A long time ago, I bought a piece of mountain land for future use. I intended to build my getaway cabin on it. The salesman was sure to tell me how good an investment it was, because land in the area was increasing in value. That was the justification I needed to buy what I already wanted. But what he also did is the basis for this piece. He suggested that I buy two, "since it was such a good investment." I did. Most of us have pulled into a fast food outlet to buy a sandwich, and invariably been asked if we would like something to drink with it. This is done because it works. Furthermore, side orders and drinks are the items that generate a majority of the profits, especially when one of us buys a $.99 sandwich. Actually, the fast food worker should not ask us if we want a drink, but rather what we would like to drink. The first question allows for a negative response; the second assumes that we want a drink and asks, "which kind?" Realize that the overhead costs come out of the primary purchase. The "add-on" sales are all "net." "Ask and ye shall receive." |
