I was in IKEA the
Not to buy anything,
Our place in Dubai comes
furnished and my wife and I are thinking that once we’re settled, to buy a
condominium in the new Palazzo Versace building under construction now.
But we were in
Festival City following up some paperwork and had an hour to kill, so we
thought we’d have a look.
I’d never been to IKEA
before, and for all I know what I’m about to tell you is special to the Dubai
branch (though I doubt it)
Their store layout was
so strategic it was SCARY.
And I saw a real-life “internet
marketing” lesson in action that I swore I had to share with you.
Here’s what happened…
From the moment we walked
in, someone offered us a bag to fill with shopping–a micro-commitment designed
to make us feel obligated to return the “favour” by buying SOMETHING.
An escalator took us
to the main showroom where entire Living Area setups were on display.
We walked through and
admired the décor, carrying our empty little bag like a couple of silly-billy’s.
About this time, we needed
to dash off to an appointment and had to leave quickly.
But rather than turn
back (I have an AWFUL sense of direction), we continued the “tour”.
Soon we were in the
Kitchens section, bedrooms, and bathrooms. Critiquing the décor and getting
Every few seconds,
something would catch my wife’s eye and she’d stop to admire it.
Before we knew it, we’d
toured the ENTIRE show-room, where our bag would have honestly been useless
unless we were interested in picking up some candles or accessories along the
But at this point, we
saw the IKEA food-court.
And had we not been in
a rush, I realized in that instant, that if we entered the store to see
bathrooms, we would have been forced to consume ONE BY ONE every sales pitch
they had before it, UNTIL we reached the section we wanted.
It was so systematic,
one had no choice but to follow the tour exactly as the IKEA higher-ups had
These were high-ticket
sales pitches, and they were shown to us FIRST.
By now, IKEA knew it
was more likely that we hadn’t bought anything at all (by nature, a high-ticket
sale such as a Living Room would only sell to someone who really wanted it…the
rest would be just browsing).
That’s why the
food-court was placed HALF-WAY through the tour.
Yes, it was half-way,
because there was a whole downstairs section I’ll get to in a minute.
See the food-court was
designed to MAKE you commit to at least ONE purchase.
A low-end food or
drink sale was all they needed to make.
And it was the exact
right moment to offer it.
Had we not been in
such a rush, we probably would have stopped to grab a snack.
But we continued on.
At the bottom of the
stairs, there was a Trolley section.
IKEA knew that if they
were likely to make an “upsell” or a new “sale” it would occur in this “self-serve”
Here you could pick up
a disassembled table or shelf or chair or whatever else you ACTUALLY needed.
Most of the sales were
going to happen here so trolleys were provided.
Even that section was
mazed with shelves that you HAD to browse, in order, all the way until you
reached the check-out counter. There was no turning back, there was no
We were lucky enough
to escape without spending a cent, only because we were in a rush.
It was honestly quite
remarkable how scientific and well-thought out their sales funnel was.
It was flawless.
It forced the customer
to take a moment to consume EVERY product they offered, one by one.
And all their
high-ticket sales were pitched FIRST, even though customers were least likely
to buy them.
I’ve met very FEW
Internet Marketers who really understood how to setup a sales process that’s
right for them.
For you, it may be to offer
a buffet of your products.
Or to sell progressively
more expensive products.
Or to start with
Or to offer
progressively CHEAPER products.
It depends on your
Marketers, even “good ones”, have very scattered product offerings, or worse…
Many think that the
ONLY approach is pitch a VERY CHEAP product first…in the hope of locking a
customer into a “small commitment” before they begin selling what they really
want to sell.
This is a misguided
notion to “get immediate monetization” and break-even on traffic costs. I completely
disagree with it. And it’s not appropriate for everyone. You can LOSE income
with this approach if your customer perceives from the first product that you
have only LOW-VALUE products to offer them.
At YaghiLabs, we use part
of the IKEA approach.
We know most people
won’t buy our high-end services, but they’d be interested in browsing them.
At some point in time
they WILL be back…but if we don’t pitch those first, our customers may never
know they exist or get the wrong impression that we don’t offer services at all.
Low-ticket training programs, consultations, and coaching are pitched later.
But this is OUR
Every business is
unique, and the WRONG sales process will produce significantly LESS traffic, FEWER
sales, and less money to re-invest in traffic.
We realize this.
It why I designed our
new Done-WITH-You Traffic Coaching program with customization in mind…so each
student is handled uniquely so you can create the traffic and sales approach
that is best for you.
The approach that will
get you the MOST customers who spend the MOST money with you, and get you fastest
We have a Traffic
System that gets you traffic the SAME night you turn your campaign on…but it’s infinitely
more profitable and scalable with the right sales funnel.
…And ongoing review…which
is what we aim to help you with in our 12-month coaching program.
Here’s the link for
The program is not
live yet, but if you sign up above, you’ll get a chance to read about the
program and be notified when it’s ready in a few days.