Round 18 “The Power of You”

 

Make It Theirs Before They Buy: The Power of Implied Ownership

Listen to the Podcast Here

Wouldn't it be incredible if you could get your customer to envision owning your product even before you sing its praises? After all, if the ultimate goal is for them to take it home, getting them to think of it as "theirs" from the get-go would be a game-changer, right?

This episode dives into the powerful technique of implying ownership in sales, using a personal anecdote to illustrate its effectiveness.

The Guitar Lesson: A Tale of Two Sales Styles

The speaker recounts their early days working in a music store, observing the contrasting sales styles of their colleagues.

Frank, a seasoned salesperson, had a knack for getting guitars into customers' hands, allowing them to experience the feeling of ownership.

In contrast, other salespeople focused on showcasing their own musical prowess, often resulting in lost sales.

Key Learnings from Frank: Involve and Imply

1. Keep the Customer Involved:
   • Actively engage the customer in the sales process.
   • Let them "play the guitar" (or experience the product firsthand).
   • Avoid dominating the conversation with self-demonstration.
2. Imply Ownership:
   • Use language that makes the customer feel like they already own the product.
   • Incorporate "you" and "your" throughout the presentation.
   • This fosters a sense of ownership and encourages purchase.

Practical Applications: Weaving Ownership into Your Sales Pitch

• Start Early: Begin implying ownership from the initial greeting.
• Incorporate "You" and "Your":
  • Refer to "your customer service number."
  • Describe "your package" or "your owner's manual."
  • Highlight "you save" instead of simply "save."
  • Refer to "your guarantee."

This technique enhances perceived value by associating the customer with various benefits.

The Benefits: Visualization and Desire

• Helps the Customer Visualize Ownership: They can imagine themselves using and enjoying the product.
• Creates a Personal Connection: They feel a sense of connection and desire.
• Increases the Likelihood of a Close: The feeling of ownership makes them more likely to buy.

Key Takeaway: Language That Leads to Ownership

Implying ownership through language and customer involvement is a potent sales technique.

One Two Punch:

• Imply ownership.
• Close more sales.

By making the customer feel like the product is already theirs, you create a powerful sense of desire that can lead to a successful close.

Have you used the technique of implied ownership? Share your experiences and tips in the comments below!