Let Them Have A Cookie

by admin on June 17, 2010

Do you resist change? Do you actually feel loyalty to your friends and family? Do you want to test things before you buy them? You’re not alone. If you answered yes to these questions, you’re like everyone else who answers yes.

That’s the challenge that an entrepreneurial business owner has to overcome from a competitor’s customer. If your competitors are smart, they’ve created a friendship with their customers and they expect loyalty in return for giving them great benefits and a nice package of products and services.

How can you capture those customers?

You don’t. Not all at once.

The other side of these questions is: Will you take a free sample of something at a grocery store or shopping mall? A free cookie? Like Mrs. Fields who built an empire by giving away free samples of their cookies in shopping malls.

Will you give 1% or 5% of your business to someone other than your own brother-in-law for something that offers a more exciting or profitable alternative to your current situation? Of course you will.

From time to time, we will try things little by little. That’s what the “Free Cookie” technique is. It’s like dipping your big toe in cold water before you dive in head first into a freezing pool. As a consumer, they all want to dip their big toe in the water and sample in a relatively risk-free and painless way. After all, a cold big toe will not freeze them to death, so it’s an okay risk to take while deciding whether to enjoy getting in the water is worth offsetting the pain of cold water.  You want to give them a free cookie and let them dip their big toe into your business.

They will do this if you give them a compelling reason to try it out. They want to test us out in a small way. We need to crack the door open a tiny bit and then eventually try to drive the truck through it, but not now.

We want to think in terms of them testing the water. We don’t necessarily want to sell our whole product all at once unless you have little or no competition and you have a prospect list with a lot of money and they have a compelling need for your product or service, then go for it.

Generally, we want to let the consumer give us a test. Once you understand this, you will understand that consumers like you will have a virtually insatiable desire for your product or service once they warm up to you.

We just need to get comfortable with whom we buy from. It’s human nature to say, “If this little bit is good, then a lot is going to be better.” The sinful pleasures like gambling, smoking and sex, get people hooked for life if they try these things. You create these “Just Say No” campaigns which fall short of the mark because it’s the addiction that people need to be alerted to, but they realize that just a little bit creates an insatiable desire for more. Try it once – you’re hooked, so don’t try it.

Here’s the point:

#1    The customer needs to be provided with a low or no-risk offer to try you out in a small, non-threatening way.

#2    The customer’s first purchase is not their full purchasing ability. It’s merely just the tip of the iceberg.

#3    The customer’s cumulative purchasing power is actually staggering, but first you must earn their support and loyalty.

#4    You need to earn that loyalty with familiarity.
They need to get to know you and your business through you contacting them. You can use telephone calls, newsletters, ads, gifts, promotions, rewards, benefits, education, consulting, etc.

Your customers need to be led from one purchase to the next. This is true in all aspects of our lives. We want someone to tell us what to do so we don’t have to think of it ourselves. Have you ever heard a conversation where someone says, “Hey, what shall we do? I don’t care, what do you want to do? I don’t care, I’ll do whatever you want to do.”

You have to realize that with each new customer, their value is in the stored future income potential, not the value of that initial purchase.

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