Everyone sells. Some people sell products. Some people sell services. Others simply sell themselves. This is an important thing to keep in mind whenever making a purchase. It may seem obvious while making larger purchases (car, house, etc.) but it happens everywhere; even the smallest of transactions.
Since I have been in sales in the past, it makes it easier to spot when I’m being sold. If you’re a good salesman, you’ve certainly noticed it too. Every company exists to make money. Every employee is there to meet goals. Everyone has goals. Your life will be easier if you’re able to identify what those goals are.
I recently walked into a retail chain to buy some athletic gear. While checking out, the gentleman (who was a tad too polite) asked if I would be interested in a rewards card. Out of habit, I replied with an uninterested “no.” He seemed okay with my answer and went about the transaction. While there was something wrong with the credit card processor (side rant: I hate when I sign that pad and random squiggles show up looking nothing like my signature) I decided to dive into this man’s goals. We only spoke for a minute, but I found out what incentive he has to sell the card (anywhere from $5-$20 depending on some drawing) and he is “graded” on his monthly goal. Before I left I told him that had he explained the benefits of the card instead of taking my “no” as a final answer, I would’ve certainly taken it. In fact, a few weeks later I voluntarily signed up for the card (the wide-eyed guy couldn’t believe I asked for it).
The above example led to many similar encounters and opened my eyes to things that never crossed my mind. I was told at the local deli, employees receive an incentive if they tack on a cookie to my order. Some waiters/waitresses receive some sort of compensation depending on what menu item the customer orders. It definitely makes sense, but something as small as a cookie never occurred to me.
A lot of companies have begun to step it up a notch. One product/service is no longer good enough.
ENTER THE BUNDLE.
I received an advertisement in the mail from my local cable provider. They were letting me know that since I had my cable with them, they wanted to offer me a few other services as well; one including a house phone (who has a house phone anymore?). A few days later I received one from my car insurance agency offering me a discount on other types of insurance. Lastly I was having trouble with my phone. For the sake of this company’s privacy, I’ll refer to them under a code name. Let’s call them VRZNWRLSS.
I go in looking for just a phone and I leave with the beautiful bundle. I really have to give it to the guy, he had his way with me (I may have even bought him dinner? I think I blacked out). Before I could even object to anything, he was onto the next product. I left with a phone, a case, screen covers, car charger, and some ear-piece thingy. Once I got to my car, I couldn’t even be mad. I had to applaud him. He has a job; and he did his job…extremely well.
Next time you’re at a restaurant, a retailer, a bank, an insurance agency, or any other For-Profit Company, I advise you to BEWARE OF THE BUNDLE.
Can you think of the last time you were sold? How did you react?