Abstract: Sales = Perception Management = Deception! If you have integrity you offer something of real enduring value. If you are a cheat, you do not. Nevertheless, the way you go about peddling your wares is very much the same.
Once upon a time there was a traveler who was caught out alone in the dark in the middle of a deep, dark forest. The wind was howling and the rain pouring down. He had been travelling for what seemed like an eternity, but no shelter was in sight.
Finally, his eyes alighted upon a dim light in the distance. His heart began to pound in his chest and his pace quickened. As he trudged on, lifting one heavy, tired foot in front of the other, the light grew in intensity. Eventually, he could just make out the silhouette of a little cottage deep in the wood.
After much struggle he made it to the front door of the cottage. He knocked - no answer! He knocked again - still no answer! Finally, in desperation, with all the force he could muster, he pounded on the door with his fist.
After a few seconds he heard the sound of shuffling steps inside. Gradually the steps grew closer until the door opened, ever so slightly, just enough to reveal the small craggy face of a very old woman.
"Go away!" she said. "Please let me in!" the traveler implored. "I am a wayward traveler and have nowhere else to go. If you let me in I will sit quietly by the fire and will not ask anything more of you, so please let me in." The old lady appeared unmoved, but the traveler was persistent. Finally, she relented and let him in.
The traveler crouched before the fireplace. He could begin to feel his frozen hands warming from the flames of the fire, and it felt wonderful. After a time, the traveler asked the old lady if he might have something to eat. "The cupboards are bare" she said. "I already told you I have nothing to offer you." "I understand," he replied. "I have a magical stone with which I can make you the most amazing stew you have ever tasted. All I need is a large cauldron and some hot water."
This tale pricked the curiosity of the old lady and she went to the kitchen returning with a cauldron full of hot water which was then placed over the fire. Once the pot was brought to a boil, the traveler reached into his pocket, extracted what looked to be an ordinary pebble one might find on the road, and gingerly dropped it in the cauldron.
After stirring the pot for a time the traveler said to the old lady, "This stew will be so good, but if one adds a pinch of salt and pepper it would be all the more wonderful and flavourful." The old lady disappeared into the kitchen once again, this time returning with salt and pepper which the traveler then sprinkled into the soup.
The traveler then tasted the soup and smiled saying that it was going to be delicious. "What might enhance the flavour still further," he suggested, "would be some carrots, celery and turnips. But of course I know you have nothing in the cupboard so no need to bother." Upon hearing this, the old lady disappeared once again, only to return with the desired carrots, celery and turnips. "Excellent!" exclaimed the traveler, as he tossed them into the boiling cauldron. Once again he returned to stirring the soup.
By now the old lady could smell the aroma of the simmering stew and began to feel hungry. The more she inhaled the sweet aroma, the more hungry she became, and the more she looked forward to the meal they were about to share.
Over time the old lady and the traveler struck up a conversation. The traveler told her tales from his travels - recounting in splendid detail his various adventures and misadventures. Each of the tales featured the magical stone and the incredible stews it created, each unique, each surpassing the last in excellence. Each time he mentioned the soup the traveller would describe in detail the various ingredients he used. After a time he recounted a story in which the final, and best ingredient was added to the stew: meat. As he described the part about the meat his voice grew deep and melodious. The old lady, who had become completely entranced with the traveller's tales by now, began to salivate. Soon she disappeared into the kitchen only to return with a plate heavily laden with every type of meat. There was game, there was chicken; beef and pork was there too. These too were placed in the stew.
Finally, at long last the stew was ready. The traveller carefully removed the now heavy cauldron from the fire and then ladled the thick soup into two large bowls. The old lady by this point was beside herself with anticipation. She dipped her spoon into the soup and brought the sweet smelling stew to her lips.
"It is magnificent!" she exclaimed. "This is the best stew I have ever tasted in my entire life. You are truly a magician." "Imagine, all this from just a simple stone." replied the traveller with a smile.
We all learn at an early age that nothing comes for free in this life. Nonetheless, there is nothing more appealing than a really good deal. Better still, is the promise of getting something for nothing. Absolutely nothing works better in sales than the free giveaway. The traveler's offer to the old woman to make soup from a stone employed precisely this principle.
The lesson to be drawn from the story is that people need to be conned. Had the traveler told the miserly old lady precisely what the ingredients of the miraculous soup were in advance, she would have turned him down cold. So, even that which is of value cannot be sold without the aid of deception. - 2364
Once upon a time there was a traveler who was caught out alone in the dark in the middle of a deep, dark forest. The wind was howling and the rain pouring down. He had been travelling for what seemed like an eternity, but no shelter was in sight.
