Showing It Is Better Than Saying It
Martial: “Mr. Wang, can I please I tell you more about the creation of the dial
of this timepiece? As you can see, it’s a white—more precisely, an off- white, that is very close to the traditional vintage ceramic dial color that you see in all antique pocket watches. Our creator wants to pay tribute to the grand tradition of watch making and insisted on incorporating this color as part of the design code. The subtle white looks like it has been aged, and gives this restful charm that you will probably not see in another white dial...It’s not just painted—our workshop has developed and innovated a process to create a color that answers to our brand creator’s demanding criteria.”
Roger: “Please let me show you a simple graph. This is simply the growth of
this financial vehicle over the last fifteen years. You can see that it’s doing nicely, increasing steadily. This graph simply shows a very nice balance between growth and preservation of wealth for our clients. What you see here is what you can expect from us when everything is going smoothly.”
Alice: “Sir, why don’t you take this magnificent necklace and check the
quality of the different stones our expert in-house gemologist has carefully selected? You can be sure that there is no possible compromise. Please, here is the loupe and you can start checking with the biggest stones: you will see, it’s simply magnificent. Only the best possible diamonds deserved to be mounted here.”
We tend to believe what we see, more than what any sales advisor tells us. This is simply because a client knows that a sales advisor is there to sell and, therefore, sometimes suspects that he would not always tell the whole truth and only the truth. On the other hand, customers almost always believe in their own judgment and what they can see with their own eyes.
By asking customers to look at something and experience it for themselves, you are proving the product’s quality. It will appear authentic. The customer tends to think: “If a sales advisor dares to ask me to look and feel, it must be true.”
Most of the time, visual impact is essential: customers remember images, pictures and graphs more than the spoken word. An iPad/tablet can display pictures but I also recommend that you include traditional printed materials, such as newspapers and magazine clippings (un-challengeable), and some official or corporate printed documents (in-house reports, industry news, indexes and so on), in your presentations. Customers assess information according to their personal credibility ranking and sometimes information on an iPad/tablet is not sufficient unless it has a certain cachet of authenticity.