History does repeat itself since, yet again, I had almost run out of checks for my checking account. Not feeling compelled to search the Internet for half an hour to find $1.98 in savings elsewhere, I called 1- 800-ChecksNow!
Judy the checklady had a pleasant telephone voice and did her best to up sell me to purchase designer checks with pretty scenes on them including my special message, but I resisted and insisted on boring old blue, the same color I have been using since Jimmy Carter was in office. She laughed at my description of boring old blue and gave up on trying to get me in the first class seating section of the check club.
I have been thinking about the long period of time when checks only came in plain, boring pastel colors; no panoramic views, themed messages or puppies and kittens on them.
Functional and boring was the only choice until a very brave person at the check printing company said to the boss, “I think if we offer a wide variety of printed designs on checks, our customers will pay a premium to have them.” The boss, also a user of blue checks, questioned, “You think that our customers will pay more money for a check that is only seen by them twice and once by the clerk at the utility company? I wouldn’t pay extra for that. . . but, let’s see if they want to. . .” The check printing company has lived happily ever after because the boss chose not to do his customers’ thinking for them.
Acquaintances, friends and clients are often describing to me situations in which they use language that sounds like this:
- I know she will never go for that price because she paid $_____ last time and why would she ever use the extra features in our model?
- I just know that if I say _________ to him he will say ______ and that will mean ______ which will result in _______.
- It must be important to him because he keeps it in perfect condition and a new one would cost $____ and why would he ever consider my offer?
Untested “truths” for professional horsemen:
- I can’t raise boarding rates. I’m already more than the folks just down the road.
- My clients would never be able to afford prepaying for a group of 6 lessons for a small discount.
- If I ask Meddlesome Mary to leave the barn, I’ll lose five other clients at the same time.
- No one would pay money for a horse driving clinic.
- I can’t afford a bookkeeper when I can do it for free for myself.
- He’ll never pay me a commission for finding a buyer for his horse.
You will probably agree with me that we get stuck on the road to profit in our own self-made thinking traps as a result of doing the other person’s thinking for him. Have you ever had a five-minute imaginary two way conversation with another person in your head? Role-playing works, but not if you are the only participant.
The result is why ask, I already know the answer.
Quit doing other people’s thinking for them!
State your case and test what you think you know. You’ll never know until you allow the other party to participate in your imaginary conversation.
Ask, close mouth, listen and move on down the road to greater profit.