Trucks & Bank Tellers
Today, I’m going to reveal to the essence of sales and marketing. Read the following story and see if you can pick it up…
For the last five years, I’ve driven a Ford Ranger pickup truck, and though my income has drastically increased during that time period, I still haven’t got around to buying myself a new vehicle.
Now don’t get me wrong, because I’ve certainly gave it a lot of thought.
In fact, I recently took one of those Hummer’s for a test drive and I absolutely loved it. You can bet that my next vehicle is gonna be a Hummer.
A maroon one, with ALL the options.
But let me get back to the story here.
My wife and kids are constantly giving me a hard time about the fact that I drive an “old man” truck, and they’re constantly telling me that it’s time to upgrade.
Especially my two teenage sons.
They hate the fact that I drive a Ford Ranger, because it’s just not “cool”.
The other day, my oldest son Jerry says, “Don’t you think it’s about time you got rid of that old man truck and get something a little more sporty”?
Scott, my best friend (who I’ve known since first grade), made a similar comment when I met him for breakfast last weekend.
As a result, I’ve been starting to think that my friends and family might just have a point.
And that’s when it happened!
I went to the bank this morning to withdraw some money for the weekend.
As the teller hands me the cash, she says, “Kevin, when are you going to get rid of that “grandpa truck” and buy yourself something really nice to drive”?
Now keep in mind, I’ve been banking at this place since I was 16 years old.
So as you can imagine, after all those years, I knew this teller quite well. As a result, her comment didn’t offend me in the slightest.
I actually thought it was amusing, because she too was echoing the sentiments of my family and friends.
But even at that…
This was the straw that broke the camel’s back!
And now, I’m seriously looking at buying my new dream vehicle… the Hummer… and it’s gonna happen soon.
Now…
There are some very important business, marketing and sales lessons hidden in this little story.
But here’s the deal…
I’m not gonna lay them out for you like I usually do.
Instead, we’re going to have some fun.
After you give this some thought, I want you to post your comments to my blog by clicking on the “COMMENTS” link at the end of this post.
By doing so, it will help you immensely.
And that’s not even the best part.
When I get back home next Monday, I’ll take a look at all of the posts.
The 3 best posts will receive a copy of my brand new product:
How To Get Unlimited Funding For Your Business… Without Spending A Penny Of Your Own Money
Post your thoughts now by clicking on the “COMMENTS” link below.
Dedicated to your success,
Kevin Thompson
P.S. By the way, the marketing lesson is NOT about trucks or bank tellers.
P.S.S. I'll be back in touch with you next week. Have a great weekend!
For the last five years, I’ve driven a Ford Ranger pickup truck, and though my income has drastically increased during that time period, I still haven’t got around to buying myself a new vehicle.
Now don’t get me wrong, because I’ve certainly gave it a lot of thought.
In fact, I recently took one of those Hummer’s for a test drive and I absolutely loved it. You can bet that my next vehicle is gonna be a Hummer.
A maroon one, with ALL the options.
But let me get back to the story here.
My wife and kids are constantly giving me a hard time about the fact that I drive an “old man” truck, and they’re constantly telling me that it’s time to upgrade.
Especially my two teenage sons.
They hate the fact that I drive a Ford Ranger, because it’s just not “cool”.
The other day, my oldest son Jerry says, “Don’t you think it’s about time you got rid of that old man truck and get something a little more sporty”?
Scott, my best friend (who I’ve known since first grade), made a similar comment when I met him for breakfast last weekend.
As a result, I’ve been starting to think that my friends and family might just have a point.
And that’s when it happened!
I went to the bank this morning to withdraw some money for the weekend.
As the teller hands me the cash, she says, “Kevin, when are you going to get rid of that “grandpa truck” and buy yourself something really nice to drive”?
Now keep in mind, I’ve been banking at this place since I was 16 years old.
So as you can imagine, after all those years, I knew this teller quite well. As a result, her comment didn’t offend me in the slightest.
I actually thought it was amusing, because she too was echoing the sentiments of my family and friends.
But even at that…
This was the straw that broke the camel’s back!
And now, I’m seriously looking at buying my new dream vehicle… the Hummer… and it’s gonna happen soon.
Now…
There are some very important business, marketing and sales lessons hidden in this little story.
But here’s the deal…
I’m not gonna lay them out for you like I usually do.
Instead, we’re going to have some fun.
After you give this some thought, I want you to post your comments to my blog by clicking on the “COMMENTS” link at the end of this post.
By doing so, it will help you immensely.
And that’s not even the best part.
When I get back home next Monday, I’ll take a look at all of the posts.
The 3 best posts will receive a copy of my brand new product:
How To Get Unlimited Funding For Your Business… Without Spending A Penny Of Your Own Money
Post your thoughts now by clicking on the “COMMENTS” link below.
Dedicated to your success,
Kevin Thompson
P.S. By the way, the marketing lesson is NOT about trucks or bank tellers.
P.S.S. I'll be back in touch with you next week. Have a great weekend!
posted by Kevin Thompson at 9/22/2006 01:36:00 PM
8 Comments:
Well, after following your advice to watch "The Secret", this is no coincedence. Probably the most obvious is that your family wants to see you in something else -- so you meet the need. You already have something in mind and you are focused on exactly what you want. And with the bank teller, she offers the support to move forward.
