In my book The Marketing Nurture System, I explain how my Dad fits into the nurture – training – Harley Davidson model of buying expensive products.
It all started two years ago. For his birthday, I thought it would be fun to buy him a ‘CBT test’. CBT stands for ‘Compulsory Basic Training’. It’s what you have to do before you can ride a motorbike with ‘L’ plates in the UK.
At 10AM on his birthday, my phone rings. It’s Dad.
“Thanks for the CBT,” he began, “but I don’t think I’m gonna do it. I mean, it’s not like I’m going to buy a bike, or become a biker.”
I bit my tongue for a few moments. “It’s just a fun day out on bikes,” I tried to reassure him. “I think you’ll enjoy it. Have a little go on mine when you come over.”
At the time I had a small 125CC bike – suitable for a learner. My Dad came round for the weekend, and had a little go up and down in the driveway.
“Yeah I enjoyed that, actually.” he admitted. “I’ll go and do my CBT.”
So he went to Birkenhead and did his CBT. On the day of his training at half three in the afternoon, I receive an excited text message.
‘OMG that was amazing. I’m gonna go and buy a motorbike!’
In my head I was like, ‘yesssssssss. Mum’s going to be furious!’
As it turned out he didn’t buy a bike, but he did eventually buy my old 125CC bike. In October he completed his full test, and upgraded his bike.
All this from someone who a few years ago declared, ‘I’m not going to buy a bike, and I’m not going to become a biker, thank you.’
What changed his mind? Well I can tell you it wasn’t my selling skills, or power of persuasion. What changed his mind was the experience of the training.
I explain all of this in my book, The Marketing Nurture System. If you still need a copy, you can pick it up here. It’s in Kindle and paper format.