My Customers Don’t Get It

Conceptual illustration of a silhouette man seated on a question mark icon in a thinker pose deep in thought. Could be concept for any questioning or psychology, poetry or philosophy.We seem to see  videos, anecdotes and caricatures that at face value confirm our own particular paradigm of a political or other stereotype that we view the world through.  The funny thing is more often than not, the same examples are used by people on the other end of the spectrum to confirm the way they see the world.  In the business world this can set a dangerous precedence where our opinions can mean we miss opportunities to provide value to our customers and don’t close a sale!


I’ve seen this so many times it’s not funny and this particular video is no exception, the reason I have reproduced it here is a desire to look at a higher level of understanding at what is really going on and apply the lessons learnt in our approach to the way we see customers.

It popped up on my Facebook feed and the obvious comments made by most people related in general to a characterisation of the suspected voting habits of the individuals propositioned and even more disparagingly that they must be the “dumbest”people on earth. While there may be an obvious message at face value about peoples mental capacity, I believe that as business owners or salespeople we need to consider a higher level of understanding than that.

Have you been approached by a charity on the street seeking donations to their “worthy” cause, received phone calls telemarketing you at home or even more general, how much do you enjoy the commercial breaks on free to air TV?  There is a feeling of imposition at being propositioned and on a broader level even a fear of cold calls, the possibility of scams that abound in society today are a part of this but really, we do not like being “sold to”.  We are uncomfortable and have a healthy level scepticism, we are wary and suspicious of salespeople.

This is something very real to be aware of; the responsibility must lie with the vendor to articulate their “value” to consumers.   It is not going to accomplish very much if your default position is to view customers through your paradigm and blame them when they don’t see the value that you perceive as obvious  in your offer.    Understanding the dynamics of establishing a relationship and being able to hold a conversation that articulates or demonstrates your value will move you beyond a discussion of what is your price and into the position of trust, a desire to buy from and ongoing repeat sales opportunities.

The old saying about letting the cat out of the bag stems from this fear of salespeople stitching you up and seems to me to be the underlying conversation that is seen in the video. People will trust what they know unless you explain the value of something different to them!


The background to where I found this and other interesting videos;  

Mark Dice is a media analyst and author who has been featured on the History Channel’s Decoded, Ancient Aliens, and America’s Book of Secrets; Conspiracy Theory with Jesse Ventura, Secret Societies of Hollywood on E! Channel, America Declassified on the Travel Channel, and is a frequent guest on Coast to Coast AM, The Alex Jones Show, and more. His viral videos have received more than 100 million views. For business inquiries & requests for licensing Mark’s content, email him though the “E-mail Mark” link on

In an entertaining and educational way, Mark exposes our celebrity obsessed culture and the role the mainstream media plays in shaping our lives. He is the author of several bestselling books on secret societies and conspiracies, including Inside the Illuminati and The Bohemian Grove: Facts & Fiction. Order his books in paperback from, or download the e-books right now from Kindle, iBooks, Nook, or Google Play.

And finally;

Some good follow ups on the higher level conversation from some of my friends that you may find useful..

Context for sure and reference of a silver bar is rare. Now try it with a gold bar and see result. Too many people simply don’t understand the economics of their choices and struggle to reference value. It would have been interesting if they tried an even dumber 3rd option to see if it changes the result. Thanks for sharing.

A few thoughts. An offer without context is generally a disadvantage to the seller. When the customer doesn’t understand what’s in it for you, they generally respond with skepticism. Here’s an example. If the meter has run out and I’m desperately in need of a quarter because the meter maid is at the end of the block, I might be willing to exchange a $5 bill for .25 to save myself a $40 ticket. In this case, a quarter is worth five bucks to me. If I explain that clearly to a passerby, they are more likely to help me out and see it as a good deal for themselves because they also see why I might be placing a higher value on the transaction. However if I just walk up to a random person and offer them 5bucks for a quarter, they are more likely to respond with skepticism because they can’t see a benefit to me in the arrangement. It has to be both a good deal to the buyer AND they have to see what’s in it for the seller, otherwise it is too good to be true. In this case a free 99cent item is more believable than something of greater value without the context. My guess is that if the guy explained that he was conducting an experiment to see which free item people prefer, more people would select the silver because now they know the motivation of the “seller”.



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