My experience about a vehicle change was very much like that and this was before I watched "The Secret". I had a GMC Safari Van. I didn't like it because it didn't have much engine power to climb hills and it was so big and bulky. I had thinking about a SUV. Smaller, more powerful, and 4x4 since we are getting ready to move to snow country. I had voiced what I wanted and one day my husband said let's look. We did and now I drive a 2001 Jeep Cherokee. And I love the vehicle. Even though this vehicle was used it was incredibly clean and well taken care of. There was a need to be met, I had been thinking about it, and my husband supported it. Viola!
I am looking forward to hearing your response, though.
I was thinking image.
As a marketing strategy, we see commercials or magazine photos showing some shiney, great vehicle with a beautiful woman/handsome man, rugged outdoorsy experience, climbing bigger mountains, crossing deeper rivers, going further than you've gone before etc with a smoother, more comfortable, powerful ride.
Portraying your product based on meeting your markets needs, dreams, lifestyle status, creates desire for the product.
Obviously your old ford ranger is not portraying you as the successful, up-to-date guy your friends/family percieve you as being. If you are successful and others are able to tangibly see you that way, they will want to follow in your footsteps.
Also, innovation and technology come into the image. When you are keeping up with the times in your image, it is easier to view your product as being the latest and greatest.
We as consumers purchase based on a need, whatever that need might be. As a marketer we want to present our product as being the best answer to meet our target audiences need.
The power of "suggestion" and wants vs. needs....thats what sells.
Kevin,
For me, there were several lessons in your story. I don't know if these are at all close to what you wanted to teach us, but....
First, it struck me that you needed testimony, or encouragement, from three different sources before you took action to do what you already wanted to do anyway! I wondered if somehow that might be true of our clients and potential customers. Somehow, even though they might want our product, we have to "testify" to them in several different ways, or through several different methods, before they are finally convinced. Our website information, testimonials, and autoresponders, etc., could help convince such clients to purchase, and stop sitting on the fence.
Secondly, I applied your story to us, the merchants. If we hear the same thing from our clients or customers, at least three times, then perhaps it is a change we need to consider making. After all, our goal is to meet the needs of our customers, and give them what they want. To do that, we need to listen to them, when they respond to us with comments. After hearing something from three different sources, we need to sit up and pay attention.
Finally, I saw in your illustration the simple power of teaching via personalized stories. You have taught us that helping our clients to get to know and trust us by using personal experiences, etc., is important, and you certainly are a master at the art!
Hi Kevin,
It just so happens that my Husband drives a maroon Ford Ranger, and I showed him your letter. After the laughter, He said to ask you if the truck makes the man, or does the man make the truck? He believes the latter is true.
The marketing lesson, I believe, is that the Hummer is successfully marketed as a cool vehicle, opposed to the Ford Ranger which is perceived as an "old man's truck". It's all about marketing strategy. Your specialty.
Dana
A FORD?
Kevin, reeeallly,
I think you should follow the advice of your "sales Marketers" wife, kids, friends, Bank teller. And they are using some of the best "words" they can come up with. (words sell)
You now have a mental imagine of a broken down "old man". Which doesn't sound to pleasant. your not cool, and not very sporty. (of course we know we are really only talking about a truck, right?)
The other side has a great new mental thought.
A "cool" guy driving a new "sporty" hummer, the vehicle of choice, a dream, no doubt!!
Of course, now your thinking much harder about that purchase right?
And the more you think on it, the bigger the chances are that you'll make that move, sooner then you would have.
The lesson here:
1. word of mouth sells.
2. words themself sell.
"Other peoples thoughts and ideas, can very well change the way we think." (turning it now to what we believe!!)
You taught me that, over a year ago, and I still believe it!!
P.S. Please send us all a photo of the "new hummer".
Hi there Kevin,
This is what I got from your story.
You, like all of us, are constantly being bombarded with sales and marketing.
The labels put to you for driving your Ford Ranger ie. Granpa truck & oldman truck, are a result of good sales and marketing that are programmed into us and our loved ones.
The people behind marketing make people buy into the notion that we "need" and "deserve" something sporty, new or shiny.
Sales people use the "buy now, don't pay til later" "you deserve it" angles to get you and I to buy.
The biggest lesson in your little story though is the lesson on business.
You drove the Ford Ranger for 5 years. The majority of businesses usually fail within the first five years usually due to poor management of cashflow.
In other words, if you had of bought into the sales and marketing and bought your new Hummer it would have taken serious cash flow away from your business potentially starving your company of the much needed green stuff.
It is important that success come first then the doodads. It demonstrates the influence sales and marketing have over people and our emotion of instant gradification.
It also has the ability and power to grow a business to great magnitudes.
All purchases begin with a small thought in the mind of the buyer. The thought repeats and escalates in longevity and intensity until the buying action takes place. The job of the marketer is to compress that process into as short a time span as possible.
Often a “test drive” is needed to help the prospect to determine the product or service really is right for them.
Sometimes the buyer is interested but for some reason is not yet ready to buy despite all the seller’s effort. The seller needs to be ready to sell when the buyer is ready to buy. Therefore, if your Hummer salesperson is any good (s)he is checking in with you periodically. (S)he should know you’re a likely prospect because you went so far as to do a test drive.
The actions of the social group around us often determine our buying behavior.
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