Smart Marketing Trick--How One Buyer and One Store Used Intertwining Hot Buttons

For this addition to my blog, I was going to mention the first five Hot Buttons in my book, "Hot Button Marketing" but I received an e-mail about how Hot Button Marketing can help both buyer and seller. The note is used with the person's permission and is printed in its entirety.

"I read your ‘hot button marketing’ book… found it a very good read. I recently had a ‘hot button’ marketing experience of my own recently, that I’d like to share with you.

I was looking for the ‘ideal’ running shoes; something comfortable; something fashionable; and something that served the purpose very well, of running. I had been to all the ‘well-known chains’ for athletic footwear, and never found anything that I felt was a justified purchase. Either the customer service was non-existent, or it was a poor shoe selection; or the sales team the knowledge, for what I was going for.

A week later, I walked into another store, one I’d never been to, called ‘Red Rock Running Company’. Upon entering there, I was greeted by a sales clerk. After exchanging pleasantries she, inquired through various questionnaire, as to what I was looking for, and she had a set of questions that lasted probably4-5 minutes, in hopes of giving me the ideal solution. Upon the completion of the questionnaire, she asked if I minded, jogging for her on an ‘in-house’ treadmill, why she videotaped my feet/running method/the placement, lift, and strike of my foot…etc…

After a minutes run; she let me know that I had ‘pronation’ (a condition where the heel rolls on one side) on my left foot with regard to the heel….etc… and then went on to recommend a specific style of shoe in 3 different brands, that would fit my ‘running style’. I tried all of them, ran with them on the pavement outside the shop, ultimately picking the ideal pair.

‘Hot Buttons’?: Personal and sincere attention to (unique) individual; examination into my specific needs; ‘testing’ methods that raised my awareness, and their selling preference,…. I walked out with an amazing pair of running shoes that I’ve been using everyday! If I hadn’t found the ‘ideal’ shoe, I would have still made a purchase of some sort…. To reciprocate their amazing zeal for customer service!

Thanks for a great book!

Ajay Shah

melodicentertainment.com

Comments

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