Last night I had dinner with a dear, long time friend who is moving next week. He’s a caricature artist by trade, but he’s so much more than that. He’s a ‘moment maker.’ Ty’s one of the elite artists of his kind here in the DFW area. As we ate, we were talking about what he does, funny stories from various events he’s worked, and what he’s going to do when he gets to his new destination. He referenced the flood of caricature artists in our local market and how it’s really driven down the price of his services. During our conversation, he said “If you want a picture, there are dozens of guys who churn out a picture (caricatures), and I’ll do it, but that’s not what I prefer to do, nor is it why you pay more for a guy like me.” He went on to say, “It’s not the picture, it’s the moment. In the 5 or 6 minutes I’m drawing, I create a moment with whomever I’m drawing that they will remember for a very long time. The picture is just the by-product.”
Here is a man, the best at what he does and what 98% of the world would consider to be his “product”, he considers a bi-product – a residual – of something completely different.
That’s selling. He doesn’t pedal pictures, Ty sells an unforgettable 6 minute experience.
What do you sell? How can you position it differently? What does it take to create the “moment” when your customer is going to purchase whatever wares you sell? That’s the place we have to get our customers to.
When our prospect get to the “moment” – it makes it easier for us to make them a customer – someone who purchases your product or service… They will work harder and look past the difficulties of:
- Installation mishaps
Once you’ve identified the “moment” for your prospect, always remember it and go back to it. Remind them of whatever it was that created the moment.
Thank you Ty for your years of friendship and many “moments” I will always remember, including this one.
If you’re ever in need of the best caricature artist for your corporate events, please consider Ty. He can be contacted at his website: http://www.tytheartguy.com/
How do you recognize the “moment” in your prospect during your sales cycle? Leave a comment.