Apple does a great job of this,
creating a warm environment in
their stores where people will wait
in line for the product, sometimes
not even knowing why exactly they
want the new product. They want it
because it is a new Apple product,
and they trust Apple and the people
in their stores. If you can create
this type of environment in your
business, you will move to another
level with your customers and
attract many new prospects.
Creating the right environment
means more than physical
environment, although physical
surroundings do play a role in
making a customer comfortable.
Environment is also more than your
words and actions, though they
are extremely important as well.
Creating an environment to buy is
creating a change in the attitude and
feeling of the customer when they
are in the space you create. While
this is a philosophical explanation
that is hard to pinpoint to a few
concrete actions, an analogy will
help illustrate clearly what I mean.
When someone goes online to
Amazon’s website, they are looking
to buy. That is why they are there.
Amazon’s environment is one
where people expect to purchase
something, and so purchasing
something is the appropriate thing
to do. On the other hand, when
someone goes to Facebook, they
are there to share or interact, not
buy. While there are advertisements
on the page, it is not the
environment where someone
expects to make a purchase. If
they see an ad for something that
interests them and they click on it,
they are taken to a site which is an
environment for purchasing, like
Amazon. Their mindset has changed
when the environment changed.
If you are in tune with your
audience, and like we mentioned
in our previous eBook “Being
schooled: Selling for today’s in-tune
audience” the shift from closing to
opening is most easily accomplished
by embrasing RADIO strategies.
But RADIO is more of a flow than
a series of events. If you recall, you
are more of a conductor of the flow
than you are a product pusher.
To illustrate this idea of flow versus
pushing, imagine that you are in a
pool. If you try to push the water
forward, it just dissipates into the
pool, with little effect.
If, however, you move your arms
in a sweeping motion repeatedly,
you can cause ripples and currents
in the water which will create a
flow of water in the direction you
are moving, having a much greater
influence and effect on the water.
As a conductor you have three main
1. The first is like conducting
electricity, where you are a point
which allows the energy to flow
and controls where it flows to.
2. The second role is where you are
the orchestra conductor who sets
the pace and dynamics of the
music or energy.
3. The third role is one where you
are like a train conductor. Once
the atmosphere or environment
is set and in place, you are the
one who says “ticket please”.
In other words, once you have
your environment conducive and
appropriate for purchasing, you
ask for the sale.
When the environment is set
properly, the buyer is already in the
right frame of mind to purchase.
This means that asking for the sale
is a logical action to take. When the
environment has genuinely been
set properly - not like a half-set
The door that they are opening has
to be one that they
want to walk through.