Page 24 - My Marketing Sucks Book

Using an example of two fence installers, let’s see how they compare at their First
Points of Contact. They are located a few miles apart and both install fences
within a 50 mile radius.

You tell us which one you would choose to install your fence...

A few years back, if you recognized your need to replace your old, worn out,
decaying fence with a new one. You would start your search by opening the
Yellow Pages, looking at the ads and narrowing your choice down to 2 or 3, based

on the ads.

You would then call them up and schedule the appointment for an estimate; two
of the three would show for the appointments - eliminating the third company,
automatically. You’d size up the salesman, compare the prices, materials,
guarantee and start/finish dates and pick one.

It’s Generally NOT the Price That Matters When People Decide to Buy

To your own surprise, it wasn’t always the cheapest one you picked. It was the
one who made you feel the most comfortable with your decision.

That’s how buyers buy.

Part of the mystery of this principle is people put more weight behind things that