Home > Sales Techniques > The Hook!

The Hook!

“Watch out! You can get hit! ………….. Beware! You will soon be struck!”

Everyone hastily looked around to seek the source of this loud warning issued in a crowded area; some ducked instinctively. Locking onto the target we met a smiling-faced guy who went on in a loud voice:

“Of course, you know what I am speaking about! What else can it be but “Good Fortune” …. Yes! Go on, just stake Rs. 20/- to purchase a ticket … You are going to strike it rich!”

Our lottery salesman had discovered this little trick to get people’s attention.

Some people do it just by making an appearance … Gurus, Sports icons, Movie Stars, Musicians and Fashion Divas do that every time they walk into the room or camera frame! Even without being in the Star category you can make a statement through power-dressing, posture and composure.

But we are speaking about promoting the product or service, not the seller!

It’s about making a strong first impression … a powerful opening statement may not get you the sale, but it sure can help you get the foot in the door and that’s like going 50% of the way to the deal because many falter just at this crucial step.

Can you make an indelible mark with your opening salvo?

Some people spend weeks, nay months, perfecting the pitch …. its called the Elevator Pitch, the Benefit Statement and by many other names – every expert has one for it. The idea is to provide the prospective client an indication of the benefit(s) of using your product or service; it is your way of telling them that there is some business advantage to be gained from adopting the solution you have on offer.

Job-seekers can use the technique to tell their employers why they need to be given a chance to present their case.

The lottery man’s product is the low involvement, impulse purchase kind – there isn’t much of a debate or discussion involved in the purchase. But when you are promoting a product that needs considerable thought and multiple levels of decision-making a purchase may not happen based on a statement that generates interest. Your opener indicates the powerful possibilities that can then be discussed.

There is a bit of hit and miss here because you prepare a statement based on assumptions – the need may or may not be in line with the benefit offered; but the positive impression created can induce further probing by the client – be ready for such eventualities.

Don’t go in unprepared … be ready to deal with whatever comes up at the end of the hook thrown in to bait your target.

Strike while the iron is hot!

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  1. Jamy
    July 2, 2012 at 9:54 pm

    Have a seat, enjoy a drink and we’ll check you in- With a welcome like that, the following vacation has to be good! This was one of the trip advisor reviews that Fairmont Royal Pavilion received recently 5 out of 5. On arrival, we were soo tired and the Manager on Duty decided to walk us to the room, settle us in and give us an express check-in inside the room and guess what, there was a lovely fruit basket waiting for us inside the room- another comment from guest on one of our own JD Power surveys!

    First impressions do matter a lot right Jay? In the hotel industry a great arrival / check-in/ welcome can actually make or break a vacation and I have come across this on countless number of occasions.A warm greeting as the guest comes in for breakfast could well be the perfect start to the day that the guest is looking for maybe after a late night check-in and long flights coming in.

    Again, my friend a thought and topic very close to my professional heart..:)

    • JayadevM
      July 3, 2012 at 5:02 am

      Jamy

      Thank you for the support and for the lovely anecdote!

    • JayadevM
      July 3, 2012 at 5:51 pm

      Hi Jamy

      Congratulations to you and team!

      With you leading the service team I am not surprised that the property gets a lot of good reviews.

      Best wishes.

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