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Wednesday, January 25, 2006

Warm Fuzzies - The Hot Button - And Closing The Sale


Almost all purchases are made for emotional reasons - the
Warm Fuzzies.

I talked with a realtor that understood this very well - he found his clients hot button. His clients wanted to live in his town because of all the beautiful old trees. He had shown them several properties that had what they wanted, but they always found fault. The carpet was the wrong color, the kitchen needed new cupboards, the garage didn't have a window.

The realtor thought he knew the problem. He took them to a house with 12 walnut trees in the back yard, and several beautiful trees in the front yard. If they said "the drapes need cleaned," he pulled back the drapes and said "yes but look at those walnut trees, one, two , three, four.... " If the said "the driveway is too narrow" he said "think of having a barbecue next to those beautiful shade trees - there is one, two, three. ....."

They bought the house.

Know the hot button of your clients, find what gives them the warm fuzzies.

I can't remember when I first heard about this. Warm fuzzies is just my term for a concept that has been around a long time.

I probably heard this next phrase for pushing the hot button over forty years ago. One of you blog surfers may be able to tell me who said this first:

"Sell the sizzle, not the steak."



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