Finally, his eyes alighted upon a dim light in the distance. His heart began to pound in his chest and his pace quickened. As he trudged on, lifting one heavy, tired foot in front of the other, the light grew in intensity. Eventually, he could just make out the silhouette of a little cottage deep in the wood.
After much struggle he made it to the front door of the cottage. He knocked - no answer! He knocked again - still no answer! Finally, in desperation, with all the force he could muster, he pounded on the door with his fist.
After a few seconds he heard the sound of shuffling steps inside. Gradually the steps grew closer until the door opened, ever so slightly, just enough to reveal the small craggy face of a very old woman.
"Go away!" she said. "Please let me in!" the traveler implored. "I am a wayward traveler and have nowhere else to go. If you let me in I will sit quietly by the fire and will not ask anything more of you, so please let me in." The old lady appeared unmoved, but the traveler was persistent. Finally, she relented and let him in.
The traveler crouched before the fireplace. He could begin to feel his frozen hands warming from the flames of the fire, and it felt wonderful. After a time, the traveler asked the old lady if he might have something to eat. "The cupboards are bare" she said. "I already told you I have nothing to offer you." "I understand," he replied. "I have a magical stone with which I can make you the most amazing stew you have ever tasted. All I need is a large cauldron and some hot water."
This tale pricked the curiosity of the old lady and she went to the kitchen returning with a cauldron full of hot water which was then placed over the fire. Once the pot was brought to a boil, the traveler reached into his pocket, extracted what looked to be an ordinary pebble one might find on the road, and gingerly dropped it in the cauldron.
After stirring the pot for a time the traveler said to the old lady, "This stew will be so good, but if one adds a pinch of salt and pepper it would be all the more wonderful and flavourful." The old lady disappeared into the kitchen once again, this time returning with salt and pepper which the traveler then sprinkled into the soup.
The traveler then tasted the soup and smiled saying that it was going to be delicious. "What might enhance the flavour still further," he suggested, "would be some carrots, celery and turnips. But of course I know you have nothing in the cupboard so no need to bother." Upon hearing this, the old lady disappeared once again, only to return with the desired carrots, celery and turnips. "Excellent!" exclaimed the traveler, as he tossed them into the boiling cauldron. Once again he returned to stirring the soup.
By now the old lady could smell the aroma of the simmering stew and began to feel hungry. The more she inhaled the sweet aroma, the more hungry she became, and the more she looked forward to the meal they were about to share.
Over time the old lady and the traveler struck up a conversation. The traveler told her tales from his travels - recounting in splendid detail his various adventures and misadventures. Each of the tales featured the magical stone and the incredible stews it created, each unique, each surpassing the last in excellence. Each time he mentioned the soup the traveller would describe in detail the various ingredients he used. After a time he recounted a story in which the final, and best ingredient was added to the stew: meat. As he described the part about the meat his voice grew deep and melodious. The old lady, who had become completely entranced with the traveller's tales by now, began to salivate. Soon she disappeared into the kitchen only to return with a plate heavily laden with every type of meat. There was game, there was chicken; beef and pork was there too. These too were placed in the stew.
Finally, at long last the stew was ready. The traveller carefully removed the now heavy cauldron from the fire and then ladled the thick soup into two large bowls. The old lady by this point was beside herself with anticipation. She dipped her spoon into the soup and brought the sweet smelling stew to her lips.
"It is magnificent!" she exclaimed. "This is the best stew I have ever tasted in my entire life. You are truly a magician." "Imagine, all this from just a simple stone." replied the traveller with a smile.
We all learn at an early age that nothing comes for free in this life. Nonetheless, there is nothing more appealing than a really good deal. Better still, is the promise of getting something for nothing. Absolutely nothing works better in sales than the free giveaway. The traveler's offer to the old woman to make soup from a stone employed precisely this principle.
The lesson to be drawn from the story is that people need to be conned. Had the traveler told the miserly old lady precisely what the ingredients of the miraculous soup were in advance, she would have turned him down cold. So, even that which is of value cannot be sold without the aid of deception. - 2364
About the Author:
John Berling Hardy is an author who has designed a diagnostic for a condition described as The Hidden Game Algorithm. This tool has a number of applications, among which are identifying the conditions that support malfeasance, supply chain rigidity, poor management, and poor utilization of human resources (including Brain Drain) You may contact him at www.johnberlinghardy.com.
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