How will you sell a box that plays an irritating music every time it is opened?
You can’t go on saying that – hey look, this is an amazing candy or cigar box that plays an irritating music whenever it is opened. Buy this.
You will probably make zero sales.
Because no one wants to hear that irritating piece of sound.
So you will report to your boss – hey look, I can’t sell this box because nobody wants to get irritated.
You may also request to remove that music and make it an ordinary box.
But your boss is a tough nut to crack.
He will simply say that either sell the box or get out.
Now you are stuck.
Your job depends on that irritating piece of box.
So how will you sell that box?
You can sell it by being a little creative.
Let’s assume that the box is used for keeping the candies.
Everyone knows that eating lots of candies can make a person gain weight.
Now target those specific people.
People who eat lots of candies, and people who are obese and still keep on eating candies.
You can say them – hey look, there is no doubt that we all love eating candies. But sometimes we overdo it and it is tough to keep a count of the candies that we eat every day. And this habit of eating candy after candy leads to weight gain.
The customer will probably agree with you.
Now as you have their attention it’s time to make a pitch.
But not anymore. This box will help you in keeping a count. Every time you open this box it will play a music that will irritate your ears. Actually, it is a message, “Too much candy, be careful”.
Will it sell?
Hmmm… it can.
At least you will get a candy for thinking out of the box.
This trick was used by Klara Novak (Magaret Sullavan) in the move ‘The Shop Around the Corner’.
Watch it yourself.
