The impact of Confidence
No one will buy from you unless you've given them the confidence to buy. Confidence is never driven by either intellect or logic alone, you need both ingredients.
So the question becomes: How can you move from giving your prospects knowledge only, to giving them an emotionally-driven conviction to buy?
Nowhere does this question manifest itself more than at business and non-profit events where you can clearly see failures on both sides of the spectrum — failures by just presenting information and failures by concentrating exclusively on entertainment and emotion.
The info-only types skimp on location, time, food, music, and choreography. The entertainment-only types skimp on sales messages, persuasion, and generally asking for the sale.
Azorim Development is the largest real estate developer in Eretz Yisroel. Mr. Hershey Friedman is the majority shareholder. His son-in-law, Yanky Klein, brilliantly recognized the need to address both these aspects for their events after attending some of our Tzedaka events.
Over the next year, Azorim had a 10-fold increase in sales from these events.
Here's how we did this: Instead of boring guests with endless speakers, we trimmed the presentations to a short handful of high-impact speakers and videos.
Instead of trying to save money by limiting the attendance of Azorim personnel, the company flew in half a dozen key people to attend the event, lend their support and influence attendees.
Instead of focusing solely on rational arguments, Azorim balanced emotional and rational appeals to ensure they not only supplied a logical argument for the purchase of their properties, but an emotional conviction to buy as well.
When attendees entered the venue they were offered their choice of scotch and wine and were served everything from sushi to sliders. The evening began with some entertainment and then Yanky passionately emcee'd the evening, moving quickly from presentation to entertainment and then to well-crafted videos. Attendees left on a high, primed to purchase.
After hearing from Mr. Friedman and the company's CEO, Mr. Dror Nagel, and watching the video presentations, buyers had the confidence they needed.
This concept doesn't only apply to events; it is just more evident in that environment. Giving people the logical and emotional aspects of confidence is the difference between wondering why sales didn’t close and counting your influx of cash. This applies to every aspect of your business.
We showed this video at the event itself as a means of communicating Azorim's commitment to quality and showcasing the different prestigious projects Azorim has to offer. Listen as Hershey Friedman, Chairman of Azorim Developments, talks about the Azorim Philosophy.
We created the following video to persuade people to attend this exclusive event for their chance to own a piece of Israel and some Azorim luxury.