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Secondly, they also have different motivations. I once read of a salesman who made no sales for
day. When questioned by his sales manager, his response was, “You know what they say. You can lead a horse to water but you can’t make him drink.” His manager wisely responded, “You have it all wrong. Your job isn’t to make
horse drink. Your job is to make him thirsty.”
The convenience store customer was thirsty for
lottery tickets because he saw
possibly of gain. To him there was a strong WIFM (what’s in it for me). If
man could have been persuaded that buying
coffee would have satisfied a need stronger than mere physical appetite, I’ m confident he would have been “thirsty” and
price would not have been too much. In my case, making me “thirsty” for a lottery ticket would be an impossible job.
Lastly,
incident brings to mind how people have different likes. I’ve often thought that if everyone had
same likes, every man would want to be married to my wife. From another perspective, maybe nobody would want to marry her.
For such reasons,
convenience store brews many different flavors of coffee to suit different tastes. They also have different products to suit different priorities.
BARBER-OSOPHY: To understand and to persuade others, take note of their values, their motivations and their likes. Copyright 2004, Sumerlin Enterprises.
Permission is granted for you to copy this article for distribution as long as
above copyright and contact information is included. Please reference or include a link to www.barber-osophy.com.

Terry L. Sumerlin, known as the Barber-osopher, is the author of "Barber-osophy," is a columnist for the San Antonio Business Journal and speaks nationally as a humorist/motivational speaker.