What’s Hard Sell Doing At the Winery?
BySometimes hard sell is exactly what’s necessary when a physician needs to provoke a patient into giving up their unhealthy ways, or a real estate agent needs to act fast to insure their client gets the property they’ve dreamt of before others do.
But all too often, hard sell tactics are just that: tactics. Sincerity be damned. Relationship be damned. Good business practices be damned. And everyone loses.
While working on our book about soft sell marketing (which will be released sometime early 2009) we picked up a cast off Wall Street Journal dated Friday May 16, 2008 in the San Francisco airport on our way back home from a weekend seminar in San Mateo. Seemingly meant for us, it had survived two days without ending up in the trash, as it was now Sunday the 18th.
On the front page of the “Weekend Journal” section a mini-headline jumped out at Judith.
“Wine Tastings: Soften the hard sell.”
Eager to read what the authors meant, Judith turned to the column written by Dorothy Gaiter and John Brecher on page W5. “Tips for Tasting Rooms” with the first tip “Lower The High Pressure on Wine Clubs.”
Speaking to the profitable commissions involved with selling memberships to wine clubs, and the hard sell abuse that can result, Gaiter and Brecher wrote:
“We sometimes feel like we’ve suddenly been dropped into a room of time-share salesmen. At one winery . . . we were having a nice time tasting wine and looking at the scenery when a wine-club salesman sat down next to us on the patio and was so aggressive that we finally left.
“At [another winery] one of the two women behind the bar was selling another couple so aggressively on the wine club that she never even said hello to us, and we left. Winery visits should be so pleasant and the wines so tasty that we want to join the club. We shouldn’t have to be beaten into it.”
We assume you can feel the abuse of trust suffered by Gaiter and Brecher. Because it’s in your feeling for what it’s like to be betrayed that you can best identify the critical fault line between selling as spiritual service and selling exclusively driven by the drum beat of the bottom line.
As they say, “Winery visits should be so pleasant and the wines so tasty that we want to join the club. We shouldn’t have to be beaten into it.”
That’s the sacred challenge to all of us as marketers: make the experience so pleasant and the outcome so tasty that our customers will WANT to join with us in the sales transaction. Then, and only then, can we enjoy both buying and selling, knowing we have the best of both worlds at all times.
Because It’s All in the Connection,
Judith & Jim
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Hi Judith and Jim…
I totally agree with the views expressed about the hard sell in wineries…. and I certainly would leave even after a brief encounter with hard sell line.
I’m battling to see any situation where hard sell is appropriate or effective. Even doctors get more patient compliance when they use a soft approach rather than taking a hard line!
Sometimes the hard sell verges on bullying… and signals to me to run for cover!
Jeanne
Jeanne,
I love your image of needing to “run for cover”!
My Dad sold cars most of his life and hated the pressure to push people into the sale. Later my Mom sold real estate and the part she really loved was leaving house gifts (usually champagne in the frig and a big house plant) for the new home owners.
So thanks Jeanne for triggering those memories!
Judith Sherven
http://www.softtopiccopywritingsecrets.com
Dear Judith and Jim,
Thank you for sharing this interesting article. I am reminded of the saying that we should go one step beyond treating others as we wish to be treated, and treat them as they wish to be treated! It’s something we can practice daily and still not master completely, but can certainly make a positive difference in all our relationships and interactions (I hope the salespeople mentioned in the article, and others will take a moment to think how their prospective customers wish to be approached).
In terms of sharing my services with potential clients, I definitley appreciate the opportunity to invite them to get to know me and my professional offerings at their own pace so we amy choose to work together because my approach and expertise are the right fit for their needs.
Thank you for the work you both do to help others reach out to their audience in a way that is respectful, authentic, and effective!
With my best,
Shahrzad Arasteh
http://www.careerconsultmd.com/
Great article – great blog.
I’m glad you’re showing up you two.
It’s a fabulous time to be showing up on the planet as a Conscious Entrepreneur.
It’s a time to show up with enthusiasm, yes. Conviction that we have a good thing, yes.
Authentic Enthusiasm is magnetic while hype is repelant.
Respect ourselves, our team, our staff and of course our clients and customers.
That’s the only recipe I’ve found for effectiveness.
Thanks for what you’re doing.
be well and
Remember, Who You Are Makes A Difference!
Maran
Maran,
Conscious Entrepreneurs with Authentic Enthusiasm – now that’s a world of commerce that appeals to almost everyone!
Wonderful to hear from you – and everyone who reads this blog and feels moved to share their passion for doing business with heart!
Judith Sherven
http://www.softtopiccopywritingsecrets.com