Do you have a client that has said no to you a hundred times, but you know that if you could just get their attention they would buy off you? What do you do? What is the one thing that might set you apart?
Try this – why not send them a door?
The key to this idea was research. I was working with a media company as a Sales Director and we were trying to get a local real estate company to advertise with us.
We tried everything – phone calls, invitations to client functions, dinners, all the usual ideas that might work. But not this one. We offered him trips to far off places, but no, he always advertised with other media and that was what he was determined to continue to do.
A Larger Idea
We knew though that he had a rather large ego and we knew that he would appreciate something big to match it. So at a brainstorming session we came up with an idea. An idea that we knew would set us apart from the competition, and if it didn’t work, then we had done everything we could to get him to come with us.
So we came up with the idea to send him a door – the biggest one we could find. We searched local hardware recyclers and found just the door. It was in a pretty bad state but it was big! This was going to be our attention move –a door delivered to his place of business all wrapped up with a rather large bow and a message inside.
A delivery just for him
We discovered that he conducted a sales meeting every Wednesday with his team at head office. We arranged with our courier to deliver the door to the meeting. The big day arrived, and the courier driver delivered the door personally to the client’s secretary. You could imagine her reaction when a huge parcel, beautifully wrapped with a huge bow on it addressed to her boss arrived just in time to coincide with a sales meeting – she interrupted proceedings. In front of his whole staff he began to open it and discovered that it was a door – but it no ordinary door because what was written on the door that got his attention “Now that we have finally got you to open your door we would love to do business with you”
A client for Life
It blew him away and positioned us in an instant – high up on his ego radar. Later that morning we called him just to check to see if he received a parcel form us. It got us in his door, and a few weeks later we signed him to a major annual contract.
Why don’t you give it a shot? What “door” can you send that hard-to-get client?
PHOTO CREDIT – purplemattfish
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