Pacing an experience
I work in the creative industry and part of the sales process involves pitching. I got some great feedback last night (which also applies to many aspects of life when it comes to communication) about pacing an experience - in this case a sale.
My client mentioned that from an initial meeting they had come in wanting one thing, we had effectively up-sold them to a better marketing concept - they loved the ideas. Then we had meeting number two where we presented our ideas, which again they loved.
So far so good. The frame had been presented and the experience was being paced - they were excited about what came next, almost like unwrapping a gift. Then we sent some visuals by e-mail that destroyed the experience.
I discussed this objectively with the client last night (a training and coaching consultancy) who was just interested in giving us feedback. One thing I got from it, which is obvious really, is the need to pace this experience for them. That building up of excitement needs to crescendo and, basically, we peeked one stage too soon in that respect.
It got me thinking about interactions in general and the need to maximize the excitement for the other person in certain situations. The need to sometimes create a story that plays out and adds something extra to a inter-personal relationship. Not too often so that it becomes habit, but once in a while really putting in the effort to create the story.
Seth Godin, a marketing ‘guru’ has a great book about pacing in marketing called “All Marketers Are Liars“. It’s about how businesses need to create a story that customers can connect to - a real story.
I also think this relates to personal relationships. Sometimes creating a paced experience that plays out to achieve joy from the other person. Why not? I think my wife may be in for some sort of treat soon… as will my client…
Tags: NLP at Work