Sunday, July 22, 2007

"The key to a successful restaurant is dressing girls in degrading clothes." Michael O'Donoghue

"There are three reasons why lawyers are replacing rats as laboratory research animals. One is that they're plentiful, another is that lab assistants don't get attached to them, and third, there are some things rats just won't do." Norman Goldsmith

"If at first you don't succeed, find out if the loser gets anything." Bill Lyon

Suggest and sell

At the Best Buy checkout.

When a waiter takes your order (and after your entree).

After adding an item to your Amazon shopping cart.

The suggestion. The extended warranty, the wine choice, the popular side dish or dessert, the items purchased by others.

Suggestion is powerful. The timing, substance and value proposition of suggestions are key.

The best time to suggest a purchase is while the buyer is buying. Adding to a purchase, so-called up selling, takes advantage of the moment. Best Buy understands. The optimum moment to sell you an extended warranty is at the point of sale, never later.

Sell when they buy. Suggest and sell.

Relevant in the moment of purchase

The opportunity to suggest happens in the moment of purchase. When viewers or listeners are on your web site, watching or listening to your station they are spending time. In those moments you have gained some measure of attention. You need to suggest reasons to spend more time or reasons to return. This requires that your message be relevant in that moment of purchase. During the Sunday morning news shows we promote our political reporter or coming enterprise package. In the backsell we promote the upcoming concert of the artist just played and our related ticket giveaway.

On air we always drive them to the web for details.


We make it really, really easy to find stuff once they reach our main page. Our main page must make no more than three featured offers. Our main page must be designed to prompt action.

Most important take away from this post
: Measure every day, discover what's working, what's not working and constantly try fresh, new approaches. It is critically important for you to know, to fully understand, what's happening and what's not happening. Never guess. It's not horse shoes, grenades, slow dancing or bad breath (i.e., close does not count).

You have to make something happen. You must give them reasons to stay longer and reasons to come back. Prompt them to some action. Take full advantage of every opportunity.

Suggest and sell in the moment of purchase.

Today's image: Chardonnay by Thomas Hawk. Thank you very much.