Last week I booked tickets to Universal in Orlando.
I haven’t booked flights. I’ve not decided on a hotel. I don’t even have specific dates yet. Just some time in February or March next year.
But I bought the tickets.
You see, they made me an offer I couldn’t refuse. Three parks for the price of two. Not only can we ride The Hulk at Universal Islands of Adventure, but we can escape Gringotts at Universal Studios and relax on the Lazy River at Volcano Bay.
Now, anyone who’s been to Orlando will know just how pricey this trip will be. Even a budget trip to Orlando is going to set us back several thousand. So I am keen to save where we can.
When I first saw the offer I resisted. I wasn’t ready to buy. I was just researching, working out a budget and planning which parks to visit.
But they did what all good marketers do.
They cookied me and stalked me around the internet for the next few days. They kept asking for the sale.
The more I saw the offer, the more anxious I became about it timing out, until eventually when they made a “Low deposit offer” I took the plunge.
As I entered my card details into the website I thought to myself, well played attractiontickets.com. Well played.
Not only had they secured another customer and made another sale, but they’d taken a cold prospect that was NOT ready to buy and made them put their hand in their pocket and hand over their hard-earned cash.
I’m not easily sold to. As a copywriter and marketer, I know all the strategies and tricks of the trade. So whenever I get “sold” I like to take a look and see what happened. Work out what worked.
In this case, it’s all pretty simple.
They persevered. Even though I ignored their offers and refused to buy, they kept asking.
They didn’t give up on the first attempt. They kept following me around and making an offer until eventually, they found one that hit my buttons.
They kept in touch. They kept communicating and they didn’t let my rejection put them off.
Would you have been so persistent? Probably not.
Most businesses give up on a prospect way too early. They shy away from rejection and don’t persevere for fear of pissing people off.
But that’s a mistake.
A proportion of your prospects want to be sold to. I want tickets to Universal. I wouldn’t have bought them just yet if they hadn’t been so persistent, but I am glad did. It is one less thing to check off my travel list and it means that come hell or high water we ARE going to Florida.
They’ll thank you for persisting and making them take the leap.
Sure, you’ll piss some people off too. You’ll get a few F*** offs. But that’s ok. They are not your customer and probably never will be anyway.
So keep in touch. Keep nurturing, overcoming objections and asking for the sale. Your customers will thank you for it in the long run.
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