Lesson Fifteen: Really

The sad reality is that most businesses can’t answer the fundamental question put forth by customers far and wide, every minute of every single day.

“Why do you deserve my hard-earned money?”

Why indeed.

Most businesses, not being able to answer the question, grasp for reasons.

“Quality,” they mutter.

“Bah, I expect quality. That’s the cost of getting in the game,” the customer counters.

“Umm, price,” business says, hopefully.

“Five minutes on the internet and I’ll find 20 companies cheaper than you. Is that all you’ve got?” the customer taunts.

“Service,” the business blurts out, knowing darn well their service isn’t any better than their competitors.

The customer just grimaces. “In what specific ways do you give me superior service?”

The business doesn’t answer, because it can’t.

“I thought so,” the customer says. “You’re just like the rest of them.”

And then the customer does what customers around the world have always done. They just don’t buy.




Principles of Persuassion by Shane Spark