SAGE, LAS VEGAS
IMPECCABLE CUSTOMER EXPERIENCE
Anna and I were recently in Vegas for the Beachbody Leadership conference, and we had a chance to try a new restaurant at the Aria Hotel. We were introduced to one of the most amazing wines — a 2009 Rioja from Spain called Imperial that was bottled ve years before even being served and in a can cellar for another 20 years — and it was one of the best wines I’ve ever had, to the point that I bought a case and shipped some as gifts to mentors, teammates, and family. We also picked up a couple reminders of what it takes to deliver an impeccable customer experience that would cause someone to write about it in their newsletter.
<< Anna and I tasting wine in Las Vegas
and told us why it was priced well below its value, which was simply because Spanish wines are not as recognized as Californian wines or Italian wines.
That’s called price juxtaposition, where you compare what you offer to something else people can quickly relate a value to and demonstrate how what you are offering is cheaper than the alternative and that you’re getting a hell of a deal. Right in that paragraph are a few other major sales tools you can deploy in your business that are often missed. Tell the story and the origin of your offer and why it is special compared to other things out on the market. Stories sell. The cherry on top of this is how he handled objection. Because my wife, a little concerned about the higher price point and not sure of the wine, was concerned about if we didn’t like it. That’s when he kicked in the guarantee!
Here are two quick tips for you to apply to your business. I know I will with mine.
Love your craft as to be so con dent you will give an unconditional guarantee.
I know my wine pretty well, but this being a Vegas menu, it was a little over-the-top, and so were the prices. I was stuck on what to choose, so I asked their sommelier for a recommendation. I gave him a price range of about $150, and that was about it. Now, what he did from there is what I consider well-trained customer service. I believe this guy had an innate love of his craft, so when I say he was “well-trained,” it’s because all great salespeople are trained and study their craft. Selling is an art. People who do it well are rewarded not just in sales and revenue, but in experience, value, and helping others. We were treated to a memorable experience and discovered something we love because our sommelier knew his craft and was unafraid to recommend a wine. He did what all great salespeople do — asked questions to discover our tastes and understand what we had experienced before and made two recommendations. Choice is always good for selling. This was his offer. Wine A: a little under the price range we asked, and he told us its great qualities. We were sold on it. Then he offered Wine B. He started with the words, “Now, if you’re willing to go just slightly higher than your $150 range into the $175 range, I have something SPECIAL .” This was a classic upsell, and my love of sales noted it right away with a smile. I don’t mind being upsold as long as the sale is justi ed. (A suggestion for you — always offer the upsell with justi cation, and you can increase your sales to your higher-priced, higher-value offers like clockwork). Here’s how he justi ed the upsell. He told us the story of this wine, the origin, and the reason it was a hidden gem among wines. And then he compared it to other wines of its quality to give us a reference point
He was so decisive and sure of the craft that, for a bottle of wine, he said, “If you don’t like it, I will buy it back and drink it myself!”
BAM! That’s a special kind of guarantee, because it said, “This would be my choice. I would enjoy it and not blink an eye.”
There was so much to learn from that sales experience that I couldn’t stop talking about it. I hope it helps you sit back at the close of this year and evaluate where in your business you can use some more quality, thoughtful, and well-engineered salesmanship. Here are four questions to ask yourself and work on for 2018.
a. Do you have at least a two-price offer and program?
b. Do you have the story and origin of your offer?
c. Do you have a price juxtaposition?
d. Do you have an unconditional guarantee?
And nally, one last takeaway from this amazing dinner:
Personality is differentiation today.
All things being equal, who you are as a person is a quality that separates you from the masses. Our waiter and sommelier was sharp, witty, funny, and on point to the level of being a sellable bene t that
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