You probably have a crappy old couch that sort of stinks like apple juice and has popcorn kernels lodges in the cracks. Every time you make eye contact with your cat as she sharpens her claws on the corner of that couch, you think about replacing it…but something stops you.
What exactly is that something? Well – your mind fires up a projector and plays a horror movie for you.
In this horror movie, you have to break your couch apart, drag the pieces downstairs, unload all the hockey equipment from your trunk, load the couch into the trunk, drive the couch to the dump and dispose of it. Then you have to drive for 45 minutes to an Ikea, sit on 12 different couches to find a good one, trek across the Ikea warehouse floor, find the box, stand in line for two hours behind screaming children, buy the couch, drive it back to your house….
This horror movie causes you immediately shut down your mental projector and go back to eating popcorn, ignoring your cat and sipping apple juice. Every time.
This reaction is not unlike what happens when you attempt to sell a customer on your product or service. Even if your product perfectly matches your customer’s needs and solves their problems, the horror movie in your customer’s head about the terrible risks involved with your product will stop them from buying it.
Now lets imagine a different movie about how that couch gets replaced.
Imagine if all you needed to do to test out a new couch was snap your fingers. Your existing couch then stands up on robotic legs, walks down your stairs and returns itself to Ikea. Then you snap your fingers again and a new couch walks down the street, up seven flights of stairs and then sits itself down in your living room.
If this was the installation process for couches, imagine how many more would get sold. You could evaluate new couches every day of the week. Couch sales would skyrocket!
If you are in sales, business development or product management, you should think about couches when you design your product or promotion. The question you need to ask yourself is: How can you make your couch fly into a customer’s home as though carried magically on robot legs? How can you eliminate every single perceived risk of installing your couch in the minds of your target audience?
Don’t like it? We will come and get it it. Don’t want to install it, don’t worry we will install it. Have an old couch? We will come to your house and get rid of it.
Maybe you can’t put robot legs on couches, but there are a lot of other options that can be explored to enhance the installation speed of your product into a customer’s “home.” Certain couches move through hallways faster: Couches that are modular and can be broken into pieces or are thoughtfully designed to fit down common hallways, staircases and other obvious yet common obstacles.
Couches with a 30-day free trial and free move-in which includes the fact that your movers will get rid of the old couch for you will sell faster than anything.
So when it is time to design your offer, deal or product – Think of couches.