Do you remember the ginsu knife commercials? Whether you do or you don’t, when you’re in the midst of the sales process with a prospect always think to yourself: What’s the one more thing you can do to make the sale happen?
According to the ad, you can use ginsu knives to cut through frozen vegetables, shave a 2×4 and it slices a tomato perfectly. And if that doesn’t convince you to buy it the voice on the commercial says, “But wait, that’s not all! You get the six-in-one peeler…” And one after another, the voice keeps offering you kitchen gadgets until you are so convinced you must have this bargain that you pick up the telephone to order.
Because that’s what will make the sale happen!
There was actually nothing special about these knives. Although they were of good quality there were a lot of other knives that were also of good quality. But as I remember the story, two guys from Ohio came across this set of knives, gave them the name “ginsu” and created a commercial that made history and sold millions of sets of ginsu knives. You can still watch this commercial on YouTube just for the creativity of the sale and their marketing genius. It’s worth it to go to YouTube, watch the video and think about how you are marketing your business.
Another genius of the infomercials, is Ron Popeil. Remember the “pocket fisherman”, “the chop-o-matic” (that started it all for Ron), “the smokeless ashtray” and countless other products that Ron invented and sold through infomercials There was even the can of spray paint to make men with thinning hair look like they had hair again once they sprayed the paint on their head. As silly as this sounds, Ron made a small fortune with this product and many others. Correction: Ron made a large fortune with these products. After years of making millions, in 2005, Ron sold his company for $55 million dollars.
It was the uniqueness of some of these products that made them successful.
But what really made them successful? Human nature. People by nature are greedy. They go to the salad bar at the restaurant and stuff themselves because they are paying one price for all they can eat and want to get their money’s worth. If they think they are getting a bargain, it doesn’t really matter if they are truly getting a bargain as it’s just their perception that their greedy nature tells them it is a bargain. So therefore, perception is reality. Bargain or not, they believe it’s the best buy they could possibly have made and brag to all of their friends about what a deal they made. In their minds, they got their money’s worth and more.
It really doesn’t matter what your business is. Your product or service may not be creative or have the emotional appeal that Ron Popeil’s rotisserie grill had but how are you going to create ingenious and creative marketing? Sales presentation?
What’s the one more thing you can do to make the sale of your product or service?
You might want to study some of these infomercials and sales tactics that the pros are using. Stratigize how you can create unique and interesting marketing and sales presentation which lead to your prospects saying “yes”.
By the way, when you are studying these infomercials, make sure you are studying the ones who are selling honest products and are reputable companies. I can’t wait to see your infomercial. I might even buy your product when I watch your ad and hear the voice come on telling me, “But wait! That’s not all!”
To your success!
Business strategist and business expert, Howard Lewinter, guides – focuses – advises CEOs, presidents and business owners throughout the United States across a wide variety of industries to MORE success – MORE profit – less stress. Business problems? Business issues? Get MORE from your business! Talk business with Howard: 888-738-1855.