Finding the Buyers

ebook How To Reach Those Who Want What You've Got

By Jim Cathcart

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There is an old saying that you can't sell refrigerators to Eskimos. The reasoning behind this motto is that many Eskimos, at least those who live in Alaska, reside in such a cold environment that they don't need refrigeration. After all, if your home is an igloo made of ice, what good is refrigeration? But I maintain that you CAN sell refrigerators to people who live in the ice and snow. Just not for the same reason that the rest of the world would buy them. What people in California need is a machine that will produce the cold for them. What residents of the Arctic need is a machine that will protect their food and maintain an even temperature. Cold they have; it is control that they need.

Finding the Buyers