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| Subject: Give Customers The Variety They Want Even If They Don't Expect It | |
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Author: Dennis S. Vogel |
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Date Posted: 21:51:54 12/03/12 Mon In reply to: Make it fun 's message, "Re: Superstition ain't the way unless you want more problems" on 16:22:11 11/19/12 Mon No voodoo or other dark arts are allowed. Note: Sometimes manipulation is positive, it can be done to benefit somebody (the person being manipulated). In this post, I've used manipulation with a negative connotation. As long as customers get at least what was offered/promised, they may be satisfied. Satisfaction may not be enough to inspire them to buy from a particular store again if that satisfaction is based on barely adequate & generic service results. By adding something they don't expect but want, they may get something extra but they won't know what until they get it. Anthony Robbins/Tony Robbins asked program attendees if they like surprises. They claimed they like to be surprised, but Tony refuted that because people like the kinds of surprises they want. Yet, if people were to list every surprise they think they'd like, they might not list things they've never considered or recognized as enjoyable. Until we experience some things (sometimes on a regular basis), those things may seem too foreign to make sense be appealing. According Joni Mitchell (in "Big Yellow Taxi"), "Don't it always seem to go that you don't know what you've got til it's gone. They paved paradise & put up a parking lot." When some things are gone, we may experience a loss (at least a feeling of loss) we never anticipated. It can be like superstition. Since some things seem to be permanent or long-lasting, people may take it for granted. So, even if retailers aren't actively promoting a lower price, it may be good to inform people about inventory changes. A sign may be enough in some cases, example: "Next month, this space will be filled with (product name). We have no plans to reorder (current product), except for customers' special orders." A notice like this could get people to stop hesitating or procrastinating. Another thing similar to superstition is judging something based on 1-2 attributes as if that limited information would be enough for a comprehensive evaluation & judgment. When/if consumers experience something (trial offers or samples), they may like it. If they adamantly resist it, it may be better for retailers NOT to press the issue though, "Green Eggs & Ham" by Dr. Seuss notwithstanding. That crazy book does have a sales lesson: Add options & present them in interesting contexts. "Sam I Am" repeatedly asked, "Do/Would you like green eggs & ham?" in a variety of ways, for example: "Would you eat them in a box? Would you eat them with a fox?". After Sam asked, "Do you like green eggs and ham?", the "customer" answered, "I do not like them Sam-I-am, I do not like green eggs and ham." So, Sam started asking survey questions or offering options in case the "ambiance" &/or the chosen dining "companion" (blind date?) didn't suit. But still the prospect refused to do it. The fox & mouse may not have looked attractive, but they had nice personalities & were maybe a bit olfactive. The prospect thought Sam was an obnoxious twit. The prospect just wanted Sam to quit. "Would you like them in a box? Would you like them with a fox?" "Would you like them in a house? Would you like them with a mouse?" The prospect's objection was "I do not like them in a house. I do not like them with a mouse. I do not like them here or there. I do not like them anywhere. I do not like green eggs and ham. I do not like them, Sam-I-am. "Sam I Am" asked conditional questions to help the prospect discover under which conditions the meal might be acceptable/accepted. (Of course, he should've added a vegetable for balanced nutrition.) With some imagination, many options can be presented: Would you eat them with a fork? Would you eat them with a stork? Would you eat them with a spoon? Would you eat them with a baboon? As for some people claiming things are manipulative - Some seem to enjoy being suspicious. Apparently, they actively look for "problems" to identify. They want to think they're successful. They're sure nobody can trick them. Yet, they trick themselves by looking for & supposedly finding manipulation where none exists. They want to be right & to "prove" anybody who dares to disagree with them is wrong. Believing they're right isn't enough because they're sadistic enough to want others to be wrong. I think you & I agree, since we'll never change them, we'll just go on doing what we know is right. Suspicious people may get some followership for a while. Eventually, sensible people realize chronically suspicious people aren't worth believing. When Should Customers Expect The Unexpected? I recommend the book "Branded Customer Service" by Janelle Barlow & Paul Stewart (http://www.brandedservice.com/). (I'm not an affiliate, I don't get anything if you buy a copy.) I agree with Janelle Barlow & Paul Stewart about the importance of having a unique experience for customers. Branded customer service should be part of your business's brand promise/offer. I know uniqueness can be difficult to achieve & maintain considering there are millions of stores. Though, if you don't do your best to serve customers differently than other retailers, you'll be offering generic experiences. Customers can get generic experiences in other stores, so why would they choose any particular store? Zig Ziglar & other sales trainers often reminded us, "People don't buy for logical reasons. They buy for emotional reasons." I've heard & read that people use logical reasons to justify emotional decisions. It's apt to happen; yet not all purchases are made totally based on emotions. People tend to do some things for at least 2 reasons - 1 reason is the real motivation; the 2nd "reason" tends to be a rationalization (which doesn't mean it totally rational). Their real motivation may be partially or totally emotional. Emotional motivations aren't always irrational. Going Through A Phase The Buying Phases/Buying Hierarchy (Functionality Reliability Convenience Price) by Windermere Associates doesn't have superstition or instore experiences in it. These phases are mostly logical, but can be affected by customers' emotions. When I advise retailers to add some unexpected aspects to their customer service & instore experiences, I don't advocate pushing beyond customers' collective comfort zone(s). If I had kept writing Dr. Suess style poetry, I would've pushed past what some readers would tolerate. (Some may figure I did too much already.) Yet, I used Suess's work as an analogy & added some unexpected twists. I don't always try to use what I consider to be humor, but when I add humor I prefer to have it fit the context. It's what I advise retailers to do when they add unexpected elements - do it in the context of your business brand. Superstition & surprises are OK. Scaring, tricking, offending, upsetting &/or emotionally jolting people is BAD. Some people enjoy being scared in some controlled conditions (movies & TV shows) when/where they aren't risking real harm & they expect some fright. Dennis S. Vogel You should know what consumers want & expect in your specific situation. You also give them some desirable variety. Please use this link to get free information. http://www.lakefield.net/~thrivingbusiness/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
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