….open the door!

Years ago we walked into a store.  Met a salesman.  Well actually he wasn’t.  He was a service technician called Carlos.

Carlos was no fool.  He realised an opportunity and drew us in.  And sold us a very expensive product.  One which we weren’t planning on buying.

It was a classic application of the four critical sales issues that have to be covered off.

  • Pain
  • Gain
  • Value
  • Emotions

Which we wrote about here.

This is the story.

And by the way, we still have the product 16 or so years later and never had a moment of buyer’s remorse.


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