X-Message-Number: 10105
From: "Scott Badger" <>
Subject: Re: Sales Strategies
Date: Fri, 24 Jul 1998 07:51:30 -0500

On 22 July, I wrote:

>Just a quick comment on this issue.  The debate should not center on
whether
>we should be making a rational vs. an emotional appeal to sell cryonics.
>Both are needed.  Part of successful marketing is figuring out how various
>prospects make buying decisions.  Do they buy with their hearts or their
>minds or a balance of both?  You must get to know your prospect and be
ready
>to choose a sales strategy that is congruent with that prospect's frame of
>reference.  In other words, you find their button and figure out how to
push
>it.  And that is not easy.
>
>Scott Badger


I just wanted to add that when consumers make buying decisions based on an
emotional appeal, they're most typically buying impusively.  As recently
discusssed, signing up for cryonics is a process that requires considerable
effort and reflection.  It's pretty hard to be impulsive when you're signing
up for cryonics, I would think.  An emotional appeal may get your foot in
the door and you'll want to sustain emotional interest as long as possible,
but given that it can take months to make all the arrangements necessary to
finalize the sign-up, a rational argument will eventually be required to
convince the majority of prospects.  It's the old one-two punch.

Perhaps one thing that cryonics activists could do that wouldn't cost too
much would be to advertise and make introductory presentations every few
months on the subject of cryonics in their local community.  It would be
nice to have a somewhat standardized 45 minute presentation with perhaps
overheads or slides prepared by one of the cryonics organizations.  One
could advertise in the local paper, hang flyers, etc.  You could also offer
yourself as a speaker to various local organizations.  I would think that we
could stimulate some interest in this manner.  Individuals wanting more
information could speak with you afterward or be referred to a list of
contacts at cryonics organizations.  Something tells me this personal
contact could be more initially persuasive than simply sending someone an
information packet.  I will consider this myself after I have signed up.

Scott Badger

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