I have to start this by saying I do not condone it, but this is a real pitch that was used on me. And, as I tell this story, I have confirmation of it from other “guys” (you need to say it like “guiz”) that it has been used on them. Keep in mind, I did buy from this store and bought on the spot. Buying on the spot is key to this technique from what I can understand.
Here’s the set up. First, you need to go into the store without your wife, significant other or probably any female. Lack of a female being present is key to this selling technique. Second, you need to be approached by a male employee. I am pretty sure the “I’m a guy, you’re a guy” pitch is not used by female sales staff. Third, after the introductory banter by the sales rep is finished and you appear to express real interest, they will ask you the key question “are you going to buy today?” If you answer “yes” like I did, then the game begins.
I was buying a mattress for one of our rooms. My wife did not go because it was not a big deal and we just wanted to knock this off the list.
- Buyer – me. I just need a mattress so I ask what will it cost? Keep in mind the two piece set together was $550. I need to mention these were the special “holiday” prices already. The actual list was like $800 plus.
- Sales Rep (S.R). “Let me check.” He comes back “the mattress alone will cost $395.”
- Buyer. “Thanks. I need to look around a little longer.” (Here’s where it got interesting)
- S.R. “Are you going to buy today?”
- Buyer. “Yes, I am, but this price is a little higher than I wanted to go.”
- S.R. “Look I’m a guy, you’re a guy (remember to say it like “guiz”). If I could get a lower price would you buy it now?”
- Buyer. “Yes. I am going across the street to look at the other store now and I can put the mattress in my car.”
- S.R. “Let me see what I can do. I will check with my manager.” I suspect he went in the backroom and started laughing to one of the other sales people. Probably to another “guiz.”
- S.R. “I can get that price to $325.”
- Buyer. “I appreciate that, but I was at (insert any large buying club store by you) and they had a similar product for $195.”
- S.R. “Why didn’t you buy it there?” (Actually his second of three good things he did right in this situation).
- Buyer. “My car was too full so after I go across the street I will be going there probably to buy it.”
- S.R. Again, you’re a guy, I’m a guy. (Somehow the fact that we were both males and I must have passed his man test that this informal, exclusive “guiz club” we apparently were in gives me pricing that women or “non-guizes” cannot get). “Non-guizes” must be those men that actually go to the store with a female. Let me check with the “District” Manager.
- S.R. “He said I can go to $204.”
I bought it. From $395 to $204 in about 5 minutes and in only 2 “I’m a guy” pitches. Let me state this is a national brand product from a large chain. Not a mattress made in the back room of Bob’s House of Beds and Other Stuff.
The lesson here? Not 100% sure. I guess in some situations when buying products there can be a lot of negotiating room. I don’t recommend this strategy for professional service firms, but maybe some aspects of the story can be selectively applied to your sales opportunities.