Nobody likes risk, and often we try our best to avoid it as much as possible. When we make purchases, especially large ones, it’s always nice to know that we can get our money back if we’re not satisfied. This “money back guarantee” or “lifetime warranty” is a strategy Kaufman refers to as “risk reversal.”
Why does your sales pitch end in a no? According to Kaufman, it’s because you’ve given up too quickly, and you haven’t sufficiently addressed your customer’s specific barriers to purchase. After all, Kaufman explains, they wouldn’t be talking to you if they weren’t at least a little interested. Kaufman points out five standard barriers to purchase:
Trustworthiness plays a huge part when trying to persuade someone to your way of thinking or, in the context of business, to make a sale. When people don’t trust what you’re telling them, it doesn’t matter how persuasive and rational your arguments are. You've lost the battle.
I’ve recently been thinking about schooling options for my daughter, Abigail. She’s only two years old, but I can tell that she’s already learning so much. It seems like every day there is some new word or phrase that she's picked up. It’s fun to watch how interested she is in learning, and I want to be able to help cultivate and grow that desire.
This week has been a tough one for the pipe smoking community. We found out this week that the venerable McClelland Tobacco Company has officially shut its doors and will no longer produce their storied blends. Mary and Mike McNiel began blending tobacco in 1977, and have produced some of the most popular blends in the pipe smoking community.
I found Kaufman’s section on reciprocation extremely helpful and thought-provoking. He describes reciprocation as “the strong desire most people feel to “payback” favors, gifts, benefits, and resources provided.” He went on to explain that this innate need to pay back favors or gifts has been one of the foundations of human cooperation throughout history.
Web design is something of a burgeoning interest of mine. The first full website I built was for my business, The Tin Society. I learned a lot through the process, and it was fun tweaking and playing with the design to get it just right. Since then I’ve designed my personal website as well as a couple of other landing pages for various projects.
At 27 years old, I’m sorry to say that I neither possess an abundance of resources nor do I have the expertise in any one skill to demand millions of dollars for my time. According to Kaufman, of the three universal currencies, I'm resourcing poor, but I’m also rich in time and flexibility.
This month I’ve been working on a marketing project for a company called Vervoe. My objective for this project has been to help them grow their internal library of interview assessments. I didn’t ask permission to take on this project, and Vervoe never came to me for help with their marketing.