Don’t Rely On The Domino Effect! [Academy]

Most people are familiar with the game of Dominos.  The objective of the game is for players to take a domino from the ones in their hand and attach it to one end of those already played so that the sum of the end tiles is divisible by five or three. If they don’t have a playable domino in their hand they need to draw one from what’s called the bone pile. The first player to get rid of all of their dominos wins. 

But we’ve also seen dominos stood on end in a long line to show how pushing one domino over, into the one beside it, knocking it over, can create a chain reaction that knocks over every domino in that line. In fact, in his excellent book, “The One Thing”, Gary Keller talks about a company in the Netherlands that set the world record chain reaction domino fall by lining up nearly 4.5 million dominos then knocking them over with the push of just the first domino. Research has also shown that a single domino can knock over another domino next to it that is 50% larger that itself when pushed into that larger domino. Therefore, the smallest domino could in essence, topple one the size of a skyscraper if each domino in the line was 50% larger than the one before it, leading to the last one that is skyscraper in size. 

Unfortunately, the domino effect has also been tried, unsuccessfully by seed sellers who have attempted to use it as a fast way to increase sales. It’s based on the strategy of writing a small trial size order with new customers. They sell the buyer just one variety or enter their test plot or give them free seed. Their hope is small actions like those will get the prospect to place a much larger order the next year. That’s equivalent to expecting the first small commitment to knock over a much larger commitment, what I call the domino effect.

That strategy never works for a number of reasons.

First, small trial size orders generate virtually no commitment from the new buyer. They don’t really care if that small amount of seed does well or not, it won’t in essence, knock over a larger order for the sales rep. Next, farmers don’t buy seed, they buy perceptions. How many times have you seen a customer who has been loyal to a competitor of yours leave his favorite company if you beat that competitor in a side by side the first time they compete?

The answer is never.

When have you seen a customer who is loyal to your competitor leave his favorite company and buy from you because his best product let him down?

That seldom happens either.  

And third, until a new prospects like you, trust you and “perceive” that you are bringing value outside of products, they won’t buy from you. The prospect needs to truly believe you can help him in his farming operation.  

Just so you know, when used properly, the domino effect CAN work for you and help you dramatically increase sales. Start by dressing up so farmers can perceive you as being smart, a leader and professional. Make sure your vehicle is spotless inside and out so they can perceive you as representing a company that cares about details and is quality driven. Practice your sales opening so you take the prospect Outside the Circle right away and keep them there.  

Ask them where they want to take their yields the next year and what their plans are to get there. Take them to their fields to show them you don’t focus on yield or plant populations anymore, but on maximizing bushels per 1000 plants. 

Can you see how the domino effect can be played out? Can you see how each step, starting with how you dress can continue to raise perceptions and increase interest in doing business with you while knocking down their level a doubt? Doubt is the biggest domino in the buying chain.

You can use the domino effect the way I just described it, but never use it in attempts to increase order size. Use it instead to raise perception and ultimately knockdown doubt, the largest domino in the sales chain.  

Happy Selling,

Rod Osthus