Stage Your Practice for a Buying Frenzy
By Mark Moore
A buying frenzy can be defined as the excited pursuit of something, especially around a focal point, that causes people to purchase a product or service for the purpose of acquiring, possessing and/or having ownership of it. A buying frenzy just doesn’t happen—you have to know the right combination of elements to stage your office and create the proper buying and selling environments.
Most people have a natural urge to buy. How can we tap into it? To answer that question, we must first understand what makes people want a product or service. At the most primitive level, people don’t buy want they need; they buy what they want. You can trigger these “wants” in your patient’s mind by summoning common emotional buying states while the patient is being introduced to your products and services.
To put it simply, you must stimulate an emotional need for your product or service by tapping into emotions that embrace pleasure and/or pain triggers, which encourage people to act to either rid themselves of pain or to retain feelings of pleasure. Buying is emotional, not logical. People rationalize buying decisions based on facts, but they buy based on feelings.
Think of selling as a way of communicating information to the patient. The patient wants to buy what you are offering, but they need more information. If you can provide the information in a way that makes the patient feel as if you have satisfied his/her request, then you have set the stage for a sale. At its most basic level, selling can be defined as the process of persuading a person or a group to buy a product or service. The more beneficial the arrangement is to both parties, the more likely that the sale will be made and, more important, that each party will come away satisfied with the transaction.
People buy when they feel comfortable, when they can trust the seller, when the process feels natural and reassuring, and when they come to believe that buying will make them feel good. Why should selling a product be any different from selling yourself or your ideas? It isn’t. Selling should be as natural and as easy as breathing. Your business/practice is only as good as the people who represent it and, in every case, the patient has to believe in you before believing in what you are selling. At that “point-of-sale” moment, your patient wants to see a warm, sincere, open, enthusiastic, positive, and trustworthy person.
Setting the Mood
Here are some action points and key strategies to stage your office and practice to put people in the mood to buy:
Action: Remember that people like to go where other people go. “Social proof” is perhaps one of the most powerful tools you can use to persuade people to buy your product or service. People naturally tend to follow the leader and follow the crowd. If they see others doing something, they tend to copy. If everyone says something then it must be true, according to the rules of “social proof.”
Key strategy: Always have people in your lobby waiting. People want the comfort of knowing they are not alone, that someone else is going through the same process. You can accomplish this by scheduling similar appointments grouped together. For instance, schedule all hearing evaluations in the mornings so when one patient buys the rest waiting in the lobby will know what happened. You’ll be surprised at how many will follow suit.
Action: Create some sense of urgency. Many people tend to procrastinate after they make the decision to buy something. As time passes, some will forget why your product or service is so important. After all, most people wait at least seven years before seeking hearing help.
Key strategy: Reward people for taking immediate action. For example, offer special discount pricing for buying today or during a specified time.
Action: Set up a “special event” atmosphere. The minute patients walk through the front door into your office, they should feel like they are part of something special, not just the normal everyday office flow. They are part of an important event, created just for them, and the perception is that it is a “special event.”
Key strategy: Consider offering refreshments, keeping in mind that patients may have dietary requirements concerning food elements like sugar or fat. Try to serve different things each week so that the offering seems fresh and new. Consider displaying a variety of seasonal decorations that could include fresh flowers and/or assorted arrangements.
Mark Moore is the Co-Founder and Chairman of InnerScope Advertising Agency Inc. and has been finding innovative audiological solutions for the hearing industry for more than 30 years.