This Holiday Season brought a flood of Jewelry Store's Catalogs and Coupons to my Mailbox. (Tis the Season!) But, it also reminds me of a
cute little story about
Mailing Lists...
Getting People's Names and Addresses (along with emails for electronic mailing) for Mailing Lists is not the easiest task. People are not comfortable with giving away their personal information. And the last thing that people want is to be bombarded with tons of more junk mail.
So, as Salespeople, we try to get your information using alternative methods (a round about indirect way)... You have to be sly! Say for example, our Warranties!
If we can sell you (or give you) a Warranty on the merchandise you buy, we can get your info. Warranties, Service Plans, Jewelry Appraisals, Repairs, Contests, or even Layaways... They all work! Sometimes getting your Name and Address is easy. And once we get that info, you're going on the Mailing List! (Why is the Goal to always build that List?)
It's not like this is really a bad thing either. Diamond Warranties are good. Service Plans (Like the Extended Service Plan) are excellent. Appraisals are a must! So when approached under these conditions, customers are almost sure to rattle off their Mailing Address. It's a win-win situation for everyone. It never fails...
Except for this one particular Lady (hence the purpose for this blog). She was a dandy. Didn't even smile once. She was not happy about buying her Husband a Watch for his Birthday. (I think he broke his last one!) As we were gift wrapping the present, I said to her casually "Can I get your Name and Address for the Warranty?" (All the time I'm smiling and grabbing a Pen and the Warranty Slip.)
This usually works like a charm. People's interest gets peaked with the Warranty and I can usually get the info in just a matter of seconds. (It's like selling Hot Cakes!)
She shook her head and said "No".
"Are you sure?" I said. "The Warranty is Free and it covers the entire Watch for a lifetime of Repairs or Replacement!" (I'm unfolding the Warranty and laying it out so she can see...)
She shakes her head again "No. I don't need it!"
Now I'm perplexed and shocked. She doesn't want a FREE Lifetime Warranty? Is she crazy?
"It covers the Watch from head to toe," I say "If the Watch stops for whatever reason, this Warranty Plan will Replace it or Fix it for Free. It's the best Plan on the market. Even the Watch Strap is covered for Free! Plus, there's not even a maintenance schedule. You don't have to bring the Watch in for any Cleanings or Inspections. If the Watch ever dies, just bring it back in with the Warranty Papers and we'll take care of it Free of Charge!" I pause a second to let this all sink in. "All we need is a Name and Address for the Slip. Easy as that..."
She bats her eyelash at me. "NO!" She said. She was firm on that NO! She meant it!
Fine! I put my Pen down. NO was NO! And believe me, I was NOT going to ask her again.
It's a FREE Warranty, if she doesn't want it, so be it!
I gave up!
My Sales Manager was standing behind me the whole time just listening intently and soaking it all in. He waited a minute after I was finished and took a step towards the Lady. "Ma'am" he said softly to her. She looked at him. "How about we just get your Name and Address for our Mailing List?"
"Sure" she said and started belting out the info.
What? lol My mouth fell open and hit the floor. I just couldn't believe it! That was insane!
You see, it just goes to prove that some people don't give a hoot about Warranties, but SPAM... Well, that's a whole different story! This Lady is a perfect example of... Well... Nothing really! She's an exception to the rule (there's always one).
I'm sure she had her reasons for not wanting that Warranty, but man, she sure did want that Catalog! Ha!
So I learned that taking the indirect route doesn't always pay off. Being up front with customers tends to bring much better results... At least it did with this Lady.
But for the rest of you... Well, you're getting the Free Warranty! lol
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