Provocative selling is a new concept that is currently causing much controversy. On the one hand, it reflects all popular sales methods and methods today. But on the other hand, provocative selling is also considered an art, in which we need to achieve the set goals by applying all means, techniques and methods of using words as well as psychology. social to create a successful sales conversation. A successful sales conversation here is understood as maintaining or creating a change that significantly affects the initial conditions and circumstances in which that conversation takes place, sometimes even despite the change. the priorities of others.
What is "provocation"?
Any sales conversation that does not take into account all the variables in all media, techniques, strategies and methods of persuasion and is based on experience and knowledge of social psychology is considered unsuccessful with the customer.
(Kundenmord)
Without even considering this customer “killing” action, a few examples that take place every day in different branches show that the sales process is often trained or guided according to the cooperative selling principles that are so prevalent:
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Almost a year and a half after my car was stolen, I kept getting letters from Audi. They wanted to know if I was happy with my S8 and their service. Imagine how frustrating those letters were.
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Porsche and the VW Group (Volkswagen) have dress codes for their dealerships; however, sales staff often dress freely according to their own preferences, which affects the company's image. Unfortunately, sales staff can find their work uniforms in the company's stores, where they are displayed alongside the company's products. Is it time to abandon conservative elegance and adopt a corporate uniform? No, not exactly.
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On the contrary, what immediately catches everyone's eye on the island of Teneriff is that workers of a road construction company are all wearing the company's uniform, and this is a form of advertising for the company right on the street.
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For example, Adidas ran an ad with the slogan “My Adidas” and promised to create personalized sneakers for each customer – since this was done for professional athletes who loved sports and had special foot sizes. Moreover, buyers could also have their name attached to the shoes, although they had to pay a little extra. Those interested in this ad were forced into a corner, as the service was suddenly announced to be available only to a few athletes…and only in Berlin. But not all of us can be present in Berlin. You have to have a profile with data about yourself.
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A famous car salon in Bonn has announced its sales motto: “customer-friendly”. However, the only person who is truly “customer-friendly” is the roof-dresser, who is in charge of simple tasks, “because we have nothing to do here!”. The car salon manager acts like a lord of the area: he arranges a personal appointment and does not confirm it even after the appointment party has repeated the request.
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After exactly one year of use, we were forced to take my wife’s hood to the auto shop because it wouldn’t close properly. The car was in the repair shop for four weeks. Of course, we needed to rent a car for those four weeks, even though it wasn’t as convenient, but during the procedure to replace the hood, the auto shop manager grumbled, “Your wife must have broken the hood control!” And after the hood replacement procedure was completed, the contract termination procedure was never sent to the manufacturer, and this dragged on for two months.
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Here’s another example. Imagine that the Wellness-Programm – a health promotion program registered by TUI – is held at the Botanico Hotel, one of the world’s leading hotels. The customer cards have been distributed. However, at the beginning of the program, you are told: “Please show us your free service card! We have no information from TUI! But don’t worry, these things happen all the time!” In return, the hotel catalogue offers an attractive offer: anyone staying at the hotel for more than seven days is entitled to free use of the sauna and massage services. But this service is only available to customers over 16 years old.
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“Passion Christi” starring Mel Gibson was considered a “blockbuster” a few years ago. After its release, Paramount released it on DVD and home video, but sales were slow, despite the media constantly “talking” about this subject with conflicting opinions and views. Salespeople and consultants seemed to be doing their duty: “Although the film was poorly rated by critics in some aspects, you should not miss this film!” However, film distributors and audiences were hesitant for quite a while. My nine-year-old daughter, Anik, posed a rather provocative question: “Don’t the salesmen care about what the buyers like!?!” It should have been organized like this: “Since the movie has been discussed so much and opinions are different, it is best for you to watch the movie to form your own opinion and then recommend it to the customers. Of course, we only discuss movies with suitable scripts and attractive content, these movies are very curious and are discussed enthusiastically.”
