We took care of her and she continued with our services.  After three weeks, she approached my office manager and said she wanted to pay ALL of the charges that accrued with us, even though I said otherwise. 

She said she passed out my cards and told her friends, but none of them seemed to need us right now.  

But her actions spoke of wanting to reciprocate. 

We paid forward good will to her and assumed the risk.  And it was genuine.  If she really was under such financial pressure, then I didn't want to be the one to add to it, and for heaven's sake, she shouldn't pay for sub-par performance. 

But there are many things to learn from this vignette.

1. People can find money when they really need or want to.  Unless they're a street bum (and even they make more money panhandling than people think) they can get it somewhere.  A good sales person doesn't become entangled in someone's reactance.
2. Good will is powerful PR (public relations).  Don't underestimate it.
3. Reciprocity is a powerful persuasion tactic.  Unless the person is a louse, they will want to reciprocate a good deed.  Period.
4. "Help" is a largely overlooked emotion in sales.  Before a person can be interested in anything they must be absolutely certain that help is possible.  Why would they buy otherwise?  NOTE: this works on people who are in an emotionally stable range, usually someone who is antagonistic or better.  Less than that (anger, grief, apathy), help is often perceived as betrayal.    Therefore letting the person discharge the emotion before hand allows them to get to a point where help can be viewed as a positive.  L. Ron Hubbard wrote much about this topic.
5. Reciprocity through a "win-win" arrangement allows the prospect to feel as though they they have some contribution to the deal.   Something for nothing is NOT a good arrangment.
6. Risk-reversal when combined with the other tactics mentioned is very useful in reducing a person's reactance towards accepting a proposal.   When there's absolutely nothing to lose, people will move forward if there's even the slightest promise of gain.   Fear of loss can be a deal-killer.
7. In many cases, it's all about the deal you can make.   And the deal is simply about finding a workable solution for your prospect.

So, what is our service that she couldn't afford?

Not financial.  Not dental or plastic surgery. 

Physical therapy.   This patient had back and hip pain.  Her doctor referred her to us because he knew we could help.   She couldn't see past a $25 co-pay due at the time of service.   Twenty-five dollars for one-hour of professional one-on-one service.  That was it.  Ten visits in a month of treatment would cost her $250.  

Is that a lot of money?   To her: yeah, you bet.  To a small business: not really, but every bit helps.

What's the value of two people referred by her in the future because of good will done to her? 

Get the picture? 

Good.

Now, think about all the people you can help.  You'd be surprised how many people actually enjoy helping others. 

Speaking of help.   Help is what Avail Consulting is all about. 

There are many more strategies available for you to use in your small business.  Are you ready to receive help?

If so, call us here.