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The Hunger Moment: Why You Can't Trust A Client's Mind
My wife and I are driving down the freeway, headed for the Auckland bridge.
I turn to her and say, "I'm starving. Are you hungry?"
She shrugs her shoulders. "No, I'm not hungry." The car hurtles over the Auckland bridge. Five minutes later, she turns to me, and says: "Do you think we can stop for some food, because I'm really hungry."
Huh? What happened in five minutes?
You may laugh, but you'll stop laughing right after you realise that you're losing thousands of dollars each year, because you miss the 'hunger moment'.
It's like this. You ask the client if they want your product or service, they say, "I'm not hungry." Then incredibly they turn around five minutes later, and buy a similar product or service from a competitor. In fact, just to show you how unpredictable the 'hunger moment' really is, let me give you two real-life case
studies.
Case Study No.1:
A client of mine (let's call him Gary), really wants to improve his website. Of course, I recommend that he get the Website Masterclass Homestudy, that covers not just the psychology, but also the behind-the-doors-strategy in great detail.
Gary hums and haws. "I've just got so much of stuff that I haven't listened to, yet. So much information that I've yet to consume. I'm keen to buy your product, but I really have to wait for a few months, before I make any more purchases. Just so that I can finish what I already have. You understand, don't you?
Sure, I understand...he's not hungry Yet exactly three weeks later, Gary books himself to attend someone else's workshop.
Huh? He wasn't hungry.
And he not only buys into the workshop, but decides to travel thousands of miles just to get to this workshop. How did Gary get hungry so quickly? And what on earth are you going to do with such clients?
Hang on, I'll get to it in a minute. Right after the second case study.
Case Study No.2:
Her name was Tara (of course, that's not her real name!). Tara calls me up early in my career. Tara wants me to write some copy for her website. I quote my price. Tara gasps audibly at the other end of the phone. "My budget is just $500, she says. Hey, I don't want copy for the entire website. Just the front page copy will do"
It was early days at Psychotactics. I was hungry for business. I figured $500 was better than nothing. I figured Tara wasn't hungry for more. I figured wrong.
Right after she bought $500 worth of copy, Tara signed up for consulting with me at $2,500. Then she attended our workshop at $2,500, travelling thousands of miles, doing the hotel and food expense thingy.
So what's the difference between Tara and Gary?
We're talking hunger, right? And what do you do when you want to entice someone who appears to be 'not-hungry', but may be 'hungry'in the next five minutes?
You do what restaurants do. You let the clients sniff the aroma of the food. You give them a sample.
Why Tara ordered the main meal so quickly
Tara went from a $500 to a $5000 budget in next to no time. How come? Yeah, seems simple to figure out, doesn't it? She got a taste of the goodies; got a sample; and boof--she's onto the main meal. Gary, on the other hand got nothing. So Gary did nothing. Till he was hungry five minutes later. At that point, any food was good food.
What this teaches us (both you and me), is that a client should be sent a sample, long before they're hungry. But how can you tell if they're hungry? You can't. But hey, samples work. They work onyou. They work on me. So send samples, will ya? And watch as the client suddenly gets..um..hungry for more.
You can't trust a client's mind
One moment they're not hungry. Then minutes later the 'hunger moment' strikes! Next moment they're grinning, as a lamb souvlaki gets wolfed down.
Ask my wife, if you don't believe me!
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