Retailers make a hefty portion of their yearly revenue during the holidays. In order to excite shoppers with their products and lure them to their brick-and-mortar or online stores, they use creative marketing, discount coupons and special sales throughout the holiday buying period.
While many advertising campaigns feature cute children, festive decorated trees and scenes of families and friends enjoying the warmth and spirit of the season, some add a little spice to the scenery. Some pour it on and turn up the heat until the scenery is downright steamy. In an article in USA Today, “Urban Outfitters Holiday Catalog Gets Naughty,” it looks like Urban Outfitters’ holiday catalog weighs in on the naughty side instead of nice. Provocative photos and profanity-emblazoned clothing and gift items are proudly displayed for purchase. Far from being chastised for its boldness, the company is getting applause from some branding and marketing experts.
The article quotes Kim Friday, senior fashion editor for Women’s Wear Daily, as saying, “Shocking imagery sells.” That may be true for fashion, but is shock now an acceptable method for sales in general? Are the old, bland—even boring—methods of features and benefits with a sincere tug on the heartstrings a thing of the past? When does a sales pitch cross the line from being edgy to downright dangerous and offensive?
No one would think of selling appliances or security systems or insurance policies using provocative imagery or profanity. Or would they? Selling is persuasion. Caught up in the momentum of a sales pitch, or the third meeting with a client on the verge of signing a big contract, anyone can cross the line and wander over into the grey area of impropriety. Instead of building rapport and trust, some sales tactics can have a prospect heading for the door.
1. I like you…I really like you. It doesn’t matter what the gender, putting on a little extra charm can make a vulnerable prospect more likely to say yes. But what are they saying yes to? Showing a little too much personal attention or giving the long, lingering smile or look, may get a nice sale but buy more trouble than it’s worth. After the close, you’re ready to move on. The customer may think you sold a little more than a new set of expensive tires or replacement windows. Making a sale personal can cross the line.
2. Talking Trash. Or talking trashy. A good salesperson will adapt her pitch to the prospect, but cloning the best and worst of a prospect isn’t the way to make a sale. Matching your prospect’s language or vocabulary can backfire, be offensive or even make a prospect wonder if you’re mocking him. While you may get a sale, can you afford a new reputation for profanity and offensiveness, limiting your prospect pool?
3. Your Place or Mine? Meeting a prospect at a restaurant for lunch or dinner can present a comfortable setting to talk business. Taking a female prospect to Hooters for lunch, or requesting a quiet table in the back corner of a swanky restaurant can make a new prospect uncomfortable and confused (see #1). Dinner meetings can take the wrong turn if you end up matching tequila shots at the bar and then heading to the nearest dance club. If you work from a home office, inviting someone to meet there can be uncomfortable unless you have a true office away from the main living area. You can rent inexpensive shared office space in many parts of the country, or meet in a hotel lobby area or coffee bar during normal working hours.
What you consider acceptable doesn’t really matter. It’s what the prospect thinks. Err on the side of “nice” and keep your business meetings and conversations professional.
Photo source: Freedigitalphotos.net
Become a member to take advantage of more features, like commenting and voting.
Register or sign in today!