I recall one day, early in the 1990’s, encouraging the first support staff person I had ever hired to attend what was being advertised as free real estate workshop. She read the syllabus for the workshop and didn’t seem to be impressed. “Why not attend,” I coaxed, “there’s really no down side…the workshop is free.” “Nothing is free.” was her response.
Glass Empty
At the time her response struck me as being fairly pessimistic. I must admit that, while I thought I understood the implications of her remarks, I wasn’t exactly sure what she meant. I surmised she was suggesting that, one way or another, if we attend this workshop, we will end up paying for something.
Fast Forward
It’s nearly twenty years later and, while I have found her comment to be true many times over, I learned the lesson again this past Friday evening.
I walked with my two sons into the main entrance at Citi Field in Flushing, NY to watch the opening game of this past weekend’s series between the Yankees and the Mets. As we entered the stadium we were approached by a smiling, female employee of the home team. She was carrying a camera and politely asked, “Would you like me to take your photograph? It will be posted on the Mets’ website for your enjoyment by this evening and it’s free. “Sure” I thought, “what do I have to lose? It sounds like fun and there’s no charge.”
The Reality
It was a very exciting game and by the time we arrived back home I decided to take a look at the website to see if I could find the photos. I found them quite readily, which wasn’t that much of a surprise, but the composition of the photo was. It came out great, and upon noticing the impression that it made upon me I simultaneously realized that I once again had succumbed to the sales technique that’s as old as mankind.
Great Business
The free offering is a wise idea on the part of the Mets. I purchased two of them, and by the time I had checked out I spent $4o. My former assistant was proven right once again. Nothing in life is free.
How can this sales technique be used to your advantage in real estate?
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