provision that all copyright, contact and link information is kept in tact. We would

appreciate receiving a copy for our Publishers Directory. Thank You. Word count: 531 (article body only; excludes title, bio.) ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Article: "Win The Confidence Game" By: Hershey Wier, MBA http://www.HersheyWier.com

"Everybody's looking for a hero. People need someone to look up to." The lines from this popular song says *everybody,* and that must mean you, that

must mean me. That means over six billion people around world... are looking

for a hero - someone to look up to. If heroes are in demand, that means there is a steady supply of would-be heroes.

Thus, The Confidence Game is by far one of world's most fiercely played. The Confidence Game involves conveying, aptly, confidence. How do you do this?

What is secret to making everyone feel that everything is alright? That we are

on winning team. That we're right and they're wrong. The process can be dotted with pitfalls. Why? When was last time you were

part of an organization / group in which everything was under control? No needs,

no problems. If you are in such an organization, you must have boarded a train

bound for Utopia. For, rest of us, there is no Utopia. Yet, would-be heroes have task of

giving their people a bit of Utopia, if only through words and imagery, in order to win

hearts and minds. Here is where The Confidence Game ensues. Selling confidence means selling hope, selling promises, selling facades, selling

threats and selling lies. Would-be heroes overpromise with confidence, then make

"No, I couldn't do that," he replied. "So many times things get delayed for reasons outside of my control."

"What do you mean, then, by 'guaranteed'?"

"Never mind, then. Strike that out. We couldn't give people their money back every time an appraisal was late."

He'd come close to landing his business in serious trouble. The word "guarantee," like word "free," has a specific meaning that Federal Trade Commission and state attorneys general enforce. Without any explicit qualifiers attached, "guarantee" means that customer has right to a 100 percent refund if product or service disappoints them -- no "ifs," "ands" or "buts."

Further, because of well-known strength of word, a guarantee holds a powerful potential to increase business. I explained to appraiser that an on-time guarantee would probably boost his business enough to cover occasional refund. We then restated his guarantee to read, "We guarantee that we'll deliver your appraisal by promised time, or it's free." He'd cover his flanks by being careful about promises he made.

Like a sharp knife, guarantees can cut through a prospect's skepticism and fears. Handle them with care, but include them in your business's toolbox.