Marketing 101 (Customer Experience)

Hi to all of our HARLCOM readers,

Today a basic lesson in marketing. Here is the story of Boudreaux and how he sold recurring monthly income products OVER the FREE option. This story was sent to me by a friend and it is a simple yet great example of marketing success.

Here is Boudreaux's story.

"Boudreaux, the smoothest-talking Cajun in the Louisiana National Guard, got called up to active duty. Boudreaux's first assignment was in a military induction center.

Because he was a good talker, they assigned him the duty of advising new recruits about government benefits, especially the GI insurance to which they were entitled.

The officer in charge soon noticed that Boudreaux was getting a 99% sign-up rate for the more expensive supplemental form of GI insurance.

This was remarkable, because it cost these low-income recruits $30.00 per month for the higher coverage, compared to what the government was already providing at no charge. The officer decided he'd sit in the back of the room at the next briefing and observe Boudreaux's sales pitch.

Boudreaux stood up before the latest group of inductees and said, "If you has da normal GI insurans an' you goes to Afghanistan an' gets youself killed, da governmen' pays you beneficiary $20,000. If you takes out da supplemental insurans, which cost you only t'irty dollars a mons, den da governmen' gots ta pay you beneficiary $200,000!

"Now," Boudreaux concluded, "which bunch you tink dey gonna send ta Afghanistan first?"

What lessons can we learn from Boudreaux and his story.

1. Figure out what it is that your customer wants. (in this case NOT to go to Afghanistan.)

2. Frame your pitch in a way that by buying in gives the customer what they want.

3. Price is NOT really a factor as long as the cost of getting what the customer wants is not greater than the want.

4. Framing EMOTION with COMMON SENSE can be a very powerful motivator to drive sales.

5. It is really all about the EXPERIENCE. When you have a feel good experience you are HAPPY to pay the price.

Remember Boudreaux's story and ALWAYS give your customer the BEST experience. Enjoy the rewards of making the sale once and getting paid forever.

We will post again soon. :o)