![](\"https:\/\/i.ebayimg.com\/images\/g\/Z40AAeSwL3VqibmB\/s-l1600.jpg\")
<\/p>\n<\/p>\n
I’ve always found the standard internet marketing advice about maximizing every transaction repugnant. Apparently, if your offers don’t include 40 upsells, downsells, one-time offers, and cross-sells, you’re an idiot leaving money on the table.<\/p>\n
There’s nothing wrong with sales tactics. I’ve used plenty of them myself. But somewhere along the line, maximizing revenue can turn into squeezing every last nickel out of another person.<\/p>\n
The other day, my tires needed air.<\/p>\n
Watch almost any movie from the 1950s with a gas station, and you’ll notice a big sign advertising \ud835\uddd9\ud835\udde5\ud835\uddd8\ud835\uddd8 \ud835\uddd4\ud835\udddc\ud835\udde5.<\/p>\n
At some point, somebody must have looked at that sign and thought, “Free air? Why are we giving that away? We could charge a nickel!”<\/p>\n
Today, I’ve seen air pumps charging $\ud835\udfee.\ud835\udff1\ud835\udfec.<\/p>\n
Now, I’m a huge admirer of Dan Kennedy and Jay Abraham’s philosophy of getting everything you can out of everything you’ve got. But there’s a difference between maximizing the value of a customer relationship and extracting every possible dollar from every transaction.<\/p>\n
Charging for every little thing gradually eats away at the goodwill you’ve built. Goodwill is difficult to measure. It doesn’t fit neatly on a spreadsheet. But it’s one of those nonlinear human things that can work for you or against you when you least expect it.<\/p>\n
And by the time you discover what it’s worth, you may have already squandered it.<\/p>\n
Sometimes the smartest business decision is to leave money on the table. Just because you CAN turn a nickel on every little thing doesn’t mean you SHOULD.<\/p>\n
RW
\n.
\n.
\n.<\/p>\n","protected":false},"excerpt":{"rendered":"
I’ve always found the standard internet marketing advice about maximizing every transaction repugnant. Apparently, if your offers don’t include 40 upsells, downsells, one-time offers, and cross-sells, you’re an idiot leaving money on the table. There’s nothing wrong with sales tactics. I’ve used plenty of them myself. But somewhere along the line, maximizing revenue can turn […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,4,15],"tags":[],"class_list":["post-697","post","type-post","status-publish","format-standard","hentry","category-buying-psychology","category-copywriting","category-strategy"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=697"}],"version-history":[{"count":1,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/697\/revisions"}],"predecessor-version":[{"id":698,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/697\/revisions\/698"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}