A Sales Lesson from the Masters

Did you watch one of sports most watched televised events this past weekend?  This particular Masters probably had even more viewers than past events simply because of the Tiger saga.  Whether you enjoy watching golf, or not, I want you to think about something.

That throng of spectators ponied up $5,000 each to be in Augusta on the course watching the event happen live.  Now that is far from an insignificant amount of moolah.  Why at a point in time when people are clamping their purse strings tight shut would all those people eagerly lay out that kind of cash?  And correct me if I’m wrong, but I think that is $5000 per day!

Here’s why I want you to think about this.  I know many of you are whining that people just aren’t buying.  It’s true they aren’t buying anything where the perceived value isn’t there for them.  Yet they certainly are buying.

“There are two reasons for everything — a good reason and the real one”

Winston Churchill


Meaning there are two reasons people are buying… a good reason they can use to explain their decision to others, and the real reason they are willing to crack open that wallet and tell you to bang their credit card or bank account.  If asked a spectator at Augusta might tell you they traded their hard earned cash to be their because…

  • it’s Augusta, the biggest event in golf
  • it was the first event for Tiger after the scandal
  • it’s just something they do every year
  • history is being made
  • etc.

Then there is the real reason.  The real reason is always directly tied to strong motivational drivers.  The real reason is probably something more like…

  • it strokes their ego and makes them feel successful
  • they get to associate with people they think can make them more money
  • it makes them feel more likable
  • it’s fun
  • it makes them look good to those around them
  • etc.

When they buy that ticket they aren’t thinking about how much it is going to damage their bank account to cough up $5,000.  They are thinking about the experience of being right there on the course.  They are imagining stretching their hand out and actually shaking hands with this years winner (Phil Mickelson).  They are thinking about telling their grandchildren about how they were there when (Phil) won his (3rd) green jacket.

There are two very important things happening here.  First, these very expensive tickets sell because everything about Augusta and the Masters is directly tied into the emotion of this huge golf event.  Second, the buyers focus is directed on the desired future rather than the current pain of paying for the ticket.

How do you tie your services to the emotion that is the real reason your clients buy?

How do you help your potential clients envision the desired future creating the perceived value that makes the cost well worth it?

Coach Cheryl

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