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In a small, well-known fashion store, a customer wanted to try on a few dresses. The saleswoman pushed a mobile shopping cart past the customer and said, “Be careful…!” And when she stopped the cart next to the customer, the saleswoman said, “We only allow customers to bring three dresses into the fitting room.”
The customer was standing hesitantly in front of the store's wardrobe, carrying two suitcases and a handbag.
Saleswoman:
– Which dress do you want to try first?
– I really like the blue T-shirt, but I don’t need to try it on, so I’ll buy it anyway. – the customer replied and took the T-shirt out of the closet to try it on. Along with the blue T-shirt were a series of dresses that needed to be chosen to match. The dresses were taken out and hung up. The saleswoman kept taking the dresses into the cart and delivering them to the customer. Finally, the customer walked out of the fitting room, carrying the blue T-shirt, along with three beautiful dresses.
“Let me pass,” said the saleswoman, and she pretended to be busy pushing the cart past. She looked at the customer and asked:
– You still haven't found any shirt?
The guest replied:
– I found it, but I won't buy it.
One minute check
In summary, apply and take examples from real life and put them into a list of situations to lose customers.
Sure, the Harvard model is valuable in terms of ideology, but it doesn’t fit every aspect of life! And it’s certainly not the Harvard model that’s wrong, it’s the way it’s applied that’s not proactive….So, let’s try something else!
Here are the basic differences between Provocative Selling and the Harvard Business Model.
1.1 General results – different concerns!
The Harvard model of sales is based on the process of establishing a “mutual benefit” goal, and this is clearly a win-win model, in which the seller and the buyer communicate openly and clearly to achieve a positive outcome for both parties. They understand that both parties must work together to create the best negotiation results. During the negotiation process, personal interests are often clearly expressed, there is no cheating or trickery.
The Provocative Selling model is built on the basis of individual interests and based on modern social psychology knowledge, according to which, each member participating in the dialogue aims at a certain interest and at the same time seeks to achieve the goal and benefit from that dialogue. In short, this individual interest is also the goal set.
The Provocative Selling model only achieves its mutual benefit goals if it improves its “score” by harmonizing interests and knowing how to subtract “points” from its competitors. This is the ultimate “real” goal of Provocative Selling, while strategically aligning other goals. The long-term perspective is of course also taken into account, according to which other strategic values will be compromised when necessary.
Both models essentially reflect a process/strategy that emphasizes fairness and “ethical purity”, however, the Harvard model focuses on the overall results achieved, while Provocative Selling aims at a balanced view between results and customer satisfaction.
This is also an integral part of human nature that I studied when I did my doctoral thesis on ethics called: “Learning about conscience”, first of all through real life experiences. Of course, in relation to this topic, it can be said that the Harvard model is very much applicable.
One minute check
In summary, please draw conclusions based on your own application:
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1.2 Tendency to be satisfied with the "steering" of the interlocutor
In the process of persuading customers, the Harvard model always emphasizes satisfaction and relies on the interlocutor's reaction throughout the conversation, and it basically follows some unwritten rules of fair and straightforward conversation. This model is similar to the "guided conversation" based on the "I agree, and you agree!" foundation that Thomas Harris once mentioned. Interrupted silences and emotional conflicts in the process of persuading customers are considered taboo. Conflicts need to be resolved before the discussion can continue.
The Provocative Selling model creates a colorful variation throughout the conversation with the customer, until a new step is reached or an existing conflict is resolved. In addition, it also makes the listener feel and in certain situations, it even eliminates the original purpose of the interlocutor.
Basically, the Provocative Selling model is considered a method of persuading “stubborn” customers. In the short term, it helps the seller to talk attractively, and in the long term, it helps the seller to persuade the customer.
The Provocative Selling Model differs from the Harvard Model in that the Harvard Model’s influence has shaped the culture of conversation over the past few decades – especially in Western countries. However, the Harvard Model is now being re-examined by many senior executives of large corporations, for example in the automotive industry – where many business situations lack the win-win principle – because people still adhere to the slogan “Either we eat the bait, or we are killed”.
One minute check
In summary, write down your insights when persuading customers.
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