Thanks!
Warmly,
Ron
Hi Ron
A classic tale from most salesperson’s tactical arsenal & often referred to as the “puppy dog” sale. This is a new twist on it though; I think you should copyright it as the “Pony’s tale (sic) sale”!
I’ve used it (the tactic) on several occasions in my sales career and I’ve also had it used on me with “try before buy” software in particular. It works very well on most occasions provided that the “offer” and “results” match (or exceed) the end-client’s expectations.
It also applies (in a way) to most,if not all “continuity” programs – witness several current Internet Marketers’ programs e.g. Mike Filsaime, Brad Fallon & Andy Jenkins (Stompernet) et al.
An important element to which you alluded with the “clean up afterwards”, is to ensure close follow-up with the prospect to ensure satisfaction during the “trial”. An “over-the-top” service level should be provided during that period (ideally afterwards too) and any problems arising dealt with swiftly and professionally, thereby re-inforcing the commitment to customer satisfaction.
Best regards, Bob Lewis
Follow me on Twitter:
http://twitter.com/boblewis
Bob, you made a very key point in your comment. “It works very well on most occasions provided that the ‘offer’ and ‘results’ match (or exceed) the end-client’s expectations.” Thank you for visiting my blog and leaving an insightful comment!
Warmly,
Ron