The Art of using magic words in Customer Relationship Management
Cotton world in Chennai is a store I love, one it has good collections of cotton garments and two it is never crowded.
It so happened that one day I went to the store with my wife to pick up some nice cotton T shirts. As usual I didn’t stop with picking up a couple of nice cotton T shirts and I browsed through other segments and came across nice linen trousers. I never had a linen trouser till then and hence was curious to get one. There were two color combos for a similar styled trouser. One was fawn color and the other was a nice light blue shade and both had very small checks as pattern. Both looked nice and I tried one of them, the fawn color, and it fitted me very well. As is my habit, I took the views from the shop owner aparat from taking the opinion of my wife. Both approved it instantly and I was delighted. While I went for the billing with the two shirts and the linen trouser, I rechecked with the owner if my choice of color between the fawn and the light blue was correct as I had chosen the fawn color.
Spot came the response “Sir, the fawn color is for everyone, it will suit all as it is an usual color and it is for any occasion. The blue one is a special color, it won’t suit everyone. It will go well on some people and it will go very well on you from what I can visualise. It is an exclusive color sir”
He spoke to my soul, he robbed my attention and he massaged my ego. I went back to the rack and replaced the fawn one with the blue one.
He didn’t want to sell both to me, at least he didn’t force me to do so. He made me feel exclusive, he made me feel that I am one of the few ones who could carry oneself well in a different color. If he had forced me, I would have bought both, yet, his magical words made me fall for his service and for the store and converted me into a regular visitor and someone who referred this store to a few of my friends as well.
Selling is one thing, customer relationship management is entirely different.
Words can do magic, be a magician.
Lessons are around us.
