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Don’t Forget to Pat the Dog

A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy.

Here’s another one.

We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy.

The first agent who came to our home said all the right things, had all the requisite collateral detailing sales successes etc. and was a nice guy. The only problem was that he completely ignored the adored family dog.

It’s a small point, I know. You could say that his job is to negotiate hard and to sell real estate on our behalf, not to get all cutesy with every pampered pooch that may slobber on his expensive suit.

But you could also say that his job is to effectively engage people and a simple short-cut to doing that is to understand what their emotional hot buttons are. It’s not much of a stretch to assume that a spoiled pet fits the hot button bill for the person – the property’s owner – the agent is trying to influence.

Not surprisingly, that agent didn’t get the business. The agent that did pat Mocha closed the sale.

For those of us who need to emotionally engage and influence people for a living, it’s easy to forget that little things to us may be major things to our market/s. Recognising what that is (by research, experience or assumption) and reacting accordingly can make the difference between success and failure.

 

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Image Sources:
1. http://www.hdwallpapers3d.com/sad-dog-pictures/
2. http://www.thevortex.me/erasing-hot-buttons-and-becoming-neutral/

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