The Power of Suggestion

This week I visited Maiden Rock Cidery and Winery in Stockholm, Wisconsin.  As most wineries do, Maiden Rock Cidery and Winery offered samples of their hard cider, wine, and mead.  In addition, samples of each apple variety currently available to buy were spread across the counter under protective plastic covers.

One apple was not available to sample. 

During her talk to the group, Carol Wiersma, one of the owners of the business, held up an apple called Wolf River and said, “Don‘t bother to taste this apple.”

That statement took us aback.  She continued, “We don’t sample these apples because they don’t have any flavor raw.  Cooked, however, is a different story.  They add an interesting flavor to pies, crisp, and other baked goods.  Since they are very large, you don’t need many for a pie or crisp.”

As murmurs rippled through the group, Carol added an idea which was new to many of us.  “When you bake an apple pie or crisp, use more than one variety of apple.  For instance, put Wolf River with Cortland, Haralson, or Honey Crisp.  Mixing two or three varieties together makes a pie or crisp with different, more interesting flavors.  I know of some people who layer Wolf River on the bottom of a pie and put another variety or two on top of it.  As the pie bakes, the two or three flavors blend together to create a flavor that one variety cannot deliver.”

Carol was absolutely correct about the size of Wolf River apples.  I had to extend my fingers to pick one up.  Those apples were huge!  She was also correct that none were available to sample.  While we sampled every other variety that we bought, none of us were able to sample Wolf River. 

How did Wolf River apples sell? 

If you guessed well, you were right.  Carol had to have more Wolf River brought out.  Intrigued by her suggestion, many of us picked up Wolf River apples.  We were all curious to discover its “interesting taste” in a pie or crisp.

Carol used the power of suggestion to interest us in Wolf River apples.  First she warned us not to sample the apple raw.  When you are told not to do something, your interest is piqued.  Then she gave us a reason to buy Wolf River apples in that they add an interesting flavor to pie or crisp.  Finally, she gave us an idea to use in baking with apples, both Wolf River and any variety.  She suggested that we mix varieties to create a different flavor.  

This idea fits with the drive for information that I mentioned last week.  Carol gave us information about Wolf River apples and baking with apples that we had not known but could use.  Many of us have information about our products or services that we could share with customers but don’t think to do so.  Take a fresh look at your company’s products or services.  What idea, information, or tip could you share which would give customers a different perspective and reason to buy what you offer?