A few weeks ago, my wife and I decided to purchase property on a mountain top in Hendersonville, North Carolina. We may eventually retire to the area or, at the very least, use the property as an investment.

Just after we signed the paperwork and made the down payment, our sales representative (John) drove us back to the site and snapped a picture of the two of us. The scenery is breathtaking, as the view behind us stretches for 30 miles into the Pisgah National Forest.
John promised he’d send us a picture once he had the film developed. A package arrived from John this week, and instead of just a 3” x 5” photo, the picture was enlarged and mounted in a beautiful “log cabin” style picture frame. Wow!

This picture and frame are so impressive that we keep it prominently displayed in our living room. Already several guests have commented favorably on the photo and asked where we got it. Talk about word of mouth advertising! Furthermore, every time I see that picture, it’s easy for me to see myself living on that mountain top and enjoying my retirement.

For any sale to take place, transfer of ownership must occur in the buyer’s mind. Undoubtedly, John’s effort to send me the framed photograph has been successful in transferring “ownership” of that property from the developer to my wife and me.

How about you? How well do you transfer ownership of what you sell to the customer? Can they see themselves using what you have to offer? Maybe a photograph of your customer using your product can cement your transaction and result in an opportunity to earn referrals. Why not give it a try?

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