Make an Emotional Connection to Your Prospective Customers

In the mid ’50s, Baskin-Robbins introduced the little pink spoon as the company’s leaders embraced the philosophy that customers should be able to get a taste of ice cream before purchasing. Each year, 300 million people stop in for a taste—and they leave satisfied.

What does a little pink spoon have to do with the success of your business?

Take retrofitting a property, for instance. This can be a large investment, and some of your customers may be a little nervous about making that investment. Imagine that your prospects and clients could get that little pink spoon experience with your products, services and visions. Using a few techniques, they can.

You can give them a little taste of what that finished project will look like, how it will feel to be part of the project, and how it will feel to appreciate the finished project. That emotional connection will help them buy into the project, the investment and your team.

Pink Spoon Language

Little pink spoon language engages the senses to help your customers experience the project and the process—help them see it, feel it, even smell it. New business is everyone’s responsibility, and everyone on the team has an opportunity to serve up a taste of your services.

Immerse clients in the project by using pink spoon language like these examples:

    “When you stop by the job site, you’ll see … ” gives them a taste of how the process will feel and makes them feel like they’re a part of it.

    “When you get the daily report, you’ll want to … ” makes them feel like they’re already involved in the project and shows them how useful the daily report is.

    “A month from now, when you’re watching them bring the furniture in … ” helps them envision the project.

    “When your customers walk in and see … ” or “You’ll still have the fresh paint smell as you put your pictures on the wall … ” makes it real.

    “Imagine walking into your new space and … ” helps them to see themselves in the finished product.

Pink Spoon Experiences

Giving prospects a taste of your services is more than using pink spoon language. Consider how you can demonstrate your exceptional service to prospects as part of a new business pitch.

Don’t just tell them about your new technology; show them how it works. Don’t just tell them they’ll get a monthly progress report; hand them a sample. If you’re pitching your ability to work well with the community during a long-term project, show them how you’ve done it in the past (that plaque recognizing your community involvement, videos of your team involved in community projects., etc.).

Don’t tell them their project manager is easy to work with; share a specific example of how that project manager works well with others. Be sure to include testimonials from other clients, team members, company leadership and staff. Of course, you’ll want that project manager in the room for the meeting, too. The more you can demonstrate to them—not just tell them—the more likely they are to do business with you. It’s your little pink spoon!

Get creative and share a winning taste of you, your team, your services and your organization.

About the Author

Laurie Richards
Laurie Richards is an international speaker, strategist, and organizational consultant who works with leaders, executives, entrepreneurs, salespeople, and other professionals to improve communication at every level.

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