There are a lot of uneducated people that buy from marketing materials. Years ago I sold geothermal heat pumps. We had a class on sales and one of the points was that people spend less time picking their HVAC system (about 15 minutes) than the kitchen cabinets!
Lol, yeah because they don't care about the HVAC system unless it breaks one day, then they care a lot, depending on the weather. But kitchen cabinets are something you look at everyday and my wife and I have come to know it as "externally referencing". Which means that self-esteem is bolstered by what we see outside of us. Which is not the best way to build self-esteem, but it's what many/most people do without realizing it.
Which is what I did when I bought Renogy, lol.
I once worked with a guy who's job was selling high-end kitchens. That's all he did and he had more work than he could do, I think he was booked out at least 2 years. He told me he
required that both adult members of the household (usually a man and a woman) to be present at their first meeting. He said it was a lot of psychology to get both people to buy in. Usually the woman was very excited about having the kitchen of her dreams and the man just saw it as a really expensive thing to do. So he had to basically do a couples therapy session with them to get
her to see her husband's perspective and to get
him to see hers
. He said usually the woman could see her husband's perspective pretty quickly and he ended up spending most of the time basically convincing him the old adage, "A happy wife makes a happy life," and to stop grumbling about it. He said it would be much easier to do so if the woman really could convey her understanding and empathy for how expensive this was and how much she appreciated him for even considering it. If she was of the more demanding type, it might not fly. He said if he couldn't get both people on board, then he wouldn't take the job. Smart man.
