I know we’re beginning the holiday season, but I need to get something off my chest. So, in the best curmudgeon voice I can muster, let me tell you what really bugs me about this season of shopping.
You wander into a store, you cast your doubts aside, and you finally make a selection. Yes, you’ve done your research, and you feel pretty good about that selection you’ve just made. The sales person even congratulates you and whispers, “If it were me, I’d be buying the same thing too.” But then this happens…
“For a few dollars more, we can put an extended warranty on this product to make sure it continues to perform properly.” Really? Wait a minute – I thought you cast your doubts aside, did your research, and felt pretty good about it because you were convinced the product you were buying was already built to perform properly!
It seems you can’t buy anything these days without the mandatory, “for a few dollars more…” When I’m in a feisty mood, I like to fire back a question or two of my own:
“Why would I do that? Are you planning on selling me a product that has a history of not working properly?”
I know, I know, stop messing with the messenger, but exactly when did it become okay for manufacturers to build products with the motto, “We build our products to last, but we have no intention of standing behind that claim, so if you want to make sure we know what we’re doing, you can protect yourself by paying more.”
When did we become so accepting of this practice and become like sheep, simply accepting this scam? Well, to borrow a line from an old movie called Network, “I’m mad as hell, and I’m not going to take it anymore!”
What’s next? Will we soon be hearing this from the restaurants we frequent when we order our dinner? “That’s a fine selection Mr. Jolles, and it happens to be my favorite dish! Now, for a few dollars more, I can make sure the cook prepares it properly for you.”
Maybe you’ll be interested in a hotel idea I’ve been kicking around. I call it, “For a Few Dollars More Lodging.” At this hotel, you can choose to stay in some of our rooms that may be safe and clean, honestly, we’re not too sure… but, “For a Few Dollars More” we’ll make sure you’re satisfied and protect your stay with a guarantee!
Think about it; what business would charge once for services offered, and then follow that with an option – at a higher price – to make sure those services really will provide a long-term successful solution?!
A simple solution to this nonsense would be this: Businesses need to stop baiting consumers with lower prices, and instead, charge a price that assures quality. Quite frankly, I’d prefer businesses build the cost of standing behind a product into the cost of the product, and spreading that cost out amongst all of its customers. Businesses need to know that we really are interested in our product purchase lasting a reasonable length of time.
Enjoy your holiday shopping, and get ready to answer the, “for a few dollars more…” question, because it’s coming. If you get tongue-tied, just do what I do and tell them, “No. I’m going to roll the dice and assume this manufacturer knew what they were doing. Wish me luck!”
- Last week I had the privilege of sitting down and spending nearly an hour talking to Jay Izso, on his show, “A New Direction.” We talked about a book I wrote a few years ago called, The Way of the Road Warrior, and the enormous challenge of balancing the work we do, and the families that support us while we do it. So many of us struggle with one of the most fundamental needs of our families; our prescience. Give it a listen – I’m quite sure you’ll enjoy it! https://www.jayizso.com/lessons-life-business-way-road-warrior-rob-jolles/
- Don’t forget to make sure your local Barnes & Nobel or FedEx is carrying Why People Don’t Believe You, and while you’re at it, pick up a copy!
- I’ve appeared on the Small Business Advocate Show with Jim Blasingame for almost 20 years now, and you’ll find dozens of our conversations on his website. Here’s a link to over 100 interviews done over the years including my most recent that explores the myths and techniques involved in closing. https://www.smallbusinessadvocate.com/small-business-experts/rob-jolles-134
- Clearly, I do my fair share of interviews, but this interview with the Salesman Podcast was a lot of fun, and if you’re looking to Change Minds, one you should find interesting… https://www.salesman.org/the-simple-step-by-step-process-to-influence-anyone-with-rob-jolles/
- Onward Nation: https://predictiveroi.com/podcasts/rob-jolles/
- As a 30+ year professional speaker and trainer, one of the most common questions I get is this: “How do we make sure the training sticks?” Take a moment and listen to this podcast; “SalesChats” with John Golden. If you want to know why most training fails, listen up! https://www.youtube.com/watch?v=KR3dDOlTK7U&list=FLxBXKhqz0xBwbUPMqNthAJA&index=2&t=1293s