Building Impulse

It is a lot easier to get someone to try something out of impulse, than it is to logic them into it. I don’t know how many of you have noticed, but the majority of people don’t really do logic that well.

Thus, I recommend getting comfortable with manipulating someone’s impulse. (I feel like manipulate has a bad stigma, but I’m at a loss for a better word.) And, the first step to that, and anything, is understanding.

 

The life of Impulse:

  1. You walk in. Probably the easiest way to start off momentum. But, whether someone knows you or you’re a stranger, when someone is in front of them and they don’t know why, people tend to get curious.
  2. Intro: Tell them who you are and what you represent and build some CPR (Cultivating Personal Relationships).
  3. Short Story: Entice someone with a tidbit of why they should listen to you more. With Quill, we explain that as a warehouse based company, we are able to pass savings directly to our customers. One, Two key points max at this point.
  4. Presentation: Give some concrete examples of benefit. If you’ve ever had someone try and get you to go eat something, you’ve probably heard “it’s my treat.” BAM, instant benefit.
  5. Close: You make it happen. There are two key parts to this – verbal and physical. Verbally, you tell them what you’re going to do, and physically, you start doing it. Ever have someone ask you to hold something and start handing it to you? (I totally did this to Steve yesterday morning.)

I would say you have about 30-45 seconds to get from the short story to the close. That’s the average person’s attention span. This is going to be the first high point of impulse, and it will definitely start to fall from this point, whether they said yes or no. Then, your job is to save it (what we call Rehashing).

 

The Impulse Factors

Now that you know what the life of impulse looks like, we can focus on what keys are used to build someone’s impulse. We use FUGIES as a way to remember the most common.

  • Fear Of Loss – This is more about the product not being available any more. For example, when Harry Potter comes out, everyone pre-buys their tickets. But, typically, if you want to see a movie, you just go to the theater and buy tickets there.
  • Urgency – All about time sensitivity. For example, McDonalds does the McRib special, where it’s only out for like a month (I think, personally it grosses me out, but I hear the radio commercials). Everyone flocks to McDonalds for this sandwich until it’s no longer available.
  • Greed – Everyone wants more for less. I don’t know about you, but when I’m buying shampoo in the supermarket, and one’s shrink-wrapped in a bonus pack, I’ll always buy the bonus pack instead of the single. The same with shoes… who hasn’t heard of BOGO?
  • Indifference – No one wants to feel forced into something. If you push too hard, then they wont want it no matter how perfect it is for them. If you’ve ever bought a car from a dealer, I know you thought, “what is he trying to put over on me” at least at some point.
  • Jones Effect – Like it or not, everyone compares what they have with their neighbors. On the most basic level, pretty much every guy will look at the one next to them and think, “I could take him.” And when that stops becoming probably, they’ll think, “I have more money than he does.” Girls do it too, but more like, “that would look way better on me.” Human nature is to compare what you have with your neighbors. So if someone else has it, or is using it, instinct is to want it.
  • Suggestion – People don’t always think in terms of options. So, suggesting an alternative sometimes triggers thought processes that lead to a solution. When it comes to Quill, we have over 300,000+ items. Vacuums and tuna salad aren’t typically what people initially think of when I say “Office and Business Supplies,” but we carry them.

Everyone will be more easily triggered by one or two of these Impulse Factors. When you don’t know which, combining them is always the most effective. Two of the FUGIES work on me every time if they are paired together. (P.S. I recommend knowing which ones are most effective on yourself also – that way you can recognized when they are used on you…)

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