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Irresistible Persuasion: The Secret Way To Get to Yes Every Time by Geoff Burch

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133
CHAPTER 12
SHOWBUSINESS
In which we discover the surrounding magic
that makes our core skills attractive
B
efore we move forward, this putting on a show thing is
worthy of further comment. The fact is that most of us
dont (put on a show, that is)! We get obsessed by what we
do, and we think that just because what we do, sell, or make
is good or even the best, people will be obliged to buy it.
When I speak to my business start-ups, they all list their
skills, talents, and products, but that is not what we humans
buy. We buy the package, the experience. Think about this.
Disneyland is a funfair where machines whirl you about in
an attempt to make you chuck. If a funfair arrives at your
town, you pay a pound or so for a ride and dont feel that it
is any kind of great bargain. Yet with the cost of flights, we
pay hundreds or even thousands of pounds for Disneyland.
People believe it heals sick children (“Tammy is ill. £3000
could send her to Lourdes but if we could raise £5000 it
could be Disneyland”.) So whats different? People dressed
as cartoon characters,” you cry. Every amusement park in the
world has tried that one but it doesnt make them Disney. It
is all about how they do it and the surrounding magic.
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IRRESISTIBLE PERSUASION
134
A Proper Hairdresser
I often tell the story of a woman on one of our courses who
was, without doubt, one of the best hairdressers that anyone
had ever seen. Due to family commitments she had left
her city salon job and decided to start up on her own. She
would tell anyone who asked that her business was hair-
dressing. She had a small van and offered a mobile service.
One week one of her regular ladies said, “Dont come next
month, dear, come the month after. When she did come,
the customer’s hair looked a terrible mess.
What happened to you?” she cried.
“Oh, it was my boys wedding, so I went to a proper hair-
dresser!”
I dont have a hair salon but if I did and you visited Salon
Geoff, I would pay as much attention to the Café Latte, the
smoked salmon sarnies, the best magazines and fresh flowers,
and would tell you that you had come to be made beautiful!
Astonishingly, few businesses acknowledge the value of
the ‘show – which is a big element of persuasion.
Come on Baby, Light My Fire
In the money tree story in Chapter 3, we discovered that a
sulphurous demon rising in a pillar of fire was quite persua-
sive. On a little more down to earth level, if you eat a crepe
on a blind tasting, you may not differentiate one pancake-
type product from another, but when a flunkey dressed like a
penguin arrives at your table pushing a silver trolley and with
a flourish sets fire to the thing, all of a sudden a huge amount
of value is added. Before going forth to persuade, be sure that
you are putting on the very best show possible. Your appear-
ance, the products appearance, the time and the place must
all be concomitant with the message you are trying to deliver.
Some airlines have hip and trendy teams that, in actual
fact, grate on me so much I wont fly with them, but that
doesnt matter as I am not their target customer (it is the
formal stuffy and stiffer type of airlines that makes me
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