We hope you enjoy reading the following column by Charles Marshall. After you are finished, please to return to the Motivational Column selection page for more column options.
Please feel free to reprint this column in your publication. Our only requirements are that you:
1. Inform our office of your intent and publication date.
2. Also publish our complete contact information, found at the bottom of each column. Publication of Charles Marshall's likeness along with the column is appreciated but not required.
Baiting the
hook
Would you believe there are people who make a
buying decision based on a cookie? I'm afraid I have to be counted among that
number, and the funny thing is, I'm OK with it!
Having two children less than 3-years-old, I often find myself running to
the store to pick up needed odds and ends. There are three grocery stores close
to my home from which I could choose, but only one of them always has fresh
cookie samples in its bakery department. I know it's silly, but if I have to go
to the store, why not be rewarded with a fresh cookie? The store places the bait
on a small tray in the bakery department, and customers like me swallow the hook
and (even better) are happy about it!
Smart businesses always find a way to offer something to their customers
that is over and above the norm. The grocery store I mentioned is benefiting
from this simple marketing technique in two ways. First, people remember where
they get free goodies and will consequently patronize that business. Second, if
the sample is good, then that small “freebie” sells untold amounts of product.
But does this technique work for any business other than grocery stores?
Absolutely!
The most recent example I can think of comes from an event I just did for a
Wells Fargo Home Mortgage office in the Deep South. This particular office was
new in the area and was finding it difficult to break into the good ol' boy/gal
network. Local real estate agents simply weren't familiar with the national
mortgage giant and were apprehensive about steering their customers towards
them.
In a stroke of genius, though, the local manager decided to bait the hook.
She created a special event, inviting all the area real estate agents to a free
lunch, where they were showered with door prizes and were able to hear an
informative motivational talk. What's there not to like? This event created an
opportunity for the real estate professionals to put a face with the
intimidating national brand, and it allowed the mortgage company to tear down
some invisible barriers.
One of the most important things to keep in mind when you employ this
technique is to be sure to do it right. No cutting corners. Customers know when
they're being shortchanged, even when you are giving them something.
For an example, let's go back to the grocery store. There is another store
around the corner that also has free cookies. But instead of giving away its
best, it gives away yesterday's cookies, all hard as rocks.
When a business pulls such a stunt, customers get the message: “You're
getting leftovers because I'm cheap.”
When you get ready to bait your hook, remember the Golden Rule and ask
yourself what you would like a business to do for you. The great majority of the
time the cost is minimal, but the long-term returns are enormous.
© 2004 Charles Marshall. Charles Marshall is a motivational speaker, motivational author and president of M Power Resources, LLC. Visit his Web site at www.MPowerResources.com or contact him via e-mail at charles@MPowerResources.com.
