CHAPTER 15
REASSURANCE
… In which we learn to tell our story and reassure our customers big and small.
GOAT POLITICS
One of the keys for the well-qualified self-employed is to tell a good, well-presented and believable story – remember, maximum benefit with minimum risk. A good story can remove a load of those risks from the customer’s mind and in some cases it can generate a premium. Just think, what bothers you about buying fast food: poor quality ingredients, animal welfare, poor preparation, and stuff frozen and microwaved? Do you have a fast food joint that avoids all of these things? That is nice, but it won’t make any difference to the customer if they don’t know that and you haven’t told them your story – unless, of course, you are a ...
