We Want Appetizers

We Want Appetizers

In September I attended a popular event in Roskilde called “Big Horse Day”. It´s also known as “Big Dog Day”, and people from all over Denmark are attending for a fun weekend with their beloved animals and friends.

Pet food suppliers, horse clubs, dog organizations, personal care people etc. are attending to communicate how they bring value into people’s life, and they don´t just tell about it – they show. Personally, I enjoyed a free neck massage with a great heat lotion. After this fantastic experience I bought the lotion, and then it hit me; I am just like most of the business clients I have met – I want appetizers!

Now why? I believe we need to sense the value before we are convinced. I don´t think I would have bought the lotion without the neck massage – we are being told so much every day, and the result is information overload. But when we feel the good value, we buy. Proof of concept, free seminars and neck massages make sense.  

When we as sales people may find it a bit annoying to give a little slice before we sell the whole cake – I guess we need to look at our own buying behavior :)