For easy money to change hands it takes...

For money to change hands easily it takes PAIN AND SUFFERING. If your client is experiencing the pain, then your sales job is easy. Don't believe me? Compare how much you spend on vitamins and exercise to medical insurance... Or how about your data on your computer? If you back it up... When did you start? Before your hard drive crash, or afterwards?

You will always make more money, with less pain and suffering for yourself, by selling a cure rather than a preventive measure. When your clients open their wallets to pay for your cure there will be no negotiating of the price... they just want that product. It's a whole different story when they are paying for a preventative product, procrastination and negotiation will be huge factors.

So why do business owners insist on marketing preventative product or services? Because they know that preventation is better than cure, but at the end of the day the client just don't care... they will prefer to spend the money when the PAIN AND SUFFERING is greater than parting with the money.

So if you own an auto repair centre and market the FREE wheel alignment to prevent excessive tyre wear, don't expect calls off that ad because it aint gonna work. Infact go and have a lunch with the money because you'll get better results from the calories. Market the pick up service for puncture repairs and a FREE 4 wheel tyre check while you repair the puncture... a solution to a problem that maximises the up sell.