Painting Pictures to Reduce Uncertainty (Issue 879)

In which we are reminded to reduce the uncertainty people feel about our products or services.

“Hi, my name is Christy, and I’ll be taking care of you tonight.”

“Hello, Christy,” my dinner companion and I responded, perched in our chairs in a Boston South End neighborhood restaurant.   “Is this your first time dining with us?”  For both of us, yes, first time.

“What are you thinking about for dinner,” she asked? We replied with gobbledygooks of possibilities.

“That all sounds good and I’ll be happy to answer any questions about the food,” she smiled.  “One thing you might want to consider is the Crab Rangoon appetizer. Have you had Crab Rangoon before?”

“Yes,” we replied, and we hadn’t given them even the slightest consideration.

“Now, you may have a different opinion,” she said. “And, what I like about ours is … and I watch them do this every night…. they’re made specifically to order here.  Not pulled out of a freezer like I’ve seen in other restaurants I’ve worked.  Here, we make the dough and filling fresh, here, every day. The chefs lay the dough out on the table, even and flat, and thin… very thin.  Then they spoon the filling onto the dough (she made a spooning motion with her hands), then they cut the dough and pinch each one before they cook (she pinched her imaginary Rangoons) so they’re fresh, they’re light, they’re crisp, and they just melt in your mouth.”  (Her face lit up and melted as if she were tasting them).

We ordered two [TWO!!!] servings, on the spot.

She went on…  “Think about our sautéed, gently warmed-through Brussels sprouts with chorizo and parmesan cheese” (result: one order to share, even though we didn’t previously like Brussels sprouts).  And kale dressed in anchovy vinaigrette with pecorino cheese, crispy shallots, and brioche croutons (result: one order to share, even though one of us didn’t previously like anchovies or kale).

Christy (and all of us)  are selling against uncertainty. We’re selling that we can get the job done, that we can provide a good experience, that we know how to accomplish the outcome. Christy’s stories – her warm, visual portrayals of her restaurant’s careful food preparation and in-mouth taste and feel – sold us on the outcomes – Rangoon, sprouts, and kale– dishes we would not otherwise have ordered.

As we concluded our meal, we commented, “We would follow her anywhere and order whatever she suggested!”  She sold us … actually… she ENROLLED us and, good for her, boosted our tab for the evening without any resistance.  We loved it!

Leave a Reply

Your email address will not be published.

Tagged with: