Connection Guest Column
Selling To Americans Like a Communist?
By: Joe Crisara -
It Started Wars
There may be some of you who remember, as I do, that there
was a time during the 1950’s thru the 1980’s that wars were
literally started to prevent the spread of communism
throughout the world. Although we are far removed from the
era of “the communists are coming” I see a lot of what
defines communism in the mediocre performers in many service
businesses in our country.
At the heart of communism is that nobody should have
something more outstanding or better than the average
person. Whatever one person gets, so should everyone.
That brings me to a question I must ask all of you in the
service contracting industry. Are you aware of the spread of
communism that may be spreading throughout your company
starting with your mediocre performers?
Choices Not Upselling
All right, I know you are fed up with your poor performers –
but calling them communists? Isn’t that taking things a bit
too far? Not really – considering how far off the mark poor
performers are with the way that most people in this country
prefer to buy things. Service technicians and sales people
in the service contracting industry have by-and-large
decided that clients should only get the minimum of what
they are asking them for. To provide more than what a client
wants is considered “upselling” clients. I think that word
is deplorable and should be stricken from a service person’s
vocabulary. What I am talking about is offering choices, not
In communist regimes the removal of choice for the people is
paramount to maintaining control over the masses. Also every
communist empire ever built is famous for restricting
information so that the people do not get envious or
restless about desiring the things that the “free” country’s
of the world have.
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Being “Off Code”
Poor performers are not “on code” with the average American when
they choose to restrict information with their clients. What are
they afraid of? That the buyer may want more if we show it to them?
What would happen if they were free to choose from a more permanent
solution with more warranty and service and also from options that
were very minimal? It would be an interesting science experiment to
say the least.
In the days of the iron curtain in communist Russia, people would
stand in line for hours for a loaf of bread. In those days, there
was no choice. Only one kind of bread was given to everyone. Well,
okay, they had two choices. They could take it or leave it. Fair
enough? So why as a service professional would you offer only one
solution to your customer?
Give Me Freedom Or Give Me…
Our country was built on freedom. To give anyone who lives in the
United States of America only one choice restricts people and makes
them feel as if something isn’t right. In essence, your customer
feels “not free.”
Give your customer the most premium option first and that has the
most complete renovation you could perform along with the most
service and warranty that could be included. I know this solution a
higher investment, but why not let them see what the good life is
really like? Then, show them the options in the middle that have
less warranty, less service and don’t include as complete of a
renovation. Finally, show them the least that you can do by giving
them the choice for the minimum of what we were asked for. I have
done this for years and so have over 3,000 of my students and the
thing we have all found is one simple truth. People love choices.
Don’t stand in the way of the freedoms that we in this country have
paid dearly for and continue to pay. Sell like a patriot and give
your customer ALL the available choices. After all, it’s the
American thing to do.