Despite Bruce’s desire to lose some weight, he didn’t seem like a likely candidate for this material. Bruce could easily be described as the poster child for masculinity – a true alpha male. Yet, there he was watching his polar opposite, Richard Simmons, in the middle of the night, on the first day of the year, completely sober-minded. Bruce wasn’t sure why he did what he did, but it certainly seemed like the right thing to do. Something came over him as he reached for the phone with one hand, and his credit card with the other. That’s right, guys, a man we are proud to call one of our own bought the Richard Simmons weight-loss tapes.

When the tapes arrived, Bruce looked at them with pure wonderment. The corner of his mouth perked up when he noticed the shrink wrap protecting his self-admitted peculiar purchase. He knew full well that he would never hear the end of it if he actually opened, let alone used, these tapes. A light bulb went off in Bruce’s head. His reputation and self-pride would remain intact only if he left the shrink-wrap on the tapes. This would be his only proof that he had never used them. To this day, the shrink-wrapped tapes remain as unblemished as the day he received them.

These days, there are consumer-based articles everywhere that would claim that purchases like Bruce’s are due solely to clever marketing. There are advocates that try to expose the “tricks retailers use to get you to buy their stuff.” These tricks can include flashy displays, setting impulse items by the checkout, or placing certain items at the back of the store so customers must walk by other products to reach them. The simple fact is that whether you are watching a Richard Simmons infomercial or shopping at your favorite big-box retailer, you are doing so because there is something you want or feel you need. The pull you feel is your desire to buy stuff; this is your free will to purchase and pursue the things you want.

In fact, this desire is a prerequisite to all sales. As a consumer, you are not being tricked into purchasing something you don’t want. Salespeople are not putting foreign thoughts into your head; they are simply trying to be in your path when the timing is right for you to buy. At some point, you, as a consumer, are going to have the impulse to buy something. It is a testament to capitalism to have that product waiting for you at the exact moment you desire it. Understanding these buying motives and the importance of being at the right place at the right time makes all the difference. Customers are going to buy what they want and when they want, using the methods and means convenient to them. What would happen if a customer called your office at 5:01 p.m. to place an order? Would they reach you or your voicemail? Chances are they would have to wait until their buying is convenient for you, or find someone else who is available when they are. To make more sales, you simply need to tap into the frequency of the customer. Forget about sales tricks; focus on developing a buying process that is customer-friendly. Whether this means having Richard Simmons sweating to the oldies on Bruce Perry’s television at 3:00 a.m. on New Year’s, or by having a book of horoscopes at the checkout counter of a grocery store; make sure that y

When the tapes arrived, Bruce looked at them with pure wonderment. The corner of his mouth perked up when he noticed the shrink wrap protecting his self-admitted peculiar purchase. He knew full well that he would never hear the end of it if he actually opened, let alone used, these tapes. A light bulb went off in Bruce’s head. His reputation and self-pride would remain intact only if he left the shrink-wrap on the tapes. This would be his only proof that he had never used them. To this day, the shrink-wrapped tapes remain as unblemished as the day he received them.

These days, there are consumer-based articles everywhere that would claim that purchases like Bruce’s are due solely to clever marketing. There are advocates that try to expose the “tricks retailers use to get you to buy their stuff.” These tricks can include flashy displays, setting impulse items by the checkout, or placing certain items at the back of the store so customers must walk by other products to reach them. The simple fact is that whether you are watching a Richard Simmons infomercial or shopping at your favorite big-box retailer, you are doing so because there is something you want or feel you need. The pull you feel is your desire to buy stuff; this is your free will to purchase and pursue the things you want.

In fact, this desire is a prerequisite to all sales. As a consumer, you are not being tricked into purchasing something you don’t want. Salespeople are not putting foreign thoughts into your head; they are simply trying to be in your path when the timing is right for you to buy. At some point, you, as a consumer, are going to have the impulse to buy something. It is a testament to capitalism to have that product waiting for you at the exact moment you desire it. Understanding these buying motives and the importance of being at the right place at the right time makes all the difference. Customers are going to buy what they want and when they want, using the methods and means convenient to them. What would happen if a customer called your office at 5:01 p.m. to place an order? Would they reach you or your voicemail? Chances are they would have to wait until their buying is convenient for you, or find someone else who is available when they are. To make more sales, you simply need to tap into the frequency of the customer. Forget about sales tricks; focus on developing a buying process that is customer-friendly. Whether this means having Richard Simmons sweating to the oldies on Bruce Perry’s television at 3:00 a.m. on New Year’s, or by having a book of horoscopes at the checkout counter of a grocery store; make sure that y

These days, there are consumer-based articles everywhere that would claim that purchases like Bruce’s are due solely to clever marketing. There are advocates that try to expose the “tricks retailers use to get you to buy their stuff.” These tricks can include flashy displays, setting impulse items by the checkout, or placing certain items at the back of the store so customers must walk by other products to reach them. The simple fact is that whether you are watching a Richard Simmons infomercial or shopping at your favorite big-box retailer, you are doing so because there is something you want or feel you need. The pull you feel is your desire to buy stuff; this is your free will to purchase and pursue the things you want.

In fact, this desire is a prerequisite to all sales. As a consumer, you are not being tricked into purchasing something you don’t want. Salespeople are not putting foreign thoughts into your head; they are simply trying to be in your path when the timing is right for you to buy. At some point, you, as a consumer, are going to have the impulse to buy something. It is a testament to capitalism to have that product waiting for you at the exact moment you desire it. Understanding these buying motives and the importance of being at the right place at the right time makes all the difference. Customers are going to buy what they want and when they want, using the methods and means convenient to them. What would happen if a customer called your office at 5:01 p.m. to place an order? Would they reach you or your voicemail? Chances are they would have to wait until their buying is convenient for you, or find someone else who is available when they are. To make more sales, you simply need to tap into the frequency of the customer. Forget about sales tricks; focus on developing a buying process that is customer-friendly. Whether this means having Richard Simmons sweating to the oldies on Bruce Perry’s television at 3:00 a.m. on New Year’s, or by having a book of horoscopes at the checkout counter of a grocery store; make sure that y

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