Peak Your Profits: Taurus or Ferrari - what's your preference?

Jeff Blackman

As I travel the country, speaking to numerous groups in varied industries, with different clientele or customers and unique challenges, there's still a common occurrence.

Businessman spraying dollar sign shape cloud paint on the cliff with cloudscape background.

It usually goes something like this: At some point, either during or immediately following a program, a participant says to me:

"Jeff, while listening to you, I had an ah-ha moment!"

"It was amazing, I now realize…"

"I had an epiphany!"

A San Diego audience member declared: "Jeff, I thought I had to sell my customers a Taurus because that's what they need. But I now realize many of them really want a Ferrari because that's what they desire!"

Whoa! That's a powerful realization.

This C-class decision-maker and his team sell robotic automation. And he told me, many of his customers simply "need" a robotic Taurus, which might be a $70,000
investment; however, they often express the desire for a robotic Ferrari, which might be a million dollar investment. His struggle had been selling them something
they desired vs. needed.

While he knew the Ferrari was a far more profitable sale to him and his company, he avoided this type of sale. He felt it was "too much" or "unnecessary."

However, after we had an extensive discussion about value and buyer satisfaction, he acknowledged that the Ferrari is sometimes more appropriate, especially when it satisfies the perceived wants, needs and desires of the buyer because it helped them solve a problem or achieve an opportunity.

He even admitted some customers were disappointed with the Taurus because they wanted more.

Remember, while a buyer's decision will be justified with logic, their tummy is a significant decision-influencer, too.

Emotional validation includes things like ego satisfaction, pride and prestige. Or even being "the first to have…the latest, greatest, newest or most innovative."

Knowing that, capitalizing on that and selling that is NOT unethical, amoral or illegal.

It's actually good business. And smart. If your customer wants it and you deny it,
that's the antithesis of quality service and customer commitment.

Here's an example of emotion and logic in action: years ago, Saab, the Swedish auto manufacturer, ran two full-page ads, side by side in business magazines. The headline of the left-hand page read, "21 Logical Reasons to Buy a Saab."

As promised, this headline was followed by 21 logical reasons, i.e., four-valve technology, advanced ergonomics or a special steel underpanel. (This page was black and white.)

The headline of the right-hand page had three simple words: "One Emotional Reason!" Beneath this headline was a color picture of a Saab Turbo blurring through the countryside.

Wow! Talk about impact! It delivered features logically, in black and white, and then stressed emotionally, in living color, that the Saab driving experience is about speed, satisfaction and style.

Knowing what drives, motivates or turns-on your decision-maker will drive your relationships, results, revenue and profits.

If customers have a problem, solve it; if customers have a need, fill it; and most important, if customers have a dream, goal or desire, help them achieve it!

And if they want a Ferrari, help them pick the color and drive away in buyer's bliss!

Jeff Blackman is a Hall of Fame speaker, author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, please contact Jeff at: 847.998.0688 or And visit to learn more about his other business-growth tools and to subscribe to Jeff’s FREE e-letter, The Results Report. Jeff’s books include; Stop Whining! Start Selling!, (an Amazon Bestseller) and the bestselling Peak Your Profits. You can also stay connected with Jeff via Facebook, LinkedIn and Twitter: @BlackmanResults