Learn to back-paddle nicely

A friend told me of an interesting marketing campaign of a credit card company. They sent a remote-control toy Ferrari to potential customers. It appeared like they ‘forgot’ to include the remote control. Then a few days later, their sales staff rang the potential client and offered to bring the ‘forgotten’ remote control and, at the same time, asked for a bit extra time to present their corporate credit cards.

Do you like this approach? I asked a few people and found that some, including me, like this innovative approach, others found it too aggressive.

My friend didn’t like it. When the credit card sales staff rang for the appointment he showed displeasure and explained to the sales staff why he didn’t like it. What did the sales staff do? He apologized mentioning that it was not his idea. It was the idea of the marketing department?!?!?

What is the take away here? I also advocate in my seminars that it is necessary to display a good degree of aggression in order to get what you want. My advice is that you push for what you want until you get it or the other party starts getting irritated. If you notice the other party gets irritated about your persistence then you must have a way to back-paddle nicely and defuse the situation.

So I use terms like ‘Sorry, I am so enthusiastic about this that I may have been carried away a bit. Please accetp my apolgies. (Then with a smile on my face) What is the best way now to deal with this issue?’ I never got in trouble with this appraoch.

The credit card sales staff could have said: ‘We thought that was a great marketing idea, but recognize now that some of our clients don’t like it. My apologies. Would be okay that I bring the remote contrail first. I can give it to your secretary, although, if possible I like to apologize to you in person.

Remember – A good degree of aggression is necessary to get what you want. But also be able to back-paddle nicely and with a smile.