I recently discovered a new passion for something I wasn’t aware I could love any more than I already do… chocolate.
A few weeks ago I stopped for lunch at an award winning deli in Salt Lake City. (Tony Caputo’s Market & Deli) that I recently learned happens to also be one of the very best sources for high quality, bean to bar chocolate in all of the United States.
On the way in I noticed the counter behind which stood an attractive young lady offering samples of their chocolates. I determined that I was going to stop for one of these samples on my way out.
In visiting the chocolate counter after my meal I learned that Caputo’s chocolate selection was perhaps the largest assortment of fine chocolates available in any one place. I had the pleasure of spending a good thirty minutes with their on-site chocolate expert who opened my eyes to just how amazing fine chocolate could be.
I walked away with a few carefully selected bars, as well as a schedule for some of their upcoming chocolate classes where I could learn exactly what makes certain chocolates “fine” and how to recognize the way every cacao bean is different depending on where it is sourced from.
Because I was so excited about this newfound wonderland I decided to take a few bars with me to gift to a client I was visiting later that day. Like a fanatical diplomat, I was anxious to share with them the excitement of fine chocolate.
As I made the visit and excitedly shared the chocolate, I explained with energy and passion just how incredible it was. Surely they would see the magnitude of this gift.
And yet, they didn’t.
I sadly realized that while they were appreciative of the gift, they weren’t grasping the significance of it.
They were about to taste some of the finest chocolate in the world, how could they not grasp that!
As I walked away from this otherwise fruitful visit, I was sadly underwhelmed by their appreciation of the chocolate gift I had so eagerly shared with them. I hated the idea of such a fine gift being underappreciated.
Not Everyone Loves Chocolate
The more I’ve thought about this experience I’ve come to realize that not everyone will see and understand things the same way I do.
In fact, I have a brother who does not like chocolate. I know… crazy right?
I’ve never understood him. I’ve wondered at times if he’s really of any relation to me. As much as I love this gift from the gods, it’s hard for me to accept that some people actually don’t.
The reality is that life, and business, is like this.
We often find ourselves excited to share things with others, whether that be our products, our services, or our accomplishments. But not everyone is going to appreciate them the same way we do. It’s possible in fact that they may altogether dislike it as a whole.
Just as I have a hard time understanding how anyone could not love chocolate, there are times that people have not loved what my company is trying to provide for them, or the news I wanted to share with them.
Sometimes they may “like” it, but they don’t always “love” it. For them to take action it likely requires that they feel some compelling emotion about it more than “like” would inspire.
They Just Don’t Understand
Had I not had the educational experience that day wherein I learned interesting facts about chocolate, and emotionally tasted the distinct difference, I too may not have learned to appreciate fine chocolate as I do.
I cannot make someone else feel the emotions I feel for chocolate. I can explain it, and I can passionately champion it, but I cannot convey to them just how significantly different and better fine chocolate is.
So it is with your business efforts. Until you can encourage someone to emotionally taste what you are trying to share with them, they will likely not appreciate it as you hope they do.
What do I mean by emotionally taste?
Say you have a product that you know from exposure and experience is superior to any other similar product on the market. You have learned the intricacies of your product, and know at an emotional level that what you represent is by far the best.
You cannot convince me or anyone else of this ‘fact’ unless you can connect it for me at a more personal level. Why is your chocolate better? What makes it unique? How is that any different from what the other chocolate makers are presenting?
Make Them Do a Double-take
We all take free samples when passing them in the store. We do so because we know we honestly could not care less about the product being sampled and know we are not committed to anything by taking it.
Occasionally however you taste that sample that makes you stop. You can’t help but do a double take.
This sample is something you may actually be interested in, and after tasting it you realize the flavor is unique, and that the details of this sample actually caught your eye/ear/mind.
Those are the occasions when we turn around and ask a few questions about this interesting new product. Before long we are placing this product in our cart.
When you go out selling your product or service, you are little more than a sample giver. Worse yet, you are a likely a sample giver with no actual samples, who is offering nothing more than a free coupon.
So what can you do to change that experience?
You need to make sure your sample is real, tangible, smells amazing, looks incredible, and feels exciting.
Then, if the person does that double take, you need to be able to connect them emotionally to the sample, and in turn, to what your sample is representing.
Not everyone is going to appreciate your product the way you do, so you can’t expect them to accept and embrace it the way you do.
What you can do though is be prepared to offer them that one taste. Make them stop what they are doing and do a double-take.
The chocolatier at Caputo’s was there to entice the passerby to try a little taste of their collection of fine chocolates, nothing more.
She knew if someone just tasted, they would be drawn in.
I love chocolate, so it was not a hard sale for me, but what she accomplished is still significant. She helped to win my long term business, not by telling, but by showing.
She allowed me the experience of tasting and understanding the amazing product they offer. I was emotionally tasting their products and it made the difference.
Every few weeks I will now drive out of my way, or plan a day accordingly, to allow me to visit their chocolate shop.
If you can learn how to help your prospects emotionally taste the samples you are out offering them, you will find that many more will stop and ask the questions that lead to a purchase.
Until they do, you can’t expect them to understand and appreciate just how incredible your chocolate is.
Question: What does an emotional taste mean to you? Leave a comment below.