What Tucker The Dog Taught Me About Creating Sales Interest
Posted by heatherrast on April 1st, 2009Tucker is a Great Pyrenees my family and I met on Saturday at PetSmart. Historically, we’ve discovered new furry family members at either breeders or animal shelters. But Saturday found us antsy and anxious to get out of the house (of course, it was cold and rainy, so being housebound felt restrictive). We’ve anxiously talked about the day the 5 of us turns to 7 (we’ll have to get two dogs, minimum) since losing our Husky-Shepherd mix last October to old age. Considering Jake survived both a confrontation with a car and the ravages of tetanus during his lifetime, we really weren’t prepared for his passing, despite him being 14.
It wasn’t until we were leaving the store that we discovered Tucker and his master, Ray. Coincidentally, they live on a farm no more than 20 minutes from us. Tucker is actually one of about 10 Great Pyrenees that Ray and his wife have right now; they have a rescue shelter than also includes the livestock (goats, llamas, etc.) that the gentle giant Great Pyrenees so love to guard and protect.
Tender moments aside (definitely an “awwww” factor here; Tucker was beautiful and big at 112 lbs, albeit gentle and reserved), I realized a few key points after meeting Tucker and his dad:
- Be where your prospects are (Tucker was, after all, at a pet lover hangout). Work the room.
- Be prepared and willing to engage them, entertain them.Tucker’s dad noticed our body language and faces, instantly pegging us as prime folks to chat up.
- Have a story, something to guide them down a path critical decision step by critical decision step–but tell it in a way that aligns with their natural concerns, reservations, or challenges. What I mean is, don’t pretend that vet costs and food costs and hair-brushing aren’t factors for new pet parents to consider.
- Work redresses to logical rebuttals into your story; consider how you could even preempt them before they germinate much.
- Have ready a tangible leave-behind or clever object –not only to provide perfunctory contact info, but reinforce key messages once “The Moment” has passed and you’re no longer in the room. Continue to influence long after separating.
- Create a dynamic with onlookers, ancillary groups– maybe even an air of competition that fuels a sense of immediacy (Act Now!). Tucker’s dad spoke to other prospective parents who stopped to join our conversation. I wanted all of his attention on us!
- Consider suggesting an exclusivity; this can be very beguiling further set the hook. You see, Tucker’s dad is selective about who he adopts the pets out to; there’s a list of criteria including proximity to busy roads, size of acreage, etc.
- Weigh your efforts most heavily on key decision-makers; the rest will follow their lead. For family purchases of most sorts, that means the female
Tags: Sales Customers
