listen up

 When I was in the Navy, I was selected to become a recruiter. Well, I applied and was selected anyway. So off to school I go to learn the trade. A part of that training involves the phycology of the sale. For two weeks a professor of psychology instructed us. He said, after this class you will never hear a salesman the same way. That has certainly proven to be true. I don't hear a sales pitch the same way, I am far more skeptical of any claims being made. I also don't hear promises, just possibilities. Yes, there is a big difference between the two.

 I listen to the advertisements on the television and chuckle, laugh and sometimes just blurt things out. Things like, what? One company that advertises frequently is for same day shower/bath installation. They say they will transform your old, outdated bath to a new state of the art masterpiece in just one day. You go to work and when you get home, presto, a new bath. What I get a laugh out of is the promise that they can do that for as little as 99 dollars a month! Yes, just 99 dollars a month will get this peace of mind, convenient and stylish bath. Call now, for free installation, half-off materials and low monthly payments! Act fast, this offer won't last. That's when I say, what offer? 99 a month for how many months? There is no mention of that anywhere in the ad. No mention of the interest charged or amount of downpayment required. Just call today and you can get it all for 99 a month. But it's not a promise, it's a possibility. 

 I think that class I took should be taught in every school in the country. The techniques used to sell the product are the same no matter what you're selling. The only trick is in learning what the buyer wants to hear. If you use phrases like, you can, people will hear I will. It isn't what you said, it's what they hear. In the Navy you can be a pilot. It's a true statement, if you qualify you can become a pilot. Most don't hear the, if you qualify part. It's a phrase used often by those lawyers on television as well. If you can't lift ten pounds regularity or stand on your feet all day you may qualify for disability! Call today! It's the possibility that is being presented, not a promise that you will receive disability. On television they can't initiate the first part of the sales pitch and so jump right to the possibility. 

 In person the sale always begins with conversation. The conversation is designed to learn your interests and determine what you want to hear. Are you interested in the product or the price? Makes a big difference in the sales approach. On television or radio, they start with the second step of the sale, curiosity. Are you afraid when stepping into that bath, is the edge of the tub too high, do you feel nervous? If, in your mind you answer yes, and that's what they are counting on, you need to do something about it. The solution is easy, just give us a call. In one day, for as low as 99 dollars a month, you can have peace of mind. Or you can have a brand-new car, maintenance included for free for two years! You can get a new smile in one day too! Call now for a free dental screening, x-rays and financing is available! It will change your life! It's a possibility. 

 There is another ploy I always find amusing. It's the limited time offer. With these you have to act fast before the product is all gone. We have manufactured all that we can and there will be no more. You must act now! In fact, there is a strict limit of two per caller because we are running out. Hey, wouldn't want anyone to miss out, so we will restrict our own sales to ensure you get the chance to purchase this product. Yes I get it, you wouldn't want to sell everything you have to just one person, you would much rather sell two at a time, spread it out over time, but not too much time, so I have to act fast, operators are standing by. 

 I have heard many times how the recruiter lied to me. I just laugh because I know that it isn't true. Well, most of the time it isn't anyway, I wouldn't say some recruiters haven't made promises they couldn't keep. Still, the truth is most of the time all the candidate hears is what they want to hear. If you qualify is heard as, I'm qualified. If there is an available opening is heard as, there is an opening. You can is heard as you will. You can get a college degree while in the service, completely free. That's a true statement. Will you? Now that is up to you, you have to apply, to qualify, and be accepted. You have to request the courses, complete the courses and submit the completed paperwork. But, yes you can do it. I didn't say you would! Promises and possibilities. 

 There is an old joke that is told in the Navy. A Navy ensign on his first cruise is looking pretty sad, pretty disappointed, and is down in the dumps. The captain of the ship being concerned for his crew asks the young ensign what's the matter. The ensign explains to the Captain that when he was in the academy he was told he would see the world. The captain says, and you have son. The ensign responds with but we have been at sea for six months! The captain explains that the world is 71% water. He then says to the ensign, if you wanted to see the land you should have joined the army. The promise was kept but the ensign heard something different. He just wasn't listening.