I’m not a very good salesman.  Sales is a one way street with the sole objective being to convince the buyer that they will be getting the most for their money if they purchase your product rather than someone else’s.  When it comes to marketing, I spend way too much time wondering if the customer would be better off with something or some one else more fitting with their needs or desires.  I want people to know what they’re going to get from me.  I really worry about disappointing them.  But this is not to say I don’t understand good sales techniques and some of my best friends are expert at ‘influencing’ buyers.  It’s like magic.  People want to be tricked.  Which is why I am so appreciative of  the ad campaign whose slogan is ‘If we don’t beat our competitor’s price, we’ll give you what you want for free … guaranteed’!  What an offer!  It’s upbeat, full of positive wording, and challenges you to beat them at their own game which would be really satisfying.  More than just offering a fair price, if they’re lying to you then they have to pay!  Guaranteed!

Let me just add my own guarantee, however.  I guarantee, with absolute assurance, that they have never, ever given away one free product and never will.  Think about it.