How Sleeping On The Job Can Actually Make More Sales
As I was reflecting on my experiences as a salesperson, I remembered an interesting transaction where a sleeping technician helped me to close a huge deal. It speaks to the the power of product demonstration,
I was selling capital equipment at the time. Anyhow, the sum of money was so large that the purchasing manufacturing company wanted to go to see the equipment I was trying to sell them in action before issuing the purchase order. Basically, a product demo.
They had a concern that the equipment would not work "for them" in their plant. Of course everybody is "special" and has special needs. So we made the trip from Tennessee to Michigan to visit a manufacturing facility where the equipment was in production.
Here's what happened. As we walked the manufacturing floor of the downstairs plant, we came across the technician that should have been operating the equipment fast asleep.
That's right sleeping. Feet up. Hat covering his eyes. We made sure that we did not wake him up from his afternoon nap.
What a demo of my product!
This technician as he slept quietly was saying loudly , "This equipment is so good - it works by itself."
The customer still knew that they had to learn new information, get months of training and work with this equipment everyday.
But lo and behold, they are standing in a plant making product. And the technician who should be running the equipment is asleep.
Immediately, one of the guys on the tour said to me, "If they can sleep with your equipment, it will really work for us - we don't sleep on the job."
This technician asleep was a great demonstration of my product. His sleeping said very loudly, "this equipment works automatically - all by itself."
A powerful innovation question for your business:
Is there a way to "demonstrate away" the major concern of your prospect?
How can you let the product speak for itself?
Who can speak for the product besides you?
This sleeping technician story speaks to the power of product demonstration, non-verbal testimonials and significant peer-to-peer social proof.
What can you do to:
I was selling capital equipment at the time. Anyhow, the sum of money was so large that the purchasing manufacturing company wanted to go to see the equipment I was trying to sell them in action before issuing the purchase order. Basically, a product demo.
They had a concern that the equipment would not work "for them" in their plant. Of course everybody is "special" and has special needs. So we made the trip from Tennessee to Michigan to visit a manufacturing facility where the equipment was in production.
Here's what happened. As we walked the manufacturing floor of the downstairs plant, we came across the technician that should have been operating the equipment fast asleep.
That's right sleeping. Feet up. Hat covering his eyes. We made sure that we did not wake him up from his afternoon nap.
What a demo of my product!
This technician as he slept quietly was saying loudly , "This equipment is so good - it works by itself."
The customer still knew that they had to learn new information, get months of training and work with this equipment everyday.
But lo and behold, they are standing in a plant making product. And the technician who should be running the equipment is asleep.
Immediately, one of the guys on the tour said to me, "If they can sleep with your equipment, it will really work for us - we don't sleep on the job."
This technician asleep was a great demonstration of my product. His sleeping said very loudly, "this equipment works automatically - all by itself."
A powerful innovation question for your business:
Is there a way to "demonstrate away" the major concern of your prospect?
How can you let the product speak for itself?
Who can speak for the product besides you?
This sleeping technician story speaks to the power of product demonstration, non-verbal testimonials and significant peer-to-peer social proof.
What can you do to:
- Provide Real Social Proof
- Let the Customer Experience Your Product Through The Eyes Of Other
- Answer The Most Pressing Concern Of Your Prospect WIth Your Testimonials
Will your customers, speak for you? Can they speak for you?
Do you have a story that changed the way that you think about your business? I'd like to hear about it.
Best,
David Bullock
http://davidbullock.com/
posted by David Bullock at Sunday, December 10, 2006
6 Comments:
David,
That's a great story. A sleeping technician made the sale!
While my product can't be operated while sleeping, it sure is easy to use.
Check out this video of my mother using my software for the very first time:
http://www.internetmediamadeeasy.com/audio.html
Although the site isn't live yet, I think it does a good job of creating social proof.
Take care David.
Scott Krech
Dear David,
Your story is great. I think that your company should have run a magazine ad campaign on this theme: the sleeping technician and the products being made....
Now talking about your favorite subject: Taguchi Multivariate Testing...
Do you see this becoming the new trend online? I see a lot of internet marketers maintaining the same page...without testing? Is it because Taguchi Testing appears complicated?
Swans G Paul
www.landingpage.instantresultsadvertising.com
Hi Scott:
I listened to your demo with your mother. This is a perfect example of social proof.
"Even your Mom can do it..."
Plus the other specific testimonials from "big names" in the marketplace add to the credibility.
Again perfect example. Keep it up.
Talk to you soon,
David Bullock
Swans:
Thanks for your comments.
Coming out of the manufacturing... Oh, the stories that can be told.
"Now talking about your favorite subject: Taguchi Multivariate Testing...
Do you see this becoming the new trend online?
I see a lot of internet marketers maintaining the same page...without testing?"
True, most are not testing at all. And they will admit it. The key is that they have a pre-determined audience. Most businesses are not at the level where they have a list of people to communicate with.
In fact, having a list is what I call - prepackaged traffic.
Is it because Taguchi Testing appears complicated?
True, "appears complicated" is the critical phrase.
Taguchi Testing (any testing) is not complicated if you have the right set of tools and knowhow.
What is testing really...
My definition of testing is paying attention to what is happening with your website and the sales process.
For some reason, there is this idea that the tools will automatically increase the conversions on your website.
The tools are only as good as the person using them and the inputs.
There is much to know about setup and input design, what to track on the website, how to track conversions, how to interpret the data and what to do after you have the data.
Sounds complicated when it is written out.
But it comes down to knowing the right things to do to improve conversions and what to pay attention to.
Talk to you soon,
David Bullock
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