Category Archives: How to Sell

Skills, Pleasure and Money

Once there was this guy who was a professional auto mechanic. Not just a professional auto mechanic, but he was considered the best in his area. He had built up a huge clientele base through several years of dedicated service. One thing that made him stand out was his brutal honesty.

He usually had a flat fee to inspect a car, and then would lay everything out as clearly and specifically as he could. He wouldn’t make any suggestions, he would merely let his experience and the prices speak for themselves.

For example, if somebody had a problem with their engine starting on cold mornings, he would charge fifty bucks to take a look, and then give a full report. He would say exactly what it would take to get the car fixed to the point of starting ok on a regular basis, at a bare minimum cost, and explain exactly what the chances of and how long this “fix” would last.

He would then give another report about how much it would cost to virtually guarantee that this problem would be completely fixed, and how long that would last (usually two or three years, which was the life expectancy of the parts he would replace).

He would then give another report of other problems he found with the car, and what the chances is that they would be a problem, and how likely they would to be happening. Of course he would explain exactly how much this would cost to make sure the problem didn’t happen.

He would, naturally, fix specific problems, to satisfy specific requests. For example, if someone came in saying only that they wanted their timing belt replaced, he would do exactly that.

Because he was so honest and upfront with his costs, he never had any want for business. It wasn’t uncommon to find that you needed to wait a week to have your car even looked at because he had so many customers lined up.

There were several other auto repair businesses in the neighborhood that didn’t do so well. One of the reasons was they because they were always worried about their business, they would sometimes make repairs that weren’t really necessary, or they would rush through and not do a thorough job, making it necessary for some people to come back to get their car repaired. It was no wonder than these other shops didn’t get a whole lot of repeat business from loyal customers.

A lot of people wondered why this guy didn’t branch out, and open up shops that operated on the same principle, as he certainly could. Perhaps it was because he really, honestly enjoyed working on cars so much that he didn’t want to spend time in an office trying to manage multiple businesses and people. He seemed to be extremely happy, and was always quick to remember a customer’s first name when he saw them at the grocery store.

If there is any moral to this story, it’s that if you can combine honesty, a needed skill, and sincere pleasure in performing that skill, you can make a lot of money, and make a lot of people feel satisfied because of your work.

Embrace Your Wickedness And Dominate All That Is

Once upon a time there was a little cat. A little too old to be called a kitten, but not quite a full-fledged cat. Kind of on the border between kitten-hood and cat-hood, whatever that means. He was still trying to figure out the difference between hunting for his own food, and chasing for the simple pleasure of it.

He was not a domestic kitten; he was what some people would call feral or wildcat. He lived in a fairly suburban neighborhood, and if he were lucky, people would give him scraps, but as he was getting older and older, and les and less cute, that was happening less and less frequently.

Before it was easy, he’d see a mouse, and chase it only for fun. Most of he time he wouldn’t kill it, because then it would stop running away, and it wouldn’t be fun to chase it any more. During those times he never chased out of hunger, because there was always a kind neighborhood kid who would put out a bowl of milk for the cute kitten.

The first time he had gone for three days without any food. The way it happened was kind of automatic, instinctual. He was chasing a mouse for fun, (or so he thought) and when he got close to it, something clicked inside him, and he immediately devoured the little rodent. While he was eating it he felt incredibly proud and adult like. He had chased down and killed his first meal all on his own.

But soon after that, he found another bowl of milk. He wasn’t sure if it was for him, or for another cat, but there it was. Free food. So, of course he ate it. And somebody saw him, and thought he looked cute. They even took pictures of him, and put out more milk the next morning.

Pretty soon, he had forgotten all about the mouse that he’d caught, and how good it’d made him feel. He soon fell back into the lazy habit of trying to look as cute as possible in order to secure a bowl of milk.

That was over four days ago.

His stomach was emptier that it had ever been. And how something completely strange happened when he saw the movements of a mouse out of the corner of is eyes. Instead of getting that playful feeling of, well, cat and mouse, he felt something completely different and unexpected.

Fear.

What if he didn’t catch the mouse? Before, when he was only chasing for fun, it didn’t really matter if the mouse got away. It’s not like it was important.

But now, what if he chased the mouse, and he couldn’t catch it? Would he go hungry? He might even starve to death. If the neighborhood kids saw him chasing and eating a mouse, they certainly wouldn’t think he was cute, and the free bowls of milk would stop for sure.

He saw two mice, and because he hesitated the mice quickly scurried away before he could even get into proper hunting position.

His fur was getting dirty, and he was starting to get skinny. He was becoming more and more weak with every day. The children and old ladies who gave him free milk were now terrified of him; certain he was carrying some kind of horrible disease.

