Bail Out, Rescue, or Screw the Tax Payer

The Politicians couldn’t sell us on the bail out.

The news media couldn’t sell us on the bail out.

Wall Street couldn’t sell us on the bail out.

So they changed the name and they think that will sell us on the bail out.

I have believed for most of my career that the words we use make a difference. But in the last six years I have changed my belief. I do not think a minor change in verbiage makes the sale. I hope we the people are not foolish enough to ok the bail out because the geniuses in Washington now call it a rescue.

In 1991 when I begin my new home sales career we called a home we built on speculation a spec home. One day a high priced sales consultant tells the owner of the company that ‘spec’ was a bad word. So we changed it to 'market home'. They thought by changing what we called the home we would be changing how a prospect felt about that home and that someone would buy it because we called it a market home and not a spec home. I am embarrassed to say that I believed this ridicules thought. Calling it a market home does not change the home, it does not change the home site, and it does not change the price. It does not change the salability of the home. It is folly.

That was the start of a major revolution in home building. You had to watch what you called everything. Is it a home or a house, a community or neighborhood, a lot or a yard, I no longer believe it matters?

It sounds good for a high priced sales trainer to come in and tell us that one of the problems we have is the words we use. It is easy to train on, it is easy to change, and it is completely ineffective.

What you need to do is sell. That right listen to the prospect, get to know them, get to understand them, and then you will help them make the best decision for them. And guess what you will sell a whole bunch of product in the process, you will make a bunch of friend, and they will refer you like crazy.

And don’t fall for our politicians changing what they call the bail out. Rescue may sound better but the results are the same. We the tax payers get screwed. If they wanted to be honest they would call it ‘screw the tax payer’!