Get it in their hands: the power of demonstration
Earlier this year, I took the photography plunge and bought my first DSLR camera. My experience at my local camera shop got me thinking about the power of demonstration.
Within 2 minutes of entering the store, I found myself back outside in the crisp March air, camera in hand, and sales guy in tow. Viewfinder to my eye, I tracked a passing car and squeezed the shutter button. Pulitzer Prize, here I come.
A glance at the display window revealed a blurry Ford Taurus.
…is there such a thing as impressionist photography?
“Now,” my sales guy continued, “this wheel adjusts your shutter speed. The higher the number, the faster it closes. This will let you capture fast moving targets. Let’s put it up to 1/2000 and give it a go”.
I, somewhat clumsily, rolled the wheel, and zeroed in on my next victim.
I looked at the display and was amazed. If I didn’t know better, the car could have been stopped at the light, not cruising by us at 60 clicks. Then I smiled.
Looking back on the experience, I know that the sale was made in that moment, shivering on the front step, and not when I finally plopped down my soon-to-be-weary credit card an hour later.
I learned a valuable sales lesson from that exchange. “Get it in their hands.”
It could have gone so differently. I could have walked into the store, been shown an endless variety of models, and been barraged with a list of technical mumbo jumbo that you’d need an advanced engineering degree to understand. Instead, within minutes, I was taking pictures with MY new camera.
I left the store a satisfied customer, with accessories and extended warranty to boot; it was a good day for my sales guy as well. Will I be back? Absolutely.