As promised, here is a little jewel of a “nugget” for all of you who have something to do with “sales.” And to those of you who are asleep at the wheel, that includes ALL OF YOU.
Let’s use me as an example to help drive this point home. Let’s assume you are trying to get to me either for a raise or to sell me something. Before you put your foot in your mouth, look for the “hook.” The hook is what will connect the two of us. It is something we have in common. It is something that I can easily identify with and more often than not, hold dear to my heart.
The “hook” can be any number of things. Your job is to find it before you commence with your presentation. Here are a few “hooks” you could consider in this example: Greyhound dogs. I love greyhound dogs. New Jersey. I am from NJ. Step children. I have a stepson. AARP. I am a fossil. Travel. If you have been where I have been. UMASS. The place I earned my undergraduate degree. Other “hooks” might include former place of employment, cars, clubs, associations, time served in a particular prison, and the list goes on.
Find the “hook” before presenting your case and your chance for success will be doubled if not tripled. (Enhanced somewhat at the very least.)
Here is another good (great) idea. If you want to get close to somebody, become a customer of theirs. This is not a two-faced tactic, but rather a logical strategy. If you purchase my book for instance, you instantly become a customer of mine. And all things being equal, it is pretty smart business to be nice to your customers. Invest in them before asking them to invest in you. Capiche?
Sales & Marketing Nugget #945: The Hook