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Tactic #91 - Jumping on the Bandwagon
Summary: Convincing a counterpart that
"Everyone is doing it."
One of the
most powerful ways to sell a customer on the merit of your product is to
convince the customer that everyone is using that product. In fact,
sales are going so fast you can’t keep it on the shelf. The insinuation
is that if your counterpart doesn’t buy in, he will lose out.
Example
If the offer of a free dinner, a weekend’s lodging, or a gift
certificate has ever succeeded in luring you to a sales presentation for
a “time-share,” you know how persuasive the sales team can be. Once you
have been “captured” by your “personal vacation consultant,” you are
told how very reasonable this offer is, that you typically spend more on
a week’s family vacation than you would on a time-share, that you can
trade the share for other property—and on and on. To raise the
excitement level and encourage you to commit, the salesperson tells you
that the opportunity for you to buy is very limited. Typically, you are
in a room where other couples are also meeting with their “vacation
consultants.” Public announcements are made periodically, stating that
various properties are no longer available. The pressure builds and it
takes extreme courage not to sign on the dotted line.
Counter
The most effective counter is These Boots Are Made for Walking.
Depending on your tolerance for pain, you can either walk out and forgo
the “freebie” or tough it out to the bitter end and collect your free
gift. If, on the other hand, you are really interested in the
time-share, you could counter with the tactic of Good Guy/Bad Guy
(with your partner playing the bad guy who wants to nix the deal) to
gain some leverage, or use Sweetening the Deal to try to get
something extra thrown in the final package. Another effective tactic is
I’ll Think About It and Get Back to You Later.
This tactic is one of 101 strategies and tactics
featured in The Only Negotiating Guide You'll Ever Need, by
Peter Stark and Jane Flaherty.
Ask the Negotiator
Dear Peter,
As realtors, we offer a few commission plans to our potential clients.
Our 6% plan is by far the best plan available and treats the clients as
royalty while taking care of the selling needs. Clients recognize it as
a great plan but insist they don't need that much and want to opt for
the lower plan. What else can we do to convince them, other than
offering a phenomenal point of difference, to negotiate our commission?
Insights will be appreciated!
Sanjeev
Dear Sanjeev,
Here are three strategies that will help you increase your chances of
success:
1) Tell your prospect a story of how a client benefited from the full
service. Make sure you remember that people "buy" based on emotions and
then justify their decision with logic, not vice versa. So, build one or
two stories of how you have created success for you clients by handling
the types of things you do with the "full pop" and how excited and
satisfied your clients have been. A different take on this same topic is
a story about how scared, inadequate or time strapped a client felt when
they realized the needed services were not covered.
2) Using the Tactic of Feel, Felt, Found would also increase your
chances of success. A variation could work like this. I understand you
may feel you do not need our full service. Many of our most satisfied
clients have felt the same way until they found out that they do not
have the time, expertise, knowledge of the technical aspects, etc. to
successfully handle the situation.
3) A third strategy is to utilize the Tactic of Sharing Both Pros and
Cons. Tell your client about the additional services they will
receive with the full commission. And add, the downside is that there
are more costs involved. Let your client know that they need to make the
final decision about which plan will best serve the needs of their
family. Being really open about the downside of a decision raises your
credibility and trustworthiness.
4) Last, you could use the Tactic of Jumping on the Bandwagon.
Tell your prospect that 96 percent (or whatever the accurate statistic
is) of your clients go with the full benefits plan and those who do,
don’t usually regret it.
Best Regards,
Peter
Ask the
Negotiator - Are you involved in a
negotiation and not sure what strategies or tactics to use?
Send in your toughest negotiation
challenge and our team of expert negotiators will outline a specific
plan to ensure your success. Please send your negotiation
challenge to patti@pbsconsulting.com.
If your challenge gets published, we'll send you an autographed copy
of The Only Negotiating Guide You'll Ever Need, by Peter
Stark and Jane Flaherty ($14.95 retail)
WOW!!
To view this month's issue of The Master
Negotiator, the premiere on-line newsletter for negotiators,
follow this link:
The Master Negotiator, Volume 2, Number
11 The Fifteen Rules Every Negotiator Must Know
To view previous Negotiating Tactics of the Week,
follow this link:
Negotiating Tactics of the Week
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