Do you know?

Let’s talk just a little bit about how you know how to sell to people you’re selling to. Let’s talk about the Rule of Thirds some more. The Rule of Thirds assumes that one group of people who come to you are going to do business with you no matter what unless you drive them off because they’ve already decided what you have to offer is going to work for them. Another group of people is not going to do business with you now no matter what because their situation is going to change, they’re not qualified, and maybe they don’t have the ability or the authority. And a third group could go either way.

Now, anyone who’s halfway friendly and halfway knowledgeable will do business with the easy third. Sometimes you don’t even have to be friendly or knowledgeable, you just have to know how to collect the payment. That’s why fast-food companies make so much money with such unskilled labor because when you’re craving for a taco, you’re getting a taco no matter how rude the people in the drive-through window or behind the counter are. That’s just how it goes, and that’s what the fast food companies bank on. They know that one group loves tacos and is coming for their tacos no matter what. They invest their dollars in marketing, so the middle third that can go either way learns to crave their food. Your craving will make you buy, even in spite of less than good customer service and in spite of the fact that you really don’t love tacos that much anyway. Creating a craving is the key to good marketing for most kinds of products.

Now, on the other hand, the people who aren’t looking for tacos aren’t even going to make the stop. So the taco makers don’t care about that impossible third for immediate business. They do try to get the impossible third to reconsider their position with ad campaigns like “think outside the bun” or “Fourth Meal”.

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