Mimicry is the progenitor of bias.
The really important stuff we have to imagine on our own.
Of course that takes practice and practice and more practice.
And it must be done when no one else is around.
GOODS AND SERVICES
We shop for Goods.
We compare one with another.
We read the literature.
We listen to the pitch.
We compare benefits.
And if we buy, we “buy” THE SERVICE.
We shop for Goods; we “buy” THE SERVICE
Even if only for beauty…
Even if only for fame…
We buy the SERVICE.
Or we DO NOT
Yesterday you were the prospect.
Today you are the CSR, the TSR, the Clerk, the Account Manager.
Present the SERVICE.
This is what we BUY.
“Why did you agree to our visit?”
“If you could wave a magic wand, how would your life be different?”
Whether calling on business or individuals there is a video churning away in your mind. It is a commercial message of your design.
Put it in writing.
Isolate each individual point.
Which of these points require knowledge of the general population of your prospects?
Which of these points requires specific knowledge among certain sub-categories?
You are now ready to formulate questions.
Today as you visit with prospects, take note of your discovery questions and what you learned about yourself in the process.
At the end of the day or before the start of the next, use this information to amend your current list.
MS WORD will be a big help.
All of us know that these things are important.
A few of us do these things.
Most of us do not.
Have a great day.
During the Twenties my parents owned a clothing store. At the end of that decade their place of business began to falter like all the stores near them. When the first of their neighbors decided to close their doors, Dixie and Marie Broom who were also thinking of closing, offered instead to assume their neighbor’s remaining lease, and secure the debts of their shoe store. They then hired the former owners to manage the store and within a year had acquired most of the small retail shops in their block.
At the birth of the blues of the newly bereft, Dixie and Marie owned residential rental property and lived in a 2000 sq. ft. home. They immediately sold the large home and two smaller rent houses and moved into a 700 sq. ft. building without plumbing. An outdoor shower on the back porch was their evening escape in the summer, the by-product flowing in a ditch toward the garden; an indoor bath in a wooden tub in the winter with water slowly warmed over a wood-burning stove.
During this time Papa Dixie acquired the habit of collecting discarded lumber and developed a knack for straightening old nails. He collected nails, screws and various other bits of hardware and stored them in glass jars. In later years he resumed a habit that had been abandoned during the depression; he returned to smoking cigars. He downgraded from White Owl of earlier years to the less expensive Roi Tan and the empty boxes replaced the glass jars in the hardware compartment of his work-shed. He trained me in those endeavors as the arrival of Lee and Billy Broom hailed the departure of the dark years.
My parents eventually sold their stores to a Kansas City department store, which was recombined in the lower levels of the same office building as the original units and Oklahoma City’s first department store opened their doors in the third year of the great depression, helping to begin the restoration of the economy by creating dozens of new jobs.
My purpose in mentioning this bit of family history is this: In troubled times the winners change their tactics; they survive and prosper.
The complainers, oblivious to the opportunities which inevitably arise with change, unable to deal with the debt they incurred in obtaining their education, allow their knowledge to wither as they sleep and defecate in public and become the new poor of future decades.
My life experiences have taught me that all change, regardless of quality creates opportunity and yes I know, a seventy-five year old man starting over is not exactly a beacon of light, but I refuse to believe otherwise. How about you, dear reader? Have you noticed any new trends for earning income? Have you noticed that some of your former corporate allies are now mowing yards and cleaning houses? And hiring others to help them?
With the onset of vulgarity we said goodbye to subtlety and with it curiosity, the most fundamental intellectual component of human existence. Ozzie and Harriet were replaced by the Simpsons and the tattooed man on the midway gave way to Grandma with her permanently shaded eyelids and four-year-old great granddaughters with pierced ears and navels. When I was very young my mother sometimes covered my eyes when we went to the movies. The next day I’d ask my friends what I missed. It was usually either a nearly naked Betty Grable or a Nazi death camp.
The search for role models by American Youth now produces heroes with prison records and rappers whose vocabularies seem to favor four letter words and an alphabet that frequently gets stuck on the seventh letter. American slang is reflective of prison and street society. That segment of the population which receives free food, free rent and now free cell phones is not shrinking; it is growing at a rate much greater than that of the overall population and as the snowball effect becomes more visible the resulting influence of the values of the indolent victimizes middle class American youth and by the doing, all of American Society.
In a few years the current rate of moral and ethical regression may have our country on its knees.
(Dang, my monthly supply of Soylent Green* is nearly out. These crackers are made from people, you know. Oh well.)
Perhaps we’ll come back in future centuries as something better. Our DNA will be much improved. We will have a respectable quota of aborted fetuses, providing us with the genetic assistance for morphing into something so much better. Our bodies will be muscular and long limbed, those limbs and organs replacing and healing themselves, often without medical assistance. And Soylent Green will have come and gone. Sunday will become once again a day of rest for that is when we will eat and sleep. On Saturday night we will play. We will treat our no longer aging bodies to sexual romps with friends and family. On Sunday morning we will plug in to a machine at our bedside which will keep us asleep and well fed until Monday morning. We will acquire all the rest and nutrients necessary for the rest of the week. And with raging hormones we will then continue on our competitive path, no longer content with Football or Hockey. Large carnivorous beasts will have long since been released back into society at large. They will hunt us and we will hunt them.
New products to sell? To begin with there will be revivals of old products like bear traps fo instance. They’ll be larger, they’ll be computerized and they will be called Tiger Traps but what few surviving oldsters are among us will still call them bear traps.
One thing however, will never change. There will always be something to sell and someone to do the selling. If selling becomes illegal, the sales people will work for the IRS and will charge a usage tax for goods and services..
*Soylent Green is a 1973 American science fiction film directed by Richard Fleischer and starring Charlton Heston, and in his final film, Edward G. Robinson.