Yeah, this is the second time I've written about pizza and sales. And just like "Pizza Seals the Sale" this story is about servant selling. Pizza Hut's new ad campaign featuring real employees is a 30 second gem of sales training.
The basis of the commercial isn't features and pricing. It's about caring. It features employees who talk about why they care about the food they make, serve and deliver. They say things like, "This isn't a pizza, its something that brings your family together" or "this isn't pasta its comfort after a hard day at work." In otherwords they are making an emotional connection to the product rather than try to play the "lowest price" game. Unfortunately Pizza Hut doesn't have their commercial on-line so you will have to catch it on TV.
In the world of fast food the campaign is nothing short of revolutionary. Food commercials out there are all about $0.99 meals here or two free toppings there. No real value, just price. With their new ad campagin, Pizza Hut steps above the fray and establishes themselves as something more than quick food. "The Hut" positions themselves as caring and making a connection to the true nature of their product and personal effect on the people who buy it.
If we all didn't sell this way. Oh, the money we would make! Second graders really care about how people feel and it works for them. This fades away when we are adults, especially adults who sell. We are pressured to "sell something", get a certain number of calls and make numbers and most of the time with piss poor training.
99 out of 100 of the sales communications I get are about product and price and have nothing to do with our company's needs, let alone my personal needs. Just like cheese on pizza, there's always a personal need no matter what you are selling. Yes, even if the sale is to a corporation.
One of the first things I ask my team and myself when making a pitch is "what is a compelling reason for them to personally buy? What is the emotional connection?" If you don't make that emotional, personal connection, you aren't going to sell that much, champ.
Pizza Hut gets it right, simply by showing they understand what their product really means to people. It's not cheap food, it's an emotional connection. There's an old saying in sales that people don't buy drills because they want a drill, they buy a drill because they need to make a hole. Just like people buy pizza because they have a bunch of kids they want to make happy, or whatever.
Make the emotional connection with your prospects like a second grader and you will serve up some tasty sales.
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