All for a Pokémon

It wasn't madness. It was meaning.

Last year, I was in Playa del Carmen.

I was there to give sales seminars.

The last one ended at 9:15 AM, an hour from the airport.

My flight was at 11:40.

I drove the highway Checo Pérez-style.

But 5 minutes before arriving to return the car, surprise:

the street was closed. They were sweeping it.

Yes.

They closed the whole street to sweep it.

We arrived at the return center distressed.

"Help us quickly, please. We're going to miss our flight!"

A few minutes later, we were on the shuttle to the airport, with time running out.

Two women were in the row in front of us.

The daughter wore a Pokémon cap.

And, being a bit nosy, I caught a glimpse of her playing Pokémon GO.

"How odd," I thought.

"A forty-something lady playing Pokémon?"

• Cool hat, I told her.
• Thanks.
• Are you a fan?
• Yes.

And that's where the story began.

• "We came from Guatemala to catch Pokémon," she told me.
• You flew from Guatemala to Cancun to catch Pokémon?
• "Yes. There was an event with exclusive Pokémon. I'm very happy because I got this one," she said proudly, showing me her phone.

It was an Eevee.

A Pokémon creature.

Wearing a cap.

Well.

A picture of it on her phone screen.

Meaning:

They paid for a flight.

They left their family.

They traveled to another country.

To catch a virtual Pokémon with a cap.

And then it hit me:

It wasn't madness.

It was meaning.

One of those things you can't explain.

You just feel it.

Because yes, it sounded irrational.

But how many times have you and I done equally irrational things just because they excited us?

• Buying super expensive sneakers just because "they feel good."
• Standing in an endless line for a coffee with your name misspelled.

And there's the lesson:

People don't buy purely based on logic.

We buy because of what things mean.

That's why we send flowers that wilt in three days.

That's why we buy iPhones that cost what two healthy kidneys do.

That's why we return to brands that make us feel something special.

Because meaning matters.

And when what you sell means nothing, your customer compares it by logic.

And when they compare you by logic, you almost always end up competing on price.

I leave you with one question:

What does your business mean to your customers?

Just a good "cost/benefit" option?

Or something that would make them irrational when buying from you?

SELL MORE

With affection,

Carlos

Serving is the way.

-

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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