He had all but given up hope, when he saw a very ferocious, very lean and strong looking alley cat. One that he was almost afraid to make eye contact with, for fear of being killed on the spot.

“How long has it been?” The alley cat asked.
“Six days.” The young cat replied.

“How many kills?”
“One.”
“Accident?” the old cat asked.
“Yea. I was just playing, and then before I knew it, I was eating.”
“Yea. That happened to me to the first time.”
“Really?” the young cat perked up. Maybe there was hope after all.

“Yea. Then like you, I went a while without catching anything. I was afraid. Like you probably are. Then something just snapped. I had a moment of clarity when I realized that if I don’t kill, I won’t eat. Embrace your wickedness. You will be a much more skillful hunter if you chase for the kill, rather than chasing for fun.”

“But what if I fail?”

“If you don’t hunt, you already have. By hunting, you’ve absolutely nothing to lose, and everything to gain.”

Very soon thereafter, this young cat became a killing machine, and dominated his neighborhood.

How to Sell Your Car Easily and Quickly for Maximum Profit Using Little Known Secrets of Psychology and Persuasion

If you need to sell your car, and aren’t sure how to go about doing it, there are few simple ideas that will not only help you to sell your car faster than you’ve ever thought possible, but also to get the best price, perhaps even a little bit more than you were expecting.

These techniques are based on emotions and psychology, and have been used for years by salesmen and women to maximize their profits and to get their products into the hands of happy customers.

First of all, make sure your car is really worth what you are asking for it. If there is damage that you aren’t willing to disclose, then you will have an angry customer on your hand. Even though these techniques will likely work, regardless of the condition that your car is in, you need to be upfront and honest with any repairs or drawbacks to the sale.

Now that’s out of the way, let’s get on to the good stuff. I’ve been studying sales and persuasion for many years, and have worked in various industries, including car sales. I know the techniques that work, and what doesn’t work. When you apply some of these ideas, your car will be gone, and your wallet will be filled with money eagerly given to you by a happy customer.

The first concept is social proof. People want to buy what everybody else is buying. Social proof was illustrated brilliantly in Robert Cialdini’s book “Influence, the Psychology of Persuasion.” When you can get across to your potential customer that there are many other people that also want to buy your car, their own desire to buy will naturally increase.

How to do this? If you are placing an ad online, be sure to mention that your make and model is very popular. How do you do that? Easy. Just use the words “very popular” to describe your car. For example, instead of saying “for sale, 1998 Toyota Corolla,” you can say “For sale, the very popular 1998 Toyota Corolla.” Sounds cheesy, but it works. Another way to use social proof is to imply there is a high demand for your car. Instead of saying, “for sale, 1998 Toyota Corolla,” say “For sale, the very popular 1998 Toyota Corolla. This car has been always been in demand.” Again, sounds cheesy, but it works.

The next concept, again illustrated in Cialdini’s book, is the concept of scarcity. Whatever might not be around for a while, people seem to want more of it. When the Concord announced it was going to stop flying, demand for tickets suddenly skyrocketed. There is a reason many ads will say, “For a limited time!”

They use that corny phrase simply because it works. So how can you use this to sell your car? Think of a legitimate reason for putting a limit on the sale.

“In demand 1998 Toyota Corolla, for sale only until the end of this week. Email for details.”

You don’t even need to give a reason, and it can still have a powerful effect on your sale.

The next idea is authority. When people hear something from a recognized authority, they are much more likely to be influenced. So how do you connect authority to your car sale? Google the make and model of your car along with “awards” or “consumer reviews.” Doing this with a 1998 Toyota Corolla yields several results. One was a four and a half star review from epinions.com.

So lets see what happens when you combine, social proof, scarcity, and authority all in one.

“For sale until the end of this week ONLY. The always in demand 1998 Toyota Corolla. This very popular and reliable model received a 4.5 star recommendation from epinions.com. Please email for details.”

Now, doesn’t that sound better than:

“For sale. 1998 Toyota Corolla. Email for details.”

Not only will you get more hits, but also more people will be interested in buying your car. Which brings up yet another psychological influential factor. Competition.

In the above-mentioned book by Professor Cialdini, he illustrates a story where a fellow made some money on the side while in college. He would buy used cars, spend a few weeks cleaning them up and fixing minor damages, and then re-sell them. Whenever people would be interested in the car, he would schedule an appointment with them at a specific time. But he would always schedule two or more people at the same time. They would show up, and start a bidding war right there on the spot, and he would always sell these cars for much more than he paid for them.

While that might border on unethical sales practices, it illustrates the almost untapped power that exists when you apply simple psychological influence ideas to selling your car. You’ll sell it a lot quicker, and make more money.