Jason Feifer Uses Hallmark Strategy to Explain Sales Permissions

In a recent LinkedIn post, Jason Feifer discusses a timeless strategy employed by Hallmark to overcome sales challenges, framing it as a method of “giving permission” to customers. Feifer, an entrepreneur and editor-in-chief of Entrepreneur Magazine, uses a specific Hallmark advertisement from 2008 to illustrate his point about addressing customer hesitations.

Feifer recounts the context of the ad, noting that greeting card sales were declining. To counter this trend, Hallmark released a short film depicting a nervous brother delivering a wedding toast. The pivotal moment occurs when he reads from a Hallmark card, admitting,

“I didn’t write those words, but I do mean them.”

This simple act, Feifer explains, resonated with the audience and highlighted a core insight about consumer behavior. According to Feifer, Hallmark understood that many individuals struggle to express themselves authentically, yet they harbor concerns about the sincerity of pre-written sentiments.

The Power of Permission in Sales

Feifer argues that this concept of “giving permission” is crucial for anyone involved in sales. By recognizing the underlying anxieties or barriers that prevent customers from making a purchase or taking a desired action, businesses can effectively guide them forward. He elaborates on this, stating,

“That critical — because once you know what holds your customer back, you can give them permission to move forward.”

The brother’s validation in the Hallmark ad, Feifer suggests, provides a parallel for customers to feel validated in their own potential actions. This insight can be applied to various scenarios where customers might hesitate.

Identifying Customer Hesitations

Feifer prompts readers to consider common obstacles that customers face, which can be overcome by offering them the necessary “permission.” He lists several examples:

• Customers wanting to treat themselves but feeling guilty about spending money.
• Individuals wanting to ask for help but fearing they will appear incompetent.
• People desiring to try something new but worrying about looking foolish.

In each of these instances, Feifer emphasizes that a successful sale hinges on first addressing and alleviating the customer’s internal conflict. He poses a direct question to his audience, urging them to reflect on their own customer base: “So ask yourself: What’s holding YOUR customers back?”

Applying the Hallmark Insight

Feifer’s analysis suggests that by understanding these hesitations, businesses can tailor their messaging and offerings to provide the explicit or implicit permission needed for customers to proceed. This approach moves beyond simply highlighting product features and delves into the psychological drivers of consumer behavior. As Feifer notes,

“When the brother is validated, customers gain permission to do the same.”

This strategy, derived from a 2008 Hallmark campaign, offers a powerful framework for marketers and salespeople. It underscores the importance of empathy and understanding in the sales process, encouraging businesses to act as enablers rather than just providers of goods or services. Feifer concludes by encouraging engagement with his content, indicating the potential usefulness of this perspective for career growth.