“Only Today” — Wellness Managers Learn From Starbucks
December 16, 2011
One of my favorite places to write Wellness Solutions articles is Starbucks. The buzz in the background seeping through my ear buds combined with the buzz from caffeine keeps my mind focused and fingers flying across the keys of my MacBook Air.
But today, in the middle of the holiday season, there’s apparently a competition among area Starbucks to sell the most Christmas Blend, as patron after patron is given the same pitch: “Only today… our most expensive coffee is on sale for less than our least expensive coffee.” It’s remarkably effective, as you can see in the photo. About every third customer is making an additional purchase. The kid behind the counter is good, really good — he has about 4 different ways to say "only today" in the same conversation. You’d have to be a knucklehead to walk out the door without taking advantage of this limited-time offer.
It reminds me that wellness practitioners aren’t very good at selling services. Post it on the website, send out an email, and call it good. No wonder so many program managers have resorted to paying people to do something that we’d like them to want to do for themselves.
Time for Some Old-Fashioned Salesmanship
Taking a cue from Starbucks then, here are some tried-and-true techniques to get potential participants to take action.
- Make the pitch early and often — the Starbucks spiel seems to work best when he leads with the deal rather than after they’ve ordered their drink.
- Set a limited time. “Sign up by February 1 and receive a free booklet on how to get fit in 30 minutes a day.”
- Suggest a limited supply. One of our clients offered a free 1-day health club pass to the first 300 individuals to return their wellTrend survey.
- Attract with a first-time offer. Right or wrong, being first is appealing in our culture. “Be the first department to take advantage of wellness house calls...”
- Give them a last chance. This works well for once a year or seasonal programs. “This is your last chance to close 2011 with health habits that carry through the new year.”
- Use guilt. If you really want a questionnaire completed and returned, include a gift: “for your time and effort in helping us…”
- Remember corporate image doesn’t count. Web pages, emails, and promotional pieces that look like your company’s brand blend in with the wallpaper. If you’re obliged to include corporate-ese, at least box or highlight the information you really want the reader to know — it gives them incentive to plow ahead.
- Focus on 1 thing — Christmas Blend is on sale today only. If you try to sell 4 or 5 ideas — whether in an email broadcast, home mailing, poster, or newsletter article — you’ll muddle the message and not drive any point home.
- Be personal. Dear Employee isn’t nearly as effective as Dear George. If you can add a hand-written note, that’s best of all.
- Call for action. Ask them to do something. If you can tie their action to a relevant reward by a specific date you’ll get the best response.
- Hint at a price increase. “Register for the 2012 weight management program at 2011 prices.”
Now I’m going to go offer that kid a job.
