| "Most people do not buy reality, they buy | | | | ..."If they do, I will tear their check up".... |
| perception". When I heard this statement used, my | | | | Real to life: I live about 30 miles outside of Baltimore, |
| first thought was 'hummm this seems dishonest.'The | | | | MD just this year 2005 I am on the phone with a |
| more I pondered and studied this statement, the | | | | potential client, we are chatting about their son's |
| more I began to see that this was not a justification | | | | fourth birthday party. When I told them about my |
| to be dishonest, but it was just being honest about | | | | 100% GUARANTEE Mr. and Mrs. X said "really, wow". |
| most people. | | | | They secured my services right then and there. |
| "Most people do not buy reality, they buy | | | | Now you may be saying OK neat, but what is the |
| perception". I recall a story I read years ago about | | | | big deal? Oh, yeah I have not mentioned to you the |
| several bakeries located on the same street each | | | | fact that they live just outside of Boston, MA.This |
| located only a few shops down from one | | | | means they have to fly me in, put me in a hotel, and |
| another.One of these bakeries placed their sign out | | | | take care of my meals and ground transportation. Mr. |
| front of their store and it read "The best bakery in | | | | and Mrs. X are not just a couple that have flown off |
| the universe". Another had a sign reading "The best | | | | their rocker, they are real to life folks like you |
| bakery in the world", yet another displayed a colorful | | | | converse with each and every day. |
| sign with bold letters "The best bakery in the | | | | They were not buying the reality that it would cost |
| state".The one that is always packed with paying, | | | | them more to have me travel there than to have a |
| repeat customers is the bakery that has the sign | | | | local drive ten minutes to their house, they were |
| that simply says "The best bakery on this street". | | | | buying the 'perception' of me being the 'best', and |
| You see whether they were actually the best | | | | giving them a security blanket (100% Guarantee) in |
| bakery on that street or not, the perception is that | | | | case I said I was the best and did not come through. |
| they are from what their sign says.An example that | | | | |
| is closer to home, I am one of only a few magicians | | | | Disclaimer: You must be able to deliver what you |
| in my area that offers all my customers a "100% | | | | promise or you will be taken up on your guarantee. I |
| GUARANTEE. If you don't like, you don't pay".I have | | | | strive to over deliver. Give them more than they had |
| my share of 'well meaning' magicians telling me ..."oh, | | | | agreed to... Notice I said more - not less.Footnote: I |
| you should not offer a 100% guarantee. There are | | | | am not in anyway putting down the 'well meaning' |
| always gold diggers out there looking for a bargain"... | | | | magicians that tell me I should not offer my 100% |
| That statement is true, yet for me I have never | | | | Guarantee. 99% of them that tell me this are not |
| had any one take me up on my offer.Then these | | | | full-time and perform less shows in a few months |
| same 'well meaning' magicians ask me ..."what if they | | | | than I perform in one month. I am not boasting; |
| do decide to take you up on your offer then what?" | | | | please know I am humbler when I say this! |