Brian Sullivan
|
Duct Tape and Underwear
How to create relationships that stick.
Not long ago I was traveling in an airport with the CEO of one of my most important clients. As I wheeled my beat-up suitcase through the airport, I looked back and noticed that my favorite checkered pair of boxer shorts was busting through the zipper and dragging along the floor of the terminal. My CEO friend alerted me to this and began hysterically laughing at the fact that my suitcase zipper had exploded and was revealing my “sexies.” After scurrying to the skycap to “bum” some duct tape, I wrapped up my
bag like a pit crew member wrapping up the fender on a NASCAR. As I walked to my gate, I looked like Jed Clampett of the Beverly Hillbillies going on vacation. All the while, my VIP client mocked me.
Though embarrassed, I realized moments like these present opportunities. The next day as I sat in my office, I fired off a follow-up e-mail to my CEO friend. Only this e-mail had my own duct tape, self-deprecating, Hillbilly spin to it. I wanted to find a way to mentally take my CEO client back to that airport where he was having so much fun at my expense. Because if I could get him to relive that moment, I knew the e-mail would produce a smile. And that smile would create a glue and a connection that would strengthen our relationship. (A stronger relationship means Sullivan can pay the mortgage.)
So I went to the Web in search of the goofiest picture I could find of a damaged suitcase wrapped in duct tape. To my surprise, the best picture I could find was not of a duct tape suitcase but of an old 1970s wood-paneled station wagon with the luggage duct taped to the top of the car. I then “cut” the image from the page and “pasted” it at the end of my e-mail message and then followed with:
PS. By the way Bill, I will be unavailable next week if you need to reach me. I will be on vacation with the family. In fact, here is my favorite picture from last year’s vacation.
It wasn’t long after I hit send that I received a funny upbeat, and nostalgic response from my client commenting that his parents used to have a car just like that. He then recalled how bad his father was at packing the car on long vacations. He closed by mentioning that he was looking forward to working more closely together. BINGO … it worked! You see, that Web-generated image transformed a standard e-mail message into a positive mental image that created a smile, laugh and some old memories. I was sure that the duct tape e-mail was not like the dozens of others he no doubt had in his Inbox that day.
So here’s my point. If you want to separate yourself from the countless dental salespeople sending e-mails everyday, then you have to find ways to separate your e-mail message from the countless emails sent to clients every day. Images and even video will help you do this. Hey, there is a reason YouTube is taking over the world … because video and images create emotion. And emotion is the essential fuel to creating relationships, curiosity, urgency and sales!
So on your next important client visit, find something that you know your client thinks is fun, funny, or important. Then plan to make that image part of your next e-mail. That image, matched with a creative message, will be all the duct tape you need to repair those boring e-mails that have been exiting your Outbox! [FI]
Duct Tape Message Formula:
- Go online to a very small search engine called (and write this down so you don’t forget it) www.google.com.
- On the Google Home Page you will notice in the upper left corner a link that says IMAGES. After clicking on this you will be given the opportunity to put in any word or set of words you want.
- After clicking the SEARCH IMAGES button, you will be treated to countless images that just might make you laugh, inspire or even educate you.
- Put your mouse over the image, right click, and then select Cut.
- Then go back to your e-mail message and position your cursor where you want the picture.
- Right click again and select Paste.
- Blam! You just put a little duct tape on what would have been a damaged and boring e-mail.
- Then wait for the electronic smiles to start rolling in!
Brian Sullivan is a member of the National Speakers Association and an internationally known expert on sales and leadership. He delivers high-energy, no-nonsense, interactive seminars on his PRECISE Selling Formula to companies looking to become famous in their industry. He is the author of the book "20 Days to the Top- How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less."
To learn more, go to www.preciseselling.com.
|
|
|
